Our Story

Where the Coast Meets the Calling

RTW lives at the intersection of two distinct, beautiful worlds.

On one side is the sun-drenched comfort of Southern California. The outdoor beach life, cool drinks, new friends, and the picture perfect ocean at golden hour. It’s the vibrant, easy life we were meant to enjoy.

But the Universe has always had something more in store for us. While we were created to savor the beauty of this world, we were also called to do the Heavenly Work.

To the east lies a land of ancient, layered culture—a place where philosophy wasn’t just debated in ivory towers, but forged through millennia of resilience. In the mystical hills of 16th-century Safed, Rabbi Isaac Luria looked at a fractured world and gave us a mission: Tikkun Olam. He taught that our hands are the tools meant to gather the scattered sparks of light and Repair the World.

The Best of Both Worlds

The RTW pendant is designed to hold two truths. Enjoy the beauty of the world, but always keep the weighted idea close: we can all do a little more to leave the world better than we found it.

25 Small Acts of Repair 50 Icons Who Changed the World

The Creator

Eytan Elbaz

Eytan was a co-creator of AdSense, which was acquired by Google and became the the largest advertising platform on the planet.

His Public Service Announcement on tolerance won the YouTube Lions for Lambs award. His anti-bullying film The Price of Silence was on permanent exhibit at the Museum of Tolerance in Los Angeles for over a decade — seen by hundreds of thousands of students, families, and visitors who came there to understand what happens when silence becomes complicity.

The Concept

Tikkun Olam — תיקון עולם

Tikkun Olam — literally "repair of the world." The phrase first appears in the Mishnah, the foundational text of Jewish oral law compiled around 200 CE, where it described legal practices enacted for the welfare of society. But the concept had roots that ran far deeper.

The Ari of Safed

In the 16th century, in the mystical hilltop city of Safed in northern Israel — a few miles from the Sea of Galilee, just inland from the Mediterranean coast whose shape now hangs around your neck — a rabbi named Isaac Luria quietly changed the way people thought about existence.

Rabbi Isaac Luria, known as the Ari (the Lion), was a Kabbalist who died at 38 having written almost nothing — yet whose ideas spread through Judaism and beyond with the force of a revelation. His cosmology held this:

At the beginning of creation, God contracted to make space for the world. Divine light poured into vessels. The vessels shattered. Sparks of that holy light — Nitzotzot — scattered into the darkness, embedded in the material world, hidden in every person, every act, every moment of grace or cruelty.

The task of every human life is to find those sparks and raise them back up. Through righteousness. Through kindness. Through justice. Through showing up when it would be easier not to. This is not optional. This is why you are here.

That is Tikkun Olam.

Why It Matters Now

The concept has traveled far from Safed. It has been adopted by social justice movements, environmental campaigns, interfaith coalitions, and individuals across every culture who needed a word for the feeling that the world is broken and it is their job to do something about it.

It is one of those rare ideas that doesn't diminish with translation. It gets bigger.

The Coastline

Why This Shape

The RTW pendant bears the shape of Israel's Mediterranean coastline — the western edge of the land, where it meets the sea. This is where the idea was lived. Safed is there. Jerusalem is there. The Sea of Galilee is there.

Two thousand years of ethical philosophy, argument, loss, survival, and insistence that the world can be better — compressed into a sliver of coastline that now hangs around your neck.

100% of Profit to Charity

This is not a side project. This is a mission with a supply chain. Every purchase is an act of repair.

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