Jiyeon Noh, also known as Iva, is the founder and chief artisan of De Bloo Studio. Her background is diverse and interesting. After earning a master's degree in architecture and working for Samsung, she founded a successful IT company during Korea's IT boom. In addition, she pursued her passion for horseback riding, becoming a professional rider and representing Korea in international competitions. She even went on to study Sports Science at the Ph.D. level. Later, she moved to Thailand where she continued her equestrian activities as a riding instructor at Horseshoepoint, one of Southeast Asia's largest equestrian clubs.

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Despite her busy life, handicrafts have always been a hobby and talent of hers. She has created traditional Korean artworks such as Hanbok clothing, handicrafts, and mosaic scarves, winning awards in national exhibitions and competitions in Korea.

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In 2010, she discovered leather crafting and was immediately drawn to it. She went on to create De Bloo Studio, a space where she could share her love for this craft with others.