Palestinian camps in Lebanon with buyers in the United Kingdom and international markets. Roouh focuses on embroidery and needlework that preserve traditional Arabic motifs and patterns while making them available in contemporary usable products. The enterprise structures its commercial activity so that sales provide income to the artisans and support their families and education needs. It also presents the makers’ stories alongside their products, using craft and design as the primary means of communication. Through this approach, Roouh combines retail ecommerce with heritage-focused craft production and artisan income generation.