Designer Meital Ne’eman is a fourth-generation textile and fashion manufacturer. Her great-grandfather Meir Xana, who was captured and survived the Nazi occupation of North Africa, was one of the major textile manufacturers in Tunisia and France in the 1940s and 1950s. His children followed him and set up haute couture businesses throughout France.
Meital herself, after studying fashion at WIZO Haifa, could join the big companies but decided to start her own business. In 2015, she opened a brand bearing her name, focusing on women’s clothing and restyles that accompany customers in all day events – from work to a light evening event.
In the first year, Meital sold another consignment in a consignment format for boutiques around the country, but she quickly realized that marketing and sales must change: “It is difficult to rely on boutiques in this problematic format. In addition, it is difficult to allow a reasonable price to the customer.”
From there, with online sales in their infancy, it entered the e-commerce realm. “I believed in it from the beginning, even when the Israeli customer was horrified to purchase without measuring. It took time to set up an independent website, but even then, I focused on selling large online platforms in Israel and around the world that brought together brands and designers. It depends on an efficient and fast user experience. “
Meital even talks about the difficulties that befall her business. “One of the significant challenges for manufacturers, especially in the beginning when inventories are small, is to find the most profitable production process. In Israel there is no longer a wide supply of sewing shops and abroad the risks are multiple. I have been burned in the past from such a failed production attempt and the cheap one has become expensive. Remote manufacturing is difficult to monitor and control in order to avoid mistakes and failures in real time. The result could be bleak and acute for a developing brand. “
According to her, another major difficulty of a small and developing business is the ability to raise investments. “Banks are making it difficult for loans because of the initial risk. Many are stuck on the growth ladder, not because their products are not profitable but because of a lack of credit. Accelerating rapid growth requires a precise strategy and financial backing.”
Ne’eman started with a small amount, about NIS 50,000, which was directed mainly to production and marketing, and from there it developed carefully. “My growth was relatively slow. I was able to accelerate it significantly, but I avoided large loans as much as possible. I tried as much as possible to produce my investments, and sometimes instead of getting myself salaries at first, I invested in further growth.”
Today its position is strong and stable, and it is ready to push boundaries. “My ambition is to grow significantly among the Israeli audience and provide customers with quality clothing items with a clear identification of the brand along with an affordable price. In the future, I will also adapt myself to international audiences.”
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