Our Story2017-11-20T05:37:57+00:00

The Raul E® New York Story

I originally started this company to sell fashion apparel, cosmetics, toys and home goods. My four children have grown up and I have to figure out my new life and my new purpose in life. As a young girl, I was struggling with my 6-foot-tall frame, so I started to design and sew my own clothes, and I looked great. That’s when realized I needed to create and sell clothing for a living one day.

Well, that day came in November of 2010. I started selling fashion apparel for women, men, kids, toys and home goods in Zagreb, Croatia, where I was born. My design and style was selling fast. I created my own Raul E® New York.

As far as achievements for the business go, here are a few of my favorites:

  • We were listed in the Stanford Who’s Who
  • Boris Kosmac featured us in his famous TV show, Celebrity Makeover, with Jelena Percin, Bojan Ambrosic and Mila Elegovic
  • We were featured in The Teen Fashion Show, Connetquot, NY.

I wanted Raul E® New York to…


For women, men, and children. We all like to be well dressed!


To flatter your body shape.


On your skin. When our products touch your skin, it must feel good!


Nice and educational qualities as gifts for you, your family, and your home.

About The Brand & Me

Raul E New York is a contemporary fashion and cosmetics brand. The name Raul came from my horse Raul. Letter E came from the word equine and energy.  The brand name is a representation of the unique culture and voice of New York, my home for more than two decades.

  • I am Silvana Penavić (pronounced Penavich), a Croatian-American designer.

  • I am a Reiki Master Teacher, who boasts a Masters’ Degree in Business Management from Stony Brook University.

  • I had several occupations, while raising my four children, prior to starting my own brand, including teaching at different levels from pre-school through college.

  • My kids and my family are the driving force in my life, and I want to make them proud of who I have become and what I do with love.

My inspiration for my collections designs stem greatly from nature, my native Croatian culture and United States, my adopted country. I love to be fashionable, elegant, timeless, classy and feminine. I love feeling full of life and empowered and I put that into my design. I wish you experience the same!



Raul E New York Brand Launch