Women’s Stories – Sofi Yaffe
Sofi is the youngest member of our team, she joined us straight out of Shenkar, fresh, talented, and full of style.
At the time, we were looking for someone with more experience — but we quickly realized she was someone we couldn’t let slip away.
Since then, even from the other side of the world, Sofi has been an essential part of iota. She brings lightness, cool energy, and is always ready for any task.
Sofi is the next big thing. Don’t say we didn’t tell you.
Can you introduce yourself?
I’m Sofi Yaffe, 29 years old, living in Uruguay with my partner Dov. My soul is split between two countries, 12,000 km apart. After nine years in Israel, I felt the need to be close to my family—and to show Dov where I come from. Now he even speaks Spanish.
Tell us about your work. What field do you come from?
I’ve been part of iota for nearly three years, working on the marketing team. I’m responsible for the brand’s presence on social media—from visual planning to writing, publishing, and connecting with our audience. Together with Chen and Tami, we brainstorm ideas and new ways to express ourselves online. I’m lucky to be part of a brand I love so deeply—even from afar.
I’m a textile designer—it’s what I live and breathe. I’m one of those people who touches your clothes just to feel and understand the fabric. I also have my own business for clothing and home goods, which I started during my studies because I felt a strong urge to create something of my own. Right now, I’m developing my brand, “Especie Humana” (Spanish for “Human Kind”).
What inspires you?
A lot of my inspiration comes from everyday life. It can show up in buildings I love—their shape, color, the era they were built in. It can be found in vibrant balconies with hanging laundry, layers, and color. Sometimes, it’s certain people who make me want to document something—through photography, storytelling, or any other creative way.
I’m drawn to construction sites and raw places. I love turning textile meshes, rods, or pipes into something new. I’m also fascinated by things that once had a life—like worn-out clothes or old fishing nets—objects that are now looking for new meaning.
Learning new techniques, encountering different cultures, and exploring ancient crafts all inspire me. There’s so much out there to discover.
How does craft and handwork connect to all of this?
It’s what I love and how I express myself. I feel like I learn about the world through my hands—through traditional crafts, through materials. It’s important for me to know where things come from, their context, who made them before me. These crafts hold depth and history, and they offer so much to learn.
Craft is also my therapy. Sometimes, creating with my hands without overthinking is all I need.
How has the current period influenced your inspiration and creativity?
This time is filled with intense emotions that constantly occupy me. It feels extreme. So I focus on finding balance. I need to create in order to stay grounded—it’s what I love most, and right now, it feels more essential than ever.
Tell us a story about a dream that came true. How did you make it happen?
Studying design was a dream come true, and getting to work in what I love is a dream I’m living. It’s happening simply because I couldn’t have done anything else.
Any recommendations—life mottos, exhibitions, music?
Two things I learned from my father: First, there will always be problems to solve—don’t make a big deal out of them. And second, both good and bad times pass. Life is in motion.
As for music, I recommend “Yadayim al HaLev” (“Hands on the Heart”) by Yogev Glusman—an artist I admire deeply. His music moves me.
What are you working on these days?
Right now, I’m working hard on my current dream—living between Israel and Uruguay.
What’s your wish for the upcoming year?
That I’ll always have reasons to feel excited. And that all the hostages will come home—now.
