Joelle Haddad has always been fascinated by Arabic calligraphy and typography. While pursuing her degree in graphic design at the American University of Beirut, she studied under Arabic calligraphy calligrapher Ali Assi. Yet it was not until summer 2014 Haddad decided to focus full time to her passion and launched her own brand, Razme.
“I published a blog on which I posted a new sketch every day. Many people asked me to write their name because my designs were different. That’s where I got the idea of launch a jewelry brand,” said the young designer.
Far from the traditional Arabic calligraphy, Joelle designs come in broken lines that fit into one other like Lego pieces, contrasting with the fluidity of language and writing Arabic. “Most people do not recognize right away that this is Arabic. It’s like a game, ” she says.
Although currently based in Beirut, for the moment, Joelle Haddad will move to Dubai next year hoping to break into the market UAE.
Joelle Haddad is reachable through her Facebook page.