We recently had the privilege of having an insightful conversation with Abeer Nammari, a cultural entrepreneur and content creator based in Jordan, recognized by the United Nations World Tourism Organization (UNWTO). Over the past years, Abeer has built a body of work that celebrates the untold stories of everyday people across Jordan through a blend of documentary-style and immersive storytelling, garnering over a million views and being featured in more than 100 regional and international media channels.
Starting her professional journey in business development, Abeer felt a deep urge to switch to the creative industry and content creation. Today, she is turning storytelling into an engine for both inspiration and sustainable revenue generation. With her flagship project, “Beauty in Its People, the story of people, flavors, and heritage,” Abeer Nammari has created a movement that connects people and reclaims the richness of the Arab identity in a modern, human, and inspiring way.
More About Abeer Nammari’s Flagship Project
We started the session by asking, “Can you share about your project, Beauty in Its People, the story of people, flavors, and heritage?”
Abeer Nammari reflects, “My work sits at the intersection of cultural preservation, storytelling innovation, and regional impact—driven by a deep-rooted belief in the power of human connection and the beauty of cultures.
My flagship project, ‘Beauty in Its People, the story of people, flavors, and heritage,’ is a creative documentary series and journey that spotlights the authenticity of Arab cultures through locales, community experiences, and narratives. It aims to expand from the heart of Amman to the vibrant traditions of the United Arab Emirates and Saudi Arabia. The project is becoming a regional platform for heritage storytelling, cross-cultural collaboration among creators, and shared values.
Spark Behind the Journey
Interested to learn the events that led her to the current position, we asked, “What inspired you to start or lead this business, and how has the journey surprised you?”
Abeer Nammari shared, “What inspired me was a colorful tapestry of real-life stories—rich with culture, resilience, and human connection. I’ve always been curious and open to other cultures. Whether walking the streets of Amman or traveling across the region, I was drawn to the colors, flavors, and vibrancy of communities. I realized these stories needed to be seen and heard.
Shifting from a structured career in business development to a creative path in storytelling was a turning point. It disrupted my trajectory in the most meaningful way, giving me a renewed sense of purpose. Entering people’s homes to listen and document their lives has been a humbling experience—every story is different, yet deeply relatable. It taught me that humans share more than we think.
What surprised me most is how this work opened doors for cross-cultural collaboration and real connection. From Jordan to the UAE, Saudi Arabia, and beyond, I’ve found creative partners who share a passion for celebrating identity. This journey has shown me that when you share a story, you don’t just inform—you open hearts, build bridges, and inspire.”
Advice to Younger Self
Intrigued to learn more, we asked Abeer Nammari to share a piece of advice for her, if she could go back to her first year in this role.
“I would tell myself: Be resilient, and never quit. The path ahead won’t always be clear—but trust that you made the right decision. Every step, even the uncertain ones, is part of a journey that’s unfolding exactly as it should.
I’d remind myself to expect the unexpected—because behind every corner, there will be surprises, challenges, and beautiful turns you never anticipated. Some moments will test your patience, others will stretch your creativity, but these will shape you into a bold cultural voice with purpose and perspective.
And most importantly, I’d say: celebrate the little wins. They may seem small initially, but they’re often the quiet proof that you’re growing, reaching audiences, and building something meaningful. The journey is not linear, but it’s worth it,” she added.
Navigating through Challenges: A Chance to Grow
Challenges may often lead to breakthrough opportunities if approached with resilience and creativity. So, we asked Abeer Nammari, “How do you approach solving problems that don’t have clear solutions?”
Abeer Nammari mentioned, “I approach these moments with flexibility and intention—navigating the situation while always keeping a backup plan in mind. I’ve learned that detours are not setbacks; they’re often part of the journey, revealing hidden opportunities in the most unexpected circumstances.
When faced with uncertainty, I avoid feeling cornered by preparing multiple paths forward. I rely on both strategy and instinct—trusting my intuition as much as my experience. Some of the best decisions I’ve made came from reading between the lines and allowing space for adaptability. Any problem without a clear solution is, to me, an invitation to slow down, observe, and explore. It’s a chance to grow, think creatively, and uncover new potential. These moments may initially feel uncomfortable, but they often lead to the most meaningful breakthroughs.”
Career-Defining Experiences
Interested in learning the turning points that shaped her approach to leading business, we asked Abeer Nammari, “Can you share a unique experience that shaped the way you run your business?”
“One pivotal experience that significantly shaped how I lead and grow my business occurred early in the journey, during the transition from concept to implementation. Like many entrepreneurs in the creative industry, one of my biggest challenges was figuring out how to scale—how to take a locally rooted idea and expand it across regional and global markets, especially through cross-cultural collaboration.
At that stage, I had the opportunity to collaborate with an Indian travel blogger who was visiting Jordan. What began as a simple content exchange evolved into a deeply resonant cross-cultural project. The success of that collaboration not only amplified the visibility of our shared work but also revealed the power of cultural synergy. It became clear that the storytelling format I had created had the potential to transcend borders and speak to wider audiences.
That experience was a turning point. It shifted my mindset from operating on a local scale to thinking regionally—and ultimately globally. It showed me that meaningful partnerships, rooted in shared human narratives, could open entirely new markets and accelerate growth in ways that traditional scaling strategies couldn’t. It reinforced the importance of cultural collaboration as both a creative force and a business strategy,” Abeer explained.
Turning Out-of-the-Box Ideas into Success
Abeer Nammari is well-acclaimed for her unfiltered and authentic storytelling method. So, we posed the question, “What’s the most unconventional idea you’ve implemented, and how did it turn out?”
Abeer Nammari mentioned, “One of the most unconventional decisions I made was to turn the streets into my creative studio. I set out to find heritage stories in the most raw, unfiltered form—directly from everyday people, in their neighborhoods, homes, and communities. Instead of curated or scripted narratives, I focused on real human experiences, captured through street photography, blog entries, and city-wide story mapping.
At a time when digital content was becoming increasingly saturated, this approach gave my work authenticity and depth—and that’s what made it stand out. Breaking barriers, particularly as a woman navigating unfamiliar spaces and being welcomed into people’s homes, was both personally rewarding and culturally meaningful. These encounters weren’t just interviews; they were shared moments of trust, emotion, and connection. This storytelling method resonated deeply with audiences and media alike. Over 100 television, media, and digital platforms featured my work, not for high-end production value, but for the authenticity and depth of the narratives. The people I met along the way became the true heroes of the project, and I still believe they are.
What began as a deeply personal method became the defining edge of my brand. It taught me that when you lead with sincerity and curiosity, people open their doors and hearts. That is a gift I will always carry with me.”
Standing Apart from the Competition
With dynamic digital trends, staying ahead of the curve can seem a daunting task, but Abeer Nammari has been leveraging her expertise to embrace the opportunities. We requested her to share her strategy for identifying and seizing the latest opportunities in her industry.
Abeer Nammari added, “In today’s saturated content creation landscape, standing out requires more than following trends—it’s about defining your own. I’ve learned to take the road less traveled, focusing on originality, cultural depth, and building formats that reflect authenticity over perfection. My approach is rooted in storytelling that is raw, unfiltered, and human—because that’s where real engagement lives. I believe the most meaningful opportunities lie in cross-cultural collaborations with other creatives. Rather than viewing competition as a threat, I see it as a complement to my work. By exchanging ideas and perspectives across borders, I’ve found new ways to amplify narratives and reach audiences in unexpected markets.
Part of staying relevant is keeping a close eye on how platforms evolve—and being ready to pivot. I not only adapt to existing trends but also seek to create new publishing spaces where storytelling can thrive. Whether it’s through multimedia formats, AI integration, or emerging social platforms, I stay open to innovation while staying grounded in purpose, while addressing challenges as doorways to opportunity. The gaps between traditional publishing and digital media, between long-form blogging and short-form video, or between handcrafted content and AI-generated formats—these are spaces where new models can be built. Some global platforms have offered great inspiration in how they’ve merged heritage storytelling with modern, dynamic formats, reinforcing my belief that the industry is still rich with potential.”
Horizontal Leadership Approach
We asked Abeer Nammari to describe her leadership style, in one word, if possible, and the reason behind choosing the same.
Abeer Nammari responded, “Horizontal. My leadership style is grounded in collaboration and empathy. As a cultural storyteller, I navigate between two very different worlds: on one side, I work closely with everyday people—listening to their stories, entering their communities, and building trust at a deeply human level. On the other hand, I lead creative teams and engage with institutions, partners, and platforms to bring these stories to life and amplify their reach.
This duality requires a leadership approach that is inclusive and non-hierarchical. I believe in shared ownership, distributed responsibility, and synchronizing efforts across every layer of a project—from grassroots engagement to large-scale production. Horizontal leadership enables agility, cultivates trust, and ensures that every voice—whether from the street or the studio—is heard and valued. It’s this balance that allows my work to remain authentic in spirit while being strategic in execution.”
Challenges as a Gateway to Growth
We further asked, “Can you share a challenge you faced that led to a surprising breakthrough?”
“One of the most defining challenges I faced early on was figuring out how to scale a deeply personal, grassroots storytelling model into something that could grow across borders—without losing its authenticity. My work was built on intimate, human interactions: being welcomed into personal spaces and everyday routines, listening to untold stories, and sharing the soul of a place through its people. But turning that into a sustainable, regional platform required a different mindset.
The breakthrough came when I stopped trying to scale up in the traditional sense and started focusing on strategic collaboration. Embracing cross-cultural partnerships and expanding into new creative networks revealed a powerful direction forward. It showed me that expanding didn’t mean replicating; it meant evolving the model through shared values and regional insight.
That shift transformed my approach and opened opportunities across the UAE, Saudi Arabia, and beyond, positioning my project not just as content creation, but as a platform for regional dialogue and cultural exchange. The very challenge of growth became a gateway to greater relevance and impact—without ever compromising the heart of the work,” she added.
A Wave of Change
Lastly, to gather Abeer’s insights on the transformation she aspires to see in her industry, we asked, “If you could change one thing about the industry you work in, what would it be?”
“I would bring the industry back to authenticity. In today’s fast-paced digital world—especially with the rise of AI—content is becoming increasingly automated, and we’re at risk of losing the emotional depth and human connection that give creative work its impact.
Social media now favors quick, trend-based content, often at the expense of meaning. But not all stories are meant to be told in 90 seconds. I believe in preserving a slower, more intentional rhythm—one that reflects real lives, real emotions, and real value. While I embrace innovation, I strongly advocate for keeping the human spirit at the heart of creation. The goal is not just to follow trends, but to create work that resonates, inspires, and endures,” Abeer concluded.
Follow Abeer Nammari on LinkedIn.
Also Read :-
Reshaping Travel Experience Across the Globe with GoKite: Zaid Ameen
Layal Abou Ghanem, OD Leader and Co-Founder of STC: Driving People-Centered Excellenc
About Author
