Eli Bitton's romance with fashion began in 1990, when he established his first Israeli fashion house with the help of his wife and sister. The newlyweds opened their first store in Zefat, the Galilee region's capital in Israel, with the help of Eli's elder sister Sarah. His original creations were initially sold in the small boutique along with retail evening wear from different nearby businesses. The fashion company grew over time, and the boutique now only sold the designer's original creations.
In 2006, Eli and Sarah came to India for the first time to look for fabrics and cutting-edge designs. They began working with embroidery businesses to create custom-made textiles. In 2008, in one of Israel's most prestigious malls, they opened a flagship shop. When the siblings came to India in 2020 for a routine business trip, Eli's elder son Yehuda Bitton came to visit them for a two week period from Puerto Rico, and Yehuda's visit coincided with the beginning of the first Covid19-induced lockdown.
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