Dareen Jaamours dream: A green house in every house

Dareen Jaamour is a Syrian interior designer who was born and raised in Jeddah. She is now the creative mind behind Jou-L Handmade Art with Love. Jaamour has always been interested in art since she was young. This was further nurtured with a degree in interior design from Genius Academy Institute. She initially trained with architects, which helped to shape her career. I have worked with different interior design companies and have gained exposure to real life experiences, dealing with contractors and suppliers. My last job before going independent was with the famous Italian brand Visionnare, an IPE Cavalli furniture line where I was a senior manager responsible for the design studio and was privileged to design their showroom in Jeddah, she said. Im passionate about the environment and I believe that the up-cycling and re-use of materials is the way forward. By turning them into something functional and visually stunning, I am creating something utterly unique, she said. Two years back the interior designer created her own brand Jou-L that adopts the idea of up-cycling. She spoke to Arab News about her project, interior design and future plans.

What is the meaning and the story behind the name of your brand? The name Jou-L was inspired by my daughters Joud and Lamar who are truly my little jewels. They were the reason that I started my own business, so I can spend more quality time with my sweethearts and have them around.

Tell us about your brand. Jou-L is a reflection of my personality, passion, creativity and love for art. Having an interior design background helps me come up with stylish and unique designs. Jou-L offers up-cycled, one-of-a-kind furniture and home accessories. Each piece is unique, ready to live a new story and make memorable memories with you. By owning a Jou-L up-cycled product you are helping the environment because all products are refurbished, old or unused furniture is brought back to life once again in a new gown. Also, five percent of the selling price will be donated to different charitable organizations.

What got you interested in designing furniture? As an interior designer, furniture is part of my daily work and finding the right piece for each project has always been a challenge. I wanted to bring art into furniture and come up with something unique and personalized. I was motivated by two points: 1. I was searching deep inside me to find a job that keeps me around my kids and at the same time something that I love to do. 2. Seeing all the pieces thrown away because of a ripped cushion, a broken leg or a scratched table top just broke my heart, but at the same time it inspired the artist in me.

What inspires you when working on a new line? I dont follow a specific style or line, my work is inspired mainly by life and those around me. Each piece I work on is different. I work with different materials in my designs, playing with the relationship between the various elements.

What are the obstacles you faced in the Kingdom when establishing your brand? I have just started this new business and I am still trying to establish my brand in Saudi Arabia as a range of exquisite artistic handmade furniture and accessories catering to those who appreciate art and the extra attention to detail that I put into each piece. One of the obstacles I have been facing is the lack of skilled craftsmen and the availability of raw materials used in my work.

You are Syrian, but your brand is in Saudi Arabia. Why did you choose to establish your brand in the Kingdom? I was born, raised and I live with my family in the Kingdom. In addition to that, the Saudi market is very strong and the Saudi consumer appreciates art and originality.

What makes your work special? My work is a reflection of my love for art and each piece I work on is different in terms of style, material used and finishes, etc. I dont repeat myself and everything is handmade. I am an artist and a designer at the same time which allows me to project this into my work. I get to wear both hats frequently. I do not separate the design and production process, they often happen together and at the same time. In addition I understand the close relationship between the design, materials, and production, which makes my work special.

How would you describe your personal interior design style? In my designs I dont focus on anything in particular and it is whatever I get my hands on. My style is simple, functional, traditional, rustic, eclectic, cottage, boho, vintage or authentic. Whatever serves the design concept.

Are you environmentally friendly? Do you recycle, reduce and reuse? I believe in recycling and my work revolves around that concept. Im actually up-cycling old, unused and abandoned pieces

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Dareen Jaamours dream: A green house in every house