Crafting Traditions

The journey of Atoof started nearly a decade ago with Daniella’s mission to replace her spouse’s lost tallit bag. In this pursuit, a realization unfolded—a void in the market yearning to be filled with exquisite, artisanal Judaica that echoes the very essence of tradition.

Deeply rooted in their diverse heritages, founders Daniella and Maya perceive their Judaism as a conduit for intertwining an ancient narrative and enriching their lives and familial bonds with meaning.

Originating from disparate worlds—Moroccan and Eastern European—the duo, having crossed paths during a gap year in Israel, previously collaborated on multisensory charity events. These events aimed to engage a younger generation in intentional philanthropy, laying the foundation for the genesis of their partnership with Atoof.

Atoof is setting a new benchmark for elegance and sophistication within the Judaica realm. Each piece in its curated collection undergoes thoughtful design in the heart of New York City. Skilled artisans in Mumbai produce the designs with meticulous craftsmanship. Drawing inspiration from Jewish heritage and ancient Rabbinic texts, Atoof's products encapsulate a profound sense of spirituality and artistic expression.

"At Atoof, our passion is to breathe new life into Jewish ritual objects by infusing them with beauty, artistry, and luxury. We firmly believe that Judaica items should not only serve their religious purpose, but also become cherished heirlooms, fostering a connection to the user's higher self. Atoof aspires to provide individuals with a deep connection to their faith through stunning Judaica pieces, enriching their spiritual journey." - Daniella Kahane, Co-Founder, Atoof

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The debut collection from Atoof introduces 13 unique Tallit Bags, Tefillin Bags, Challah Covers, along with two Matzah Cover and Afikomen Sets. Each design represents one of Jacob’s children, embodying the rich diversity of the Jewish people.

To celebrate its launch, Atoof unveiled the brand launch campaign titled "WE ARE ATOOF." This campaign aligned with the theme of its flagship collection—The Children of Jacob—and features a diverse spectrum of Jewish individuals in an elevated portrait campaign. This inclusivity spans a range of backgrounds, including Black, Yemenite, and Asian Jews, a Holocaust survivor, and many others.

"Amidst the strong climate of antisemitism and division, we wanted to create a campaign showcasing the diversity of the Jewish people—a patchwork of different races and ethnicities from unique backgrounds. We aim to highlight that what we share as a culture, a faith, and a people is far more powerful than what divides us," explains Maya Cohen, Co-Founder, Atoof.

Atoof officially launched last summer on Tu B'Av, the 15th of the month of Av, the Jewish day that represents a celebration of love, with an exclusive private event in the Hamptons.

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The event featured a full moon meditation, sound healing, and a dinner where attendees had a special opportunity to experience the meticulous attention to detail that distinguishes Atoof’s Judaica creations.

Within the Atoof collection, each distinctive style finds symbolic representation through an emblem linked to one of Jacob’s children to embody the unity of Am Yisrael. Drawing inspiration from the blessings bestowed by Jacob upon each child, the physical designs of the collection meticulously reflect the distinctive qualities intrinsic to each child. As a heartfelt addition, each item is accompanied by a personalized blessing bestowed upon the beholder, encapsulated elegantly on exquisite stationery—a timeless keepsake.

Each handcrafted piece is a testament to meticulous labor, a process mirroring the product’s essence and emphasizing the intentionality invested in its creation.

Atoof extends an invitation to its users—not merely to possess, but to cherish these ritual heirlooms and use them as a hiddur mitzva, and then ultimately, to pass them down through generations, ensuring they become a living manifestation of our tradition.

The collection is now available for purchase on the Atoof website - atoofcollective.com, as well as with select retailers, providing an opportunity for enthusiasts to bring a touch of modern elegance and spiritual depth into their lives.

" We aim to highlight that what we share as a culture, a faith, and a people is far more powerful than what divides us"
-Maya Cohen, Co-Founder, Atoof

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