We caught up with the brilliant and insightful Salma Djalal a few weeks ago and have shared our conversation below.

Alright, Salma thanks for taking the time to share your stories and insights with us today. Has your work ever been misunderstood or mischaracterized?

When you create something tied to a collective identity, it’s incredibly important to be intentional. Being Muslim and being part of something so beautiful is deeply rewarding. At the same time, there’s a responsibility to challenge the many misconceptions surrounding our faith and the diverse identities within our community. It can feel heavy to witness how often we’re misunderstood; what we represent, what we believe, what we deserve.

There have been many times when I’ve seen Muslim identities mischaracterized, both within and outside the community. From the outside, it’s often shaped by harmful assumptions or one-dimensional narratives. Within our communities, it sometimes shows up as pressure to present ourselves in ways that feel polished or palatable, as a means of protection. That kind of mischaracterization can be so limiting. It flattens the complexity of who we are.

Highlighting Muslim artists in particular has always been close to my heart for that reason. We grow up being taught to present ourselves in a certain way, often shaped by trauma and rooted in survival. So when I started having conversations that were still tied to our lived experiences but began to shift, not erasing the pain, but transforming it into art, poetry, and storytelling, I realized just how much light lives in our stories.

I also recognize the privilege I hold in being able to reach artists from around the world. Artists who are sharing their stories, expressing themselves, and honoring their love, their history, and their cultures through their work. That’s something I don’t take lightly.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Wuruud is a creative collective dedicated to celebrating the work of Muslim artists around the world. The name Wuruud means “flowers” in Arabic. It reflects our mission to honor softness, complexity, and growth within Muslim identity, especially in creative expression. It is also a metaphor for recognition. Giving flowers to artists whose work deserves to be seen and celebrated. The collective serves as both an archive and a space for exploration, where stories are shared not just in response to trauma but as reflections of love, spirituality, memory, and selfhood.

As both an artist and a creative, Wuruud was born out of my desire for a platform that felt like home. The idea came from years of feeling deeply connected to my Muslim identity, while also feeling frustrated by how often it is flattened, misrepresented, or left out entirely in conversations around art and creativity. I wanted to build something that allowed us to exist in our fullness. A space rooted in care. My background is in communications and storytelling, and I have always been drawn to how language and design shape the way we see ourselves and each other. Wuruud sits at that intersection, design, language, and a deep love for our communities.

Our work includes artist interviews, editorial features, visual stories, and curated playlists. All of it is rooted in the stories of Muslim artists across disciplines. Whether it is a filmmaker turning memory into cinema, a photographer capturing spiritual stillness, or a DJ blending diasporic soundscapes, we aim to uplift artists whose work speaks to the vastness of who we are. What sets us apart is our intentional focus on nuance, softness, and care. We are not just highlighting Muslim creatives. We are building a community that reflects the emotional, spiritual, and creative truths behind the work.

What I am most proud of is the way people have responded, with love and with resonance. There is something beautiful about being seen as you are. And at its heart, Wuruud is just that, a community.

Is there a particular goal or mission driving your creative journey?

What drives me is connection. Especially in a time when everything feels increasingly divisive, and so many of us are longing for a deeper sense of belonging, I’m drawn to creating spaces that center community and care. As someone rooted in cultures built on community and togetherness, through shared stories, collective memory, and a deep sense of mutual responsibility, I feel a responsibility to help nurture that again. My creative journey is about connecting with people through a shared love of creating and art, and building something that reminds us we’re not alone in that.

In your view, what can society to do to best support artists, creatives and a thriving creative ecosystem?

Support your friends. Support your people!!! Especially when their work is tied to identity, because for so many of us, creating isn’t just about art, it’s about expression. I think the best way society can support artists is by showing up with intention. That means sharing people’s work, paying artists fairly, creating space for rest, and letting us tell our stories without trying to shape them into something more digestible. A thriving creative ecosystem looks like people pouring into each other, recognizing how deeply connected art is to culture, community, and selfhood. When we invest in artists, especially those creating from the margins, we’re investing in something so much bigger.

Contact Info:

• Website: https://www.wuruud.com/
• Instagram: https://www.instagram.com/wuruudmag/
• Linkedin: https://linkedin.com/company/wuruud

Image Credits

Zaynab Salih – instagram: @zaysalih

Dua Azhar – instagram: itsduable