In a sunlit studio in New York City, two women (best friends for over two decades) are reimagining the essence of Jewish ritual. Maya Abitbol and Daniella Kahane, co-founders of Atoof, are infusing age-old traditions with contemporary elegance, crafting heirloom-quality bespoke Judaica that resonates with both heritage and modernity.
Atoof, derived from the Hebrew word meaning “to envelop,” is more than a brand; it’s a philosophy. The duo’s mission is to create ritual objects that not only serve their traditional purposes but also manage to elevate the spiritual experiences of their users. Their collections, ranging from tallit and tefillin bags to challah covers and mezuzot, are meticulously designed in New York and handcrafted by skilled artisans in Mumbai, India.
As all successful endeavors, the genesis of Atoof was highly personal. Nearly eight years ago, Daniella’s spouse lost his tallit bag. In searching for a replacement, they realized a void in the market for Judaica that combined modernity, functionality and refined artistry. This realization sparked the creation of Atoof, aiming to fill that gap with pieces that are both meaningful and beautiful
Both Maya’s Moroccan roots and Daniella’s Eastern European heritage inform their designs, reflecting the rich tapestry of Jewish culture. Their commitment to inclusivity is evident in their “We Are Atoof” portrait campaign, which showcases the diversity of the Jewish people through a series of evocative images .
Each Atoof piece is a labor of love, representing hours of craftsmanship and intention. The founders believe that by investing time and care into these objects, users will, in turn, find deeper meaning in their rituals. Their approach is holistic, considering not just the physical product but the spiritual experience it facilitates.
We always knew we wanted to take on another endeavor together and decided to act on our shared passion for and commitment to our Jewish tradition and heritage with the creation of ATOOF.
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.
Zebulun Challah Cover, Fish
$650.00
In a world where mass production often overshadows quality, Atoof stands out by prioritizing sustainability and ethical practices. Their collaboration with Mumbai artisans not only ensures exceptional craftsmanship but also supports traditional techniques passed down through generations.
Atoof’s debut collection features 13 unique designs, each named after one of Jacob’s children, symbolizing the diversity and unity of the Jewish people. From the intricate embroidery of the Judah tallit bag to the delicate patterns on the Reuben challah cover, every item tells a story, inviting users to connect with their heritage in a tangible way.
Beyond the products, Atoof is cultivating a community that values tradition, beauty, and intentional living. Their website and social media features The Atoof Collective, highlighting stories of some of today’s most impactful Jewish visionaries, advocates and thinkers. Through events, collaborations, and storytelling on, Maya and Daniella are fostering a space where Jewish identity is celebrated in all its forms.
As Atoof continues to grow, its founders remain steadfast in their vision: to envelop individuals in light, allowing them to feel their souls alive. In doing so, they are not only redefining Judaica but also inspiring a renewed appreciation for the sacred in everyday life.
Website: www.atoofcollective.com
Instagram: @atoof.co
By ORA Staff. Images courtesy of Atoof