Urjouwan (Oor – Ju – Wan) is the Arabic word for the colour purple, more specifically used to refer to “Tyrian Purple”, a natural dye secreted by Murex snails and discovered by the Phoenicians on the shores of the city of Tyre, in what is modern-day Lebanon.

I am Zahraa, a woman from Tyre, the Phoenician trade hub referred to as the “door to the East”, who was proudly born and raised in Lebanon, and who is today equally proud to call Austria my home. I started Urjouwan not just as a simple business, but as a passion project aiming to bridge my two homes, using the most complex yet accessible vehicle that people have at their disposal: their taste buds.

The Levant is home to timeless culinary classics, from fragrant Za’atar to nutty Tahini. Urjouwan is about making these products available in Europe in their most authentic and refined form.

Levantine food and cuisine are not new to Europe. In many ways, they have become a new ‘exotic’ staple. But as someone who grew up intimately familiar with the taste, texture, and smell of these delights, I know for a fact that there is so much untapped potential to bring them to Europe, not as commercialised groceries but as embodiments of a rich culinary history spanning generations.

For me, Urjouwan is about holding on to my roots while connecting with my present, about following in the footsteps of my ancestors, and bringing people together through simple shared experience, about showcasing the warmth of my people to the people who welcomed me into their society. It is also about supporting local producers and empowering women who have so much to offer if given the chance, and about trying to enrich people’s everyday lives just a little bit with a burst of fresh flavour, the comfort of a new favourite, or the joy of a rediscovered gem.

I hope you will take the chance to experience the true taste of the Levant, brought to you with love and devotion, from home to home.