‘I wasn’t born with a silver spoon, but I’ve reached the highest design fees in the c

Yael Gal, entrepreneur and interior designer to Israel’s ultra-rich, bristles slightly when the conversation opens with a mention of her appearance on the second season of the docu-reality show Meusharot, which followed the lives of affluent women.

She’s irked not just because the show aired twelve years ago and she’s come a long way since then, but also because – she insists – she didn’t really belong there. “I was different from the rest of the cast,” she says.

Yael Gal. ‘I understood my calling’

(Photo: Tal Terry)

“Unlike them, I wasn’t born with a silver spoon, and I didn’t come into money through my husband. I was never truly one of them. I participated because I didn’t have a choice. It was a calculated move to gain prime-time exposure. By then, I was already a successful designer with clients, but I wanted a broader audience to know me and my work. That’s how I planned to reach the top of the industry.”

Still, the show helped pave the way to where you are today.
“That’s true, and I have no regrets. It was an interesting adventure – part of my journey. More than that, the director, Orna Ben-Dor, made a promise and kept it. She said she admired people who built themselves up from scratch, and that the show needed someone like me – because viewers would draw strength and inspiration from my story. I understood that even if I felt the show hurt me at first, in the long run, my story would become an asset, part of my personal brand. And that’s exactly what happened. People recognized my talent, my vision and everything I brought to the table.”

Indeed, Gal has checked off her goal with a bold V and forged a path straight to the top. Today, her portfolio includes luxury homes designed for some of the wealthiest clients in Israel and abroad – projects for which she’s earned six- and even seven-figure fees.

About five years ago, she made a major pivot: she stopped working with private clients and turned her focus to launching her own startup – HiWay, a design app aimed at homebuyers. The idea? A platform that lets anyone design their dream apartment, all on their own.

Now 54, Gal is divorced and the mother of two daughters (26 and 24). She lives in a stunning penthouse in Tel Aviv and also owns a chic designer apartment in New York. Known as one of the most colorful personalities in the Israeli design world, Gal’s acquaintances often call her a “self-marketing powerhouse.” She knows how to tell her story with charm and wit, often using vivid metaphors to describe her rise. Take, for example, the time she beat out major firms to win the tender for a prestigious office tower in Modi’in – despite running a small studio. Her reaction? “Hapoel Be’er Sheva just beat Manchester United.”

Yael Gal and her daughter Shira. Working together on the venture

(Photo: Tal Terry)

Her story begins far from the world of penthouses and luxury clients. “I was born and raised in a tough neighborhood in Be’er Sheva,” she recalls. “There were drug dealers on the streets, and police patrols were a regular sight. My father was a police officer, and my mother owned a hair salon. We were five kids in a home that gave us strength, confidence and a deep belief in ourselves. I was raised with strong moral values.”

Her mother, she says, was a strong, beautiful woman who knew her worth. “She took out loans, opened a salon and turned it into a thriving business. Many of her clients came from Omer, a nearby town known for its wealth. She taught me it pays to take risks, believe in myself, value good service and customer care – and above all, to act with generosity. When you give generously,” Gal says, “the universe gives back.”

After completing her military service, Gal began studying psychology and sociology, but didn’t finish her degree. “During that time, I met my husband, who was an architect. He encouraged me to leave school and join him in the business. ‘You’ll be listening to people’s problems, and there’s no money in that,’ he told me. He saw I had star potential.”

The two became partners in both life and work: “We were a power couple for 12 years,” she says. “Eventually, we split – but I still respect him. That marriage, too, was part of the journey that led me to where I am today.”

“A client once called to tell me I was charging too much. I told him, ‘If Yael Gal wakes up in the morning and dollars aren’t raining down on her – then you don’t have a home.’ He paid on the spot.”

Gal later completed her studies at Shenkar College and spent about a decade working at an architecture firm before opening her own studio. Today, her name is attached to the design of homes belonging to some of the wealthiest tycoons in Israel – and beyond. Her portfolio is full of stories of clients whose dreams she brought to life in lavish, one-of-a-kind style. Some of those stories, she says, began completely by chance.

“During one of my visits to New York, I happened to meet Elie Tahari, who was already a world-renowned fashion designer, a total superstar,” she recalls. “We met on a bench in Central Park. He told me he was disappointed with the design of his apartment. I asked if I could see it – and followed him there. He handed me the keys, gave me access to his driver and assistants for the duration of the renovation.”

“Within a single day, I found myself inside a luxury apartment, redesigned it the way I felt suited him – and it worked. He was so thrilled, he literally screamed with joy. I should’ve recorded it,” she laughs. “That’s when I realized: interior design problems aren’t just local – they’re global. And if someone like him, a New York star who had already hired a top designer, was still disappointed and called me in to deliver the wow factor – and I pulled it off – then something about my own process had to evolve. That’s when I started thinking about my deeper purpose.”

You’re known for charging extraordinary sums for your work.
“That’s true. I reached some of the highest design fees in the country. My clients have spent tens of millions of shekels on designing their homes – and I charged exactly what my work was worth. For example, I once designed a 350-square-meter apartment. The client invested around ILS 30 million in the interiors alone, and I received a fee of ILS 1 million. I worked for four months and earned enough to buy an apartment. I know how to charge precisely what my design is worth.”

“A client once called to tell me I was charging too much. I told him, ‘If Yael Gal wakes up in the morning and dollars aren’t raining down on her – then you don’t have a home.’ He paid on the spot. I believe that if you wake up in the morning chasing money, it won’t come,” Gal continues. “I woke up every day loving what I do, knowing I was the best in my field – and that’s when the money started chasing me.”

In some cases, she says, new clients arrived thanks to her generosity. “Once, I landed a major project because I had previously helped the same client solve a problem with her walk-in closet – just as a favor, no payment involved. That’s how it works. People appreciate my work. Is the product a success? Then I’ll charge what I believe it’s worth.” That confidence, she says, is something she learned from her mother. “The salon was in Be’er Sheva, but my mom targeted clients from Omer. She gave them premium service – and that’s how she built her own unique brand.”

Over the years, Gal continued designing high-end interiors for the country’s elite – but the sense that she was meant for something else never left her. The person who recalls the moment Gal finally made the shift is Dalia Mamrud, co-owner of Tadiran.

Top 0.1 percent clients

(Photo: PR)

“I had already designed two apartments for the Mamrud family,” says Gal. “When Dalia asked me to design a third, I just couldn’t. That’s when I was already deep into HiWay, a project that’s now shaking up the real estate market.”

How was the venture born?
“One day, my sister – who’s also my administrative manager – asked me to design her apartment in Be’er Sheva. Their budget was modest compared to what I usually work with. I asked myself: how do I create a product for her when I don’t have anything like that ‘on the shelf’?

“I took on the challenge, designed a stunning apartment for her on a tight budget and entirely remotely. Not long after, she sold it for a significant profit. That’s when everything clicked. I realized how much I wanted to make high-end design accessible – to give people a full design experience without them having to spend a fortune. I wanted to create homes people would feel excited about every single day.”

“I understood that this was my purpose – that I was here to change the design world. Homebuyers don’t need to rely on an architect or interior designer anymore. With the app, they can explore curated collections, see exactly what to buy and where to place it. It’s also an emotional journey. After all, a building architect designs for developers – he doesn’t specialize in interior aesthetics. That’s where we come in, offering access to top-tier design, once reserved only for the ultra-wealthy.”

Gal began working on the concept as a startup five years ago. “Four months ago, we launched it commercially. Our first client was the real estate developer Fine Living. Since then, around 20 developers have signed on – including Canada Israel, Gabay Group, Yuvalim and more. Real estate developers are now flocking to the platform.”

If you don’t charge the client directly, then what’s the business model?
“The idea is simple: a buyer who purchases an apartment off-plan should be able to see the finished product before the home is even built. They can choose the design themselves from a range of curated collections, just like picking out a suit or dress from a store. The client puts on VR goggles and experiences the apartment as if they’re walking through it in real life.”

Luxury apartment design

(Photo: PR)

“The platform lets users adjust room dimensions, explore various style collections and personalize everything with the click of a button. It makes high-end design visible, accessible and affordable. My fee comes from the real estate developers, who understand that this is a powerful marketing tool for them.”

“The reason so many are coming on board is clear,” she says. “Until now, developers would spend huge sums trying to explain to buyers what they were getting on paper. And it didn’t always work. We solved that problem.”

Do you feel like a kind of Robin Hood?
“Wow,” she laughs. “Maybe in my desire to change the world – but that’s not really what this is. The ones bringing the idea to life are the developers. They’re my clients. They work with me because this is the best way to enhance the buyer experience.”

“The platform saves buyers time and emotional stress. They no longer need to hire an architect or interior designer – the developers cover the cost. We’re all in this mission together. And now, I’m starting to get projects like this in New York and London too. Soon, we’ll be everywhere.”

Today, Gal is using the HiWay app to design projects for major developers. She’s also designing in cities like Ashdod and Hadera. “The reason so many are coming on board is clear,” she says. “Buyers were anxious and unsure. I’ve made that world clear and transparent.”

“With this tool, developers are launching presales faster than ever. Apartment designs are finalized within a month. I’m earning well from developers, who understand the tremendous value of what I offer. If buying an apartment used to be a rational, detached process – we’ve made it emotional. You can’t create a great buying experience with a flat 2D blueprint, which even I don’t feel anything for. But when you actually see the space, when you realize that with one click you have access to top-tier interior design, when you start playing with the platform and customizing it to your style – that’s when emotion is created. And where there’s emotion, there’s sales. And success.”

Gal isn’t doing it alone. At her side is her eldest daughter, Shira. “Shira followed in my footsteps. She started studying design at Shenkar and finished her first year with honors. That’s when I reminded her that Mark Zuckerberg also studied psychology and computer science for just one year at Harvard, and then dropped out to build his social platform. The rest is history.”

“I told her she was talented, and that her place was with me – helping build the app. I’ve always trusted my instincts. Even when Shira was young, I knew one day she’d be my partner. I kept that thought close to my heart, and only after her army service did I say to her, ‘You and I are going to change the world. We’re going to make high-end design accessible to everyone – not just the tycoons.’”

Simulation of an apartment design using the app

(Photo: PR)

“I told her she would help me bring the old, low-tech world of design into the high-tech era. Together, we took on that mission. I lead the marketing, sales, vision and serve as CEO. Shira leads the tech. And here we are – thriving. From the moment I began this venture, my life has been full of joy.”

Yaron Sorek, former CEO of Electra Construction Ltd., is also a partner in the venture. “We’re a great team for this startup,” he says. “As someone deeply familiar with the real estate world, I recognized from the start that this platform is a game-changer.”

Where does Yael Gal go to unwind?
“I invite you to join me at the beach – every morning at 5 a.m. That’s where I swim with my Portuguese Water Dog, just like President Obama had. It’s my daily ritual. That’s where I meet nature in all its raw power. I need the sea to start my day.”

And what about relationships?
“Right now, my partner is HiWay. I’ve spent five years building this product. I’ve invested everything I’ve earned into it – but I believe in it wholeheartedly. My daughter is glued to the computer too, because she realized what I did: most companies come into the world to take, but we came to give.”

“Think about it. You buy a brand-new car, and its value drops the minute you drive it off the lot. You go on an expensive vacation just to make memories. That’s nothing. I see my sister, sitting in the home I designed for her. She doesn’t want to leave it. She’s happy there. The design gave shape to her dream. It’s an investment that gives back – both emotionally and financially, because it immediately raises the value of the apartment.”

After so many years in the field, why do people still invest tens of millions in interior design?
“Because everyone wants to feel good about living in a home crafted by a top designer. That’s also why people are investing in HiWay. Interior design doesn’t just improve a home – it transforms it.”

What’s the next step?
“I’ll always be a designer – but today I’m also a businesswoman who’s tapped into a massive need. I’m currently raising an initial $14 million to expand the platform’s technological capabilities and launch in the U.S. and European markets. The goal is to reach as many developers as possible – so they, in turn, can bring down prices and reach more customers. That’s how we make this world better.”