From Bakery Legacy to Fashion Elite: Aviv Kapulski's Tel Aviv Boutique

Aviv Kapulski sits comfortably in his boutique in Tel Aviv's Neve Tzedek neighborhood, wearing an American Vintage sand-colored smart-casual suit and striking Asics sneakers. With the playlist bumping and his gray French bulldog, Messi, nestled in his lap, Kapulski has zero regrets about following his gut and opening his high-end fashion boutique at home in Tel Aviv rather than in Paris.

A Sweet Heritage and Fashion Roots

While Kapulski chose fashion over the family's legendary baking legacy, the family name remains synonymous with Israeli history. His great-grandfather, Menashe Kapulski, born in Lithuania, immigrated after the Holocaust and opened a iconic café and pastry shop in Jerusalem's Zion Square with his sons. King Abdullah and Menachem Begin were regular patrons of the historic establishment.

However, Aviv's true mentor was his great-aunt Bianca Mikulinsky, the legendary shoe empress of Dizengoff Street. "When my grandmother Nina passed away, her twin sister Bianca became the grandmother who raised me," Kapulski recalls. "From ages 12 to 13, I stuck to her like tape, watching her mesmerize customers and master the art of sales."

Building a Boutique Empire

After working his way up through Factory 54 and building a stellar reputation as a personal shopper for elite clients in Madrid, Kapulski opened his own boutique. Today, his clientele ranges from young trendsetters to 60-year-old women seeking rare international brands like Kith and Stone Island alongside curated Levi's and Birkenstock items.

"In Israel, high-end fashion is all about here and now. When a client wants to buy, they have no patience to wait for special orders. They take what is in the store right at that moment," Kapulski explains.

The Strength of Local Ties

Despite international fashion giants occasionally turning a cold shoulder, Kapulski remains fiercely optimistic about the Israeli market. He sources unique brands from countries like Mexico and anticipates a massive tourism boom once stability returns. For Kapulski, the warmth of home, family support, and building a future with his partner Roy in Tel Aviv outweigh any temptation to open abroad.