
So, now it is public and I can talk about this incredible project (and experience) that I have been part of for the last year. I have wanted to talk all about it for a while but not before the launch date was set and the media campaign has started. It is
The Jordan River Foundation ProjectIt was a year ago that
Her Majesty Queen Rania Al Abdullah ordered the establishment of the Creative Advisory Board. The mission of the board would be to redesign the entire line of products for
Jordan River Foundation (JRF), and create a new strategy that would reposition JRF, locally and internationally as a brand of exquisite handmade home furnishings. For the design part of this new project, I am a member of the board, along with Maysoon Haymoor, Zeina Chamas Otoum, and Maya Nakhleh.
Jordan River Foundation is an amazing non profit organization founded in 1995 and chaired by Her Majesty Queen Rania. Along with its many goals, JRF’s primary mission is to empower women by utilizing their handicrafts capabilities and providing them with ongoing projects that would guarantee a constant stream of income. JRF aims at creating sustainable viable projects for women that would guarantee employment by, not only utilizing, but also developing their handicraft capabilities and entrepreneurial skills, thus creating a better and safer life for women and children.

The project produces a vast array of products ranging from traditional rugs, embroidered soft furnishings, banana leaves baskets and candles. I was very happy and honored to be part of such a project given what it means to combine both design and social work, what could be better? As members of the Creative Board, each designer embarked on a mission to create an individual collection of new designs and new product lines that would be a complete departure from pure traditional designs. Our goal was to have modern, high quality designs that would fully utilize the ladies’ capabilities and modernize local Jordanian design elements using them in a new context that would render them unique and add to their originality.

The first day we met to have our orientation visit. We were taken to The Bani Hamida Mountain, a rural area about one hour away from Amman. There, an entire village is heavily dependant on the income generated by the rug weaving of its women. I was first impressed when we were greeted by the center manager, a woman wearing a modern suit and a head scarf; there was nothing rural about her. When she took us around to show us the project I saw that I was in front of a person that is out spoken, eloquent and defenitely a strong figure. This lady leads the women that produce the beautiful rugs which is an art as old as the area itself. She guides them, distributes customers orders making sure colors, sizes and designs are understood, performs quality control checks (she does not take this lightly), and even advises on financial issues. The personal story of this lady is worth telling, if only I got her permission. A few facts worth mentioning though, is that she is deputy director of the municipality of Bani Hamida mountain. I believe she is the first lady to ever hold that post. She volunteers as the president of the healthy villages development project, and on a lighter note the first lady to get a drivers license in that part of the country. She drives her pick up truck to go around the smaller villages to deliver orders and check on the weaving progress.

At the village, there was one lady that I will never forget. Sitting under a 100 year old fig tree, with shoulders as broad as a body builder’s from daily beating on the ground loom, she was weaving a long narrow beautiful runner. She has built a small house on her land surrounded by her olive trees, sent 4 of her children to the university with the fifth on his way, all from the pay she receives from weaving. Mother teaches daughter, sisters cooperate, and family members guard this age old art in their homes. It is an incredible community where the general atmosphere is more like a sisterhood. They help each other collecting olives when it’s the season, they help each other harvest, and some even help a friend finish a rug that is behind on schedule.

That day I felt humbled. I know, my friends reading this will probably raise an eyebrow since they have heard all this a million times in the course of last year, but I can’t help it. I really felt humbled by these hard working women, who, for a large part are single mothers making it against all odds and all adverse conditions. They have sacrificed any idea of luxury for themselves for the sake of raising a family that would break the boundaries and confinements of poverty and have a choice for their future.
We went from home to home, looking at the different weaving techniques and the different designs trying to educate ourselves for the upcoming design phase. Different looms produce different rugs, each design requires a special technique and some designs cannot be made. There was a lot to take in and a lot to know.

a View of Jabal Al Nathif
Back in Amman, we went to visit Jabal Nathif Center were all the sewing and embroidery is made. Again, the same impression and the same awe inspiring women. Like a bee hive they were all running around, working, stitching and organizing their customers’ orders. The atmosphere here was a professional no nonsense workshop. Here we have another success story. Amal, the center manager, started with JRF as a seamstress, later becoming production & training manager and working her way up to become manager of this center.


Left: some of my cushions being made. Right: A Cushion by Maysoon
To begin with I was happy and flattered that I was asked to be part of such a project, but that day there was something bigger and deeper that moved me. Something bigger and better than flattery & design. It was not a sense of duty; it was this weird mixture of emotional energy and pride. A feeling of I
HAVE to be part of this and I
HAVE to make a difference. I always knew about JRF, their work and their mission, but I have to admit that, like many, I knew nothing about the women behind the scenes, their lives or their stories. Now, I watched them, talked to them and will work with them. They do live in rural areas where I
thought certain social norms and traditions prevail, until I met these ladies. My preconceptions changed, and any stereotype was destroyed. They are strong, independent & determined women. This project has changed them and changed the social fabric of that society. If JRF's mission is to empower women, then mission accomplished, because we felt it first hand.
The launch event for the new collection titled
“Flowing Line” is on the 26th of November under the patronage of Her Majesty Queen Rania Al Abdullah. So, if you live in Amman or planning a trip you have to visit starting from the
27th of November.
I will be posting about the design stage and the new designs soon. I hope this was not too long, I guess I got carried away.