Priti was created by Joanna Feldheim, a creative director and product developer who has been practicing Iyengar Yoga for more than 15 years. Recently, a thought occurred to her during her yoga class: āWhatās with these itchy, acrylic Mexican horse saddle blankets?!ā She couldnāt figure out their relationship to the yoga experience and wondered where India was represented. Thatās how Priti was born.
Priti [Sanskrit for joyful, rapture, bliss, delight and is one of the 7 limbs of enlightenment]* is an online store that produces, curates and sells an eclectic array of necessary, modular products that enhance oneās yoga practice while supporting cotton growers, artisans and communities.
In Joannaās mind, it didnāt seem like too much to ask that a yoga blanket be functional enough to be well made and comfortable, and beautiful enough to keep on a couch, rather than hidden away like a yoga prop. And it only seemed fair that when you purchase that blanket, it could support the people who l