About Me

My consultancy which specializes in creative design and fashion, is based in Tel Aviv.

I have over 20 years of experience in the creative world as the creative director of the leading Israeli brand Castro, and have covered a wide range of projects - from art direction, editorial work, branding and design strategy to implementation of a holistic fashion design process from concept to product, through sourcing and production, mentoring and fashion collaborations.

One of the reasons I am so interested in fashion is because I like making objects which seem trivial become non-trivial. I find beauty in pursuing the real and original meaning of design and fashion itself.  

My added value is turning an idea into a business by providing a sales-driven strategy that leads to great design and which is also reflected in the final numbers. I advocate for a 360 design process -‪ from concept to product to sales.

Having lived in South-East Asia, Hong Kong and Guangzhou for five years, I am familiar and experienced with design and product sources- I think and work glocally, and I believe that this is the direction that the design world is moving towards.