Simply the BEST beading wire. Soft Flex Company is the leading innovator in the manufacturing of beading wire. The real difference between us and all the other brands? We are passionate about beading. We create and distribute products that we want to use in our own designs because we love beads and beading too. Our Mission Statement: Defining Excellence Then and Now We lead our industry with simply the best products and services. We celebrate our innovative ideas and proudly inspire creativity with our passion to educate. We are dedicated to exceeding the expectations of our customers and are grateful for their continued loyalty. Thank you for your interest in our company and in our products!