The story of VLADA

VLADA is an extension of me.

At 15, I came to Israel on my own.

I was very young and was starting to build my life from scratch. Perhaps that was when something began to grow inside me that is still at the heart of VLADA today — the desire to create for myself the life and the beauty I once didn’t always have access to.

As a child, I didn’t always have the opportunity to buy new lingerie. I had only two sets, and I wore them again and again.

Then, as I began to grow into a woman, I discovered another part of my story — I had a noticeable difference in the size of my breasts. Ordinary lingerie simply didn’t fit me the way I wanted it to.

I couldn’t find what truly felt right for me.

And gradually, one thought began to appear:

Why not create it myself?

That was the beginning of my journey into lingerie, construction, fit, shape and materials. Over time, I began creating my own corsets and unique pieces — not to fit women into one standard, but to celebrate their individuality.

Before VLADA, I worked as a landscape architect.

And there is another special connection here.

The place where my boutique stands today was once part of my professional life.

I personally worked on the development project for this area for almost two years.

Years later, I returned to the same place, but in a completely different role.

Once, I created spaces.

Today, I create a space for women.

I love people. I love women. And I love seeing how a woman expresses herself through style — through what she chooses, how she looks, and how she feels in what she wears.

What I love most is that moment when a woman tries something on and suddenly sees herself a little differently.

Her posture changes.

Her eyes change.

Her mood changes.

To me, lingerie and clothing are so much more than pieces to wear.

They are a language.

A way to express who we are, sometimes without saying a single word.

That is why VLADA has never been just a store to me.

It grew from my own story — from the girl who once had only two lingerie sets, from the teenager who came to Israel alone, from the woman who learned to create what she couldn’t find, and from the architect who always loved creating spaces.

And above all, from my love for women, beauty, individuality and self-expression.

I don’t want to dress every woman the same.

I want to find each woman the piece that makes her feel truly herself.

Unique.

Feminine.

Free.

Beautiful.

VLADA is my way of creating beauty and sharing it with other women.

And perhaps that is why every piece here means a little more to me than simply an item of clothing.

It is an extension of me.