about s+j

NOT UR AVG is your source for above average travel.

Shir & Jamie are not your average BFFs. Our experiences differ from the AVG because of our heightened perspective of life – literally, from 6 feet above the ground! We hope that you’ll be inspired by our stories and aspirations.

xx, s+j

est. 2013

The first time we met was during our freshman year at The University of Florida in a mutual friend’s dorm room (shoutout Maral!). The first thing Shir said to Jamie was “Woah, you’re tall! What size shoe are you?” Jamie agreed to stand up to compare heights with Shir, who was extremely excited to finally have a friend to share a wardrobe with. Upon also realizing that we were both Marketing majors, we inevitably spent countless hours together studying and meeting up for coffee before class. Little did we know what was in store for the following four years of college; from modeling in local fashion shows, to sharing adventures across Europe, one could say it wasn’t UR AVG college experience.

NOT UR AVG was first conceptualized after our summer studying abroad; Jamie studied in Madrid and Shir in Paris. Our friends loved hearing about our unique adventures and constantly asked us for recommendations for their own European excursions. Now, with the click of a button, we can send them a link to our latest trip so that they can experience a NOT UR AVG adventure for themselves!

Two years ago, after our usual Sunday brunch and “light shopping” in NYC, we decided to create the first NOT UR AVG post at one of our favorite rooftop bars, Salvation Taco. We set up shop with nothing more than a laptop and two delicious cocktails in the lounge area of the bar.

We graduated from The University of Florida in April of 2017, both achieving a Bachelor of Science in Business Administration, Marketing. We didn’t want to take the traditional path everyone takes in life post-grad; that 9-5 job at a corporate office… Instead, we want to form experiences and create a brand that embodies who we are and our passion to explore this beautiful world.

Because of her diverse background and affinity for global business and cultural competency, Shir recently completed her Masters in International Business at Tel Aviv University. Jamie is currently pursuing a Master of Fine Arts in Interior Design to capitalize on her creative mind and innate talent for design. Shir currently lives and works full time in Tel Aviv, Israel, while Jamie is completing her studies in New York City.

Together, we share a passion for food, languages and travel. Jamie follows a mostly plant-based diet and Shir keeps Kosher. Jamie speaks fluent Spanish and Shir speaks fluent French and Hebrew, sharing a common goal to diversify ourselves. We want to show people that you can achieve your best life as long as you are wildly passionate about what you love. We are true believers in getting an education, whether it be through a University, technical school, working, or even traveling to explore other cultures. Opening your mind up to new opinions, lifestyles, and knowledge is what helps one grow. Stepping out of your comfort zone is a challenge, but it is rewarding every time. We are all about new experiences and challenging ourselves to be our best selves! 


Shir Headshot

Deciding to take a break from the beautiful beaches of South Florida, Shir took her talents to Tel Aviv after graduation, where she works full-time for a tech firm. She comes from Moroccan and Israeli descent, in addition to French heritage, thanks to her mother. She has a passion for languages and travel, which began in the 3rd grade when her parents sent her to Israel alone for the summer to visit family. She speaks French and Hebrew fluently thanks to her parents and her semester spent abroad in Paris in 2015.


Jamie Headshot

Born and raised on the east coast of South Florida, Jamie has a love for sunny days by the water. She was destined to attend the University of Florida, where her parents first met and inevitably brainwashed both her and her younger brother to attend, too! Currently based in New York City, she is pursuing a Master of Fine Arts in Interior Design at New York School of Interior Design. She has an insatiable desire to create beautifully designed spaces and is determined to combine her two passions: design and wellness. In her free time, she enjoys trying out new fitness classes and developing health-conscious recipes.