Meaning to envelop or encase, Atoof is a luxury heirloom brand that brings modern design to traditional Jewish ritual objects as a means of elevating the mundane, sparking spirituality, and building connection. It is our hope that through the ritual objects, which serve as an encasement or an envelopment for the sacred, like the body for the soul — we can create more space for the divine in this physical world.

For our second annual portrait campaign, we selected a group of 18 diverse individuals who are, each in their own way, leading through difficult times, inspiring others to commit to their Jewish identity, and bravely paving the way as proud, resilient, and committed Jews.

"If I am not for myself, who will be for me? If I am only for myself, what am I? And if not now, when?"

- Rabbi Hillel, Ethics of the Father; 1:14

Our first unique portrait campaign to feature the beautiful diversity of the Jewish people and the richness of Jewish items and traditions.

"The beauty of creation, as we believe and as science ever more wondrously shows, is that Unity above creates diversity below, and the more complex the life form, the greater the diversity."

- Rabbi Lord Jonathan Sacks