About

TOIA began in New York City, where three friends — Peta, Caroline, and Betty — often met up to talk about work, life, and starting a business.

Between dinners, late night drinks, and late-night messages, a shared idea began to take shape: to create accessories that were simple, beautiful, and genuinely useful. Products made with care, that fit seamlessly into life — not add to the noise of it.

Each founder brought her own craft: design, storytelling, and business sense. Together, they built something grounded in friendship and the belief that small details make a difference.

TOIA is the result — a collection of thoughtfully made daily essentials that celebrate movement, independence, and design that lasts.