bedaya

Every Story Has a Beginning

in which hope hides behind walls of pain and frustration, and in it, a person loses his most valuable thing, but he soon regains his strength and returns to himself, full of energy and passion for work. This is precisely what happened to Shoroq. She went through difficult times in her life, beginning with the tragic and sudden death of her mother, her muse. She had to quit her favorite without having another one lined up. Shuroq would not have been able to overcome these two traumas without the support of her friends in the first place and her passion for art in the second, which later became her way of expressing herself.

After everything she had been through, Shoroq felt the desire to preserve her mother's legacy and passion for culture, so she decided to start her own business. She used her career in marketing to market her own business.

A Shop of Made-With-Love Gifts 

it was the first thing that Shoroq thought of when she opened a one-stop shop for those who lack the time and energy to look for thoughtful gifts for their loved ones—those who have too much on their mind but are also bored with routine gifting. The gifts will be meaningful and thoughtful, carrying memories and traditional touches at the same time,

Celebrating Small Wins and Imperfect Beginnings

Shouroq chose the name "bedaya" in small letters to celebrate the imperfection of new beginnings without denying their necessity and impact. Embodied with the Bird of Paradise, which was her very first painting with wool,

Also, as gifting is a ritual for her, she chose the bird of paradise, which signifies faithfulness, love, and thoughtfulness, to surprise loved ones with thoughtful and meaningful gifts, and this is what Shouroq seeks to achieve through her store.

What Products Does ''bedaya'' Offer?

it offers wall paintings with wool, pieces of clothing, furniture, and decor such as trays. For these products, she uses mohair threads, and several types of fabrics, including velvet, wool, and canvas, in addition to frames, trays, and wooden, glass, or acrylic pieces of furniture, and sometimes she combines hand embroidery or decoupages with wool.

These products require 4–8 hours of work, depending on the details and additions included, and then a few hours to dry after applying preservatives and processing if transparencies are not used in the frames or cutting clothes.

What About the Challenges the Shop Faces?

Shouroq faces some challenges in expanding her work outside of Jordan or the Middle East, particularly because wool art is unfamiliar in the region, making shipping and obtaining materials more expensive. Furthermore, the fierce competition from other established artists and galleries creates an additional challenge in attracting customers to small shop and small businesses.