Founding Ruti in 2009 was a major life change for me. After many years in the high tech industry, I allowed myself to follow my heart and what I really love: fashion.

When I moved to the States from Tel Aviv, I missed my favorite brands. Trips home to Tel Aviv were filled with shopping sprees. One of my most vivid memories is of being surrounded by my girlfriends when they came over to dress up and “shop” in my closet. They urged me to start hosting trunk shows, showcasing my favorite designer pieces, and the idea struck a chord.

One day as I was walking in Palo Alto I looked around and my internal voice cheered at me “you can do it!” Six months later, the first RUTI sign was hung. The rest is history. My Palo Alto store was followed by four more in San Francisco, Santa Monica, Berkeley, and Venice, and I am so excited about my new stores opening soon!

Today, I both design and curate unique, ready-to-wear clothes, shoes, bags, and accessories, which together create a singular and carefully-orchestrated collection. Chic and modern, the styles combine my love of contemporary fashion with my Israeli roots. Some of my limited-edition pieces are specially created with my customer in mind – a strong woman who appreciates unique fashion and fine tailoring - in short, a woman with effortless panache. I believe in designs that are simple but not without sex appeal. Clothes that make you feel and look your best, that portray authenticity and confidence.

When I took a risk to follow my dream I knew there would always be challenges, but now every morning I wake up and feel thankful. For the new clothing that has just arrived, for my amazing stylists, and most of all - for you, my loving customers, who continue to let me style your lives! Dressing you and seeing your confidence as well as your inner and outer beauty shine constantly inspires me and motivates me to be the best woman, and designer, I can be.

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