Amali for Arts: Five Jordanian Artists’ Journey to Becoming International

Article published in the Roya News magazine on December 28, 2020.

The Amali Mentoring Network was founded and financed by Ms. Rasha Oudeh, a Jordanian businesswoman and the CEO of CEDEM AG in Switzerland, in order to create a concrete impact on women's lives rather than only raising awareness of the challenges they face in their careers. The mission of Amali is to improve the economic opportunities for women through a mentoring program, which lasts up to one year for each group, by offering support, such as coaching, training, and mentoring.

As the project of Amali – focused on female entrepreneurs – grew and gained momentum, and after the successful completion of the first round of Amali, partially financed by GIZ in Germany, which focused on 14 Jordanian women who have founded a variety of startups, Rasha decided to work on establishing a second round that is focused on female Jordanian artists. This round of Amali aims to give global publicity to those artists in order to shed light on the creativity present in Jordan. Amali for Arts is a collaboration between Rasha Oudeh, Marlene Bergue Corbun, Art Advisor at Family Office Zurich ltd, and Florie-Anne Virgile, a famous film director from the United Kingdom and the founder and director of Myth-to-Measure. In addition to this project, Marlene and Florie-Anne have a project called Life of the Artist for young European artists.

Five Jordanian artists have been chosen to participate in Amali for Arts for a period of one year. At the end of this journey, Rasha Oudeh, Marlene Bergue Corbun and Florie-Anne Virgile along with her six team members will come to Jordan to film several short films focusing on the artists. At that point, the artists would have completed 8 artworks which will be showcased through the videos that will not only discuss the artists’ background but also highlight the complexities and inspiration behind their artwork.