"Nestled within the vibrant city of Los Angeles, Elad Yifrach's transition from music to design unfolded unexpectedly, yet deeply. His passion for architecture and design had been ingrained since childhood, driving him towards a creative path. While pursuing his business studies in LA, he found himself irresistibly drawn into the realm of interior design, a journey that commenced with a part-time role and ignited a profound awakening within him.

Driven by a self-taught approach, Yifrach embarked on a journey of experimentation testing ideas and materials, envisioning a design brand that surpassed aesthetics. Central to his vision was the concept of crafting objects that stimulate a sensory journey. This philosophy embodies Yifrach's unwavering commitment, resulting in creations characterized by timeless elegance and artistic innovation."