Best friends for over twenty years, mothers to 7 children (between us), and with a shared passion for and commitment to our Jewish tradition, we are excited to share ATOOF with you.
We see our Judaism and our relationship with our heritage (Maya’s stems from Moroccan roots, Daniella’s from Eastern European), as a means of connecting with an age-old narrative, and of bringing meaning and spirituality into our lives and our family's lives. We met when we were both studying abroad for a gap year in Israel between high school and college, and collaborated throughout our 20s on producing multisensory charity events for a younger generation of givers who were looking to connect with giving tzedakah in a more meaningful/intentional way. We have wanted to find another project to work on together ever since. We are excited to manifest that partnership again with ATOOF.
ATOOF was born out of a need. Nearly 8 years ago, Daniella's spouse lost his tallit bag and seeking a replacement Daniella realized there was nothing on the market that was really beautiful or artisanal.
We both appreciate luxury products and experiences, and yet could not find the same level of refinement in the most precious, and meaningful objects we interact with on a regular basis: namely, Judaica.
Our mission with ATOOF is to create a line of ritual objects, intentionally, and with global, local artisans, that will not only elevate the object in the eyes of its user, but also bring out the meaning of the ritual in your day-to-day life. We know that the more time we spend on something, the more we tend to value it. Each one of ATOOF hand-crafted products represents dozens of hours of labor – a true labor of love – that wraps around the planet. From our designs, to our production to our intent, we strive to match the process with the product, so that you can feel proud to bring ATOOF into your life. We only ask in turn, that you treat these ritual heirlooms with the care and concern they deserve, and that you pass them down, from one generation to the next, so that in this way, they can truly be a living manifestation of your tradition.
Daniella & Maya