Raison d’Être for The Soft: Creating Social Impact.
The Soft began in an unexpected moment - during one of the most demanding projects of my corporate career. In that intensity, I felt a pull toward something entirely different.
It brought me back to my roots: my Tatar grandmother, who hand-knitted traditional shawls from cashmere goat hair. That memory became the seed of The Soft and a step into social-impact entrepreneurship.
The Soft is guided by a simple mission: to preserve the art and traditions of truly well-made knitwear. And to support the families and small artisans who spin, knit and finish every piece keep these traditions alive.
By paying fairly and working directly with them, I aim to build a model of social impact that is both dignified and self-sustaining.
The value of these pieces lies not only in their longevity, but in the chain of lives they sustain, savoir-faire preserved, traditions continued.
With kind regards, Gulnara (Nara).
Founder of The Soft Zurich, Switzerland