Even during his studies in Israel’s prestigious Fashion College Shenkar, Ronen Chen was already selling his designs to boutiques in Tel Aviv. Within no time after graduating, he set out to design his own unique label of high quality women’s clothing at affordable prices.

In 1994 he opened his first boutique on Tel Aviv’s fashionable Shenkin street where he designed simple yet sophisticated dresses inspired by geometric shapes.

Gradually as his clientele grew, he opened more stores and expanded his collection, all the while remaining faithful to his original design concept of femininity, modernity and comfort.

Today Ronen Chen has a flourishing retail and wholesale business in Israel. He owns 11 concept stores under his name and is sold in 50 additional specialty boutiques nationwide.