Creating a Legacy: Voices of Lebanon with Joelle Khawam

Meet Joelle, the Queen of crochet bags and the visionary who kick-started the trend in Lebanon. With a deep-rooted passion for craftsmanship, she turned a family tradition into a pioneering brand, blending heritage with contemporary fashion, get to know more about her here:

1. Can you tell us a bit about your brand’s history and how it all began?

   
   

I got my start in fashion by working with Lebanese fashion designer, Elie Saab “I acquired a sense of unique and traditional fashion, my desire to express myself through fashion came at an early age. “Since I was a little girl, I used old jeans and clothes to make handbags and decorated them with beads and accessories. Later on, after graduating from fashion design school I started designing bags with my grandmother who helped me sew together upcycled patchwork of fabric and leather. With such family talent I knew I had to hone my skills so I joined Elie Saab and tried to sponge as quickly as possible everything I could to finally make the jump into my own collection. Sometime around Christmas holidays in 2016, my grandmother and my mother were knitting hand bags from wool for my cousins. Seeing the bags made me realize that I can start an artisanal craftsmanship in the family, and the name of the brand was born.

2. What inspired you to create your brand, and how do you feel your Lebanese roots play into your work?

I knew since I was a young child that knitting is my passion. I grew up watching my grandmother and my mother knit beautiful pieces of art, which would entertain me for hours. Watching their hands and eyes motion while finishing up their pieces of art caused my whole world of design to change in my mind and soul. Growing up in Lebanon is a blend of rich cultural experiences and significant challenges, helping shape resilient individuals with a deep appreciation for heritage family and community.

3. How does Lebanon inspire you?

Beirut is my muse. 

Lebanon’s dynamic atmosphere with its mix of old architecture and modern design serves as a muse. Urban-inspired collections can draw on the city's eclectic style, combining contemporary trends with traditional elements which enables me to create stylish bags that have been made with a twist of heritage for every woman, for every occasion. Lebanon has a long tradition of craftsmanship, and using local artisans or techniques can add unique value to a brand. Highlighting these skills connects the brand with its roots and promotes sustainable fashion.

4. What challenges have you faced while building your brand, especially in the current crisis in Lebanon?

MMMbyJoel was slowed down already due to the economic crisis and the pandemic in 2019. The blast of Beirut port in 2020 added yet another tragedy, we weren’t ready for it. And lately the war in September 2024.To overcome these challenges, we needed to be adaptive, focus on building strong community relationships, and connect with global markets.

5. Which is your favourite style from your collection at the moment?

I would say The "Madi" bag its a stylish and eye-catching accessory designed for those who appreciate a blend of functionality and fashion. This bag features playful suede fringe detailing that adds a dynamic element to its structure, giving it a bohemian flair. Crafted with high-quality materials, the Madi bag boasts durability while maintaining a soft, supple feel.

Choosing a favorite bag can definitely be tough, as it often depends on the occasion, style, and functionality! Whether it’s a classic tote, a stylish shoulder bag for travel or even a casual outing, or a chic clutch, each has its own charm. 

6. What do you hope customers experience when they purchase or interact with your brand?

The feedbacks are always positive!  We want customers to feel confident in the quality and craftsmanship of our bags. Each product should reflect durability and attention to detail, ensuring they feel their investment is worthwhile. We hope they find our designs appealing and trendy, allowing them to express themselves through our products. we aim to build long-lasting relationships with our customers and establish a positive reputation in the market.

7. If you could dress any celebrity or public figure in your designs, who would it be and why?

We love Karen Wazen because we already had the opportunity to see her and offer her the Kenza bag. Dressing Karen Wazen again would be an exciting opportunity! She's known for her strong sense of style and ability to blend elegance with modern trends. Despite her success as an influencer and entrepreneur, she maintains a down-to-earth demeanor that resonates with her audience.

8. What is your favourite go-to place in Beirut?

Gemmayzeh and Mar Mikhael and my favorite for its vibrant and artistic scene, it's filled with trendy cafe areas with a mix of old and new, I just love day walking there and trying new cafe bistros. 

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