The J&J Design Project in Jerusalem: Modern Jewelry with a Touch of Palestinian Heritage

Since her birth on February 29, 1964, Jerusalemite Jida Khamishta Khoury has not left Jerusalem except for tourism or to participate in entrepreneurial exhibitions.

Jida was raised in Jerusalem, where she completed her high school education before earning a bachelor’s degree in hotel management from Bethlehem University. Although she worked in her field of study for several years, she always found herself escaping her daily work obligations to pursue a childhood passion—jewelry making.

She first began by crafting a few pieces to display at a local beauty center. Encouraged by the strong demand from the center’s female clientele, she launched her own jewelry design venture in 2005, naming it “J&J Design” after herself and her late sister, Jean, who had been her companion and partner in the project.

Jida’s signature touch—seamlessly blending Palestinian cultural symbols with Swarovski crystals, a hallmark of nearly all her pieces—distinguishes her creations in the world of jewelry design.

Traditional Palestinian embroidery holds a special place in Jida’s heart and remains a defining element of her jewelry designs. Visitors to her home are often captivated by the meticulous arrangement of her creations, and it comes as no surprise when she describes each piece as a part of herself. She refuses to sell any item until she perfects it, crafting each one as if it were meant for her own collection.

Over the years, Jida has organized numerous exhibitions and actively supported female entrepreneurs in Jerusalem, providing them with opportunities to showcase their work, particularly at two annual exhibitions she hosts for Christmas and Mother’s Day. However, she suspended these events following Israel’s declaration of war on Gaza on October 7, 2023.

At her small home workshop, Jida meticulously crafts jewelry, surrounded by boxes neatly organized with precious stones, old Palestinian coins, and cultural symbols such as the “Key of Return,” (an important symbol for the Palestinian people that represents the right of return), traditional embroidery, and the keffiyeh. She also integrates Swarovski crystals in various colors and sizes, adding a unique touch to her designs.

Committed to supporting local artisans, Jida sources her raw materials from Jerusalem’s Old City. Beyond jewelry, she also designs handbags and has recently expanded her craft to include scarves and clothing pieces that feature Palestinian keffiyeh patterns in a variety of colors and styles.

Before leaving her home, Jerusalem Story asked Jida about her dedication to incorporating Palestinian symbols—particularly traditional embroidery—into her designs. She explained that she fears the younger generation may lose touch with their heritage, so she sought a way to infuse it into modern jewelry by using gemstones and crystals. This allows young women to showcase these cultural elements even in their everyday outfits.1

Jida’s distinctive designs are cherished not only by Jerusalemite women but also by people across the globe. She once crafted a custom brooch for former U.S. Secretary of State Madeleine Albright, Additionally, the Palestinian Authority commissioned Jida to create a special piece as a gift for a French finance minister, and early this year, Jida was commissioned to design exquisite jewelry sets for several Moroccan princesses, which she elegantly presented in handcrafted wooden boxes adorned with intricate Palestinian embroidery. She always ensures that Palestinian symbols are integrated into her creations, especially those that are intended as gifts for prominent international and official figures.

Like many fellow women entrepreneurs in Jerusalem, Jida dreams of expanding her venture both within and beyond Palestine, despite the ongoing challenges of marketing her creations in a city that has endured decades of hardship.