Livnat Cupit, owner of the LA LUNA brand, tells of Corona's activities: "The state's support for small businesses is a certificate of poverty"
Brand: LA LUNA
Location: Ramat Hasharon
Owner: Coffit Birch
The collections of the LA LUNA jewelry brand owned by Cupit Birch combine oriental and trendy elements. The jewelry can be seen on Instagram by Coppitt's best friend, Bar Refaeli, whose every picture with Instagram brand jewelry instantly raises demand. At the same time, Coffit manages Microsoft Services in Israel.
About the beginnings and the combination of the two careers, she says, "Since I remember myself, I had a great passion for creativity, aesthetics, beauty and fashion. , I found myself in the high-tech world and I had to do something creative with my hands too, so I started drawing and making beaded jewelry ... "
"... my father-in-law, he saw the sketches of the jewelery, and offered to take my paintings and build them models. I was very excited to see how something I drew skin and tendons. Six years ago I started giving this thing a name because it was growing. I opened a business page On Instagram and Facebook and slowly the name has become a brand. We have also recently launched a new brand called 'Luna Mia', a small capsule collection of clothing items and lace jewelery.
How did you deal with the Corona crisis?
"Corona has me jumping and on the other hand having to deal with it. If you are not able to respond to changes in a hurry, it can be a crash. We provided fast delivery of one to three days, this is a great opportunity. If we were not delivering in such a fast manner it could create brand regression. "I pay double taxes and have been a great disappointment to how the state treats us. The state's small business support is a certificate of poverty for our country, who was unwilling to manage on his own and didn't have the envelope to do this, crashed."
Have you considered working only on the brand itself and not on additional work?
"I really like what I do. It's not a place of compromise or anchor. On the one hand, I really like to deal with business and on the other hand I'm very creative. In my worldview there is something right about doing some things, I think it creates a balance."
Do you have a dream to open stores?
"My studio is in my house in Ramat Hasharon and is open three times a week, on Monday, Wednesday and Friday. I really believe in digital media and accept offers to sell my jewelry in stores, but the charm of the brand that is not everywhere and is a little hard to get. Empower La Luna online and expand to more countries around the world. We have clients from all over the world. "