Tamara Beitelman Ashram, the widow of Master Sergeant (Res.) Noam Ashram, who fell in battle in the Gaza Strip, experienced a shocking verbal assault at a mall in Kfar Saba over the weekend. The incident, which unfolded in front of her young children, peaked with a security guard telling the grieving widow that she "deserved" her loss.
A Conflict Over a Skateboard
The incident began on Saturday afternoon when Tamara arrived at the mall with her children to visit the Decathlon store. While waiting for an elevator to take her 3-year-old son to the restroom, a security guard began shouting from a distance.
The guard claimed they could not enter with the child’s skateboard, which was stored in the stroller. According to Tamara, the guard then approached and "snatched" the skateboard from the child's hands. When Tamara confronted the guard about his aggressive behavior, he reportedly sneered at her, saying, "Let your husband come and help you."
"It's What You Deserved"
The situation turned from a service dispute into a national outrage when Tamara informed the guard that her husband could not help because he had been killed in the war.
- Rather than apologizing, the guard doubled down, telling her in front of onlookers: "You deserved it" (Zeh magiah lach).
- Tamara expressed her total shock in a heartbreaking social media post: "How can someone say something so cruel? Set aside being a IDF widow, the fact that someone lost what is most precious to them, and to answer 'you deserve it,' is simply inconceivable."
Corporate Responsibility and Backlash
Initially, Tamara reported that the store manager claimed his hands were tied because the guard was employed by an external security firm. However, following a public outcry, official apologies were issued:
- Decathlon (Union Sport): The company expressed "deep sorrow," stating the guard’s behavior contradicted their values. They confirmed that the security guard has been permanently removed from the branch and that they are in personal contact with Tamara to offer support.
- G Mall Kfar Saba: The mall management clarified that the guard was contracted specifically by Decathlon, but stated they are treating the incident with the utmost severity and are working to ensure such an event never recurs.
Noam Ashram (37), a fighter in the 5352 Reconnaissance Unit, was severely wounded by an RPG in central Gaza in December 2023. He fought for his life for two weeks before succumbing to his wounds.
