Some things are simply unforgettable. Noam Hazan’s golden clutch is one of them. Since 2021, this small golden bag has continued to captivate – from Noa Beny and Shahar Hayun carrying it in Tel Aviv, to Rocky Barnes showcasing it to her 1.5 million followers abroad, and to Israeli influencers who made it a must-have accessory at every important event. Four years after its launch, the bag still breaks sales records year after year. Now, the designer behind the item that refuses to fade away is taking the next step: For the first time since the brand’s establishment, Noam Hazan handbags are coming to physical stores in Israel, with Story awarded exclusivity.
This is not just another brand entering the chain. It is the brand that proved it is possible to be Israeli, young, and still conquer the international fashion world. From Anthropologie to Alice + Olivia, from TMI’s hot columns to the feeds of Israel’s most-followed celebrities – Noam Hazan has become a household name. Now, after proving herself digitally and internationally, she is ready to conquer the Israeli physical market as well.
“There are bags, and there are real pieces of jewelry” – this is how Noam Hazan defined her iconic clutch back in 2025, and it is exactly what has proven true over the past four years. The Gold Amber clutch, priced at NIS 560, has become a real phenomenon – not just a passing trend, but an item that each year surpasses its own records and remains the brand’s best-selling model. The 28-year-old designer from Rishon Lezion knows exactly why: “I was looking for something that would suit every season, every event, compact in size yet holding everything you need, and elevating every outfit, even when paired with simple jeans and a T-shirt.”
The bag didn’t just “catch on” – it became a true icon. The list of celebrities spotted with the golden clutch reads like a who’s who of Israeli stars: Noa Beny, Niv Sultan, Bar Cohen, Amit Farkash, Reef Neeman, Yael Bar Zohar, Shahar Hayun, and Romi Frenkel. But the greatest achievement came from abroad, when Rocky Barnes – one of the world’s most powerful influencers with more than 1.8 million followers – chose to carry Noam’s Kate Brown bag (priced at NIS 1,640) and posted it on her Instagram.
The move into physical stores is the natural next step. After proving itself digitally and internationally, it is now time to give Israeli customers what they have been requesting for years – the ability to see the bags up close, touch them, feel the quality, and purchase without waiting for delivery.
The choice of the Story chain was no coincidence. As a chain specializing in combining local and international brands and emphasizing sustainability and fair trade, it fits perfectly with Noam Hazan’s philosophy. The brand, founded in 2019 together with her twin sister Amit – Noam as head designer and Amit as commercial and creative director – has always emphasized the use of natural raw materials, quality craftsmanship, and principles of sustainable slow fashion.
Adi Tiger Azoulay, VP of Marketing at 911 Fashion, which owns the chain, highlights the shared values: “The NOAM HAZAN brand is committed to values similar to those of our chain – sustainability, environmental responsibility, and fair trade. In addition, as part of our agenda, the chain supports local fashion and young designers.” The exclusivity granted to the chain is not just a commercial advantage – it is also recognition of a brand that has managed to maintain its values while achieving international growth.
For Noam, the transition into stores is more than just expanding distribution channels. “For me, it’s an emotional moment to see our collection arriving on Story’s shelves and meeting customers face-to-face,” she explains. “This collaboration allows us to expand the way the brand is experienced and to move from the digital world into a physical and personal shopping experience.”
After five years of intensive online activity, Noam Hazan understands that a physical store can offer something that digital simply cannot – an experience. Especially when it comes to high-quality bags that are an investment, not just a quick purchase. “Although most of our activity is online, it was important for us to create physical sales events to give customers a personal, unique, and connecting experience,” she explained when she launched a temporary pop-up at the Ramat Aviv Mall.
The collaboration with Story does not begin from scratch – the brand has already proven it knows how to work with physical customers. The pop-up she ran included a branded photo booth station, personalized gifts with purchase, and a customization station offering embossed initials on leather items. Now, instead of a temporary pop-up, customers will be able to find the collection permanently at Story chain stores across the country.
The move comes at a time when the brand is at its peak. Beyond the iconic clutch that continues to break records, the new collection introduces exciting innovations – from leather and suede handbags to a new tote model called “ELLE,” crocheted from elastic cotton thread with a delicate sheen. All items are still handmade, still preserving traditional techniques, and still connected to the values that made the brand what it is today.
For Israeli customers who have followed Noam Hazan in recent years – from the clutch that conquered celebrities to the success with Rocky Barnes – this is finally the chance to be part of the story in a physical way. No more online orders and waiting for delivery, but a real shopping experience with the bag that conquered the world.