Built from the Ground Up

A self-made entrepreneur with limited resources and no formal background in restaurant development, Ayman learned by researching, experimenting and doing the work himself. At a time when specialist guidance, experienced suppliers and industry knowledge were far less accessible in Amman, he taught himself how to make pizza through YouTube videos and continued learning through trial and error.

He did not simply develop the concept or supervise the work. He painted the walls, did the carpentry, built the tables, installed the kitchen and personally sourced the materials and equipment. Once Oliva opened, he cooked, served guests and managed the daily operation. In those early days, there was little distinction between founder, builder and operator. Ayman worked wherever he was needed.

Lessons from the Clay Oven

Even the clay oven came with its own lessons. Without previous experience in oven construction, Ayman had to rebuild it several times after it collapsed—while Oliva was already open and serving guests. Each time, he learned what had gone wrong, rebuilt it and carried on.

Choosing Jabal Al Lweibdeh

Ayman chose Jabal Al Lweibdeh, one of Amman's oldest neighbourhoods, known for its historic buildings, creative community and intimate character. At the time, there were no Italian restaurants or pizzerias in the area, and the idea of a casual neighbourhood restaurant was still relatively uncommon.

Becoming Part of the Neighbourhood

Slowly, people began to discover Oliva. They came for the pizza and pasta, returned with friends and stayed long after their meals were finished. The three-table restaurant came alive as a gathering place, becoming part of the neighbourhood rather than simply a business operating within it.

From Oliva to Rumi Café

For Ayman, this was the clearest sign that Oliva had succeeded. Watching people gather and continue their conversations around its tables inspired him to create another place nearby where that sense of community could continue. That idea later became Rumi Café.

What began as one small, hands-on project became the foundation of a much larger hospitality journey. Yet Oliva remains grounded in the same qualities with which Ayman built it: curiosity, resilience, hard work and an understanding that the best restaurants are places where people feel at home—and choose to stay.