An Inspired Chat with Ayelet Werner of Tel Aviv

We’re looking forward to introducing you to Ayelet Werner . Check out our conversation below.

Hi Ayelet, thank you for taking the time to reflect back on your journey with us. I think our readers are in for a real treat. There is so much we can all learn from each other and so thank you again for opening up with us. Let’s get into it: Have you ever been glad you didn’t act fast?
Yes, and honestly that’s been the biggest lesson I’ve had to learn—take your time and don’t rush. A lot of mistakes I’ve made in the past came from acting too fast or thinking I had to take action when I didn’t. I’ve realised that sometimes doing nothing is actually the best thing you can do. It’s so easy to get caught up in hustle culture and feel like you have to keep moving at the same pace as everyone else online, but that only led me to burnout in the first couple of years of my business. Working hard does pay off, but I’ve learnt that balance, rest, and timing matter just as much, and slowing down has actually helped me make better decisions.

Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Ayelet, the founder of Design by Ayelet. I’m a brand and packaging designer, and more recently I’ve started creating courses to support and educate other designers. My work is all about partnering with what I call “daring dreamers”—mostly women in business who have big visions and want more than just design. They want a creative partner, almost like a best friend, who’s right there with them as they bring their ideas to life.

What drives me now is helping people build their dream lives through their businesses. I believe the right brand can give you freedom, confidence, and the ability to feel genuinely proud of what you’re creating. For me, it’s not just about logos or packaging—it’s about giving people the tools and the brand world they need to step fully into the life they’ve always wanted. There’s nothing better than seeing someone feel that same sense of fulfillment about their work and their life that I feel about mine.

Outside of work, I’m a yogi, coffee lover, animal obsessive, and travel enthusiast. Over the past couple of years, I’ve focused on finding more balance and creating a sense of peace in my life, and I feel incredibly grateful to be living the dream I once imagined.

Okay, so here’s a deep one: What’s a moment that really shaped how you see the world?
Not so much as one moment, but a gradual learning over time, but it took me until I was 22—so about four years ago—to actually believe that you really can have your dream life. That you can do everything you want and get everything you want if you just believe in yourself, stay confident, and put the work in, even when you don’t know how it’s all going to come together. When I started my business, I had no idea what my services would be or how it was going to work, but I just committed to me and kept going. I was lucky to have the support of my husband, family, and friends, but there were plenty of times I felt rejected, not good enough, or stuck in imposter syndrome. Even then, I didn’t pull back—I just committed to committing. That’s when I realised you really can create your dream life, but you have to be ready for the challenges and the uphill battles.

What have been the defining wounds of your life—and how have you healed them?
Without getting too specific, some of the defining wounds in my life came from a turbulent upbringing. I’ve always had an amazing family and incredible parents, but moving overseas at a very young age completely turned my world upside down. Alongside that came personal challenges, difficult mindsets, and a lot of anger I carried toward the world. For a long time, I let that define me—I felt jaded, hurt, and had no real expectations that life could be good.

What really healed me was meditation. Discovering the Waking Up app by Sam Harris, getting into deep meditation, and especially practising Metta—loving-kindness meditation—slowly shifted everything for me. Over about four years, I gradually changed the way I saw myself, the world, and other people. It’s been a process of learning to be present, letting go of hard emotions, and finding a much more grounded, stable way of being.

I think our readers would appreciate hearing more about your values and what you think matters in life and career, etc. So our next question is along those lines. What are the biggest lies your industry tells itself?
Right now, I think one of the biggest lies in the design industry is that AI is the enemy—that it’s coming for our jobs and ruining creativity. The way I see it, especially in 2025, is the complete opposite. AI is a jetpack: it’s a tool that can help us learn faster, work smarter, and create at a higher standard than ever before. It opens doors we never would’ve imagined a few years ago. I think it’s really important we stop treating it like a threat and start embracing it as one of the most powerful creative tools we’ve ever had.

Okay, so before we go, let’s tackle one more area. What will you regret not doing? 
I think what I’d regret most is not being open to every opportunity I could be. Whenever I’m faced with a hard decision, I always ask myself, what am I going to regret less? Because the goal is to get to the end of life with as few regrets as possible. Early on, a couple of really good opportunities came up in my career and I didn’t take them because I didn’t feel ready—I let imposter syndrome and lack of confidence take over. I’ve learnt since then that it’s so much more important to just go for it, even if you don’t feel ready, because you never know what could come from it. What I’d really regret is holding myself back, not saying yes when I should, not giving it my all, not committing to me, and not learning from the lessons that I’ve learnt.

Contact Info:

• Website: https://designbyayelet.com/
• Instagram: https://www.instagram.com/designbyayelet/
• Facebook: https://www.facebook.com/DesignByAyelet

Image Credits
Ayelet Werner (@designbyayelet)