Dareen Jaamour’s 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. “I’m 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 don’t 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 don’t 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 don’t 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. I’m actually up-cycling old, unused and abandoned pieces


Have you ever combined Syrian and Saudi interior together?
I merge different cultures and techniques in my work. My designs have no one single identity and in most cases combine different identities.

Do you design custom-made furniture?
I always get requests to design custom-made furniture. Clients like to have something special that fits their individual needs and tastes.

Do you design and work on furniture from scratch?
Yes. I have always had this passion to design from scratch and I have employed this in many of my projects, especially when I don’t find in the market what I have visualized. For big projects we often design custom-made furniture and this is when my creativity flows.

Do you have your own studio and staff to work with on every project? Or do you face a hard time looking for workers?
I have been in business for many years which allowed me to have access to skilled reliable labor — people who understand the way I work and deliver what I need from them. I have my own studio but the nature of my business does not require full time employees to do the job. However, sometimes I really like to try new workers and give them a chance to do the job. I believe that new blood always adds something to my designs.

In home design, what is the most common thing people want remodeled?
Areas such as the main salon, main dining room, guest restroom, master bedrooms, kids’ rooms, etc.

What are the materials and fabrics you like to work with usually?
My main material is wood — it’s my signature material — but I also like to work with rusted metal, leather, clear glass, vintage fabrics and hand-printed fabrics to give the space an authentic personalized style.

What is your signature style in furniture designs?
Everything that comes out of my kitchen workshop is entirely handmade.
My signature is handmade printing on wood and fabric plus the decoupage technique to create a unique vintage look.

What factors do you consider when meeting with clients?
I have a checklist that I usually follow:
1. Timing, if the client has set a deadline or not.
2. Working space, if it’s occupied or not.
3. Budget, it’s most important to stay within the budget because clients are not happy if they are required to pay more than they have allocated.

What is your dream project?
My home sweet home, starting from scratch. And one element I would like to include in each of my projects is a green house, an atrium or an indoor garden.

What are your goals/dreams for the future?
As a mother If I could wish for one thing in my life, it would be that my children grow up happy.
As a person I see a variety of positive changes across the full spectrum of my life, I’m seeking to make myself healthier, wealthier and wiser.

What advice would you offer someone considering this career?
If you are considering being an interior designer and have the talent, you need to sculpt that raw talent. First, you need to study hard and obtain computer skills such as CAD, 3D and Photoshop, as well as some financial management skills. Never establish your own company without having a real life experience. Once you start working get yourself to the site and ask as many questions as you can. Getting all the answers straight away from engineers and contractors helps you to build and refine your experience. Finally, I welcome you to become a creative part of the world where limits do not exist. Live your dream!
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