About

IIDA is a New Zealand brand that honours Milena’s great-grandfather, Tatsuo Iida– a Japanese artist and collector whose dedication to craft and love of thoughtful details guide the way we work.

IIDA sits between cultures and styles. Milena is inspired by the precision and material focus of Japanese design, while her Bulgarian roots bring a bold, expressive influence. Conny’s fine-arts background shaped her love for design, influenced by time in London, Hong Kong, and Boston. As long-time friends, our distinct tastes and experiences have always complemented each other. After years of painting and creating together, IIDA became another creative outlet for us to bring our shared vision to life.

Together, we explore how small details can become objects of adornment, turning everyday observations into wearable art.