In-Office
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Imagine a life feeling comfortable in your body
Justine Friedman's style
💙 Warm 👂 Listener 🙌 Affirming 🥇 EmpoweringWhy Justine Friedman chose to be in the helping profession
I chose to be in the helping profession because I have always been deeply drawn to understanding people and supporting them through challenges in a compassionate and practical way. Early in my career as a clinical dietician, I realised that nutrition is about so much more than food. It is closely connected to emotions, stress, self-worth, identity, and the way people experience themselves in the world every day. Over time, both through my professional work and my own personal experiences, I saw how many women were struggling silently with their changing bodies, emotional eating, exhaustion, and feelings of failure despite trying so hard to “do everything right.” I saw how easy it was to become stuck in cycles of guilt, restriction, overwhelm, and self-criticism while feeling increasingly disconnected from yourself in the process.
That is what led me to create a different kind of support. I wanted to combine evidence-based nutrition with compassion, mindset work, and realistic lifestyle guidance that actually feels supportive and sustainable rather than rooted in shame or perfectionism. I believe lasting change happens when people feel understood, empowered, and able to build trust with themselves again instead of constantly fighting against their bodies. My goal is to help clients feel calmer, more connected to themselves, and more confident in caring for their health in a way that feels balanced and realistic for their lives.
One of the most meaningful parts of my work is seeing clients move from self-criticism and overwhelm toward greater self-trust, self-compassion, and sustainable change. Watching someone begin to feel more at peace with themselves, their body, and their relationship with food is incredibly powerful and continues to inspire the work I do every day. I feel grateful to support women in a way that helps them feel less alone and more supported as they reconnect with themselves in a healthier and kinder way.
Justine Friedman's approach
My approach to nutrition counseling and coaching is compassionate, personalised, and holistic. I combine evidence-based nutrition with mindset coaching, behaviour change strategies, nervous system support, and practical lifestyle guidance to help clients create sustainable changes that work in real life, not just in theory. I believe health is about so much more than what we eat. It is also shaped by stress, sleep, emotions, hormones, habits, self-talk, and the relationship we have with our bodies every day. Because of this, I take the time to understand the full picture of what each client is experiencing rather than focusing only on symptoms or numbers.
Rather than approaching health through restriction, perfection, or rigid dieting rules, I help clients learn how to work with their bodies instead of constantly fighting against them. Together, we focus on building awareness, understanding the body’s signals, and creating realistic changes that feel supportive and sustainable over time. I know that many people come into this work already feeling overwhelmed, frustrated, or disconnected from themselves, which is why creating a safe and compassionate space is such an important part of my approach. My goal is for clients to feel heard, understood, and empowered as they build healthier habits that support both their physical health and emotional wellbeing in a balanced and lasting way.
What you can expect from sessions with Justine Friedman
You can expect our sessions to feel supportive, collaborative, and personalised to your individual needs, goals, and lifestyle. In our work together, we will look beyond nutrition alone and explore the bigger picture, including stress, sleep, hormones, mindset, emotional eating patterns, habits, energy levels, and the relationship you have with food and your body. I believe it is important to understand not just what is happening, but why it is happening, so we can create changes that feel realistic, supportive, and sustainable for you. My goal is to create a safe and non-judgmental space where you feel heard, understood, and comfortable being honest about the challenges you are facing without fear of shame or criticism.
Our sessions are practical as well as reflective, which means you will leave with tools, strategies, and guidance that can actually fit into your everyday life rather than adding more pressure or overwhelm. I focus on helping clients move away from all-or-nothing thinking and toward small, meaningful changes that build confidence and create long-term results over time. Together, we work on building greater awareness, self-trust, and consistency in a way that feels manageable and compassionate. Throughout the process, I aim to support you in feeling calmer around food, more connected to your body, and more empowered in your overall health journey.
Justine Friedman's experience working with the Jewish community
I have worked within the Jewish community for many years, both professionally and personally, and I have a deep understanding of the unique cultural, emotional, religious, and lifestyle factors that can influence health, eating patterns, stress, and overall wellbeing. Living in Israel and being part of the Jewish community myself gives me firsthand insight into many of the real-life challenges people are navigating every day. This can include the impact of Shabbat and Yom Tov meals, family and communal expectations around food, caregiving responsibilities, geopolitical stress, and the constant balancing of personal wellbeing with family life, work, and religious observance. I understand that these experiences are often deeply layered and personal, and that health cannot be separated from the realities of daily life and the environment we live in.
I work with clients from a wide range of Jewish backgrounds and aim to provide support that feels respectful, compassionate, and aligned with each individual’s values, lifestyle, and level of observance. My approach is practical and non-judgmental, focused on helping clients care for themselves in ways that feel realistic and sustainable within the context of their traditions, responsibilities, and routines. Many clients express relief at feeling understood without needing to explain the cultural nuances that can shape their relationship with food, stress, body image, self-care, and emotional wellbeing. Creating a space where clients feel both supported and culturally understood is something I care deeply about, and it remains an important part of the work I do.
Justine Friedman's Book Recommendation Zone
- Atomic Habits
Atomic Habits (James Clear) is a practical and insightful book about how small, consistent habits can lead to meaningful long-term change. James Clear explains how habits are formed, why behaviour change is often difficult, and how tiny improvements over time can create powerful results. The book focuses on building sustainable systems rather than relying on motivation or perfection, making it especially helpful for anyone wanting to improve their relationship with health, food, mindset, productivity, or daily routines in a realistic and manageable way. - The Inner Light of Love
The Inner Light of Love (By Miriam Castle Millhauser) is a thoughtful and spiritually grounded book that explores emotional connection, self-awareness, relationships, and personal growth through a Jewish perspective. The book encourages readers to deepen their understanding of themselves and others, while cultivating greater compassion, emotional balance, and inner connection. It offers meaningful insights into how love, self-worth, and emotional wellbeing are connected, making it a valuable and reflective read for women seeking deeper personal and relational growth. - The Choice
The Choice (Dr Edith Eger) is a deeply moving and inspiring book about resilience, healing, and the power of mindset. Written by psychologist and Holocaust survivor Edith Eger, the book explores how we can move beyond trauma, self-limiting beliefs, and emotional suffering by learning to choose freedom, self-compassion, and hope. Through personal stories and therapeutic insights, it offers powerful lessons about emotional healing, inner strength, and the ability to create meaning and growth even through life’s most difficult experiences.
Approaches
- Breathwork
- Cognitive Behavioral Therapy (CBT)
- Health at Every Size
- Inner child work
- Intuitive Eating
- Mindfulness and Meditation
- Motivational Interviewing
- Neuro-Linguistic (NLP)
- Positive Psychology
Concerns
Languages spoken
EnglishAges
Adolescents (13-18) AdultsPeople I work with
Men Women GroupsPersonal religious affiliations
Frum open mindedJewish community experience
ExtensiveLicensed to work in
IsraelNearby areas within a short commute to my in person office
Beit Shemesh, Jerusalem, Tel Aviv26 years in practice
Licenses
- Certificate of registration in Nutrition and Dietetics by Ministry of Health (Israel) 2020. License number 11-159657
Degrees
- Bachelor of Science by University of the Witwatersrand 1995-1997
- Bachelor of Science in Medicine (Honours) in Nutrition and Dietetics by University of Cape Town 1998-1999
Affiliations
- The Mental Wellness Society 2022
Average costs per session
₪300 - ₪1500
Payment Methods
- Credit Card
What people have to say about working with me:
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Justine and I have been through different phases of life. One time keeping me slim in my 30’s:) Then after I had a baby too. Six years have gone by, and I found I needed her again :) This time I’m in peri menopause, with constant headaches, weight that just won’t budge, tired and just feeling flat. The process is slower but it’s consistent. Justine has taught me not to look at the scale but rather how do I feel in my clothes! I have lost over 5 kg, my headaches are gone, and I sleep through the night! With Justine, I don’t feel like I’m on a “diet” but rather a lifestyle adjustment to help with the changes my body is going through. I highly recommend Justine to help navigate any phase of life. It’s like talking to a friend who also provides additional guidance and support.
C.L. 47 years old
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I wanted to give an unsolicited shout-out to Justine Friedman as a top professional. I am a 63-year-old woman, mother and grandmother, athlete and professional photographer. I live a very healthy lifestyle, yet found menopause years to be challenging. I turned to Justine, and with her kind, compassionate, and thorough help/program, I have made some changes in my eating that have really helped me out. I highly recommend Justine if you are struggling with similar issues and/or general nutritional issues. She is extremely knowledgeable, she cares, and she works hand in hand with you.
Rebecca Kowalsky
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I wanted to work with a nutritionist who would both feel like a friend to me but also not let me off the hook and excuse everything I did. I have spend over 20 years reading every book and doing every diet and so i warned Justine that there wouldn’t be much she could teach me. I was wrong. Through working with Justine, I learned to find a new voice in my head - not the voice that says “go on, eat that, you deserve it” and not the voice that says “omg i cant believe you ate like that. Tomorrow you need to just drink water” but a third voice; an adult, rational kind voice. I learned how to make better choices with my food, without feeling like I was being punished, and even after years have now gone by since we worked together, her teachings have stuck with me and help guide me on a daily basis
S.R. 49 years old
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I’m 50, and over the last few years I had tried intermittent dieting, among other diets, and despite the fact that I felt like I was barely eating two meals a day and I was careful about exercise, I couldn't lose the extra weight that was slowly building up on my belly and my hips. I heard about Justine, and she came highly recommended, so I decided to treat myself to a few sessions with her. She was extremely thorough as she collected data about my eating habits and my health concerns, and then she created a meal plan - not a diet! - that was specifically tailored for me. As it turned out, I wasn't eating enough - how crazy is that?! I started eating the right foods in the right quantities (carbs!!!) And I went from barely eating two meals a day with little to no carbs, to eating 3 square balanced meals PLUS two snacks at specific times. My meal plan consisted of all the foods I love to eat, and I'm loving it. It isn't a diet, but a way of life, a way to keep healthy and trim while still enjoying food. I was eating MUCH more than I was used to, kept up my exercise routine, and the centimetres started to come off everywhere. It's been barely 3 months, and I lost 12 cm off my hips, and 9 off my belly. My back fat is almost non existent and my clothes are hanging off me. More importantly, I feel amazing about myself. If you're looking to change your appearance and stop the extra pounds from settling on your body, and feel great about yourself, call Justine.
C.F. 50 years old
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My 15 year old daughter came to see Justine as she was struggling with her body image and balancing healthy eating. Justine was the perfect balance of warmth, understanding and professionalism. With exceptional nutrition knowledge, Justine was able to guide my daughter in a supportive and empowering manner. My daughter now understands what constitutes a healthy body and knows how to eat well, balanced, tasty and nutritious food. Justine has literally freed my daughter from disordered thoughts around body and food and for that we are beyond grateful.
E.G
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I used to fight with myself not to eat, now I go to bed feeling nourished I felt like I was walking a tight rope with food and I was scared to eat anything different. Now I am having a variety of foods and I feel like I can trust myself I never used to eat dinner with my family. I felt that I couldn’t trust myself with food so I didn't want to be around it. Now with the balanced plate in my mind I am confident to make food choices and sit down with my family. It’s such a relief.
R.B. 42 years
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I was referred to consult with Justine Friedman as a clinical dietitian to assist me with a stomach problem that I had been experiencing for years. I was never able to identify what foods were affecting me and I was living with a constantly overactive bowel and diarrhea. On my own I had identified a few safe foods but I really felt that my quality of life was badly affected. After our first appointment Justine drew up a meal plan for me according to a low FODMAP way of eating. She also took my likes and dislikes into account and educated me on why she had suggested both including and excluding certain foods. There were some foods that I was hesitant to eat and from following Justine's guidelines I was surprised to see that they worked well for me. She also encouraged me to use a probiotic and this was a game changer. I have been following this new lifestyle approach for almost 5 months and I can finally eat without worry that what I eat is going to affect me badly. Through our follow up appointments Justine has helped me to recognise patterns in foods that are better for me and those that trigger me. I would highly recommend Justine as a dietician for anyone who needs assistance with their gastric health.
G.M
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I felt that Justine really got where I was coming from. She listened to my concerns and asked many insightful questions. She gave me really practical suggestions and I was able to apply them right away. I felt so relieved and positive after my appointment
A.C.
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Justine is a wealth of information, has a very healthy and sustainable methodology, attitude and outlook about food, and the relationship we have to food.
S.R.
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I know what foods are healthy and generally what to eat. I booked a power session with Justine because despite this I wasn’t seeing results. She listened to all my concerns and gave me some simple things to try making some small changes to what I was already doing. Now 4 weeks later I can really start to see a change and my energy is better.
J.L.
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I came to Justine with some hesitation around the entire endeavor of seeing a nutritionist. Justine was sensitive and thoughtful in making recommendations that were feasible in the context of my busy life. She cheered on my victories and patiently supported me at times when my progress stalled. There was never any shaming or judgment, and she encouraged me in the process of setting personal goals. I continue to employ various strategies and insights she gave me and plan to do so for the foreseeable future!
S.A.
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Losing weight for anyone is a daunting and difficult process. I met Justine a while back despite having an avoidance on the topic of weight and dieticians, but heard she was wonderful, and I took the leap and made an appointment to see her. From the very first appointment, her energies were so welcoming, her knowledge on the topic at hand, her continual encouragement, changed my fears of total panic to confidence. Besides all the above qualities, she gives every client access to her via SMS/email or Phone call, outside of your designated appointment time. Her quick responses and caring have been so appreciated in my journey to a better, healthier lifestyle. I would highly recommend Justine for any position within her field of expertise. She would bring not only her expertise, but warmth & kindness in abundance.
K.S.
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I have known Justine both in a professional and personal capacity for 25 + years. She is smart, empathetic, kind, collaborative and provides individualised treatment plans for her clients. I would highly recommend her to any person needing a dietitian or coaching!
L.S. Verified