Born and raised in the suburbs of Chicago, I never imagined that at age 30 I’d pack up my life, move to Israel, and eventually start a clothing brand. But looking back, it’s clear that every decision and every step has led me to this point.
Born and raised in the suburbs of Chicago, I never imagined that at age 30 I’d pack up my life, move to Israel, and eventually start a clothing brand. But looking back, it’s clear that every decision and every step has led me to this point.
As a young girl, I was a scrapbooker (okay, maybe a "stalker," according to my friends). I loved taking and collecting pictures. My childhood was filled with too many photo albums, birthday collages, trips to Michael's Arts & Crafts, and hand-crafted cards for any and every occasion. At summer camp, I was known for my "Secret Sister" gifts. I'd like to think it was because of my creative cut-out bubble-lettered cards or because they usually involved way too much glitter, but truthfully, it was probably because I splurged my entire summer's allowance on the perfect end-of-camp reveal present. Crafting and curating have always been in my blood.
While living in New York City in my 20's, I gained experience across a variety of companies and industries working in sales including events, experiential, styling and SaaS. Though I always knew I had more creativity to offer than my jobs allowed me to express, it wasn’t until I moved to Israel that my friends began to encourage my eye for aesthetics – whether through my shopping habits (guilty of being that girl who gets Revolve and Shopbop packages delivered weekly to Tel Aviv), my curated travel guides, or my passion for designing home spaces. Over the years, I’ve tried digging deeper into what truly lights me up, while continuously transitioning through a series of sales jobs. I was searching for something greater—something that would combine my passions for travel, lifestyle, fitness, aesthetics, and fashion.
Meanwhile (back to my shopping addiction), my closet was full of cozy city sweatshirts from some of my favorite cities like New York, Brooklyn, Chicago, and Sydney. But where were my Tel Aviv sweatshirts? So, I decided to test my luck. I reached out to creative brand directors and owners from some of my favorite brands, asking, “Can you make this same sweatshirt, but with Tel Aviv?” The response... silence. That’s when I realized I had an idea, but, as I often do, I sat on it. It wasn’t until years later that something sparked me to turn this idea into a reality.
On October 7, 2023, everything changed. The impact of that day and the collective suffering we've endured since is still hard to fully grasp. In the chaos, I felt a need to channel my energy into something positive and meaningful—something that would allow me to give back to this country I love to its core, while providing a way for others to do the same. So, I started creating vision boards filled with inspiration from my favorite brands, blending them with the unique spirit of Tel Aviv—the yam (sea), the shemesh (sun), the or (light), the koach (strength), and the zorem (chill/flowy vibes) that define this special place. My goal was simple: to build a brand that represents this incredible, chaotic, and beautifully authentic city, while bridging the gap between my American roots and the thriving community of expats and locals that make up Tel Aviv.
Tel A'vive isn’t just about clothing—it’s about lifestyle, culture, and resilience. It’s about merging my two worlds: the one I grew up in and the one I’ve chosen to build a life in. My designs are made for the modern traveler, the fitness enthusiast, the city explorer, and those who want to feel a deeper connection to Israel, the city they live in, and the places they’ve been. Each piece represents more than just a design—it represents the beauty of living creatively and fully, no matter where you are.
Through Tel A'vive, I’m excited to give back to this country and create something meaningful that speaks to the hearts of locals, expats, and travelers alike. Tel A'vive is more than a clothing brand—it’s a symbol of resilience, community, and living life boldly and unapologetically, the Tel Aviv way.
When I’m not working on Tel A'vive, you can find me at functional training classes, yoga, running on the tayelet, discovering new restaurants in Tel Aviv, trying every bottle of natural wine possible, hanging out with my best friend & dog, Shuka, or planning my next adventure. I’m grateful to share my journey with you and excited to see how Tel A'vive evolves with the support of my community—the people who inspire me every day and have helped make this vision a reality.
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