RISHON LEZION, Israel —Armel is trying to expand its market beyond the borders of Israel according to Ari Elfassy, one of the two principals. “The best politics is business.  In this way, you can find the solution to all problems,” the 43-year-old entrepreneur says. Armel Textile is one of the larger fabric importers in Israel today; right up there with Erotex and Schechter but it is more upscale in its collection and presentation. It specializes in leather for upholstery and curtain fabrics as well as rugs. Partners and brothers Benny and Ari Elfassy are originally from Casablanca but came to Israel in 1997, starting the business from scratch in 2,000. “Our family in Morocco has a separate fabric business there and our father is our mentor,” Ari explains. “Our father was one of the first distributors in Morocco,” he adds. Armel sells to the Palestinian consumer in the $6-$12 range but its collection is priced as high as $20 a meter. “We buy a broad range from China for the price and European goods for the style in the $12-$20 range.” Armel shows big pieces in its showroom to the architect and designer and refreshes the collection four times a year, Ari says. “Our collections are already coordinated when the buyer sees them.” “We are looking for new resources all of the time,” Ari points out. He attends Heimtextil in Frankfurt for this purpose.