"We entered a male table and almost fainted": The secret behind the Seestarz exit

Alona and Daniela Tzur, founders and co-CEOs of the successful fashion brand SEESTARZ, are sisters and Israeli fashion entrepreneurs. The two broke into public consciousness after turning a simple Instagram page, where they shared their daily outfits, into an e-commerce empire. The sisters grew up in a home that encouraged female independence, as they recounted:

"What we always saw at home was very strong women; it was clear that we would do something ourselves and not follow someone else."

Professionally, Daniela Tzur-Levkovich is an accountant with a master's degree in business administration specializing in financial management, and is responsible for financial management and budgets in the business. Alona Tzur-Komisar is a criminal lawyer who interned at the Tel Aviv District Attorney's Office, and is responsible in the business mainly for marketing, service, and the creative side. The establishment of the brand in 2019 was born out of activity on the social network. The sisters shared: "We have an Instagram page and we showed what we were wearing and there was demand from the followers, and we told ourselves that we wanted to build something."

The brand initially focused on direct-to-consumer (D2C) online sales of comfortable, simple, and effortless casual clothing ("street style"). However, the beginning held a great disappointment from high expectations:

"At the stage where we decided to establish Seestarz as a brand, we thought we would open the site, it would crash, and we prepared the whole family for the site's crash, the owners didn't go to work to distribute, and then the site goes live and it's one big disappointment, and then we said there's no chance it won't work, but the feeling is that for once we didn't succeed and we were used to everything coming easily to us."

The significant turning point came with the outbreak of the coronavirus pandemic. The sisters described the change they experienced in the business: "At first everything was hard, and as soon as the coronavirus started, it was our stroke of luck because we were online with a strong infrastructure and we didn't have to change anything, and consumers were trained to buy online, the growth was astronomical."

The brand quickly became one of the leading e-commerce sites in the country for women's fashion, thanks to accessible collections with fast turnover in casual and chic evening styles. The success led to an approach from the company Terminal X from the Fox Group. The sisters shared the concerns and events that preceded the acquisition:

"After more than a year, the call came from Terminal X, we almost fainted, we knew we would enter a male table, it was a crazy lack of confidence, we pulled ourselves together quickly, we entered, and after ten minutes he said 'I want to buy them' and we really didn't believe it was happening to us."

In 2022, the deal was completed in which Terminal X acquired about 51% of the brand in a deal estimated at about 8 million NIS. Despite their success and public recognition, the two experienced feelings of insecurity and said: "Even when we were chosen for the 40 under 40 list, we had imposter syndrome that nothing makes sense." At the same time, they present a clear view regarding profitability and business success: "We feel a need to apologize for this, but I want to make money." The brand continued to expand, and at the end of 2025, the sisters opened the brand's first physical store in the Big Glilot complex.