The Journey of Tel A'vive

Meet Caroline Rosen: A Story of Creativity, Resilience, and Lifestyle

“Born and raised in the suburbs of Chicago, I never imagined that at age 30 I’d pack up my life, move to Israel, and eventually start a clothing brand. But looking back, it’s clear that every decision and every step has led me to this point.”

Welcome to this month's Founder Spotlight! Each month, we take a deeper dive into the journey of inspiring creators.

We're thrilled to share the story behind Tel A'vive, a clothing brand that's all about resilience, lifestyle, and culture. We’ll share the story of how a passion for crafting, creativity, and connection led Caroline (Founder of Tel A’vive) to the birth of a unique brand that blends the spirit and vibrancy of Tel Aviv and connects people back to Israel from near or far.

Can you tell us a bit about your background and how it led to the creation of Tel A'vive?

“Born and raised in the suburbs of Chicago in a reform household, I never in a million years imagined I’d pack up my life, move to Israel at 30, and eventually launch a clothing brand that feels so identifiably Jewish and meaningful. After October 7th, the need to connect with fellow Jews, strengthen ties to Israel, and be part of something bigger became essential. This experience inspired me and catapulted me onto the path to create Tel A’vive.”

How did your childhood shape your creative journey?

"As a young girl, I was obsessed with taking and collecting photos, crafting, and curating. My childhood was filled with photo albums, handmade collages for just about every occasion, and frequent trips to Michael's Arts & Crafts. Creativity has always been in my blood whether related to fashion, home, travel or lifestyle. Those early experiences shaped the way I see and express my creativity today."

You’ve had a diverse career in sales, but it sounds like you always had a creative side. What led to the shift toward pursuing creativity full-time?

"While I was working in various sales jobs in New York City ranging from event sales, experiential marketing, styling, and software, I always felt like there was a creative side to me that I wasn’t able to fully express. It wasn’t until I moved to Israel that my friends started encouraging me to follow my eye for aesthetics. My passion for travel, lifestyle, and fashion all started to come together, but I still couldn’t find something that fully blended those passions. It was a gradual journey, but Tel A'vive is the result."

Can you explain the moment that sparked the idea for Tel A'vive?

"To say I love shopping is an understatement…addiction might be more accurate. My closet is full of cozy sweatshirts, many printed with the names of my favorite cities like New York, Chicago, Brooklyn, and Sydney, but I could never find any brands that represented Tel Aviv, a city that so many of us hold close to our hearts. When I first moved to Israel in 2020, the idea sparked—but it took years before I actually acted on it. After October 7th, that idea evolved into endless vision boards and a much bigger purpose. That’s when I truly began shaping what would become Tel A’vive."

What was the turning point that finally pushed you to bring Tel A'vive to life?

"October 7, 2023, was a pivotal moment. The impact of that day and the suffering we've endured since is still hard to fully grasp. In the chaos, I realized I needed to channel my energy into something positive and meaningful. I wanted to give back to this country that so many of us love and find a way to connect both locals, expats and those that have a deep love for this country back to Israel.

What is the essence of Tel A'vive?

"Tel A'vive isn’t just about clothing; it’s about lifestyle, culture, and resilience and a celebration of chayim (life). It merges my two worlds—the one I grew up in and the one I’ve chosen to build a life in. The brand embodies the spirit of Tel Aviv: the sea (yam), the sun (shemesh), the light (or), the strength (koach), and the chill/flow (zorem). My goal is to build something that resonates with both locals and the international community both in Israel and abroad in a fun, meaningful, and connective way."

How do you see Tel A'vive impacting the community?

"Through every sale, a portion of proceeds will be donated to Israel’s rebuilding efforts. In 2025, donations will support the families of those held hostage in Gaza. Beyond giving back, I wanted to create a brand that connects people to Israel, to their local communities, and to each other. Whether it’s attending a Tel A’vive pop-up, recognizing a Tel A’vive sweatshirt in your neighborhood cafe or resonating with the messaging on a garment, the goal is to spark connection. Tel A’vive is about living boldly, creatively, and fully wherever you are, while carrying the spirit of Tel Aviv with you."

Outside of Tel A'vive, what keeps you busy?

"When I'm not working on Tel A’vive, you can find me at functional training classes, doing yoga, running along the tayelet, or hanging with my dog, Shuka (short for shakshuka ). I’m a bit of a wanderlust spirit, so I’m often at Ben Gurion boarding a flight to somewhere new, discovering the latest restaurants in whichever city I land, and always on a constant quest for natural wine bars and sampling every bottle I can get my hands on."

What’s next for Tel A'vive?

"I’m excited to keep growing and evolving Tel A’vive with the support of my community, the people who inspire me daily and who have been essential in bringing this vision to life. While I’m not sure exactly where the journey will lead, one thing’s for sure: there are plenty of fun collections ahead."

We’re so excited to continue sharing this journey with you and to keep building something meaningful together. Don’t forget to check out our latest collection and be part of the Tel A’vive community we’re creating. As a thank you, enjoy 10% off your first order with the code JEWSINTECH10.

Thank you for reading this month's Founder Spotlight! Stay tuned for next month’s edition, where we’ll continue to spotlight founders like Caroline and new brands like Tel A'vive. Reach out to community@jewsintech.org if you’d like to be included in the next round.