As the brain behind Bellevue-based Report Shoes’ jewel-toned flats and patent leather thong sandals, you’re always jetting off for photo shoots and fashion shows. How do you look good while you’re on the go? My biggest struggle is packing clothes for different weather. I’m going next to Aspen and New York, so I’ll be up in the mountains in the snow, and then on the streets 
of the city.

You’re originally from Israel, but for many years you were a New Yorker. Why Seattle? While I was consulting with Report I was living in Williamsburg, Brooklyn, which is a very industrial place, and at that time it wasn’t as glamorous as it is today. Seattle is so relaxed and green, it just charmed me. I love the landscape. The new architecture, like the Central Library and the courthouse, it’s so striking. There is this modern side of the city and a very natural side, and you see that in the style of people here as well.

It’s refreshing to hear positive comments about Seattle’s skylines; the new construction has really altered the character of the city. But that’s true in New York too; you see these ugly new condominiums there that look like towers in the middle of nowhere. In that sense I think Seattle is so much more organic and real.

Do Seattle and Bellevue figure in to Report’s look? Can you apply that natural aesthetic to supersexy five-inch platform heels? I used to work with luxury brands like Baccarat and Tiffany, and when I began working here it was just after September 11. I had recently read about the French designer Philippe Starck creating products for Target, and I loved the concept of great design that was affordable for everybody. That was what inspired me most with Report: the idea that everyone could be part of fashion.



So if everyone can be a part of fashion, can fashion be found in everyone and everything? Oh yes, you can be grocery shopping and see packaging that brings you to the next idea.

Beauty is where you find it. In which neighborhood does that most often happen? Tonight we’re going to shoot the first campaign for our Signature line in Pioneer Square. I love the history there, the architecture and the details on the streetlights and in the stonework. There’s a great piazza there, it’s 
so charming.

You look as though you’re dressed to go yachting, not art direct a shoot. The jacket is by D Squared, the T-shirt is Balenciaga, these are Neil Barrett sneakers, and the pants are from Fred Segal. People don’t really dress up around here, but it’s part of my job.