IOTA believes in preserving traditional handcrafts while employing, teaching, and empowering women. IOTA SOFT LIVING is a lifestyle brand focusing on contemporary homeware and accessories. It was established in 2014 by two women, Shula Mozes and Tal Zur, who shared a vision of preserving the handcraft of crochet and revising its shapes and proportions to create a new aesthetic and uniquely designed pieces. Choosing crochet is not only the starting point for the design but it also presents the possibility to create social change. All iota products are ethically handmade of luxurious bespoke yarns and materials.