We already admired Miryam Labiad for the touch of whimsy she brought to fine jewelry with her brand, Mimia LeBlanc Jewelry. Now, we love her even more for this new—and soon ready-to-wear— line of jewelry created alongside the talented Madiha Chebaa. The two Casablanca-born designers have brought Shaad to life, a brand born from their shared passion for fashion and their lifelong dream of working together.
Miryam Labiad continues to shake up the jewelry world. After the success of Mimia LeBlanc Jewelry, the brand she launched in 2016, the opening of her boutique in Casablanca, and an exclusive commission for the Museum of Islamic Arts in Doha in 2024, the prolific designer has now imagined Shaad with her childhood friend, Madiha Chebaa. A fine jewelry line in gold and diamonds, featuring sensual, glamorous curves for the ultimate femme fatale. We sat down with her to learn more.
How did Miryam Labiad become Mimia LeBlanc?
Creating jewelry has always been my dream—and, more broadly, working in fashion. As a child, I used to make bracelets with small stones or repurpose beads from my mother’s old necklaces. Watching her wear her jewelry fascinated me. I’ve also always loved drawing. After completing my studies in communication and advertising in Paris, I spent five years working in major department stores like Le Printemps and Le Bon Marché as an image consultant for VIP clients. I then launched my own personal shopping agency. But the real turning point came in 2014, in Lebanon. A jeweler friend who had been crafting my custom pieces proposed a collaboration. That’s how my first fine jewelry mini-collection was born—and it was a hit in Beirut. That’s where it all started.
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How did Mimia LeBlanc Jewelry come to life?
Following that first collaboration, I decided to launch a collection under the name Mimia LeBlanc Jewelry in Beirut, where I set up my workshop and showroom in 2016. Initially, I sold my pieces in luxury department stores in Paris and at the Burj Al Arab hotel in Dubai. A few years later, in 2023, I opened my first boutique in Casablanca, my hometown.
So, you have a special connection with Lebanon…
Love led me there after my studies, and I built strong bonds in the country. Lebanese friends like Nicolas Jebran and Zuhair Murad, both designers themselves, have always supported my projects. I’ve found a second family there. Lebanon is a country that deeply values art.
Where does the name “Mimia LeBlanc” come from?
“Mimia” was the nickname my parents gave me, and “LeBlanc” is the French translation of Labiad in Arabic. Originally, Mimia LeBlanc was just the name of my Instagram page, created in 2013. But when I launched my first jewelry collection, people already knew me by that name. It had a nice ring to it, and it felt like me.
Last year, you had the honor of exhibiting your jewelry at the Museum of Islamic Arts in Doha for the Year of Morocco in Qatar. Tell us about it…
It was a major milestone in my career. Qatar reached out to me to create three high jewelry pieces inspired by their royal collection of Amazigh jewelry. My first design was based on the traditional fibula, the second on ancient coins, and the third on the Andalusian serdouk—a nod to northern Morocco. At the end of the exhibition, these pieces were gifted to Her Excellency Sheikha Al Mayassa, to whom I am deeply grateful.
Since launching Mimia LeBlanc Jewelry in 2016, you’ve created three to four collections per year, plus collaborations and capsule collections. Where do you find inspiration?
I love the idea of collaboration, sharing cultures and expertise with other designers. I also enjoy playfully repurposing everyday objects. Morocco is a constant source of inspiration—it’s like an open-air museum. Nature also fuels my creativity, especially through meditation.
How does meditation influence your work?
Yoga is part of my daily routine. It’s essential for my body and soul. In yoga, there’s no goal to reach—you simply flow through the movements without judgment. Since I work a lot, I also take breaks at retreats in India or Bali. These moments allow me to clear my mind and return to creation with fresh energy.
You have a strong presence on social media, with over two million followers on Instagram!
I started my Instagram page in 2013 to share fashion looks. My popularity skyrocketed in 2014 with my first jewelry collaboration, then even more with Mimia LeBlanc Jewelry in 2016. My page serves as a showcase where I share inspiration, styling ideas, and jewelry displays. It’s a great way to highlight my designs.
Your journey makes you an inspiration for a whole generation of young women…
I don’t see myself as a role model because I’m always evolving. I constantly question myself. Looking back, I sometimes think I could have done things differently. But you learn from your mistakes, and certain encounters teach you valuable lessons. When I arrived in Paris, I was alone and started working early on. I had to fight for my place. In that sense, I am a model of hard work and perseverance.
How did the collaboration with Madiha Chebaa come about to create Shaad?
Madiha is a childhood friend with whom I’ve always shared a passion for fashion. We dreamed of creating a collection together, whether in design, accessories, or ready-to-wear. Then life took us in different directions—I went to study in France, while she got married and focused on her family. When we reconnected, we decided to make our childhood dream come true by launching our fine jewelry brand.
Who is the Shaad woman?
The essence of Shaadis all about a strong, confident, and sensual woman. She wears statement jewelry with irregular, flowing shapes that mirror the curves of the female body. In Arabic, “Shaad” means beehive. Our designs echo the fluid movement of honey, crafted almost exclusively in gold and diamonds. The Shaad woman is undeniably a femme fatale.
How does Shaad differ from Mimia LeBlanc Jewelry?
Mimia LeBlanc Jewelry is more versatile, colorful, and playful. I love turning everyday objects into precious pieces—a soda can tab, dumbbells, or even a clown have all inspired delicate jewelry. My designs also reinterpret traditional Moroccan motifs with a contemporary, ultra-feminine twist. The various cities of Morocco are a major influence for me.
What’s your creative process like when working as a duo?
We handle every step together. We brainstorm and refine the designs as a team. I bring my experience, and Madiha contributes fresh ideas. Our communication is seamless because we share a deep understanding and mutual respect.
Any exciting projects coming up?
Madiha and I are actively working on our first ready-to-wear collection, bringing Shaad’s DNA into fashion. A collection designed for a femme fatale, with sculptural silhouettes and bold curves. Meanwhile, I have upcoming collaborations for Mimia LeBlanc, but I can’t reveal anything just yet.
Will there be a launch event in Morocco for Shaad?
After introducing the brand in Dubai over the holiday season, we plan to host a launch at the Mimia LeBlanc Jewelry showroom in Casablanca in April. The collection will officially be available in-store from then on and will also be sold in luxury department store corners abroad. Until that time, our designs are exclusively available online.
Mimia LeBlanc Jewelry
Shaad Jewelry
20, corner of Babek and Fraternité, Racine, Casablanca.
Tél. : 06 66 85 49 24.
Picture (c) : Mimia LeBlanc
