The project “Zukhruf” stands out among initiatives that reinterpret Eastern heritage, transforming it into contemporary artworks and decorative pieces. With a creative vision, the project adorns wood and revives traditional hospitality motifs in innovative forms and designs.
اضافة اعلان
Osama Shana’a, Marketing Director and owner of Zukhruf, told the Jordan News Agency (Petra) that the idea was born from a simple question: “How can I reflect the culture and identity I love in a business project that carries my personal mark?” The answer: Zukhruf.
Shana’a explained that the project began in May and is purely Jordanian. It has gained wide recognition and public admiration for its uniqueness and distinctiveness. The project embodies his personal passion for Arabic arts and Eastern identity, including Arabic calligraphy, decorative motifs, and cultural symbols. He noted that transforming the idea into tangible products was not easy, especially since the velvet panels used in the project require high-level craftsmanship.
Initially, Shana’a relied on carpentry workshops and skilled technicians to learn the principles of woodworking, painting, and assembly, enabling him to execute his artistic vision with precision. Having studied journalism and media, he also learned graphic design, ensuring that each piece produced by Zukhruf conveys the message that Arab identity is rich and strong enough to be a primary source of inspiration without relying on imported cultures.
Shana’a emphasized that he carefully selects materials for his products, such as natural wood, silk carpets, and velvet fabric, focusing on achieving the highest possible quality. He creates the artistic pieces at home, blending everyday life with creative production, and praised his family for supporting the project.
Looking ahead, Shana’a plans to expand the project to offer multiple production lines, remaining distinctly Eastern. He revealed that he is currently creating a natural wood chair with velvet upholstery, marking the launch of a new line of furniture with a unique Eastern character that meets customer needs while retaining the artistic spirit.
Dr. Mohammad Al-Hadab, a public policy expert and professor of financial accounting at Al al-Bayt University’s College of Business, noted that innovation in small projects extends its impact to economic growth, job creation, and social stability.
He explained that fostering a culture of innovation and entrepreneurship allows young people to start families and marry without relying on public-sector jobs or traditional employment opportunities, while simultaneously increasing household income to cope with rising living costs and economic pressures.
Al-Hadab added that small and medium-sized enterprises make up over 99% of all businesses in Jordan, provide 60–70% of private-sector jobs, and contribute approximately 40% of GDP, both directly and indirectly. This makes supporting innovation in these projects an economic and social necessity.
He further emphasized that leveraging innovation in marketing enables small enterprises to expand, reach new markets at lower costs, and build competitive brands, which in turn improves family incomes, strengthens economic resilience, and fosters productive, stable households.
(Petra—Bushra Nirokh)
