Lina’s Story: A Thread Back to Her Roots

For many, embroidery is an art form, a craft passed down through generations, a way to create something beautiful. But for Lina, Palestinian embroidery is more than that. It is a bridge between past and present, a tool for reclaiming identity, and a medium for storytelling. 

Lina’s journey into Palestinian embroidery wasn’t planned; it was a calling she didn’t see coming. Growing up outside of Palestine with a Latina mother and a Palestinian father, she often felt caught between two worlds. Identity was a puzzle she struggled to piece together.

Tags: CMO Consulting, Brand Strategy, Business Growth, Cultural Marketing, Sustainable Business Model

Want to take your marketing to the next level?

Stitching Stories, Weaving Identity - Lina’s Thobe

"I always had this crisis of belonging," Lina recalls. "I didn’t grow up in Palestine, and I didn’t always know how to connect to that part of me."

Her mom taught her Western embroidery techniques when she was little, but it wasn’t until Lina found a Palestinian embroidery class in Washington, D.C., that she realized her heritage's deep significance. Each stitch was rich with history, resilience, and personal expression. It was more than art; it felt like finding her way home.

"I was hooked from that moment," she shares.

Driven by this passion, Lina started Lina Thobe, a platform where people learn to create their own traditional Palestinian thobes. For Lina, this wasn’t just about making clothes; it was about reclaiming cultural stories and making them personal.

“I want people to do tatreez themselves, not hire someone or buy something pre-made; instead, put their own story into it.”

Turning her passion into a business wasn’t easy. Lina frequently doubted herself, questioning if she was the right person to lead this effort. "Imposter syndrome was my biggest challenge," she admits. Could she teach others? Would people resonate with her vision?

But whenever someone shared a photo of their work or sent a heartfelt message about how tatreez helped them connect to their roots, her doubts faded, and she knew she was on the right track.

“The journey home might just start with a needle and thread.”

Building a Strong Foundation with Olives & Heather: CMO Consulting for Lina Thobe

As Lina’s community grew, it became clear that she needed more than just passion to scale her business. She needed structure, a sustainable& scalable model that maintained the authenticity and personal touch that made her work unique. That’s where Olives & Heather stepped in as strategic CMO consultants, bringing in-depth expertise to align her vision with practical business strategies.

Our role wasn’t about offering quick marketing tricks or flashy campaigns. Instead, we focused on building a strong foundation that would enable Lina to grow sustainably, while staying true to the core of her mission.

“I feel very much believe in it and I very much feel like this is my calling."

How We Move Forward  

  • Clarifying the Brand Story: Messaging Strategy
     Lina appreciated how Olives & Heather helped her set a clear foundation for her business. We worked together to refine her brand messaging, focusing on her mission to connect people to their heritage through Palestinian thobes. This clarity made her vision resonate deeply with her audience and attracted more people aligned with her goals.

  • Creating a Scalable Business Model
    O&H introduced Lina to new concepts like Google Analytics and SEO, which were crucial in shaping a scalable model. We moved from a one-time workshop approach to a flexible, course-based system, allowing Lina to sell her thobe course year-round while maintaining the personal touch that was important to her.

  • Strengthening Community Engagement
    Lina valued the systems we implemented to help her engage with her community. Regular check-ins, live Q&As, and a dedicated space for students to connect strengthened the sense of belonging, fostering a loyal and engaged community that felt part of Lina's cultural movement.

  • Strategic Marketing: Enhancing Reach While Staying True to Her Story
    With the help of O&H's marketing expertise, Lina learned to optimize her digital presence. By integrating SEO, analytics, and a strategic content plan, we helped Lina grow her reach while staying true to her authentic brand, aligning marketing efforts with her mission to empower individuals through the art of Palestinian embroidery.

A Future Woven with Impact

Lina’s vision is clear: A world where more women proudly wear self-made thobes, garments stitched with their own stories, experiences, and heritage.

“In ten years, I want to see these women wearing their made-up thobes, living their lives, going to work, celebrating milestones. I want tatreez to be part of their everyday lives.”

She’s not stopping at embroidery classes. Lina dreams of expanding her platform into a global movement, bringing Palestinian embroidery into the mainstream while preserving its authenticity. She wants to collaborate with artists, historians, and educators to ensure that tatreez remains a living, breathing tradition that evolves while staying deeply rooted in its origins.

This is the story of Lina Thobe: a journey of self-discovery, resilience, and cultural preservation. It is also a testament to the power of strategic storytelling, the role of branding in amplifying voices, and the impact of thoughtful marketing in helping small businesses reach the right audience.

With a strong foundation in place, Lina is ready to take her mission even further. And as she stitches her vision into reality, Olives & Heather will always be cheering her on.

"I want this business to be a vehicle for which I help people return back to that tradition and learn about the true essence of these.”

Work With Us

Great stories deserve to be seen!

At Olives & Heather, we help organisations with heart and purpose amplify their impact. If you’re ready to share your story and shape perceptions, we’d love to help.

Reach out and let’s build something meaningful together.