Our story is not a typical one. We are two women who found each other at turning points in our careers and have joined forces to create a boutique, a label and a lifestyle. One of us is a fashion designer who, after a successful career in London, decided to pack up her life there to start her family in Israel; and the other, is an ambitious, multi-disciplinary entrepreneur, who at the age of 30, followed her instincts and took her career in a fashionable direction. A chance meeting (what was perhaps, not a coincidence at all) was the beginning of a friendship and business relationship that combines a love of fashion, art and dressing women for their distinct styles.
Our brand, Aluma, is a recipe made of all kinds of thoughtful and lovely ingredients, with a dash of the hand-made. Less trends, more craft; a match of sexy and feminine. And this is the true common denominator of our clients: women who embrace their individuality. We welcome you into our world.
Karin and Aluma
9 Ashtori Ha-Parchi St. Bazel sq., Tel -Aviv Tel: +972-(0)3-604-6095 firstname.lastname@example.org
British-born Aluma Klein started sewing at 14 as nothing more than a hobby. An artist at the core, she painted her way through high school and then studied graphic design and visual communication at the Bezalel Academy of Arts and Design in Jerusalem, but realized her love for fabrics and the craft, ending up at the London College of Fashion.
Selling hand-made pieces in London boutiques, Aluma received a career-catapulting phone call saying that Madonna’s stylist had picked up some items for one of her tours. Aluma got serious as a designer.
She opened a studio in London and started working with a showroom. A buyer for Selfridges came in, showed major interest, and Aluma started catching fire, taking orders from shops in Japan, Hong Kong, Australia, South Africa and Dubai. By 26 she was showing her collections in London and Paris Fashion Weeks, and selling her garments in Selfridges and Harrods in London.
Aluma’s designs have since grown progressively and organically, with each new collection building on the previous one. Her signature staples include vintage lace neckpieces, hand-beaded blouses and flapperesque dresses.
Since the time she can remember, Israeli-born Karin Blum has had an affinity for dressing up. Expressing her femininity was heightened when she started dancing at age nine, going on to perform with an Israeli dance company locally and abroad. Afterwards, she earned her Masters in social psychology at Tel Aviv University, but progressively understood that she wanted to be an independent entrepreneur and utilize her affection for fashion.
And she found it when she came across Aluma’s designs by chance in Harrods while visiting London. Some two years later, Aluma and Karin met after an email exchange and Aluma’s relocation to Tel Aviv. Karin showed off her collection of Aluma’s pieces, which she had acquired over the years and they instantly spoke the same language. An inevitable partnership was formed.
The business-savvy mind behind the brand, Karin helms the strategic development and marketing; from choosing samples in the design studio to personally style advising customers in the boutique. In the process, she continues to teach her twin girls that loving what you do is a true path to happiness.