Amman – The Princess Taghrid Foundation for Development and Training (PTI) officially inaugurated its new flagship project, “The Avenue”, in Dabouq. The event was held under the patronage of Her Royal Highness Princess Taghrid Mohammad. The event was attended by Her Excellency the Minister of Social Development, Ms. Wafaa Bani Mustafa, representing the Princess, along with a number of partners and supporters from the public and private sectors.
The opening featured the participation of Aghadeer Jweihan, Director of PTI; Imad Morrar, CEO of Jerusalem Insurance and Haitham Al-Bateekhi, CEO of Jordan Kuwait Bank;, in addition to local entrepreneurs and community leaders.
“The Avenue” serves as a creative and entrepreneurial hub that brings together designers, artisans, and independent business owners, offering them a unique platform to showcase their work and connect with wider audiences. The space promotes local culture, sustainable and conscious consumption, and economic empowerment through innovation and design.
Jweihan emphasized that the project embodies the Institute’s vision of empowering women and youth and supporting the creative economy, noting that “The Avenue” will provide actual opportunities for growth and expansion for sustainable local projects.
During the event, the “Dar Nemaha Shop” project was launched with partial financial support from JICO. This shop will market pioneering Jordanian products under the supervision of the Institute, with this support stemming from the company’s commitment to supporting local communities and promoting sustainable development.
The opening also witnessed the launch of an interactive self-service device belonging to JICO, allowing visitors to learn about the company’s services and products in an easy and seamless digital manner, confirming its commitment to bringing services closer to the community and enhancing insurance awareness in an innovative and interactive way.
Her Excellency Minister Wafaa Bani Mustafa pointed to the importance of supporting such initiatives that enhance integration between the public and private sectors and open up new horizons for community empowerment and productive work, especially among women and youth.
In his speech, Mr. Emad Morrar, CEO of JICO, expressed his pride in the partnership with the Princess Taghrid Institute, affirming that the company’s support for this project stems from its belief in the role of the private sector in genuine community investment and the empowerment of women and youth.
The ceremony concluded with a tour of the corridors of “The Avenue,” which hosts selected local brands in the fields of design, fashion, crafts, and creative products, to be an inspiring destination that celebrates and supports Jordanian creativity.