Al-Safa Store

The Story of Al-Safa store

Safa Ashour, born in 1997 in Karak, is the founder of Al-Safa, a project offering handmade accessories and keychains crafted from polymer clay. Safa has always loved handmade crafts, especially drawing and shaping. She started by experimenting with children’s foam clay before discovering polymer clay, which gave her the perfect medium to express her creativity. As she explains: "I don’t like to imitate anyone. I love uniqueness, and I want every piece to come out at the highest quality possible. I never create something I’m not convinced of."

Support and Self-Learning

Her entire family, especially her aunts and uncles, were her strongest supporters, encouraging her to pursue her passion. Without formal training, she taught herself from scratch, practicing and experimenting until she mastered the craft.

Unique Handmade Products

Today, Safa creates a variety of handmade accessories and keychains, each uniquely shaped and designed with polymer clay. Some of her pieces carry distinctive, standout designs that reflect her originality.

Impact and Ambitions

This craft has profoundly changed her life. What once were empty days are now filled with passion, creativity, and fulfillment. Her ambition is to bring stability to her business, both administratively and financially, while establishing her own art studio and organizing workshops to teach others this beautiful craft. What makes her work unique is her refusal to copy others and her dedication to excellence, ensuring that every piece carries her personal touch and artistic value.

These products were supported through  Khairat Al-Dar project.
Khairat Al-Dar is a digital platform launched by the Ministry of Digital Economy and Entrepreneurship as a pilot initiative to empower home-based businesses in Jordan, providing them with an integrated environment to market their products in a modern and effective way.