ABOUT

NOWAAAY is the design practice of Noa Itzchaki, an industrial designer and metalsmith.

Working across objects, jewelry, and collectible design, the practice explores the relationship between material, memory, and everyday culture. Drawing inspiration from observation, found forms, rituals, and the stories embedded in ordinary objects, each piece begins with a process of reinterpretation; transforming the familiar into something unexpected.

Raised between Hong Kong and Israel and rooted in a fourth-generation tradition of metal and jewelry making, Itzchaki combines contemporary design processes with traditional metalworking and casting techniques. Her work moves between function and sculpture, often blurring the boundaries between utility, ornament, and narrative.

Alongside developing her own collections under NOWAAAY, Itzchaki collaborates with designers, artists, and brands on custom projects. The practice offers creative development, metal casting services, production consultation, and support for projects that bridge concept, material experimentation, and manufacturing.

Designed and produced in Tel Aviv.