PROMOTING HANDICRAFTS AND DESIGNERS IN JORDAN
Not all designers are able to open their own shops. It is difficult, expensive, and laborious. It also takes away from precious designing and creating time.
During COVID lockdown, I proposed an idea to the board of Zara Holdings who own the InterContinental property in Amman, and the project to represent the designers under one roof came into being.
The new entity known as ALDAR started!
My role as curator to scout out designers and to deal with realizing the idea into fruition. The doors of ALDAR opened in September 2021 and the project has been thriving ever since!
New designers are discovered and join on a weekly basis.
Truly a journey of personal satisfaction.