Last updated August 8th 2017

Written by Leah Sushelsky


There are scores of men and women fresh out of design school competing to be the next hot designer to hit the Tel Aviv market. The competition is fierce, and the pressure is on—but few of these designers are focusing solely on embroidery, like talented Tel Aviv based designer, Noa Curiel.

Curiel studied industrial design at the Holon Institute of Technology and Embroidery at L’ecole L’esage in Paris, and has a fierce love for combining the arts of haute couture and machine embroidery.

If mastering embroidering wasn’t enough of an accolade for Curiel to stand out amongst the designing masses, she has found another business venture to propel her ahead. Curiel was tired of generic t-shirts that are popular souvenirs in Tel Aviv and Jerusalem, and decided to create something much cooler.

Curiel appeared in the latest fashion week in Tel Aviv and her designs have been selling like hotcakes ever since. A white shirt with the image of a palm tree at sunset and the caption “Le Club Tel Aviv” is by far the most popular design, and Curiel has trouble keeping these styles on the shelves!





8-3|  Facebook | Instagram: @noacuriel

Author Leah Sushelsky currently resides in Tel Aviv and is a lover of food, fashion and scouring the world for the best iced coffee. Leah is extremely passionate about all things fitness related. Leah loves the art of storytelling and driving brands through engagement and smart conversations. Leah has over twelve years of experience in writing and public relations and holds a bachelor of arts from Tufts University in Boston, MA.

Photo credit: Jenny Schweber
Model: Tom Koren

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