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:

$26,771 / $26,771
Meet Ella Braitman

Micro lending, Macro Impact

I am seeking investment to revitalize the business and continue my mission. 

My business - My spark

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.

A few more words

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.


100% of your loan goes to the business or businesses of your choosing.

No. In fact, please invite your friends in making an impact and helping a business in Israel flourish. If you are interested in funding the full loan amount, please email info@sparkil.org.

You will begin to receive monthly repayments after the campaign ends. The balance can be seen in you SparkIL account. SparkIL does not guarantee repayment but works diligently to ensure the borrowers pay back their loan in full.

A cross section of businesses, throughout Israeli society are encouraged to apply for a loan through SparkIL. The business owners fall within the social, economic, or geographic periphery of Israel. For more on that visit our impact page.

The SparkIL team works closely with the borrowers to promote the campaign in various mediums to ensure the loan is fully funded.  In some cases, there are matching dollars that will be used if a campaign needs a boost. Most borrowers will still be able to use the money even if the loan is not fully funded.

Need assistance? Ask us.

Israel is at war

Small Israeli businesses need your support now more than ever. SparkIL has expanded the eligibility for recieving a loan to any business that has been affected by the war