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abroad (L.A., New York, Shanghai, and Honk Kong), and of course, her new jewelry brand, “Ifat Oved”. Her decades of experience in the diamond trade and her deep love of

gemstones are the driving force behind every piece of jewelry she creates – sometimes it’s one particular stone that inspires a new design. Inner wealth, creativity and a craftsmanship honed over the course of many years, are Oved’s “working tools”. “I have an instinctive feeling for what type of jewel will suit each individual woman. A customer can come in with a fixed idea of what she wants but if I realize that what would work best for her is a different color or size of stone, we’ll discuss it and work on the design together so that the end jewel will be the most suited to that particular customer”, she explains. The brand’s flagship store in Kikar HaMedina attracts a clientele of all ages and standing, and Oved makes a point of designing jewelry for all women and not just for the top percentile. “My own path as a woman has been long and arduous, and I haven’t forgotten where I came from. When I see sparkles in a customer’s eyes as they put on my jewelry, I can’t help but feel just as emotional. Creating beautiful things for women is my calling, and I’m so glad the family-business and new brand allow me to do just that”, she says with a smile. 70 th H. Bayer st. Kikar Hamedina, Tel Aviv ifatoved_official

After working in her family’s diamond company for years, Ifat Oved has now branched out on her own, creating elegant bespoke jewelry that combines the latest fashion trends with her signature style: “when I see sparkles in a customer’s eyes as they put on my jewelry, I can’t help but feel just as emotional” / By Sharon Ben-David Diamonds are forever

Jewelery designer and businesswoman Ifat Oved recently inaugurated her new showroom in Tel Aviv’s Kikar HaMedina. Her dazzling first jewelry collection was presented during Tel Aviv Fashion Week, in the fashion

company “Novell Collection”, over fifty years ago. It blossomed into an international, family-run enterprise in which Ifat’s brothers Eyal and Oz Mashiah, as well as her husband Shay Oved are closely involved.

show steered by producer Motty Reif and attended by some of Israel’s most notable fashion figures - models Titi

She herself is the company’s manager, but in recent years, she felt the need for an outlet to her creativity. “I have been

Aynaw, Ronit Yudkevitz, and Yael Shelbia to name but a few. According to Oved, “this is not one more jewelry store, this is a treasure trove of deep rooted culture and heritage”. Diamonds and gemstones have always been part of her life. Oved’s father, a founding figure of the Israeli diamond industry, created his

designing jewelry since I was a kid, and it felt right for me to venture into my own business”, she explains. Inner wealth, creativity, and craftsmanship Today, Oved (56), divides her time between her five children, the offices of the family-business in Israel and