Flo – Ella Braitman Women’s Fashion
My name is Ella and Flo is my women’s clothing boutique business – a symbol of unwavering commitment to high-quality women’s fashion. Like many others, my business has been substantially affected by the war with a 90% decline in income. What I need help with is revitalizing the brand so that it can continue to grow and move forward, even in these uncertain times.
My impact loan status:
What I need help with
I am seeking investment to revitalize the business and continue my mission.
About my business
In 2006, my partner Issy and I founded Flo by Ella Braitman (formerly Goya). Our debut in Berlin marked the successful launch of the brand, setting the stage for our expansion in Israel.
Flo by Ella Braitman represents our unwavering dedication to high-quality women’s fashion, featuring limited series with top-notch tailoring and premium Israeli fabrics.
I have loved fashion since I was a young girl. I was born in Moscow in 1972, and my early years in Soviet Russia, characterized by clothing and material shortages, sparked my creativity. At just 12 years old, I started designing my own clothes, with the exception of Russian winter coats.
When I turned 15, I embarked on my design journey at Moscow’s College of Design and Theater, specializing in theater costume design. In 1991, my family and I relocated to Israel, where I continued to pursue my passion. I eventually graduated in 1997 from the Shenkar College of Engineering and Design, with a focus on fashion.
At 50 years old, I firmly believe that life is an ever-evolving journey, and I see myself as a lifelong student, always learning and growing.