The Brand

Ethereal Elegance - Encapsulating a feeling, creating something lasting. Edelina Joyce blends a modern, conceptual vision, with a minimal yet classic design aesthetic.

The Edelina Joyce woman moves with quiet confidence. She is ethereal and natural - feminine, yet strong. The brand embraces timeless silhouettes, accented with fluidity, asymmetry, and graceful drape. 

It has been the brand’s privilege to dress Her Majesty Queen Rania Al Abdullah, HRH Princess Iman bint Abdallah, HRH Princess Rajwa Al Hussein, HRH Princess Rym Al Ali and HRH Princess Jalila bint Ali - along with many other inspiring women who embody the spirit of Edelina Joyce.

The Designer

Edelina Joyce Issa is a British - Palestinian Jordanian Womenswear Designer, Stylist, Lecturer and Consultant.

Born and raised in Jordan, Edelina spent her early adulthood pursuing her Fashion education in London, working with a number of brands in the process including Mother of Pearl, George, Hollister, and Abercrombie & Fitch. Her graduate collection was showcased at Graduate Fashion Week in London 2013, the world's leading event in representing the very best of future creative design talent within fashion around the world, where she became a finalist for the 'Fashion Innovation Award' and featured in publications such as Vogue, Glamour, and The Guardian. 

Edelina was then headhunted for a position at Victoria Beckham, where she worked for over three years.

In 2017, Edelina returned to Jordan to launch her eponymous ready-to-wear label 'Edelina Joyce' , which combines a modern conceptual vision, with a minimal and classic design aesthetic.

Along with running her fashion label, Edelina designed a fashion curriculum for Jordan and lectures at the Design Institute Amman. She also works as a freelance Fashion Stylist, Mentor and Consultant to local designers.

In 2022, Edelina was awarded the ’Culture & Creativity Award’ from the British Council – UK Alumni Awards, which celebrates individuals for their outstanding achievements as businessmen/women, community leaders and pioneers in education, and for their contribution to strengthening the cooperation between the UK and Jordan.