New pickup spot: MONA
- Trench Team
- Jun 6, 2016
- 3 min read
Girly heaven on earth, somewhere you immediately feel well, a place with great vibes and charming fashion,
a wonderful owner: Moriah Hemed.
It is called MONA and it is your new Trench pickup spot, the ADVENTURE carries on!
For Moriah, the whole story began a lot before our Team just walked into Rambam Street, 8. It is a dream and a passion... We pushed the door to meet her as you will to trench!
1. What is the overall concept of Mona?
Mona is a time travel into a small retro kingdom. It is my world of nostalgic fashion. All my clothes are produced in Tel-Aviv and in very small quantities to preserve the fun of wearing something unique. I love creating my own fun and colourful world throughout my designs.
I try to make timeless pieces that will last for years and always look up-to-date and special. They offer a wink to the past while still remaining modern.
2. When and where did it start?
Mona was born in march 2010. When I started designing, I never thought I would become the business woman I am today – I thought I would make a few pretty dresses and that would be it.
3. Where do you get your everyday inspiration from?
Inspiration is everywhere!
Movies I've watched, countries I've visited, desserts I've eaten, the ocean, the sky, the surrounding architecture... EVERYWHERE!
4. How do you work and design your clothes?
My process starts with an idea or concept, which grows into a story and eventually translates to a collection. I pick fabrics to complete that story, and when the clothes are ready I create the final chapter: the exciting catalog photo shoot.
5. What do you dream for your store and your brand?
I've grown to realize that dreams are dynamic and they change and develop with us. As we do. I used to dream to have many shops in Tel-Aviv and maybe abroad, But last year when I became a mother, my life changed and so did my dreams. I really like having a small boutique brand and being part of every single part of my process. I guess that if I do have to pick one big dream that would be having a shop in NYC or Amsterdam... Or maybe just working with shops there. These are two amazing cities I really love.
6. What is Mona's signature piece?
Mona doesn't really have one signature piece. Collars, 60's cuts and the vibe make the brand memorable.
7. How do you manage your different activities from designing, being at the shop and selling, going to fairs and being a full time mother? ;)
I wish I had a magic answer that would make me look like a supermom and business woman, but unfortunately I don't. It's not easy at times. But I guess I really love what I do so I make it work.
The central part are my afternoons with my daughter then everything else is planned around that.
Well, yes, there is one thing: very little sleep and a lot of coffee :)
8. If you could swap your closet with somebody, who would that be?
Jessica day (Jess) from 'new girl' (Zooey Deschanel) OMG!! Perfection...
9. What is your wish item?
Anything made by Orla Kiely.
10. Any fashion tips for the Trench girls?
Less is more!! Try to have less clothes but with better quality that will last longer, rather than having a ton of cheap clothes that won't last through the season.
Opening hours:
Monday to Thursday: 10:00-16:00
Friday: 10:00-15:00
Closed on Saturday and Sunday
8 Rambam St, Tel Aviv
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