Sally Brockway
22 April, 2025
News

From HR to heritage: London designer brings traditional Palestinian embroidery to contemporary jewellery

A London-based entrepreneur is showcasing Palestinian cultural heritage by creating striking contemporary jewellery using the art of Tatreez embroidery.

Zeina Al-Khaznachi

Zeina Al-Khaznachi from Walthamstow, traded a successful career in corporate HR to start Asherah Jewellery with designs that honour her Palestinian heritage.

“As a Palestinian raised in the diaspora, my cultural identity has always been close to my heart. When I moved to London seven years ago - with my degrees and corporate HR career - that connection grew even stronger. Tatreez had always been a quiet thread in my life, something I admired from afar while following that corporate path. But my heart was never truly in that world. It felt completely right when I finally brought Tatreez into my livelihood”

Jewellery-making began as a meditative hobby. Zeina taught herself bead weaving during moments of uncertainty and began experimenting with translating the geometric motifs of Tatreez into beadwork, drawing on its visual language and symbolism. 

With encouragement from friends and family, the idea took root: a jewellery brand that could preserve tradition while speaking to a contemporary audience.

Zeina designs and produces each piece herself, using high-quality materials like Japanese glass beads and recycled silver. Her collections, released twice a year, are inspired by traditional patterns from specific regions of historic Palestine with each design telling a unique story.

“Tatreez carries an entire visual language of resistance, identity, and community.,” she explains. “It’s been a way for me to reconnect with my roots, and I hope it helps others feel that connection too. This isn’t just a business for me, it’s a form of cultural preservation. Tatreez is endangered in many ways and this is a way to keep it alive and evolving.”

To find out more, visit: asherahjewellery.co.uk/