"Towards the end of the forties, the age that most women are gearing down in the work area, I instigated a dramatic change in my life. After having worked for years as a sales promoter in a range of fields, I decided to become a businesswoman. From a dream of a small family business in the field of fashion, today, 20 years later, my family and I rule the Crazy Line empire.

I have always loved getting dressed, I was good at matching colors and was considered a creative person, but I never thought about clothing as an occupation. The moment I started getting involved in design, I was thought about women over the age of 30. It seems that there are stages in life that lead us to the moment of truth, in my case it happened when I was already a grandmother, proof that it is never too late.

My first encounter with the fashion industry started in 1970. My husband - then a young engineer who had graduated from technical college, was offered a position as an engineer in Mekorots Hamovil Haartzi factory.

As a mother to 3 small children, I decided to base myself at my own store and opened a boutique for womens fashion that was amongst the first in Nazareth Illit as well as being amongst the most successful.

Five years later, we moved south to Rehovot, a change in my life that occurred by chance but with great force, and that was without any previous experience in fashion design and creation.

In the year 86 I was interviewed for the position of fashion marketing manager. During a tour of the factory the idea occurred to me that if they can do it, so can I. From this point things moved forward rapidly.

In the beginning stages I entertained myself by sketching different designs and when I saw what was being created by my own hand, I formed a collection of around 20 designs. The next stage was to approach Mashbir Latzarchan and Tata (now known as Golf) and to my surprise, both companies decided to order from the collection.

Since then the chain has grown and become what it is today a chain that employs 400 employees and is run by the headquarters of the company in Yavne, which includes management, the design factory and the logistics center which distributes to all parts of the country. My husband Giora and my children Ido, Eran, Ofrah and Amit are an integral part of the management system and the family atmosphere is felt everywhere.

It is important to me to always have a finger on the pulse and to this end I consistently keep in close contact with the field. I often visit the stores and join the staff as a salesperson, for the purpose of seeing the reaction of the customers. A quick glance at the data on the computer gives me a detailed report about the sales curve of each of the over 60 stores in the chain, around the country.

If you ask me what the secret of success of Crazy Line is, the answer lies in good instincts in the commercial field; listening to and understanding the market trends and the creation of unique designs and prices equal to all. I believe that the story of my success can be used as an example to all who believe in a vision, at work and specifically in himself.