RAZME by Joelle Haddad

Joelle Haddad received her BA in Graphic Design at the American University of Beirut. With her love for the Arabic script, she went on to study the art of calligraphy with renowned Beirut-based calligrapher Ali Assi. After working in the design field, she started experimenting with the Arabic script and testing it's limits with her 365 days project on Wordpress, entitled "Razme", which literally translates to 'stack of papers'. The blog, www.razme.wordpress.com, became a collection of sketches for abstract Arabic shapes, and the latter became the inspiration behind the current jewelry brand. | "Let the beauty of what you love, be what you do" - Rumi |

What started as an experimental process to further discover and understand the Arabic script, later matured into a visual interpretation of basic letterforms. With the aim of delivering an aesthetic that is different and appealing, Razme encourages cultural representation in our everyday life. It places harmony before legibility, and allows verbal expression to become a part of one's body, in a way that is anything but typical.