Ahava's closure was no victory for BDS-ers

Much as they are going to crow about it, the BDS-ers had very little to do with the closure of the Ahava shop.
Let's look at the evidence calmly. Ahava is a very small outlet selling quite expensive cosmetic goods on one of the most expensive streets in London. It did not have a hinterland. It did not advertise widely. It did not have another shop which could serve as a cash-cow to its loss-leader. Not only that, but it is trading in a very competitive market, against the likes of Lush, Body Shop and other chain stores that tend to sell their wares at much lower prices. And there is a recession and a squeeze on people's pockets. Who can afford to spend more than a tenner on face cream or shower gel? (Real men don't use face cream and a bar of soap costs about a quid.)
It did lose £250,000 last year, despite a £300,000 cash injection from Ahava in Israel. No business can sustain that kind of loss if it isn't willing to back itself with advertising and more shops. Ahava isn't that big a business, even in Israel. In fact, I'm not too sure it has its own shops in Israel, preferring instead to sell through cosmetic shops, small pharmacies and the chain stores, Hamashbir, Superpharm etc.
But if some people are going to blame the BDS demonstrators, all five or six of them who turned up to protest, let's not forget that they probably would have melted away once they got bored. But some people, however well intentioned, didn't think about the publicity they were granting the BDS-ers.
Maybe we can learn from this episode that sometimes the best thing to do is nothing.