About Me

Hey there! I’m Shiran. I’m 30 years old and a big city type of girl. Thank you for stopping by Pretty. Simple. Sweet. – a sweet place where I share my thoughts, recipes, trials and errors and experiences in the kitchen.


My life basically revolves around desserts.
I could easily eat two of them every day (ok, three).
I bake almost constantly, and when I’m not busy baking, I’m reading about baking.
I follow food blogs on a daily basis and read cook books before I go to sleep.
I even have dreams about desserts. I seriously do.
I will travel all the way to Paris to taste a new creation from Pierre Herme.
I know, I know – this all may sound a little ridiculous, but it’s actually pretty amazing.

Perfect Pavlova | prettysimplesweet.com

I recently married the love of my life, Erez. He’s adorable and helps me a ton with this blog. Together we travel around the world every chance we get.

In what seems like another lifetime, I studied computer science in college and worked as a programmer for a large firm. All that trouble just to realize that I didn’t really like it. Oh, well. Life goes on.

Tahini Cookies

The blogging world has opened my eyes to a large community of fellow sweets addicts. I am not alone! So I thought, why not write about my own culinary journey?With that, Pretty. Simple. Sweet. Came to life. Ta da!

What started as a small place to share my recipes turned out to be the second love of my life. The writing, the photography, the sweets, and YOU!
I personally develop most of the recipes on this site. I make them again and again so my readers get nothing less than perfection. I love classic and easy, no-hassle recipes, ones that both the amateur and experienced baker can make and LOVE.

Dulce de Leche Muffins

I promise I will try my best to:

  • Write fun, valuable, and informative content inspired by and related to the desserts. Otherwise you won’t read it and that would be unfortunate.
  • Make simple and easy-to-follow recipes, using simple ingredients. We are all busy people, aren’t we?
  • Include detailed tutorials and tips for perfect baking. We’ve all had our share of burnt cookies and sinking cakes without knowing what went wrong. I know how frustrating that can be.
  • Share beautiful photos of my creations with you. At least I will try!
  • Not talk too much.

For now, all is going as planned… Except maybe for that last promise. But hey, no one’s perfect!

Perfect Creamy Lemon Tart | prettysimplesweet.com

Some other sweet facts about me:

  • I collect cake stands, pans, and kitchenware like crazy.
  • I love food (like ALL food).
  • People expect me to pull desserts out of my pocket as if I take them everywhere I go.
  • At gatherings and events, I’m always expected to bring something sweet. Even if I don’t have the time to make it. Even if I was told to bring nothing.
  • I eat billions of calories a day and I’m not proud of it. I do run and do Pilates though. I also really want to tell you about my balanced diet that consists of vegetables and fruits, it’s just that I don’t have one.
  • I love food. Oh, did I mention that already?

Creamy strawberry banana popsicles

Ok, enough about my quirks for now.

I believe that when it comes to baking, you shouldn’t be intimidated or seek perfection. After all, it’s just a cake! My hope is that Pretty. Simple. Sweet. will show you just how much fun baking can be! Whoo-hoo!

If you have any questions, please feel free to contact me at: prettysimplesweet[at]gmail[dot]com

You can also find me on pinterest, facebook, twitter and instagram.


30 Comments on About Me

  1. Sophie Harriet
    May 2, 2014 at 9:24 pm (3 years ago)

    Hey Shiran!
    I’ve just recently seen your blog and I think it looks fantastic – anytime I see a new recipe for cinnamon rolls I know I’ve hit the jackpot! I noticed that you only started your blog in October, and having just taken the plunge and started my own, I was wondering if you’d have any tips for a new blogger, or could advise me of some challenges you’ve faced!

    Many thanks, and please keep up with the yummy recipes,


    • Shiran
      May 3, 2014 at 11:23 am (3 years ago)

      Thank you so much for your kind words Sophie! 🙂 For a while now, I’ve wanted to write a post about the challenges I’ve been having with my blog and give some tips. I’ll e-mail you soon, since I have a lot to say to you 🙂 I wish you the best of luck with your new blog! It’s an amazing experience 🙂

  2. Tash
    October 16, 2014 at 4:41 am (2 years ago)

    This made me giggle! You sound so lovely, you really do have a way with words and a lovely + gentle soft humour that makes me want to keep reading and reading about you!! And hahah I totally understand the way that people assume you carry food everywhere with you…I guess that’s among the better reputations there is to have though, right? 😉

    • Shiran
      October 17, 2014 at 6:40 am (2 years ago)

      Tash, you are the one that sound so lovely!! I appreciate each one of your comments, they are always so sweet! And definitely – being in this sweet business is something I’m grateful for! It just makes people happy and I love that!

  3. crisselli
    November 29, 2014 at 10:37 am (2 years ago)

    Hi! I just came across your blog and I love it! The fact that all your recipes measurements are in grams and ounces and not only cups (which I find too ambiguous) made me set you in my Toolbar. I’ll be baking your lemon muffins today and will let you know how they turned up. Un saludo!

    • Shiran
      November 30, 2014 at 2:01 pm (2 years ago)

      Your comment made my day Crisselli, thank you! I love adding gram measurements for those who bake a lot, because it makes things simpler and more accurate. The lemon muffins are amazing, I’m sure you’ll love them 🙂

      • iris
        July 28, 2016 at 3:20 pm (8 months ago)

        Non-metric users need to practice and your recipes help. I like your work and enjoyed the applesauce loaf cake of yours I sub. buttermilk for yogurt. You are speaking to all of us even experienced bakers returning to the fold (such as me) just want it easier as I get older!!!

  4. Maayan
    January 15, 2015 at 9:19 am (2 years ago)

    I have been reading food blogs for many years and yours is one of the most beautiful ones I’ve ever seen! Glad I found it 🙂

    • Shiran
      January 15, 2015 at 11:32 am (2 years ago)

      That’s so sweet of you Maayan! Thank you so much! I hope you’ll continue to enjoy it 🙂

  5. Lyra
    January 24, 2015 at 11:55 am (2 years ago)

    Wow I seriously love your blog. I was wondering did you design or get a web designer? Its just so clean and pretty, and your picture are amazing.

    • Shiran
      January 24, 2015 at 12:58 pm (2 years ago)

      Thank you so much Lyra! I purchased the design from this website. They have a beautiful variety of themes to choose from!

  6. Molly
    January 30, 2015 at 8:39 am (2 years ago)

    What a beautiful and nicely done website! I enjoy your photographs and I baking sweets as well! The photos look like they are right out of a magazine! Quality job!


    • Shiran
      January 31, 2015 at 3:48 pm (2 years ago)

      Thank you so much Molly! I really appreciate it and I’m glad you like my blog! 🙂

  7. michael
    April 3, 2015 at 1:45 pm (2 years ago)

    Hi Shiran. I have a fan oven, what do I pre-heat the oven for your red wine cake????

    • Shiran
      April 4, 2015 at 9:41 am (2 years ago)

      Hi Michael! For fan ovens, adjust the temperature to 325F/160C.

  8. Iris
    April 29, 2015 at 3:02 am (2 years ago)

    Hi shiran .. This is iris from india.. I sooooo love your blog.. It is eye catching and captivating.. I have made your cinnamon streusal twice already and have sent many people to heaven and back.. Wil be making the pineapple upside down on the weekend followed by the apple pie.. Thank you so much.. Btw which camera do you use?? All your pictures are purrfect!!!!

    • Shiran
      April 29, 2015 at 5:28 pm (2 years ago)

      Hi Iris! Thank you so much for your kind words 🙂 I use Canon 70D, and I love it!

  9. Mary
    May 14, 2015 at 10:13 am (2 years ago)

    Just discovered your site. Love your way with words 🙂

    • Shiran
      May 14, 2015 at 11:14 am (2 years ago)

      Thank you so much Mary! You’re so sweet 🙂

  10. Rami
    August 13, 2015 at 7:29 am (2 years ago)

    Hi Shiran,

    We heard about your cakes, Your cakes look incredible, How can we enjoy them?


  11. Christie
    September 11, 2015 at 3:36 pm (2 years ago)

    Just stumble into your blog and it makes me smile so much. I’ve been to Paris several times and am returning in November. I hope to enjoy many treats while there.
    J Christina @ http://www.scribblesandsmiles.net

    • Shiran
      September 13, 2015 at 9:29 am (2 years ago)

      Thank you so much, Christie! Your comment also made me smile 🙂

  12. Marie
    November 7, 2016 at 11:54 am (4 months ago)

    Hello Shiran,
    I’ve just come across your blog whilst searching for a chocolate mouse recipe without eggs. I didn’t stop there though, I kept reading recipe after recipe. Thank you so much for sharing. And I have to say, I love your writing and I am already in love with your personality! As I’ve vouched to make simple foods instead of buying stuff, I’m sure I’ll be a regular visitor on your blog. Thanks ever so much.
    Marie x

    • Shiran
      November 9, 2016 at 6:57 am (4 months ago)

      You’re so sweet Marie, thank you so much! I hope you enjoy my recipes 🙂

      • Marie
        November 20, 2016 at 9:42 am (4 months ago)

        I made the mousse twice. My in laws are proper foodies, they run their own food production and they said the mousse was so yummy. In my opinion, the first time it was a bit hard (my fault really, lack of experience) but then yesterday I made it again for my guests, and these are French people, absolute food critics – and they loved it! It was much lighter and more fluffy. I am about to spread out the word now as I’ve been asked for the recipe. Thank you so much Shiran. You make such a difference. x

        • Shiran
          November 20, 2016 at 10:40 am (4 months ago)

          Thank you so much Marie! 🙂 That’s such a sweet comment, and I’m always happy to help! xx

  13. Tali
    January 2, 2017 at 2:47 am (3 months ago)

    I just stumbled upon this blog and totally fell in love!
    Already marked some recipes to try, on my (non-existing) free time 😀

    • Shiran
      January 3, 2017 at 9:05 am (3 months ago)

      Thank you so much Tali! 🙂 I hope you’ll enjoy the recipes!

  14. Carla
    February 1, 2017 at 7:24 pm (2 months ago)

    Just came across your blog! Love the recipes! I am also a big city girl (nyc) that can eat multiple desserts! Haha. What city are you based in? What is your fave dessert city that you have visited?

    • Shiran
      February 10, 2017 at 7:51 am (1 month ago)

      Hi Carla! I live in Tel Aviv, Israel, not as big as NY, but a mini version of it 🙂 I love Paris and NY!


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