siddurim

Lori Justice-Shocket thought that the traditional praying experience was just a bit too black and white. Not the prayers, themselves, per se, but the siddurim (prayer books), with their plain black typeface on white pages and the archaic traditional language, made davening, for her at least, formal, stiff and lacking in the visual and emotional engagement that she thought prayer should have.

So Justice-Shocket, vice president of conceptual development at the Los Angeles-based nail polish company, OPI, decided to take matters into her own presumably well-manicured hands and create a prayer book that could visually and intellectually inspire worshippers.