TLV Girlies
TLV Girlies
Building a Community Where Women in Tel Aviv Feel at Home
Building a Community Where Women in Tel Aviv Feel at Home
Building a Community Where Women in Tel Aviv Feel at Home
ROLE
ROLE
Founder & designer
TIMELINE
TIMELINE
2025
PLATFORM
Web & in-person events
PLATFORM
PLATFORM
Web & in-person events
COLLABORATION
COLLABORATION
Solo
Moving to a new city as a woman can be isolating, and Tel Aviv is full of people quietly looking for real connection but unsure where to find it. I started TLV Girlies to change that: a warm, judgment-free community where a woman can show up alone and leave with friends.
What began as a single gathering has grown into a community of more than 4,000, built on one belief: belonging is designed, not left to chance.
4,200+
4,200+
4,200+
MEMBERS
MEMBERS
50+
50+
50+
EVENTS
EVENTS
0 ⟶ 4k
ORGANIC
0 ⟶ 4k
0 ⟶ 4k
ORGANIC
ORGANIC
What I built
What I built
What I built
TLV Girlies is more than a page. It’s a system for belonging. I designed the website, the membership tiers, and the event formats that turn a nervous first-timer into a regular.
TLV Girlies is more than a page. It’s a system for belonging. I designed the website, the membership tiers, and the event formats that turn a nervous first-timer into a regular.
TLV Girlies is more than a page. It’s a system for belonging. I designed the website, the membership tiers, and the event formats that turn a nervous first-timer into a regular.
A welcoming front door
A welcoming front door
A welcoming front door
The website makes it easy to find an event and show up, even alone.
The website makes it easy to find an event and show up, even alone.
The website makes it easy to find an event and show up, even alone.
Events built for connection
Built for connection
Events built for connection
Tea parties, sunset walks, and challah bakes. Small formats where it’s easy to meet someone new.
Tea parties, sunset walks, and challah bakes. Small formats where it’s easy to meet someone new.
Tea parties, sunset walks, and challah bakes. Small formats where it’s easy to meet someone new.
A reason to return
A reason to return
A reason to return
Membership tiers and rituals that turn one night out into a habit.
Membership tiers and rituals that turn one night out into a habit.
Membership tiers and rituals that turn one night out into a habit.
“I came to my first event alone and a little nervous. I left with a group chat full of new friends.”
“I came to my first event alone and a little nervous. I left with a group chat full of new friends.”
“I came to my first event alone and a little nervous. I left with a group chat full of new friends.”
TLV Girlies member
TLV Girlies member
TLV Girlies member
What it taught me
What it taught me
What it taught me
Growing TLV Girlies is why I design products around retention, not just aesthetics. Belonging, whether in a room or an app, comes from the same thing: giving people a reason to come back, and making that reason easy to find.
Growing TLV Girlies is why I design products around retention, not just aesthetics. Belonging, whether in a room or an app, comes from the same thing: giving people a reason to come back, and making that reason easy to find.
Growing TLV Girlies is why I design products around retention, not just aesthetics. Belonging, whether in a room or an app, comes from the same thing: giving people a reason to come back, and making that reason easy to find.
Other work
Other work
Other work
Locker Room
Locker Room
Designing a Community-Driven Gym Membership Experience
A redesign of a gym membership app focused on simplifying booking flows, reducing friction, and introducing community-driven features to support engagement beyond individual classes.
View Project ↗
Better Help
Better Help
Designing Therapy Around Trust, Safety, and Continuity of Care
BetterHelp is a platform that facilitates sessions between users and therapists. The app also hosts group meetings, journal logs, homework, and more.
View Project ↗
WLNS CLUB
WLNS CLUB
Designing a Digital Recovery Flow for Modern Wellness
WLNS Club is a business specializing in a boutique saua and ice bath experience. The curated flow is led by a studio guide to provide pure relaxation.
View Project ↗
We can be your dedicated design team
We can be your dedicated design team
We can be your dedicated design team
NEW INQUIRIES
ABOUT
Studio Ethos is the design practice of Elena, based in Tel Aviv. I work with founders in health, wellness, fitness, and non-profits to improve products they've already launched, from focused feature work to full redesigns. Having grown a community to 4,000 myself, I care as much about whether people stay as how a product looks.
Studio Ethos
2026 Studio Ethos
NEW INQUIRIES
ABOUT
Studio Ethos is the design practice of Elena, based in Tel Aviv. I work with founders in health, wellness, fitness, and non-profits to improve products they've already launched, from focused feature work to full redesigns. Having grown a community to 4,000 myself, I care as much about whether people stay as how a product looks.
Studio Ethos
2026 Studio Ethos
NEW INQUIRIES
ABOUT
Studio Ethos is the design practice of Elena, based in Tel Aviv. I work with founders in health, wellness, fitness, and non-profits to improve products they've already launched, from focused feature work to full redesigns. Having grown a community to 4,000 myself, I care as much about whether people stay as how a product looks.
S. Ethos
2026 Studio Ethos