Yael Edelist and her mother, Roni Rabl, began their fashion journey in Israel. In 1982, Roni Rabl started her company and exported her own line to Europe. At times, she would drive her samples in person to European wholesalers, bringing a young Yael along. Thus, mother introduced daughter to the industry, to prevailing through hard times, and to hearing one’s own voice. The two have worked as partners ever since. In 1992, Yael moved to New York to begin her enterprise, catered to women ages 40 and up. In her opinion, women of this age bracket have more interesting qualities, display loyalty, know themselves, take risks, and don’t worry about how others think. At the present, Yael represents 7 designers from diverse backgrounds including: Israel, France, Greece, Lithuania, Japan, Italy and Germany.