Interview — 20 November 2025
Knowing when to let go of perfectionism
From the hardest challenge along the way to the decision to focus on one collection — a conversation about what actually keeps a label alive for a decade.
Moriya Shalom grew up in Sha'arei Tikva, served in the army, and afterwards studied fashion design at Shenkar. She founded the label bearing her name in 2015.
The first chapter was a store on Dizengoff, where she sold her own collections alongside pieces bought abroad. That combination taught her what sells, what stays on the rail, and what women actually look for when they walk in.
The next decision was to narrow: to stop buying and focus on her own collection alone, sold through boutiques across the country.
Asked what the hardest challenge had been, the answer was short: knowing when to let go of perfectionism. In fashion design, a perfect version that never leaves the studio is worth less than a good one that gets worn.
The style she defines for the label — feminine, luxurious and precise with touches of trend-driven street — is really the same formula: precision that knows when to concede.
“The hardest challenge was knowing when to let go of perfectionism.”