Welcome!
Ella Braitman was born in Moscow in 1972. Throughout her childhood and adolescence in the Soviet Union, she experienced a significant shortage of clothing and materials, which drove her to create her own garments. At the age of 12, she designed and sewed her entire wardrobe (except for Russian winter coats 😉).
At 15, Ella began studying at the only college of design and theater in Moscow, where she trained to be a costume designer for theater. In 1991, she and her family moved to Israel, and in 1993, Ella enrolled in Shenkar College of Engineering and Design, specializing in fashion design, which she completed in 1997.
Flo by Ella Braitman was founded in 2006 (originally named Goya) by Ella Braitman and her partner, Isi Shelo, who is still involved today. The brand’s first showcase was in Berlin, where it received its initial success, allowing her to begin developing the line in Israel.
Flo by Ella Braitman represents high-quality women's fashion that accompanies women through various events in their lives. We produce limited collections with superior craftsmanship and the finest fabrics available in Israel.
Address:
Yehuda Margozah 16, Jaffa, Israel