"More than anything, I believe in the true nature of things; I think every material has an essence, a core.

In my work as a designer I try to stay true to this concept - to let the raw quality of the material shine through the design. One way of achieving this is by contrasting different textures and shades in-order to emphasize the special nature of different materials.

I don't impose my will upon the materials - I listen to them; I let them be.

The inspiration for my design derives from different sources - whether it's a tribe in Africa or a feature I come across in a building site, I look for the unique essence that leads me through my work.

My design is made for those who are not afraid to stand out in a crowd".

Dana Poless

DANA is for those who dare to stand out

DANA of simple things was founded in 2004 in Tel Aviv.

The founder, Dana Poless, is a graduate of Shenkar School of Design and has a BA degree in Economics and Business Administration from the Hebrew University in Jerusalem.

After many years of working in medium-size organizations and NGOs as an economist and HR manager, Dana decided to return to her true passion and establish an independent design brand.

In the past few years, after designing handbags for over 15 years, DANA is working as an internal planner and designer.