In November of 1997, God opened the eyes of an American women working in Athens, Greece to the presence of women in prostitution, noticing one particular woman not once but four times in one week. That fact alone became the catalyst for prayer for a group that would eventually start Nea Zoi. From its inception, the business has been characterized by a powerful sense of God's participation and presence, both in work and in worship.

Nea Zoi aims to support and restore women coming from prostitution by providing alternative careers in jewelry making. Their goal is to equip these women with the skills and knowledge to effectively reintegrate to society.