RIYADH: In the wake of the pandemic Bassam Al-Khalifi and Saud Al-Rasheed transformed their isolation into creativity, leading to the birth of Ghazlah Studio — a hub for unique, hand-tufted rugs.
The Saudi men’s story is not just about artistry but a testament to how challenging times can inspire innovation and passion.
Al-Khalifi’s journey began when he sought to decorate his room. Frustrated by the lack of appealing rugs in the market, he decided to create his own.
Saudi duo Bassam Al-Khalifi and Saud Al-Rasheed’s story is not just about artistry but a testament to how challenging times can inspire innovation and passion. (Supplied)
“I wanted something different, so I ordered the equipment and dedicated a year to learning how to tuft,” he told Arab News. What started as a personal project quickly evolved into a larger vision.
Initially, neither Al-Khalifi, an artist and designer, nor Al-Rasheed, an avid art collector, had any experience in weaving. They faced a steep learning curve but were undeterred.
“We took six months to learn how to conceive designs, source materials, and weave the rugs,” Al-Khalifi explained.
HIGHLIGHTS
• The journey of Ghazlah Studio began when Bassam Al-Khalifi, frustrated by the lack of appealing rugs in the market, decided to create his own.
• Their debut collection titled ‘Color as a Scene’ evokes a range of emotions, reflecting the complex sentiments many experienced during the pandemic.
They experimented with various techniques, ultimately settling on a “cut and loop” method using 100 percent acrylic yarn. This approach stands in contrast to traditional Arabian carpet-making methods which often utilize wool and time-honored designs.
The duo’s success can also be attributed to their innovative marketing strategies. (Supplied)
Their learning process was filled with challenges, but their determination pushed them forward.
Al-Khalifi pored over tutorials, consulted with experts, and practiced tirelessly. Al-Rasheed, with his keen eye for aesthetics, contributed by curating color palettes and design concepts.
What started as a hobby soon blossomed into a commercial venture. With their rugs gaining traction, Al-Khalifi and Al-Rasheed launched Ghazlah, featuring a debut collection titled “Color as a Scene.”
The duo’s success can also be attributed to their innovative marketing strategies. (Supplied)
The collection evokes a range of emotions, reflecting the complex sentiments many experienced during the pandemic. “I wanted to splash all these emotions on the piece itself,” Al-Khalifi said. The vibrant tapestries of feelings capture the essence of joy, nostalgia, and hope.
The vibrance of their work makes a statement piece in any room. Each piece is unique, with some featuring Saudi themes that enhance their significance and appeal. The artists also draw inspiration from their heritage, incorporating traditional motifs and modern designs, creating a fusion that resonates with a broad audience.
In Ghazlah’s Riyadh workshop, the atmosphere is filled with creativity and energy. The walls are lined with neatly organized shelves filled with spools of yarn in every imaginable color. There are some of Al-Khalifi’s paintings and rugs still in progress, showcasing their journey.
The duo’s success can also be attributed to their innovative marketing strategies. (Supplied)
Al-Rasheed gestured around the space, saying: “This place is full of rugs that we made but decided not to sell. Why? Because we love them. I’m trying to push Al-Khalifi to sell them, but he won’t.”
Ghazlah Studio has made a notable impact in Riyadh, showcasing creations in three galleries. Their work has garnered attention not just locally but also from international platforms, leading to collaborations with major brands such as Vogue and Sephora.
These partnerships have elevated their profile and allowed them to reach a wider audience with which they can share their artistry and craftsmanship.
The duo’s success can also be attributed to their innovative marketing strategies. They leverage social media to share their creative process, engage with customers, and build a community around their brand.
By showcasing behind-the-scenes footage, they invite their audience into their world, allowing them to witness the transformation of raw materials into stunning art pieces.
As they continue to grow, Al-Khalifi and Al-Rasheed are committed to exploring new design possibilities, as well as looking into creating home decor items. They plan to expand their collections, experimenting with different textures, materials, and techniques.
From a simple idea born during quarantine to a noteworthy business, Ghazlah Studio continues to make waves in the art scene, proving that even in isolation, inspiration can thrive.
As they weave their stories into every rug, Al-Khalifi and Al-Rasheed invite us all to find beauty and meaning in our own creative pursuits.
