Women’s Stories – Meira Tadmor

Today we’re happy to share our conversation with Meira Tadmor. Meira is Director of Design at Tollman's but as you’ll soon read, she is so much more than that. First of all Meira is a friend and colleague, one of the women we most admire. We always enjoy talking to her about fashion and design. She has phenomenal knowledge of the field, her ability to make links and observe details sharply and deeply always enriches and teaches us.

Can you introduce yourself?
Hi, I'm Meira, Design Director at Tollman's.

Tell us about your work? What field do you come from?
I studied interior design at HIT, as a student I worked at Tollman's, then I worked in design and architecture offices, the last one being Orly Shrem, where I had a great learning experience. At some point I realized that my strong chip is furniture and I have a phenomenal memory for it, and I returned home to Tollman's.
At the same time, I did a master's degree in design management at Bezalel Academy, which opened up a whole world for me. Since then, Design Management flows through my body in every aspect of life: building processes, learning, training, strategy at work and in my personal life.

When I have to define what I do at Tollman's many times I answer: "whatever is necessary". We are a flexible organization that allows everyone a wide field of action. Job definitions exist but if someone excels at something or wants to do something, the door is always open.
For two years I have been managing the premium line at Tollman's, and I build our Instagram content.

What is your inspiration?
There isn't one specific thing. Mostly visual experiences - exhibitions, lectures (Listen to the mesmerizing Yaara Keydar), plays, films, good architecture, exhibition spaces abroad, design... and full of Instagram. Anything goes, as long as there is a AHA moment.

What is the effect of this period in time on your inspiration and work?
These days put me, like most of us, in a dissonance. The whole world is changing, and Israel is part of it. There is so much pain and sadness. My field of work and daily activities have become a real emotional refuge. Engaging in design seems like a luxury, but design is not just about "making it beautiful". Today we know that design and aesthetics have neurological aspects that affect us emotionally and physically for better or worse.

Some days I drive in the morning, listen to the radio, cry, go into Tollman's and manage to put aside the terrible pain for several hours. There are days when we cry together, but thanks to a large female team, it is legitimate, and together we carry on to the next thing on the agenda. 

How does craft and handicraft meet all this?
I always knew I would work in design. I was debating between architecture and interior design to fashion. My older sister (who is 11 years older than me and we joke that we are Siamese twins that were separated at birth by 11 years) has always been involved in handicrafts and I of course followed her. In my design studies I would turn to these techniques.

Today I am not directly involved in craft, (apart from sewing costumes for my Maya and Yanai), but the brands we represent glorify artisans and their one of a kind craft. For example, in a series of carpets by CC TAPIS called TELEGRAM by FORMAFANTASMA, a wide margin was left in each carpet and the weaver wrote words and messages as he wished. The thought behind this project is to put the makers in the front. Each carpet is different and unique.

Why did you choose to integrate Iota's products in Tollman's Dot? Tell us a little about your initial introduction to Iota?
Part of the vision at Tollman's is educating to a culture of design. Over the years we meet talented Israeli designers and when possible and beneficial to both sides, we are happy to connect. As a part of this agenda to promote Israeli art and design, we established a joint company with “Fresh Paint Fair”.

Before we started working together, iota was synonymous to a strong and sensitive female brand, with design that makes you want to slow down and relax. Something about the colors, the handwork, the production process that takes time, created a sense of wellness for me.

Recommendation for life/exhibition/album/motto
Trust your intuition, reduce the use of Instagram, camp near a water source and listen to the chirping of the birds, hug and be hugged as much as possible. Be emotionally generous - know how to say thank you and smile to strangers wherever you are.

What are you working on these days?
Together with Liron Schwartz, the VP of design and sales at Tollman's, and a group of wonderful women, we are working on Tollman's House which is taking shape and will soon be opened. Despite the situation in Israel, we continued to plan and work on the Tollman's House, and it became an anchor of optimism for us. There are more projects to come, but they are still secret so you will have to wait.

A tablecloth from the OYA series – a product that has been sold for some time in Tollman’s Dot stores.

Rug from the first collaboration made between Tollman’s Dot and iota.

What do you wish for the coming year?
The return of the surviving hostages, I feel that we have no right to exist without them. And that no child of any mother will ever die again.