The Krave To Work

Hair and makeup by Carlos A. Correa


By Evan Berkowitz

This past August, a new women’s boutique called Krave opened in Town Center Aventura. Its owner, Helen Beda, is an expert on women’s fashion. She is the former owner and manager of In Wear Martinique, a highly successful clothing store formerly at the Aventura Mall.

Helen Beda closed In Wear Martinique when she gave birth to her third son approximately 15 years ago. “It was getting a bit hectic!” she said of her years raising young boys, “but I always knew that I would open another place later in life and now that the time has come, I am really exited about it!”


Her husband, David Beda, is the longtime proprietor of European Fashions, a men’s clothing store also located in Aventura for 32 years.

This latest retail venture is infused with new blood and energy from Helen Beda’s partner, Daniela Meckler, a young lady who really impressed Helen first-hand with her unique sales skills and know-how. 

Daniela Meckler, a friend of the Beda family, was born in Caracas, Venezuela and moved to Miami in 2004 when she was 11 years old. “I have always been passionate about fashion, dressing people, helping them look better, and most importantly…making them feel better,” she said. She began her retail career at age 16 when she started working at a high-end women’s clothing store in the nearby Bal Harbour shops. “I always used to tell her, next time I open a store, it will be with you,” said Beda of her colleague. She said she and her husband were very taken with Meckler’s good eye for fashion and wonderful talent for selecting the right merchandise. 

We are really amazed with the feedback we’ve had. Everyone loves the merchandise

At Krave you will see international brands and up-and-coming designers with original styles, prints and fabrics.

“The buying process follows a unique chain of thought. It’s like putting myself in the bodies and minds of 100 women at the same time,” said Meckler, who admits she loves knowing that her decisions or input can make customers look and feel beautiful. She often asks herself the following questions before purchasing items for the store, “Will I wear it? Will she? Will he like it? Is it appropriate? For what age? Is the price right?”

As an added bonus, Krave offers its client a vast array of accessories exclusively from JTG Jewelry, or Jewels to Go, created by Sarah Meckler, Daniela’s very artistic sister. JTG jewelry is expensive-looking but affordably priced, and the perfect compliment to sparkle up a regular workday outfit or add a special touch for an evening out and about. “I am a passionate jewelry lover! For me there is never enough,” Daniela happily adds, and is proud of the quality and hard work put into every original handcrafted JTG piece.

Helen has lived in the northeast Miami-Dade area since arriving from her native Colombia, 27 years ago. She and her family are deeply involved in the local Jewish community. Beda is the Vice-Chair for Program Services at the Michael-Ann Russell Jewish Community Center, where she helps oversee the sports and cultural programs.

Helen Beda is very excited to be back in the fashion retail game and is definitely looking forward to expand. “We are really amazed with the feedback we’ve had. Everyone loves the merchandise,” says Beda, who is considering opening other Krave stores in different locations of South Florida, possibly in Miami Beach, Fort Lauderdale and South Miami. May it be! 

For more information

Call Krave at 305.690.7658 18787 Biscayne Blvd. Space 630 Aventura FL

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Jewish Way is a lifestyle magazine created with the passionate goal of integrating the Jewish Community. The magazine also contains sections on Jewish education, life in Israel, travel, food recipes, interior design, health, fashion and much more!...