Yonat Meirson is the creative force behind Taken+, a small business that transforms used billboard materials into eco-friendly, one-of-a-kind bags. After a 20-year career in the media and television industry, working with top companies like Channel 10 and Endemol, Yonat made an unexpected pivot into sustainable fashion. What began as a moment of inspiration when she saw a colorful, discarded billboard turned into a full-fledged business. Intrigued by the potential of upcycling, Yonat was struck by the idea of repurposing these large, durable materials into fashionable and practical bags.

Her first big break came when she pitched the idea to Bank Hapoalim, and the enthusiastic response confirmed there was a real demand for these unique, value-driven products. Since then, Yonat has created custom bags for numerous major corporations while also catering to individuals who appreciate the environmental and emotional significance of owning a piece of these iconic billboards. Each bag carries with it a story, a piece of history from the original sign, making every item truly unique.

Yonat's approach is twofold: the ecological aspect of reducing waste by giving these materials a second life, and the emotional connection to the original message of the billboard. Each bag is a conversation piece that highlights sustainability while reflecting the essence of Tel Aviv or the company that once used the sign.

Yonat personally oversees everything from sourcing and cleaning the billboards to collaborating with local sewing workshops. Her commitment to sustainability and design ensures that each bag is not just a product, but a meaningful and stylish statement. Despite the challenges of launching during a turbulent time, Yonat remains passionate about her work, knowing that each Taken+ creation helps reduce waste while offering customers a tangible connection to the vibrant culture of Israel.