Meet Liat Katifa, 35, married to Naor, a mother of three stunning children and living in Beer Yaakov. In 2014, she established the brand “Liat Velvet” – patents for headgear and designed scarves. In addition, she owns another business branding business and visibility on social media.
The brand’s flagship products are three registered patents called “blacksmiths”, or as they are all known as “bobo”. The unique types that exist are: Bobo Volume Volume – Full and closed volume. Bobo volume tiara – half cover and also suitable for full coverage. Bobo Royal Volume – Suitable for low bindings.
Photo: Chen Elhadad
A must-have item in your closet?
One item? It’s really hard. Most important will be Bobo. There’s no way I’m going out without it, and neither is a denim skirt. I’m addicted to jeans, it just fits everything.
The garment you will never wear?
Oversize dress. For my body shape it’s just big no no.
What was the first mistake you made in the field?
First and most critical mistake. In the first production of the volume volume patent we produced over 500 units, the demand was huge. We have not yet had time to advertise and a very large quantity of units has already been sold, while we discovered that they made a mistake in the sewing room and the velvet was sewn upside down, which caused the volume to slip. We sat for hours on end into the night and went through a lot of volume to find what was sewn upside down, a reminder that it was several hundred units. We stopped the sales at that moment and let the customers know. Since then, no one is afraid of not undergoing strict quality control until it reaches the customer, and of course, do not forget the direction of the velvet. Experience brings wisdom.
What do you like about yourself, appearance and character?
Today you can say that I am complete with the external appearance. Of course it is after self-work for years to come to this insight.
I mostly prefer myself with a headdress than without, it has been an integral part of me and it should be noted that it is more suitable for me than scattered hair. In terms of character, I am very real and honest. The gematria of my name, 441 equals truth, Liat. Apparently it’s an integral part of me. Everyone who knows me knows that everything around me revolves around the degree of truth, so if I was offered to post something I was less attached to, it just would not happen.
What does your work day look like?
Waking up early, praying and thanking God and continuing to organize the children, everyone should leave the house sweet. Going out to the office where I usually have meetings with clients and a lot of branding work. In addition, I spend a lot of time on photos, tying scarves, and content that I upload on social media. Admires Facebook and Instagram pages and WhatsApp statuses.
There is of course a time when I create the new collections, cuts, models, fabric selection and go out for a day of fabric selection after getting inspired of course. Since the death of my mother in her memory about ten months ago, I started distributing maternity food to the amazing organization “Shifra and Pua” in Beer Yaakov on a specific day of the week, as she used to do. In between I also go to Pilates classes and during the day answer to my clients on social media. Of course, there is an orderly answer in the studio regarding purchases, etc.
Designer Liat Velvet Photo: Self-portrait
What is the hardest thing in a field that is unaware of?
Production costs. Wow. A particularly painful subject. My brand is blue and white production. Everything is bought and sewn here in Israel in very expensive boutique sewing shops and with the highest quality fabrics available. The costs are very expensive, beyond the fact that almost no seamstress is willing to mess with a product that consists of so many parts, in particular that I am pedantic about that detail, everything must be perfect.
How did you choose the brand name?
My brand started in the field of makeup (former makeup artist), so I used my full name, and then the business also slipped into handkerchiefs which are the main thing. Everything just happened from God, without first thinking about the name. Somehow it came out, thanks to my dear husband, that my last name is actually like the main fabric I work with, velvet.