Para Ruk Israel — brand of affordable couture accessories founded by Anna Shenderova.
Para Ruk ISRAEL is the brand created by Anna Madfis (Shenderova), a jewelry and scarf designer who immigrated from Russia and made Aliyah to Israel. Brand was launched in 2017 as she moved from being a marketer to a designer. Project has started with scarves that were hand colored using the Shibori technique which is a Japanese style to dying scarves that produces ambivalent patterns. Anna believed that she could create something truly unique by expanding the scarf designs with watercolor techniques, and adding gems. Her materials provide the luxury essence to her brand. Her product lines include beaded brooches and brooches made out of organic glass, silk-twill scarves, silk-twill square scarves, earrings and necklaces. She has been selling her collection out of Israel and exporting to various countries such as Russia, U.S, Canada, European countries. In 2019 Para Ruk Israel took part in Tel-Aviv Fashion Week in the designers show-room, where the brand's accessories were presented.
Brand mission is to inspire women to celebrate daily life and feel special through unique accessories with couture touch and magic stories.
Brand values are:
- Small limited collections or even unique products presented in only one copy
- Meaning and history in each product - whether it's a scarf or a jewelry piece, each accessory has a story.
- Respect for tradition and handcraft work - Luneville embroidery, beaded brooches, all jewelry is assembled by hand, hand-finished scarf edges.
Anna Shenderova - founder and designer of her brand. She draws inspiration from Russian fairy tales from her childhood, and her new life in Israel. This year marked a huge milestone for Para Ruk Israel - it was brought to New York Fashion Week!
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