Yael Admoni established the brand in 2007. Initially she sold her designs in boutiques, and in 2009 she opened her own store in Tel Aviv. From the beginning of her work to this day, Yael manages to maintain in her designs the tension between an accessible and nonchalant appearance and sophistication and uniqueness.
Yael translates our women's way of life into sophisticated, elegant, and very feminine models, yet light, relaxed and adapted to the size of the Israeli woman and the local weather. The fabrics of the collections fit well into the brand's agenda - they are soft, natural and succeed in accentuating the feminine silhouette without compromising comfort.
In her collections she combines naturally between daring and fashionable saying, and feminine and sexy, and is considered to be the one who creates the dictates of fashion itself.