Yael's journey in New York City began in the '90s at the Fashion Institute of Technology, where her passion took root. Soon after, she joined forces with her mother, creating a unique design and sales team dedicated to bringing style to the most discerning women. What started as a close-knit, family-driven venture grew naturally over time, evolving to introduce international designers to the U.S. market. From there, the business expanded organically into wholesale and eventually blossomed into retail, bringing fresh, global perspectives to American wardrobes.


Yael’s true passion is working with women in what she calls the “Golden Age.” Supporting an older clientele brings her genuine joy."I believe women over 50 are wiser, naturally beautiful, and authentic," she shares. "There's a confidence and honesty in them that I find truly captivating. For me, it’s never just about the clothing—it’s about the woman wearing it. I want to know her, be present for her, and admire her.

”Yael lives on the Upper West Side and is the proud mother of two wonderful grown children. In her free time, she finds balance in practicing Tai Chi, volunteering at hospice, and spending quality moments with her godchildren. Much to the dismay of her Midtown team, she’s committed to her Keto diet and never shares dessert! When she dreams of retirement, it’s with a vision of dedicating more time to end-of-life care and hospice work, a calling close to her heart.