Profile: Yifat Oren

As I shared yesterday, I met Yifat when she planned my wedding, and we have been friends ever since. An event designer and producer, she launched Yifat Oren & Associates sixteen years ago (her partner Stefanie Cove joined ten years later), and has been creating exceptionally designed, flawlessly executed events ever since. With a portfolio of soirees and celebrations far too numerous to list, what sets Yifat apart is her unique ability to create experiences that are completely personalized – with refinement and tasteful restraint.

Though they spend a good deal of time at their house in Ojai, she and her family call Los Angeles home. Yifat lives in Laurel Canyon with her husband and two young children, Levi and Lucy, in a Mid-Century Modern much like the events she plans. All at once beautifully curated and wonderfully approachable, her home is decorated with meaningful pieces and one-of-a-kind treasures, and feels in every sense “perfectly imperfect.” I hope you enjoy this look inside. XXJKE

Beauty

R+T: What are your go-to beauty products? Why?

For skin care, I use Restoresea – kind of amazing what it has done with my skin. I have the daytime and evening moisturizer and eye cream. At night I also use Dr Haushka’s Hydrating Eye Cream for additional moisture. I also use a TNS product for anti-aging on my neck. As I have gotten older I seem to need more moisturizer, and my dermatologist told me about Vanicream, which I often supplement with. My go-to on my way out the door is tinted sunscreen by Elta. For a little more coverage I use the tinted moisturizer by Amore Pacific, which is brilliant.

R+T: Is there anything special you would like to share about your beauty routine? 

Just that I do my best to follow it, becauseI am almost always in a mad rush.

R+T: Bath or Shower?

Shower most often, rarely have time for a bath. Always exfoliate!

R+T: What do you sleep in?

I pretty much sleep in these nighties from Jacarada Living…long ones, short ones. Lucy and I have matching ones (don’t mock us). Yummiest cotton, they get softer with every wash. Life-changing.

Health

R+T: What do you do to stay healthy and balanced?

Who says I am? What can I say, I do the best I can. I am a lot less stressed than I used to be. I think that is a lot more important then we think it is – cumulative stress is incredibly destructive on our bodies. Laughter is key. I try to get a good night’s rest most nights. When I can, I take a little cat nap (totally underrated in our society mind you!), eat well and eat healthy and drink lots of water.

R+T: Do you workout? What do you swear by?

I spin at Flywheel, they also have a Barre class I like there. I love this place called Best U Studio on Fairfax, it’s a great class, small studio, not too hectic. I’m not into these places that are just a crazy stressful mess starting with the parking and then having to vie for a spot in the class, I have enough stress. I travel a lot, so that messes with my schedule. In Ojai, I love riding my bike and hiking, there are great trails all around. I also play tennis at least once a week.

R+T: What do you do to relax?

Not that much, I am definitely overextended. When I try to relax, I fall asleep. I did take a Transcendental Meditation course a couple of years ago, and though I need to be more consistent, I did/do find it a life changing way of going about life. I do love to read, it’s a great escape. Levi and I play backgammon and Rummikub – I find a good game of anything very relaxing.

Decor

R+T: What is your design philosophy for your home?

I am a huge design and architecture enthusiast, so decorating our homes has been really fun for me. I’ve been recently trying to finish up our NYC condo, which also houses our YOA office. This project always seems to fall by the wayside. My ‘to do’ list runneth over.

We have two small children, so for me, I don’t want a house that is ever too precious. I am eclectic. I like negative space, I do not like too many tchotchkes laying around. I like having things that have soul and meaning in my house, collected over time, maybe during our travels. I do not like really trendy anything, and I don’t want it to look ‘done’. There’s a Japanese term called Wabi-Sabi…I am a big subscriber of at my parties and in my home. It’s the art of creating something perfectly imperfect. That pretty much sums up my philosophy.

R+T: What is your favorite room in the house?

Probably my bedroom and the living room. Although our kitchen/dining room/den is the room we really live in the most.

R+T: What are your favorite pieces in your house? 

My vintage coffee table. My giant round mirror from Casa Midy. My Trove wallpaper.

R+T: What are your favorite home stores?

Garde on Beverly Blvd is a beautifully curated store. Lost & Found, Rummage, OK, Lawson Fenning, Reform School, Heath, Galerie Half, Max & Moritz. In NYC – The Apartment and BDDW.

BUT – I am a huge Etsy, Ebay, flea market, thrift shop forager. I love a good find!

Entertaining

R+T: Do you entertain at home? If so, what are some of your tricks?

I entertain, but not as much as I would want to, I work quite a bit and we are in Ojai so many weekends, so I end up entertaining more when we are there. Anyhow, I keep things pretty simple. At the risk of sounding trite, I believe in using the best ingredients and cooking simple, seasonal cuisine that is flavorful. We are a big foodie family and our kids eat everything.

R+T: How do you set the scene?  

Simple flowers or herbs on the table. If it’s flowers, usually I use one type. I love anemones when they are around, parrot tulips, and am currently having a small love affair with white king proteas. I usually buy at the Flower Mart when I do the flowers myself.

R+T: A favorite florist?

In LA: The Velvet Garden, Blume & Plume and Lily Lodge. In NYC: Saipua. A couple of others around the country: Ariella Chezar and Sarah Winward.

R+T: Plated, Buffet, or Family Style for a dinner party?

Depends on how your house is set up. The way my kitchen and dining rooms are set up, when it’s a group larger than ten, I usually set up a buffet. When it’s a smaller group, I do family style. Either way, I like to have plenty of food.

Fashion

R+T: How would you describe your style?

I would say I’m pretty classic with a bit of en edge most days. But I’m kind of a moody dresser, and by that I mean it really depends on what kind of mood I am in. Sometimes I am more bohemian, other times I am more tailored. What I am definitely not is trendy.

R+T: Who are your favorite designers?

I am loving my friend Susie’s line, Crippen – the fit is incredible. Proenza Schouler. I mix in some Isabel Marant. Love Zero+Maria Cornejo. Then it’s just a mix of some Marni, Helmut Lang, Raquel Allegra.

R+T: What are the 5 pieces you can’t live without this season?

Crippen long black crepe skirt and her white button down shirt. Frame black denim pants. Isabel Marant floral pants. I have a great black fringe leather skirt from BLK DNM. Cream-colored cropped Helmut Lang pants. On the weekends I mix in a couple of ethnic shift dresses by Madewell.

For shoes, I have been living in the Isabel Marant leather slides, love my Valentino gladiator sandals, and these Proenza Schouler leather wooden heeled mules are my summer heels.

And btw, I’m not ashamed to admit my late night Zara shopping habit. I love Zara!

R+T: What is your uniform?

I love American Vintage T-shirts and a structured jacket with jeans. Helmut Lang has good jackets, so does Jenni Kayne.

Food

R+T: Is there anything about your diet you would like to share with R+T?

I eat pretty clean but I don’t deny myself. I am a big believer in moderation and balance. I also listen to my body and what it craves. It always craves caffeine, so I see no reason to ever cut that out!

R+T: Do you cook?

I do. If I didn’t work, that’s probably all I would do. I find it relaxing. I’m not really a baker though – that’s something I would love to spend more time doing.

R+T: What is your favorite recipe? 

I have a couple I love: Shakshuka and Butternut Squash Soup from Einat Admony’s cookbook, Balaboosta. I’m also pretty crazy about Yotam Ottolenghi’s cookbook, Jerusalem.

Art

R+T: Who are your favorite artists?

Alison Van Pelt, Alex Prager, Curtis Kulig, Garry Winogrand, Russell Young, Joseph Szabo, Julie Blackmon.

Kids


R+T: What’s your favorite thing to do/place to go on the weekends with your kids?

Our home in Ojai. Coldwater Canyon Park. The Duck Pond at Franklin Canyon.

R+T: What is your favorite restaurant to eat at with the whole family?  

We like the patio at AOC, Jon & Vinny’s, and Eveleigh.

Shopping & Blogs

R+T: What are your favorite stores (online and in store) for clothing?

Des Kohan, Theline.com, Jenni Kayne, Zero + Maria Cornejo, Lost & Found.

R+T: What is your favorite city for shopping?

NYC and Paris, but I found Stockholm pretty edgy. There is a home store there called Svenskt Tenn that I am insanely crazy about. They don’t have clothing, but they have the most amazing furniture, and fabrics by a designer named Josef Frank. They have been printing the same fabric since the 1930’s and have not licensed any of them since then, which is kind of amazing. Once of my favorite stores in the world.

R+T: Are you an impulse buyer, or do you wait to commit?

Definitely impulse. I don’t go shopping much, so when I do see something I like and it is priced within reason, I usually get it. Most of my shopping I do online or while I travel.

R+T: What are your favorite blogs?

Sunday Suppers, Eye Swoon, Design Tripper, Welcome Beyond, The Cool Hunter.

Event Planning

R+T: Can you share a bit about your journey in event planning? How did Yifat Oren & Associates come to be?

I started working with a caterer in my early twenties. He suggested I help some of the clients get organized and start a coordination service to offer them, which I did. Two years later, I started the company. Today, we conceive, design and produce events all over the world.

R+T: How do you go about the task of turning creative visions into fully realized experiences? Do you have a formula or list of elements that must always be considered?  

I think when producing an event, no matter if a corporate, wedding, fundraiser, or a birthday party, you must consider the guest experience. This means the parking (don’t make them walk four blocks and circle looking for twenty minutes), music (because it creates an ambiance), food (plenty of it, nobody likes to leave a party and head to the nearest In n’ Out, well some people do), drinks (even if you don’t like to drink, your friends do, so have some great cocktails and wine). Creating comfort is key. Have plenty of places for your guests to sit comfortably and leisurely – when people are comfortable, they linger.

R+T: As a full-service event planning company, you wear many hats…do you have a favorite?

By far, the creative direction for the events and for the company as a whole.

R+T: In an industry where the bar is constantly being raised, what is it that has allowed you to set yourself apart?

Well, I think there are a few factors. We never forget who the client is. I think in an industry that lends itself to a glamorous perception, I am not confused. I am still in the service industry and no matter what, the client is always right and always has the final say, whether I think they are making the right choice or not. I am always looking to be inspired by my clients, by travel, nature, art… We work hard at creating event designs and experiences for every client and not regurgitating the same cliché look repeatedly. That would be boring. I’d rather retire than be boring.

R+T: If you had to, could you pick your favorite event ever planned?  

Jenni Kayne’s wedding, obviously! I’m kidding (though not far from the truth). I could never pick a favorite, there is a new one just about every year. I am grateful my clientele is a creative bunch – artists, designers, tastemakers.

R+T: What is the most rewarding part of your work?

I love the people I work with, I love watching them become better at what they do. I love seeing the results of months of conceiving, designing, measuring, sewing, fabricating, installing. I never tire of seeing the fruits of our labor come to fruition.

Photos: Yayo Ahumada