ARTIJAAN

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Artijaan is a social enterprise showcasing handcrafted clothing, jewelry, and homeware created by artisans from conflict-affected regions. This way the brand supports fair livelihoods, amplifies global visibility for its makers, and helps preserve cultural heritage through ethical trade.

Handcrafted fashion, jewelry and homeware By Belinda Idriss Founded in 2021 Based in Amsterdam
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Her Story

Artijaan was founded in 2021 by Belinda Idriss, a French-Yemeni-Djiboutian entrepreneur. After a corporate career, she began researching how craft could address socio-economic challenges in South West Asia and North Africa meeting many artisan communities along the way. She had seen her own Yemeni heritage disappear through conflict, and during her time in Kabul during the 2021 Taliban takeover, she witnessed artisans—mostly women—lose their livelihoods overnight.

This inspired her to found Artijaan and build a bridge between artisans from conflict-affected regions, amongst which Afghanistan, Palestine, and Egypt, with conscious consumers in more economically developed countries. Today, their mission is to expand and prove that ethical trade and commercial success can go hand in hand.

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"Craft connects us beyond borders or politics. It’s a quiet power, one that carries memory, creates healing, and reminds us that softness can transform the world.”

Craftsmanship

Artijaan offers a wide variety of pieces such as handcrafted clothing, bags, accessories, ceramics and jewelry, all rooted in centuries-old techniques passed down through generations. Its core specialisms are tailoring and embroidery, brought to life by skilled artisans working from a workshop in Kabul and partner communities in Palestine and Egypt. Designs are co-created with artisans, reflecting their cultural heritage and made using traditional textiles, high-end deadstock fabrics, and rescued fashion waste. Alongside these handmade collections, Artijaan also presents limited pieces curated by Belinda during her travels.

"Those who choose Artijaan are not just making a purchase. They are connecting to a story, a technique, and to the woman who made it."

Sustainability

Sustainability at Artijaan is inseparable from its mission; true sustainability means caring for both people and the planet together. The brand works with traditional, low-impact production methods that stand in contrast to fast fashion. Collections are produced in small quantities to avoid overproduction, often using deadstock fabrics and rescued fashion waste, giving these materials a new life. While transporting products from the Global South to Europe presents an environmental challenge, it is something the brand is actively reflecting on and working to improve as it grows.

Collaborations & Impact

Artijaan has collaborated with leading names in ethical and high-end fashion. Together with The World of Zazi, they created the Coat of Hope, an embroidered ode to Afghanistan’s craft heritage presented at Milan Fashion Week 2025. Their work has been featured in Madame Figaro and Marie Claire, and they have jointly addressed the fashion industry at the CNMI Sustainable Fashion Awards 2024. They have also partnered with Kilometre Paris on co-production and design, a brand equally committed to preserving traditional textile techniques. In addition, Artijaan has led projects funded by the EU and UN Women focused on capacity building and improving market access for artisans in Afghanistan.