OUR TEAM

At Gioia, our artisans are the heart and soul of everything we do. Without their incredible talent and dedication, we wouldn’t be where we are today! While not all of our artisans are comfortable sharing their pictures, here’s a glimpse into the faces behind some of our past and present cool team members who have contributed their creativity and skill to our craft.

Farah is the mind behind GIOIA, transforming a personal endeavor into a renowned social enterprise operating in Jordan and Portugal. With an entrepreneurial spirit and an unwavering passion for creativity, Farah leads a wonderful team with dedication, aiming to propel GIOIA into a global entity with significant impact.

Frida, affectionately dubbed “Coco-Chanel” for her timeless and chic fashion sense, epitomizes elegance and grace. She played a pivotal role in the inception of Gioia, crafting several of our iconic designs and aiding in our evolution into the social enterprise we are today. We are endlessly thankful for her invaluable contributions.

Abu Samer, our esteemed former shoemaker, became part of Gioia during its second phase when we had an atelier in Amman. With over 40 years of experience in shoemaking, he inherited his craft from his father and grandfather, infusing Gioia with beautiful designs and exceptional comfort.

Her name is Butheina but we call her Um Omar. She is Palestinian and lives in the suburbs of Amman. She has been with Gioia from the very beginning, standing as one of our first artisans and growing alongside us as we expanded. Apart from her remarkable skill in tatreez (traditional embroidery), she brings an epic sense of humor to our team that we hope to share with you someday on our platforms.

Rahma, mother of five. She is a Palestinian refugee living in the Husn Camp in the north of Jordan. Beside her embroidery talent, she is incredibly skilled in skincare and loves creating different blends of soaps for various purposes. She’s always eager to learn and explore new handicrafts, bringing her curiosity and creativity to everything she does.`

Muna, you’ve probably spotted her on our socials, where her infectious smile brightens up the screen. She is a Palestinian refugee living in the Husn Camp, near Irbid. She exudes positivity and energy wherever she goes. Despite her husband living in the US, she lovingly cares for his daughter as her own, considering her the sunshine of her life. Muna’s heart is pure gold, and she finds solace and peace in the art of tatreez (traditional embroidery), seeing it as a form of meditation.

Nour, our Master embroiderer at the Husn refugee camp, often leads and mentors others to achieve the same level of excellence in their work as she does. A single mom to two children and divorced for over 10 years, she takes immense pride in her ability to provide for herself and her family. From her humble home, with a lovely view of the camp’s valley, she embodies the strength and independence of a woman who stands tall on her own.

Um Laith, Um Omar’s sister, is also one of our artisans, and much like her sister, she brings a wonderful sense of humor to our team. She approaches her craft with diligence, showcasing sophisticated work with impeccable finishing touches. In addition to her artistic talents, she takes pride in her culinary skills, particularly in preparing Maglouba, a traditional Jordanian/Palestinian dish. If you ever find yourself in Jordan, we’d be delighted to arrange a special visit to her kitchen for a taste of her culinary delights, if she approves of it, of course!

Um Mohammad, at 68 years old, is the epitome of resilience and strength. Despite her age and health challenges, she’s a true superwoman, dedicated to her craft. Originally from Palestine, she now resides in Downtown Amman, on the picturesque hill of Ashrafiyeh, overlooking the city. As a widow, her craft is her sole source of income, and her determination to make ends meet is truly inspiring. We hold her in high regard for her hard work and self-reliance, especially as she excels in the art of crochet. It’s heartwarming to see her warm and welcoming demeanor, always inviting us into her home with open arms. While we wish someone of her age didn’t have to work for survival, we admire her resilience and do our best to support her in any way we can.

Dala embodies a rare kindness that instantly puts others at ease with her soft-spoken demeanor. Her compassionate nature led her to establish Umi, her own social enterprise dedicated to supporting artisans. With her wealth of experience, Dala played a pivotal role in overseeing GIOIA’s production at the refugee camp in Husn, as well as collaborating with other artisans across Jordan. Her blend of expertise and gentle character ensured smooth operations, and she approached her work with both professionalism and deep empathy for the artisans. GIOIA feels incredibly fortunate to have crossed paths with Dala, whose contributions have been invaluable to our mission.

Maher is the backbone of GIOIA, without whom our journey wouldn’t have begun. When the founder first conceived the idea of creating shoes, she faced rejection from numerous factories. Out of a hundred calls made, only twenty responded, but it was Maher who saw beyond the profit and believed in our vision. Despite knowing it wouldn’t be a lucrative venture, he graciously lent his expertise and crafted the first-ever prototype of GIOIA. From that pivotal moment, our partnership blossomed, and Maher became an integral part of the GIOIA family. We owe him immeasurably for sharing his shoemaking wisdom and showing immense patience with our fledgling enterprise. Maher’s unwavering support and friendship have enriched our journey, and he will always be revered, celebrated, and deeply respected for believing in GIOIA when others did not. Not to mention his infectious humor and charisma, which brighten every interaction! God bless Maher

Adnan, originally from Aleppo, has been crafting shoes since ’71, following in his father’s footsteps. When the war pushed him to Jordan, he found a new home at Maher’s workshop. His touch gave our first GIOIA collection that perfect finish. But Adnan isn’t just about shoemaking—he’s got a voice that could melt hearts! You’d often catch him humming in the workshop, lifting everyone’s spirits. Despite the tough journey from Syria to Jordan, Adnan’s always been the life of the party, spreading cheer with his songs!

Ahmad, a skilled shoemaker from Aleppo, brought his decades of expertise to Maher’s workshop after fleeing the war in Syria with his family in 2011. A father of six, Ahmad works tirelessly to provide for his family, especially his youngest daughter, who is battling illness. Despite the challenges of settling in a new country far from extended family, Ahmad’s resilience and dedication to his craft inspire us. We admire his strength and commitment to building a better life for his loved ones.

Issa, a Syrian refugee who arrived in Jordan shortly after the war erupted, brought his fantastic skills in the shoe business to Maher’s workshop and applied them to Gioia. While many of our shoemakers and artisans came and went for various reasons, Issa remained consistent with Gioia from the very beginning until he moved to the US in search of better opportunities for himself and his family. Despite being a hard worker and a father, Issa always found time to go to the gym, displaying an athletic spirit. To earn additional income, he would come to work at Gioia’s workshop after his shifts ended at his main job, often bringing his children to play in the courtyard. They would draw and watch movies while watching their father craft shoes. We truly respect Issa for his strong work ethic, impeccable craftsmanship and great father figure and we wish him and his family all the best in their new life in the US.

Dunia, our delightful intern, joined GIOIA while still enrolled in university, studying various forms of multimedia production. Initially aspiring to become a pilot, her creative side ultimately took precedence, leading her to switch paths and enroll at SAE, where her sister also studies. Dunia’s positive attitude and eagerness to learn are truly inspiring, and she channels her abundant energy and ideas into GIOIA. She has been a fundamental asset in creating our content, and we consider ourselves fortunate to have her on board! Her and her sister are an epic team together; their brains and personalities match perfectly, making them the perfect duo for any project.

Heba, like her sister, is our intern who joined at an important time, right before the launch of our new collection. She also joined GIOIA while enrolled at university, and her ideas and energy bring a unique flavor to our content and creativity. Both she and her sister have been invaluable assets, offering additional support in the creative process and demonstrating a great willingness to learn and share knowledge. Together, they have a bright future ahead of them and make the perfect team!

Ghozlan is the definition of unwavering resilience. A single mother of three vibrant children in Madaba, she exhibited unparalleled determination to single-handedly support her family. Establishing a makeshift workshop in her house (that she built with her own revenue from stitiching), she embarked on a journey of self-teaching, mastering the art of sewing and showcasing exceptional skill and agility in traditional tatreez embroidery. A founding member of Gioia, Ghozlan has dedicated countless hours to crafting intricate pieces, each a testament to her strong spirit. Through her grit, she not only provided for her family but also paved the way for her eldest daughter’s university education—an accomplishment that marks a significant milestone for their family. Ghozlans’s remarkable story was shared on national television, shining a light on her impactful work with Gioia and the transformative power of resilience.

We highly recommend watching Helweh’s inspiring story on our Instagram highlights under “Artisans”. Helweh, an elderly lady from Palestine, is a widow and supports her divorced daughter in Egypt. Despite her age, she’s incredibly hardworking, juggling a full-time job at a garment factory and working on tatreez embroidery at night to make ends meet. Her strength and resilience are truly admirable, earning her respect despite her advanced years. Despite her busy schedule, she still finds time to be creative, hand-drawing patterns the old-fashioned way with squared lines paper and pencils. Visiting her home, you’ll find her beautiful work hanging on large frames around her house, showcasing her true artistic talent. With your support, we’d love to give her a platform to showcase her extraordinary skills and potential.

Yasmeen, a name fit for a Disney princess, may exude cuteness, but don’t be fooled by appearances; she’s also a jiu-jitsu champion, adding an unexpected edge to her role as our beloved graphic designer! Joining GIOIA at a pivotal moment, Yasmeen played a crucial role in streamlining our production process, carefully digitalizing our designs to empower our artisans and creating standardized operating procedures to facilitate scalability. Beyond these essential contributions, her sophisticated yet understated sense of style lends a beautiful touch to all the content she works on, from photography to lookbooks and website design. Even when GIOIA faced budget constraints, Yasmeen volunteered her time and expertise, driven by her unwavering belief in the project. Her boundless potential and passion are evident in everything she does, and we’re incredibly grateful to have her on board.

Batleh embodies sweetness and gentleness in everything she does, with her work reflecting the essence of her soul: delicate, pure, and beautiful. Apart from her expertise in traditional tatreez embroidery, she’s also skilled in crochet. Known for her exceptional organization and punctuality, she approaches her craft with an artistic flair that is truly captivating. Watching her film the process of her work is almost like witnessing something celestial and magnetic unfold before your eyes.