hoo(key) Patent # 10,036,415; Patent # D808,769

Our Team


Rafi Yitzhaki, the founder of HooKEY, is a seasoned e-commerce executive with vast experience in sales management, strategic partnerships, and business development. He is the CEO of Alien Consulting, a St. Charles, IL-based consulting firm that helps online businesses maximize their growth.

He owns and runs three successful e-commerce websites: overhalfsale.com, a top daily deals site, modandme.com, a premier, online fashion retailer, and mysterydeal.com. His companies maintain a database of over 1MM customers. Rafi began his career by opening the first internet cafe, Broadband Cafe, in Chicago in 2001 and his first website, gearxs.com, in 2002. After generating over $50MM in sales, he sold gearxs.com in 2018, in order to focus on his other businesses and HooKEY. Rafi's total enterprise included 130 employees working in a 200,000 square feet warehouse.

Since the beginning in 2001, his companies have generated in excess of $100MM in online sales.

Avida Giloh is the COO of HooKEY and the Founder & President of Revere Jewels, an online jewelry buying platform. Mr. Giloh has been in the jewelry business for over 20 years, with annual sales above $10MM. He is a board member of the Diamond Club West Coast, a non-profit organization dedicated to helping members facilitate and enhance their respective jewelry businesses.

Mr. Fulton is a valued colleague and is Rafi Yitzhaki's personal advisor and 1-to-1 coach. Philip has over 46 years of business experience that includes a start-up strategic marketing consulting firm, executive management for three $250 million+ healthcare organizations, serving as a chief operating officer for a boutique consulting firm, & vice president of marketing & business development.

He leads a Private Peer Advisory Board for CEOs/Presidents/Business Owners & a second group for Trusted Advisors. Members of his groups are leaders from a wide range of industries, including marketing & communication; civil engineering; manufacturer of porcelain enamel furnaces; fetal monitoring software developer; industrial equipment installation & custom metal fabrication; kitchen full-service remodeling; manufacturer of quality printing plates for the packaging industry; sales management & coaching, on-line retail; HR, employee benefits, and business insurance solutions; interim chief financial officer services; promotional product marketing; and full-service insurance for home, auto, and property. These companies have revenues ranging from $1.0 million to $80 million.

Mr. Burd is a partner of B2B CFO, the largest US management consulting firm of its kind providing CFO and exit planning services to emerging growth and middle-market companies. He is also the President of Sal Burd Financial Advisors, providing financial management for small and medium-sized companies.