Mission & Vision

Our Mission: Founded in 2011, online platforms Haggadot.com and Custom and Craft make Jewish ritual accessible, meaningful, and diverse – giving individuals of all faith backgrounds the tools to create for themselves and to discover the other creators in their community. We use design thinking and user experience to imagine new formats for engaging with ancient traditions. 

Our Vision: Judaism can be beautiful and welcoming. Custom & Craft believes Judaism can look and feel that way too. We envision a world in which every Jew, and the Jew-curious, regardless of background, can find a place for themselves in Jewish life through thoughtfully-designed products and media.

How We Do It: Custom & Craft Jewish Ritual is a design lab for the Jewish community, experimenting with technology, media and user experience to imagine new formats for engaging in ancient traditions. Our platforms, Haggadot.com and Custom and Craft enable over 100,000 users annually to make their own haggadahs and other DIY materials for Jewish ritual. We facilitate new product development through collaborations with leading Jewish organizations and thinkers across a diverse spectrum of perspectives.