Atoof Launches in New York City

Atoof’s vision is to establish a new standard of elegance and sophistication within the Judaica category. Every piece in its collection is thoughtfully designed in New York City by its founders and meticulously crafted by skilled artisans in Mumbai, with a commitment to exceptional quality. Drawing inspiration from Jewish heritage and ancient Rabbinic text, Atoof's products embody a deep sense of spirituality and artistic expression.

"At Atoof, our passion lies in infusing Jewish ritual objects with a renewed sense of beauty, artistry, and luxury. We believe that Judaica items should not only fulfill their religious purpose but also serve as cherished heirlooms that connect the user to his/her higher self. Atoof wishes to provide individuals with a profound connection to their faith through stunning Judaica pieces that enhance their spiritual journey."

– Daniella Kahane, Co-Founder, ATOOF

The debut collection from Atoof encompasses a collection of 13 unique Tallit Bags, Tefillin Bags, Challah Covers, and a Matzah Cover and Afikomen Set. Each of the 13 designs represents one of Jacob’s children – the gamut representing the diversity of the Jewish people.

What sets Atoof apart is its unwavering commitment to craftsmanship and sustainability. Every item in its first collection is entirely handmade in Mumbai, India, by skilled artisans who possess a deep understanding of traditional techniques passed down through generations. By collaborating with these artisans, Atoof supports their livelihoods while ensuring that each heirloom piece attains the highest standards of quality and artistry.

To celebrate its launch, Atoof revealed “WE ARE ATOOF” – a campaign that leans into the theme of its first collection - the children of Jacob, and feature the diversity of the Jewish people through an elevated portrait campaign that includes a diverse spectrum of individuals: including a Black Jew, Yemenite Jew, Asian Jew, a Holocaust survivor, and others.

“Given the divisive times we are living in and the strong climate of antisemitism, we wanted to put together a campaign that would showcase the diversity of the Jewish people, a patchwork of different races and ethnicities from unique and diverse backgrounds, and highlight that what we share as a culture, a faith and a people is so much more powerful than what divides us,”

- Maya Abitbol, Co-Founder, ATOOF