About ShulliDesign

A true pioneer discovers the hidden essence in each material and form.

Hello and welcome to my shop!


The story of ShulliDesign is many years in the making, starting with the gift of a full silversmith tool kit from my Grandpa Dave when I was 12 years old. I immediately took to the craft of jewelry making, creating my own collections and selling them at local cafes in Jerusalem.

In the years that followed I continued to create, even helping to establish the first arts and crafts fair in Tel Aviv in my time off from my mandatory military service. I eventually ended up studying jewelry design at the Bezalel, which happens to be the best design academy in Israel and completed my program with honors. While I was there I happened to take a shoe design course which caused an unexpected turn in my predetermined path - I was in love! I packed my tools and went to Italy for two years to study with the masters including those from Gucci and Ferragamo.

After my Italian adventure, I began my long career as a shoe designer working all over the industry and world. I designed for Keds (Boston), Cole Haan(NY), and finally, after getting homesick, I came back to Israel to become a senior designer for Naot Footwear.

After 16 years in the biz, I decided to set out on my own and open my own studio, where I can work out my own innovative techniques and really use my imagination to its fullest. Here is where ShulliDesign sprung out of, the marrying of my two passions, jewelry design and leather-work.

At ShulliDesign, I only use the highest quality Italian leather and am focused on distilling the essence of elegance and fine craftsmanship. I put the utmost emphasis on out-of-the-box thinking and innovation, with the ultimate goal of striking originality.

My work can be found in Museum shops in Israel, at my beautiful shop in Jaffa, Tel-Aviv and on my Etsy Shop.
Have a look around, find something you love, and don’t hesitate to reach out with any questions!

♥ Shulli Goitein