The Local Concept

Inspired by art, culture, fashion, architecture, technology; Farah Asmar managed to launch a handbag line under her name in late 2011 using plentiful leathers, and trend avowal hardware celebrating playful color-block and collaborating with artists, whilst keeping in mind altered tastes, age groups and market diversities. Farah studied Graphic and Fashion design at Istituto Marangoni-London, and worked  with a handbag designer, fashion magazines, TV  shows and is an ex-partner in Love and Label  (2009-2011). In August 2017, the brand has been awarded the Butterfly Mark by Positive Luxury Ltd. London for being sustainable and sticking to an ethical work process keeping in mind the social & environmental policies securing a better life for labor and the less fortunate women.

Ishimmer is the result of a personal journey of one woman; Ayah Mufleh, with one mission: to revolutionise the false lash market. Ayah has always had an intuitive sense for beauty, style and how features frame a face. Ayah has single-handedly crafted a unique collection of lashes inspired by her journey. Natural, weightless, reusable, simple to apply, non-irritant and comfortable to wear. Ayah remains committed to innovating the lash market and has recently won the CEW UK Young Achiever award 2019. 

Nosouj, the Arabic word for hand weaving perfectly embodies Basma’s vision of an eco-luxe brand merging the best of heritage workmanship and international standards of luxury design. What started as a passionate hobby was met with unwavering demand for her pieces, literally catapulting her into the commercial world overnight. Nosouj has been in the making over an entire lifetime and was born out of love for free spirited living by Basma Abdul Hadi in 2015.

The butterfly is an emblem of rebirth, reawakening, and revitalization. Through the butterfly we learn to let go of the past and flourish to new heights breaking free out of our own cocoons and transforming into better versions of ourselves. At SKABA we believe in the ideology behind “The butterfly Effect” which dictates that small and seemingly trivial causes may lead to larger effects, thus, we aim to do what we can to aid in bettering our community through charity work and donations. SKABA is the mother of different concepts including each of SKABA Healthy, SKABA merchandise and SKABA arts. Our merchandise is chic, super comfortable and most importantly reveals the story of “The butterfly effect”.

Sculptwithyas ("SWY") is a fitness method based on the combination of Yoga and muscle sculpting; the high intensity, dynamic flow incorporates strength interval training into traditional yoga sequences. With the Soul Sculptors in mind a cloud-like collection was carefully created by Yasmine Shami. A method built to uplift the mind, body and soul is mirrored in contemporarily stylish athleisure! From a trendy effortless look to a go-to workout gear, SWY Merchandise allows the Yogis to move confidently and comfortably throughout the day. The Merch radiates the strength and energy acquired on the mat into the day-to-day errands and lives of Sculptors, conveniently. 

Ayesha had an innate passion for fashion since childhood. After completing her undergraduate degree in Fashion Design and Pattern Drafting at ESMOD Beirut in 2014, she started her career in fashion editorial, styling, consulting, and designing. After her success in launching her ready-to-wear collection at JFW in 2019, Ayesha decided to launch House of Bedouins, a modern street style fashion brand with unique Arabian pop art graphics which reflect the revolutionary spirit of Arab women. 

Visuals provides graphic design and branding services conceived from this architect’s profound love of both elements. Through Visuals, Shahed recognized a need for personalized notebooks and stationary which inspired her to introduce this service to cater to her clients’ needs. Each design is a reflection of Visuals’ efforts to tie together each individual’s identity, their brand, and their aspirations while incorporating a unique aesthetic every single time. Practicality and pragmatism are the core mantras lived by the team and are surely the foundation of Visuals' work.

Salwa Attiga is a certified reformer and mat Pilates instructor. Combining her love for fashion and fitness, she started her sCore line which started off with customized sCore mats, a necessity for anyone taking her classes. Her goal was to create the perfect mat that ticks off all the criteria a person looks for when purchasing the right mat. She then moved on to designing a selection of unisex t-shirts that could be worn on different occasions. Hopping on the trend, she launched bucket hats – a statement accessory for any season. As her journey continues, Season Two of sCore merch will be launched soon. Stay Tuned!

Across The Chapters was brought into being by Jude Abul Ghanam's love for books. Her blog is a blend of book photography, product design, and inspirational quotes/thoughts from books. The concept behind Across The Chapters stemmed from Jude's architectural background and appreciation for aesthetics, which led to designing meaningful products and experiences for avid readers and reviving people's relationship with books. Shop her first collection READ on our website.

Zaid Farouki’s Fashion House blurs the lines between Fashion and Art with detailed womenswear & menswear collections as well as accessories. Farouki is a creator who uses Fashion as a means of expression; his designs arise and are renewed each season. He established a unique concept of meshing society’s perception of Art & Fashion. Inspired by the sociopolitical landscape of the Middle East and the increasingly prominent role of women in the region, each collection conveys emphatic statements through the use of intricate details further celebrating the art of hand-craftsmanship. Farouki’s work offers Art and Fashion collectors a modern medium to admire and appreciate as well as women who will to be a part of of a new artistic revolution.

ÉNORM, the Jordanian/Canadian ready-to-wear clothing line was to be launched in October 2020, but as the world witnessed a sudden tragedy that took place in Beirut on August 4, 2020; ÉNORM decided to follow his Majesty King Abdullah II’s footsteps in aiding Lebanon, and take a turn in the Brand’s time-line for a good cause; launching a collection that solely aims to help the people of Beirut under the name #LiveLoveRebuild.

Named in 2017, mypaperpen is the creation of Labiba Mashaal, a Jordanian architect and designer. She dedicates her free time to design, create and produce different minimalistic and classic designs with modern twist that could fit well in any home and complete an owner's house-ware. For each wooden item, the naturally treated organic wood is handpicked, hand treated and hand carved allowing the character of the piece to come out. Labiba's way of combining the minimalistic modern style to the vintage handmade artifact gives way to unique products whilst admiring their natural aspect.

Ayla was crafted with a whole lot of love, care, and passion to create a product that Bayan believed in for herself way before she turned it into a business. It started as home remedies made from natural ingredients, and turned into a passion for self-love and care to be shared with other individuals to meet their needs. Bayan studied what's best for skin and hair for both men and women to create products that have become daily essentials.

Established in 2014, By T launched its first collection with fresh and colorful beach kaftans. Today, the brand features a full Ready-to-Wear collection, which includes athleisure, beachwear and accessories. The brand draws its inspiration from the latest trends, and is dedicated to bring you a touch of edgy, cool and modern into every creation designed. Behind the brand is Tanya Naber who worked as a Fashion editor and personal stylist for several years, then decided to take her love for Fashion to the next level and started her own brand.

A local handmade business by the kindest grandmother, a super mom, and a loving wife, Eman Al Tamimi. Eman founded Mama's Baskets the day she learnt sewing and has found her own signature through the neat pieces that are all made with love. Her passion is to find a place into the warm loving homes of Amman.

Out of Canvas is a platform where I am free to express my thoughts, art, and photography through relatable and artistic posts. It combines the things I love; the pastel palette, architecture, design and a light sense of humour. I have always been obsessed with  art and design, and finishing my degree in Architecture and Environmental Design along traveling and exploring new places solidified this passion. I started my page to fill my time with something I loved during quarantine, and now fast forward a few months, I was able to transform it into a freelance business, which then led to coming out with merch featuring my artwork. Out of Canvas has truly opened up a world of opportunities that I am forever grateful for!

With Shorouq's passion for cosmetics and her husband, Shadi's passion for healthy products, the couple decided to start their own brand "La Beduina" with a range of all-natural personal care products that are made of top of the line raw materials to ensure an utmost quality is delivered to their clients. Shorouq & Shadi said, “If people knew what is in the products they use on their bodies; they would be flipping rocks to find a natural product”. They hope that their products would be an eye-opener for people in order to start changing their mindset towards what’s written on labels, be it a cosmetic product or a food product, and even a cleaning product.

Journeying through the outer world, Raya Khatib found herself discovering the world within. Qamar Wa Shams stems from her own spiritual expansion. She believes that we are our own healers and her purpose in life is to create products that will give spiritual support.