Ever since Neta Efrati was a little girl, she remembers making clothes for her Barbie dolls. Fashion was always a part of her life and by the age of eighteen she knew that she wanted to be a fashion designer. She has been involved in art, dancing, fashion and all things related to the creative world her entire life. Ever since she can recall she has had a sewing machine, and the passion to design. Efrati is a very energetic woman who always looks on the bright side of life. She is an easygoing perfectionist who demands a high standard from the people working with her. She is also very much a cut-to-the chase type person.
Let us get to know you better. Where are you from, born and raised?
- I am currently living in Tel-Aviv. I was born and raised in Ramat Hasharon, a small city in the Sharon, very close to Tel-Aviv. My parents are Carmit and Jacob, who I'm very close to, and I have two brothers, an older one and a smaller one. I studied at Rotberg high school.
Who or what gives you inspiration?
- Life. Places I visit, trips I take, the streets I walk on, the world of dancing and movement…
How do you select your materials?
I choose whatever interests me and I can picture as clothing. This is based on my personal taste as well as the collection inspiration.
How would you best describe your work?
My work is ready-to-wear, day to night clothing, and fits every occasion and most sizes.
How do you stay up-to-date with the latest trends?
I keep track of all collections that come out during the year on style.com and in general. I'm connected to all social media platforms, mainly Instagram.
How do you balance creativity with business?
For three years I handled and juggled everything by myself, but for the last two years, I have staff who each take care of a part of the brand and enable me to concentrate on designing and manufacturing.
Where do you see yourself in five years?
The main ambition is to have a fully functioning website, including an online store, which operates in the international arena. I want to become a well known brand around the globe.