Rothschild boulevard wouldn't be the place you'd turn to for a quick lunch-time search for a dress, or if you wanted the so-called mall experience. The Boulevard, one of Tel Aviv's oldest (it dates to 1910) is where you stroll with a dog or a partner, lounge at one of the many cafes or work at one of the law offices. Not really the obvious choice for a young emerging fashion designer like Roni Kantor.
As it turns out, this decision was a deliberate one.
"In the beginning, I held all the sales in my home, and I never had the intention to have it any other way. I liked it. Women would come, chat, try on fun dresses and accessories... But then so many people started to come - which we loved - and we had no room for all the inventory and the customers."
So you started looking for a store?
"If there's anything I wanted to avoid, it's the store feeling. I wanted the studio to feel like an extension of my home. A beloved place where you either hop to when you're in the area, or maybe come especially. You have a cup of coffee, try on a bunch of pretties and hopefully you'll walk away - minutes or hours later - with something beautiful, which will leave you wanting to visit us again."
I must say, the design captures the essence of what you said beautifully, who is the interior designer?
"I and my husband, Amir Ben Naftali," she says humbly.
That's impressive! And where did you find the gorgeous sofas and all the accessories and knicknacks that add so much character to the studio?
"It's all vintage, found at the curbside, thrifted or from the flea market. In this sense, it really does feel as an extension of our home, because our apartment is also decorated mostly with finds. Each piece has a special story to it, some of which we'll probably never know. For instance, my friend brought this Rothschild Blvd sign and I still hesitate to ask her where she got it..."
Decorating with thrifted furniture is still very unique in Israel, have you ever thought of branching out abroad?
"Of course I have, but I haven't found the perfect formula for branching out and maintaining the friend's salon feel that's so important to me. Maybe one day..."
In the time being you can visit Roni Kantor at her studio: 64 Rothschild Blvd. Tel Aviv, or online on Sense Of Fashion.