Saying ‘I do’ to Oz
THE Israel Trade Commission in Australia (ITCA) has announced a busy program for the first half of 2018, not only in the key sectors of cyber security and fin-tech, but also emerging gems like bridal fashion.
THE Israel Trade Commission in Australia (ITCA) has announced a busy program for the first half of 2018, not only in the key sectors of cyber security and fin-tech, but also emerging gems like bridal fashion.
Commissioner Shai Zarivatch confirmed his office is supporting a group of five innovative e-commerce companies to man an Israel pavilion at the Inside Retail Live trade show in Melbourne from February 28 to March 2.
ITCA will also host a delegation of 20 Israeli companies participating in the 2018 Cyber Security Roadshow from March 11-16 in Sydney and Melbourne, and in early May will lead an Australasian trade mission to Agri-tech Israel.
Zarivatch said the ITCA is increasingly exploring opportunities in diverse fields, and is assisting two stars of Israel’s highly-regarded bridal fashion design industry – Liz Martinez and Liron Meyzan – with their first visits to Australia in early March.
Israeli bridal brands are satisfying a growing demand worldwide for unique wedding dresses that often push traditional boundaries.
Meyzan, who will participate in Bridal Fashion Week in Sydney and also meet new clients in Melbourne, established her bridal atelier in Tel Aviv 13 years ago at the age of 21, which now employs 70 staff.
She has developed a reputation for creating glamorous, highly detailed dresses that resemble works of art.
“I know that Australian brides have opened up to a more modern style, and they’re really loving the Israeli designs, so that whet our appetite to come and explore a potential new market,” Meyzan told The AJN from Israel.
“We all have a deep need for uniqueness and individuality, especially for the bride on her big day – it’s this idea that guides me in the creation of every dress.”
Meyzan is a strong supporter of marriage equality, and recently designed bridal dresses for two female Israeli models who tied the knot.
Martinez, 27, finds inspiration in Israel’s natural landscapes, its lively inner city neighbourhoods and dynamic cultural mix.
Her work is admired internationally for being contemporary, imaginative, beautiful and unconventional, and she said her creative spirit has been there since childhood.
“I started out making evening gowns for women in my neighbourhood [in Tel Aviv],” Martinez said.
“When my brother saw 20 women waiting in the living room one day, that’s when everything changed, and we set up a studio. I tend to play with layers of silk tulle and ‘nude illusion’ fabric, I love using hand-embroidered and beaded solstice, and unexpected elements like metallic silver beads or stones. I’m happy to make brides’ dreams come true, and every day I wake up and head to the studio is living my dream.”
Martinez will be showcasing her latest collection from March 2-6 at Sydney’s Zara Tower Hotel. Booking is essential by emailing corine@lizmartinez.co.il.
SHANE DESIATNIK
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