Ran Pappo's grandparents started hand-sewing lingerie in a little Tel Aviv factory in March 1942. British officers stationed in Palestine, Lebanon and Syria snatched them up for wives back home, and business boomed. Six years later, the Hirschthals branched out into bathing suits as the state of Israel was born.
Today, Pappo is CEO of Diva, based in the same Tel Aviv location since the 1950s. This posh beachwear label has US and German subsidiaries, and sells in more than 40 countries -- including the up-and-coming BRIC nations and even (through third parties) some Muslim lands.
"My grandmother's vision was that every lady who wore a Diva swimsuit should feel like a diva," Pappo explains.
His sister, Neta, followed their mother Rachel as the design genius behind the brand.
To mark Diva's 70th year with a splash, Neta and her crew cooked up seven Special Edition styles in black-and-white Italian microfiber, each typical of one decade in the company's history. Models were photographed inside the original factory, making for a visually stunning catalogue
contrasting new and old.
Buyers are loving it, says Marketing Director Adi Weiss.
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