Asherah Jewellery

12 July 2025

The powerful act of preserving culture through craft

In a quiet studio in London, Zeina weaves delicate beads into timeless pieces of jewellery. Each design is a tribute to Palestinian heritage, to a tradition passed through generations, and to the enduring value of craft as a keeper of culture. This is the story of Asherah Jewellery.

Salam, my name is Zeina, and I’m an Iraqi-Palestinian-Jordanian jewellery designer and the founder of Asherah Jewellery — a brand dedicated to crafting handmade beaded jewellery that honours and celebrates the rich tradition of Palestinian Tatreez.

I’m a Palestinian who has never set foot in my homeland. Like millions of Palestinians in the diaspora, my connection to home has been nurtured through stories, flavours, and the vibrant embroidery tradition known as Tatreez.

Tatreez is the traditional Palestinian art of embroidery, featuring intricate geometric cross-stitch patterns passed down through generations. Each stitch holds deep cultural and historical significance and is often tied to specific villages or regions. Sadly, this beautiful art form is under threat from displacement, risking erasure.

Each stitch holds deep cultural and historical significance

Two years ago, I faced a profoundly challenging period in my life—a kind of premature mid-life crisis. Seeking solace, I turned to bead weaving as a form of meditation. As I wove, I realised I could do more than create beautiful pieces—I could help educate others and preserve a tradition that is rapidly disappearing due to occupation and cultural appropriation. This realisation sparked the beginning of Asherah Jewellery.

After testing this concept and seeing a genuine connection with customers, I made the decision to build a business that would share and safeguard Palestinian heritage through jewellery.

Asherah Jewellery is a solo venture. I work alone, but I’m never truly alone—my dog and cat keep me company, providing the social interaction I miss from not working alongside colleagues. Their presence brings comfort during long hours of meticulous work.

Lighting is crucial in my studio. I need bright, natural light to see the tiny beads clearly and to evaluate their colours perfectly—colour matching is essential to the quality and beauty of each piece.

Beading is meditative for me. I often listen to podcasts as I work, which keeps me company and engaged. For the past 20 months, especially, I’ve tuned into many political podcasts to stay informed on the ever-changing situation in the Middle East—knowledge that continually shapes my creative and personal perspective.

I introduce two collections each year: Spring/Summer and Autumn/Winter. The Spring/Summer collection bursts with vibrant, colourful tones, while the Autumn/Winter collection is defined by neutral, toned-down hues.

Each collection focuses on patterns inspired by a village or city from historic Palestine. This approach has been a fantastic way for me to learn more about my country of origin—the intricacies, habits, and unique stories of each place—and then bring that knowledge to my customers through my designs.

Through these collections, I invite wearers not only to enjoy elegant jewellery but to carry a piece of Palestine’s cultural tapestry with them.

I guess, at my core, I want to create things that last. I don’t like fast fashion or disposable trends. That’s why I do extensive research to select only high-end materials for my pieces. The beads I use are premium Japanese glass beads, renowned for their clarity and durability. Whenever possible, I incorporate sterling silver and gold-filled components, and all my jewellery is nickel-free to ensure comfort and safety for my customers.

This dedication to quality means each piece is not only beautiful but built to endure — something my customers appreciate as they invest in jewellery that becomes part of their personal legacy.

Each collection focuses on patterns inspired by a village or city from historic Palestine

One story that deeply touched me came from a Palestinian woman living in Canada. She shared how she faced challenges at work for speaking up about Gaza. Around that time, her mother gifted her the Trees in Grey bracelet, a design inspired by Esdud and symbolising non-conformity.

She told me that wearing the bracelet daily reminded her of her roots and gave her strength to stand out and speak up. Stories like hers affirm why I create. My jewellery is never “just jewellery”—it’s a bridge to heritage, a token of empowerment, and a beacon of identity.

My mission is simple yet profound: to craft handmade, timeless pieces that honour Palestinian Tatreez and allow people around the world—whether Palestinian or those who appreciate Palestinian folk art—to carry a piece of this rich cultural legacy wherever they go.

Asherah Jewellery is built on four core values:

* Heritage: Every design draws deeply from Palestinian tradition, reflecting my commitment to preserving and celebrating this beautiful cultural art form.

* Elegance: I curate clean, sophisticated designs in neutral and enduring colours that complement any style and stand the test of time.

* Authenticity: My work is an honest reflection of who I am. I resist fleeting trends, choosing instead to stay true to my values and create jewellery that resonates on a personal level.

* Quality: From carefully selecting materials to precision craftsmanship, I ensure each piece is durable and crafted to bring lasting joy to its wearer.

My vision for Asherah Jewellery extends beyond creating beautiful adornments. I hope to strengthen a sense of belonging and pride among Palestinians everywhere — and for all who appreciate Palestinian folk art and culture.

This year, I also began taking small steps toward building a creative community. I introduced in-person workshops where I teach people how to make their own simple jewelry, often incorporating patterns inspired by Tatreez. It’s been incredibly rewarding to see people connect with the tradition in a hands-on way, and to witness how something as small as beading can spark conversations about heritage, identity, and artistry.

This journey is both personal and communal. I’m grateful for the opportunity to build something that honors my heritage while connecting with people worldwide who value authenticity, history, and thoughtful design.

IMAGES ©Asherah Jewellery 2025

Thank you, Zeina for sharing your story and introducing me to this craft I knew little about. It’s a beautiful reminder of how old craft traditions such as embroidery, beadwork, pottery and print can survive the turmoil of history, passed from one hand to another for centuries.

Readers can enjoy 10% off at Ashera Jewellery until 10th August 2025 with code ARTISANFOUNDER

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