Artijaan was founded by Belinda Idriss in 2021 to spotlight the beauty of craftsmanship in regions often overshadowed by conflict—starting with Afghanistan. Driven by a lifelong curiosity for culture and a commitment to social impact, Artijaan connects Afghan artisans with conscious consumers around the world. In a country where political and economic upheaval has jeopardized traditional livelihoods, the brand provides artisans—especially women—with fair income, global visibility, and a way to preserve their heritage. Each handcrafted piece tells a story of resilience, rooted in centuries-old techniques and renewed through ethical, sustainable trade.

Belinda Idriss, Artijaan’s co-founder and CEO, left a corporate career in Switzerland to pursue a more purposeful path centered on craftsmanship and social impact. Her journey led her to Afghanistan, where she immersed herself in local artisan communities. After the fall of the Afghan government in 2021, Belinda returned with a mission to support artisans whose livelihoods had vanished overnight. Drawing on her own background and international experience, she built Artijaan to give voice, visibility, and value to craftswomen and craftsmen often left behind by the global economy.