About
I’m a cultural anthropologist, curator, and ethnographer working across museums, exhibitions, research, and cultural strategy. My work sits at the intersection of creativity and cultural insight, helping organizations, cultural institutions, and businesses better understand people, context, and experience.
What I do?
My work spans:
Museum curation and exhibition development
Ethnographic and design research
Anthropological consulting
Narrative and interpretive writing
Moderating conversations and cultural programs
My Journey
Before working in anthropology and culture, I spent ten years building a business in Amman, Jordan. What began as a modeling agency — Modelicious — grew into one of the region’s most sought-after staffing platforms, connecting university students with part-time opportunities and supplying talent to advertising, corporate, and event sectors.
In 2012, I secured Mercedes-Benz as the title sponsor of Amman Fashion Week, launching one of the first platforms of its kind in the region with partners including DHL, Samsung, Orange Telecommunications, and Royal Jordanian.
In 2015, I chose to deepen my engagement with anthropology and cultural research. I completed my MA in Social Anthropology at SOAS University of London in 2017 and later moved to Dubai to begin a new chapter.
How I Work?
My work begins with listening and observation. Whether developing an exhibition, conducting research, or advising on cultural projects, I start by understanding people, their stories, habits, and the contexts they move through.
Through ethnographic research and collaborative processes, I translate these insights into narratives, experiences, and strategies that feel grounded, thoughtful, and relevant.
Today
Today my work moves between curating and consulting. I enjoy getting close to people, understanding rituals, behaviors, and stories, and translating those insights into meaningful narratives, experiences, and strategies.
Whether through exhibitions, research, or cultural projects, my goal is always the same: to create work that is thoughtful, grounded, and connected to the people it serves.