The present invention provides a method of isolating a pluripotent cell from a pre-implantation embryo without isolation of the pluripotent cells from other cells, the method including propagating a whole pre-implantation embryo including one or more pluripotent cells, embedded in a feeder cell layer and cultivated in a medium substantially free of serum, and isolating a pluripotent cell from the one or more pluripotent cells. The present invention also provides pluripotent cells generated by the method and uses thereof.