In early 2024, Yassine Saïdi joined Under Armour as Product Director. It was an appointment that wasn’t a coincidence but a culmination. . Born in Lille in 1979, raised in a working-class family by Moroccan parents from Tangier—a gardener father and a cleaner mother—he grew up with one simple, non-negotiable rule: no time to waste. “My parents understood very early on that time was the ultimate currency.”

“Showing that everything is possible”

It was tennis instead of football, and private lessons in Arabic, mathematics, science, and English to fill his free time and keep him from hanging around the streets. Through their work for executives and large industrial families, his parents observed how elites were shaped—and decided to pass those values on to their children. Every summer spent in Morocco—two full months living among people, learning the language, the dialect, the culture—cemented a lived, never theoretical, sense of Moroccan identity.

“When people ask me where I’m from, I always say I’m Moroccan, but that I grew up in France.” At the time, children of immigrant backgrounds were mostly expected to fit in. He quickly understood that progress doesn’t come from conformity, but from embracing a different path. Over time, that singularity became a form of responsibility. “Representing your country, its youth, showing that everything is possible—especially when you come from a modest background.” It was a  responsibility amplified by hyper-visibility, by the gaze of others, by an unspoken expectation to lead by example. Under Armour thus appears as the natural continuation of a journey shaped by discipline, adaptability, and bold choices.

From board sports to global strategy

It was board sports that guided Yassine Saïdi’s early career-defining decisions. After a first year at Lille business school, he hesitated between Grenoble and Annecy—where skis, snowboards, surfboards, and technical gear were conceived. He chose Annecy and enrolled at Université Savoie Mont Blanc for a master’s degree in business management, with one clear goal in mind: securing an internship at Salomon, then the undisputed benchmark in outdoor and board sports equipment.

At the time, only one internship was available. Thirty candidates applied, most of them born in the Alps, skis on their feet since childhood. He arrived from Lille—flat land—with a twenty-page application and a clear brand vision. He got the internship, and with it, a revelation. “I wasn’t the most obvious candidate on paper, so I had to be the most precise in my vision.”

The sports industry became his playing field. He joined Adidas for two pivotal years, at a time when the brand was carried by its football icons, including Zinedine Zidane. But he didn’t enter through football. Staying true to a childhood choice—the little yellow ball over the big white and black onel—he joined the tennis division and became head of the French market, with Roland-Garros as his main stage.

“When I was younger, I used to revise for my exams while watching Roland-Garros on TV. Suddenly, I was watching matches from the equipment sponsor’s box.” His trajectory accelerated. Yassine Saïdi was then appointed International Tennis Director in Germany, working directly with icons such as Agassi and Djokovic. “It was a new life, a whole new level,” he admits.

Then came a defining decision: turning down Nike to join Puma, which was struggling at the time. “At Nike, I would have done what I already knew how to do. At Puma, everything still had to be built.” There, he created Lab Puma, injected fashion, music, and culture into performance, initiated major collaborations with Rihanna, The Weeknd, and Selena Gomez, and supported spectacular growth—from $2 to $8 billion in revenue over nine years. One lesson stood out: the brands that truly leave a mark are those willing to step outside their own comfort zone.

Under Armour and the “Moroccan Gang”

When Yassine Saïdi joined Under Armour, the brand was in the midst of a turnaround. His mission was clear: rebuild the product strategy and tell new stories. “I chose Under Armour for its potential.” Very quickly, he introduced a broader interpretation of sportswear, where the product becomes narrative. He was behind the signing of Achraf Hakimi—previously under contract with Adidas—and turned that move into a cornerstone of the brand’s repositioning. Jerseys, cleats, references to sfifa, deliberate nods to Morocco’s ancestral artisanal savoir-faire, even though the Moroccan national team remains officially equipped by Puma.

Hakimi himself is individually equipped by Under Armour and wears the brand’s cleats, including in international competition. With photographer, creator, and designer Hassan Hajjaj shaping the visual identity, everything came before words. When Shoelifer refers to a “Moroccan gang,” Saïdi smiles—he never thought of it that way, but the expression feels right. No strategy, no calculation. “We met through connections, through mektoub. Everything happened organically.”

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It’s a story of three paths, three different backgrounds, one shared story of European immigration and deeply rooted Moroccan identity. They don’t compete with each other, but complement each other.  The product becomes a vehicle for transmission, a tribute to the caftan, the gandoura, and Moroccan heritage—where so many collaborations lack any real origin story. At Under Armour, performance alone is no longer enough; it has to mean something.

Moroccan soft power, AFCON, and the road to 2030 at Under Armour

When Shoelifer speaks with Yassine Saïdi via video call, he is in the United States, about to announce his new role as Senior Advisor for Design and Creative Continuity at Under Armour. He is also preparing to relocate to Marrakech, to operate directly from the Kingdom. During the interview, his phone buzzes—messages from Achraf Hakimi. That very evening, the Atlas Lions are set to play an AFCON semi-final against Nigeria. The closeness between the two men is not declared; it is lived.

This relationship is rooted in a broader, deeply Moroccan culture, where transmission begins with mothers. Yassine Saïdi often recalls a powerful moment from the 2022 World Cup, when the players were received in Rabat alongside their mothers. This  symbol  left a lasting impression on him. “Mothers play a central role in our journeys, in our discipline, in our values.” He says it plainly: if he were ever to be received by the King, he would come with his own mother. “Soft power always starts with sport—then come lifestyle, fashion, culture.” As the 2030 World Cup approaches, he sees Morocco as a vast territory of expression, still loosely structured but rapidly accelerating.

He advocates for a facilitating state—one that supports without restricting—and closely observes the Emirati and Saudi models, where Under Armour already has a presence. Within the brand, this vision translates into a clear ambition: to support the structuring of national sport and align with major upcoming milestones. But his outlook extends beyond a single brand. For Yassine Saïdi, Under Armour is a lever, a field of expression at a specific moment in his trajectory—not a final destination.

Fearless, starting from nothing, he embodies a form of success driven by education, audacity, and choices often made against the current. What comes next remains open. Time will tell where—and how—Yassine Saïdi chooses to extend this journey, in the service of a brand, a personal project, or a vision still taking shape.

Adopted on October 31, 2025, Resolution 2797 on the Sahara marks a turning point. For the first time, the UN Security Council has recognized Morocco’s autonomy plan as the basis for resolving the dispute. This  historic text isthe result of twenty years of painstaking diplomacy,  but also the start of something more concrete: renewed negotiations, a redefined UN role, and the presentation of an updated and expanded for autonomy by Morocco.

On November 4, in a statement from the Royal Cabinet, King Mohammed VI gave the resolution a highly symbolic and political dimension by declaring October 31 “Unity Day” (Aid Al Wahda), a national holiday and new occasion for royal pardons. This is a date sure to become a lasting symbol of Morocco’s national unity and territorial integrity.

What the Sahara resolution changes

Since 2007, Security Council resolutions have praised Morocco’s “serious and credible efforts.” This new resolution goes further: it establishes Morocco’s  plan for autonomy as the foundation for negotiationa, referring explicitly to “genuine autonomy under Moroccan sovereignty.”

The text no longer mentions a referendum,an option still claimed by the Polisario and Algeria. The UN now acknowledges that any settlement will come not from a vote on independence, but from a negotiated political agreement.

The results of the  the Security Council vote, 11 votes in favor, 0 against, and 3 abstentions (China, Russia, Pakistan), underscores Morocco’s growing diplomatic strength. For a resolution to pass, at least nine votes are needed with no veto from any of the five permanent members (the United States, France, the United Kingdom, China, and Russia). The Council also includes ten non-permanent members, elected for two-year terms and renewed by half each year.

In this context, Morocco secured a clear majority, backed by Washington, Paris, London, Seoul, Copenhagen, and Ljubljana. Algeria, a non-permanent member, refused to take part in the vote — a telling sign of its diplomatic isolation.

The coming big bang

The Sahara resolution now commits Morocco to update its  plan for autonomy. The 2007 version already envisions an elected legislative assembly, a regional government, a local judiciary, and broad powers over taxation, development, environment, culture, infrastructure, health, and education. The state would retain sovereign prerogatives, such as  defense, foreign policy, religion, the flag, and the currency.

King Mohammed VI announced that the plan will be revised to incorporate the 2011 Constitution, the 2015 regionalization reform, and the 2021 development models. This effort represents nothing less than an institutional paradigm shift. It will require redefining the distribution of powers and resources — going far beyond the current framework of decentralization.

Why the negotiations will take place in the United States

The Sahara resolution explicitly mentions “recognition to the United States for its willingness to host meetings in support of the Personal Envoy’s mission.”

According to legal scholar and political analyst Mustapha Sehimi, that’s a clear signal: “It reflects Washington’s active involvement in restarting negotiations between the parties.”

Massad Boulos, special advisor to former President Donald Trump, confirmed on France 24 Arabic that the four parties concerned — Morocco, the Polisario, Algeria, and Mauritania — will be invited to participate in talks “without preconditions.”

According to him, the United States “is counting on the wisdom of His Majesty King Mohammed VI and President Abdelmadjid Tebboune to approach this new phase constructively.”

The first American draft included a 60-day timeline and a short renewal of the MINURSO mandate; under Russian pressure, those clauses were removed. “No deadline has been set, but the process will accelerate,” explains Mustapha Sehimi. A strategic report from the UN Secretary-General is expected by April 2026, ahead of a new resolution in the fall.

Three possible scenarios

According to Mustapha Sehimi, Resolution 2797’s main point  remains the revival of the settlement process, but several paths are still open:

1 / Effective resumption of negotiations:
This is the preferred option. Although resistant, Algeria has already taken part in two round tables (Geneva 2018 and 2019). Should it accept the US invitation, dialogue could begin as early as the first half of 2026. According to this framework, the Moroccan plan would serve as the primary benchmark, with room to adjust the details of the implementation of the plan for autonomy..

2 / Algerian obstruction:
If Algiers continues to resist  “its stance would become increasingly untenable,” says Sehimi. The United States could exert diplomatic and financial pressure on Algeria, such as freezing certain cooperative programs, reducing international aid, or politically isolating it in multilateral forums. Meanwhile, the pro-Moroccan consensus would continue to grow.

The Security Council, in theory, has the authority to act under Chapter VII of the UN Charter, meaning it could impose binding measures in case of a threat to peace: economic sanctions, embargoes, asset freezes, or peacekeeping deployments. But this remains purely hypothetical for the Sahara issue, which currently falls within the realm of political dialogue, not coercion.

3 / Prolonged status quo:
Maintaining MINURSO without political progress. This  scenario is deemed increasingly unsustainable. It would undermine the credibility of both the Council and Washington, now committed to reviving the process.

The UN: A favorable framework for Morocco’s next vote

The Sahara resolution extends MINURSO’s mandate until October 31, 2026. That means by that date, the Security Council will have to vote again — not to redefine the political foundation (which is now undeniably Morocco’s plan ), but to evaluate progress: how negotiations are advancing, whether the ceasefire holds, and how engaged the four parties are.

In other words, the next vote will measure how the current resolution is being implemented and, , if necessary, adjust the MINURSO mandate or the mission of the Personal Envoy, Staffan de Mistura.

By then, the geopolitical landscape will have changed. Starting January 2026, seven new non-permanent members will join the Security Council for two years, alongside the five permanent ones (the United States, France, the United Kingdom, China, and Russia).

Among these newcomers are Bahrain, the Democratic Republic of the Congo, and Liberia, all countries that have already opened consulates in Laâyoune or Dakhla, recognizing Morocco’s sovereignty over the Sahara. Their arrival will strengthen the bloc of states supporting the autonomy plan, already backed by several European and African allies.

The result?  Morocco will approach the next vote with a structurally favorable majority, supported both by African allies and major Western powers. “Morocco now enjoys  unprecedented support: it has the legitimacy of the text, the backing of the great powers, and a solid African foundation,” summarizes Mustapha Sehimi.

On the ground: A reality already taking shape

While diplomacy lays the groundwork, development in Morocco’s Sahara is surging ahead. Over thirty foreign consulates have opened in Laâyoune and Dakhla. Major projects — the Dakhla Atlantic port, new roads, industrial zones, tourism developments, and renewable energy programs — are transforming the region into an African hub linking the Atlantic, the Sahel, and the Gulf of Guinea.

These investments, reinforced by the Sahara resolution,establish  the ground what the UN now affirms politically: the irreversible integration of Morocco’s southern provinces into the Kingdom.

What comes next?

The coming months will be decisive:

• Finalization of the updated autonomy plan
• Preparatory consultations led by Staffan de Mistura
• US-hosted meetings between the four parties
• And the Secretary-General’s report before the next vote, expected in October 2026 

The challenge now is no longer to convince; it is  to build. It’s time to effectuate the plan for autonomy , strengthen alliances within the Council, and turn diplomatic success into tangible governance.

The Sahara resolution is not the end of a conflict, but the beginning of a new era. Morocco no longer needs to plead its case; it is now setting the terms.

7:15 a.m. in New York City. In the soft morning light, a car slips through skyscrapers and traffic. Inside sits Professor Karim Touijer, urologic oncologist and professor at Cornell University, speaking with surprising calm. He’s on his way to the Memorial Sloan Kettering Cancer Center, the world’s gold standard in oncology. His schedule is meticulously choreographed—surgery, meetings, research, teaching—but his voice remains relaxed, even warm. It’s clear we’re speaking to a man for whom excellence doesn’t preclude humility or kindness. He is a  Moroccan thriving  abroad, and quite literally changing the world.

The best doctor in NYC

Before making his mark in New York, Karim Touijer had already carved out an exemplary path. Born and educated in Casablanca, he graduated from the Faculty of Medicine in 1992. He went on to complete residencies in family medicine, general surgery, and urology at the University of Kansas Medical Center, then at the University of Arkansas for Medical Sciences. In 2002, he joined the Memorial Sloan Kettering Cancer Center, where he still works today as a specialist in urological cancers.

In parallel with his clinical work, he pursued a Master’s in Public Health at the Harvard T.H. Chan School of Public Health (2013–2015), one of the most respected medical institutions in the world, before joining Weill Cornell Medical College as a professor.

A Fellow of the American College of Surgeons and member of the European Academy of Urology—an elite group of just 75 top specialists worldwide—Touijer has authored over 200 scientific papers and 19 book chapters. In 2018, he was named one of New York’s Best Doctors by the Castle Connolly Top Doctors ranking, based on peer recommendations. He also appears in Marquis Who’s Who in America, which lists leading figures in medicine and research.

From Casablanca to New York: the journey of a real-lifesurgeon

Karim Touijer belongs to a generation of Moroccan doctors trained with old-school discipline: rigor, endurance, and resourcefulness. “It was the pre-internet era. For my thesis on multiple organ failure, I had to fly to Paris to access the medical school library. I came back to Morocco with kilos of photocopies. Ninety-nine percent of the papers were in English, so I translated them word for word. It took me a month! That’s when I thought—why not go straight to the source?”

The turning point came from a small article he’d once cut out of a youth newspaper, L’Opinion des jeunes, titled ‘Studying Medicine in the United States’ — just a mere  address and two short paragraphs tucked inside a book. That little piece of paper would change his life. He headed for America. Residencies, internships, publications—he climbed each rung without a deliberate plan.

Then he discovered the Memorial Sloan Kettering Cancer Center—“the Mecca” of oncology. He wrote directly to the chairman, “randomly,” as he recalls. “I was fascinated by a surgical technique that didn’t yet exist but was going to shape the future of urology: minimally invasive surgery.” The response came quickly. “It was a Tuesday; I was invited to meet on Thursday.” The meeting went well: he was offered a place to train in urologic oncology and help develop the field of minimally invasive cancer surgery. Two years later, just as he was about to join another university, MSK offered him a position. “That was an offer I simply couldn’t refuse—joining the Memorial’s team is a once-in-a-lifetime opportunity.”

Now a New Yorker for over twenty years, Karim Touijer has built his family life there. A father of two, he rarely talks about his personal life, but you can sense in his voice the same gentle discipline he applies to his work—a quiet desire to pass things on, both to his children and to his young doctors. His son, Ryan Mekki, studies molecular biology and is drawn to medical research. His daughter, Zahra Grace, studies economics and international relations.

Urology, the science of precision

“Urology isn’t just men’s gynecology,” he jokes. “It’s a fascinating surgical specialty that concerns both women and men.” It covers the kidneys, bladder, prostate, testicles, urinary incontinence, and male infertility. “It’s a complete discipline—both treatment and prevention.”

In 2024, he published a randomized clinical trial on 1,500 prostate cancer patients—a first at that level of scientific rigor. “For decades, surgeons removed the prostate and lymph nodes without clear evidence that it improved survival. We wanted to prove it scientifically, with a fully randomized protocol to eliminate bias. The results showed that a complete removal—prostate and lymph nodes—both reduced the risk of metastasis and significantly improved survival. It’s a major step forward for the field.”

But his signature project is one he began back in 2006: developing a fluorescent molecule that makes cancer cells “light up” during surgery. “We attached a nanoparticle to a protein specific to prostate cancer. When injected into the patient, it binds to the cancer cells. With an infrared camera, we can spot them—even those hidden beneath tissue.” He smiles: “It’s the surgeon’s GPS.” The technology, now in clinical trials, could revolutionize cancer surgery and open a new chapter in urology.

Science, conscience, and public health

Touijer remains deeply attached to Morocco, his home and anchor. He’s quick to acknowledge the country’s medical progress. “Moroccan doctors have nothing to be ashamed of. They’re excellent, well trained. I can see the progress—the integration of robotic surgery, the growth of the private sector, the level of commitment…”

He now defines himself as both Moroccan and a citizen of the world. “I’m Moroccan—that’s my foundation, my instinct.  But I also feel American, culturally francophone, and a bit Spanish, thanks to lifelong friendships. Identity is complex. We construct it t through relationships, travels, and influences. But our values—they stay the same.”

When asked about the GenZ212 movement—young Moroccans calling for fairer public healthcare—he shares an anecdote that stuck with him. “At Harvard, during my public health master’s, a professor asked: ‘Is health a right or a privilege?’ The Americans said, ‘a privilege.’ The Europeans said, ‘a right.’ The truth depends on a country’s political and economic context. But one thing is certain: investing in health and education is vital. It pays off in the long run.”

Prevention is the best cure

For Touijer, urology doesn’t end in the operating room. It’s also about dialogue, education, and connection. “The best treatment is prevention,” he says, calm but firm—as if stating an obvious truth.

He advocates HPV vaccination “for girls, but also for boys—because it’s an act of collective responsibility.” He stresses the importance of screening. From age 45, a simple prostate blood test can save lives. At 50, colonoscopies and colorectal screening become essential. For women, mammograms and regular Pap smears remain simple, vital weapons. “We don’t cure cancer by magic. We stop it from taking root.”

On smoking, he doesn’t hold back: “Tobacco isn’t a habit—it’s a disease. What infuriates me is that some cigarettes sold in Africa contain far more nicotine and harmful chemicals than those sold elsewhere. That’s pure industrial cynicism.” Urology sees the consequences first-hand: bladder and kidney cancers, chronic damage, preventable suffering. “Tobacco is poison, sold with a smile.”

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Medicine as the art of living well

Though he stands at the forefront of urological science, Touijer never loses sight of its human dimension. “Medicine is a science, but it’s also an art. The human side—that’s the art.” He speaks of empathy, psychology,and simply listening. “A vulnerable patient has the right to be anxious. Our role is to stand beside them. Humanity itself has a  placebo effect.”

He likens healing to a marathon: “The mind matters as much as the technique. A patient who keeps hope fights better.” At Memorial Sloan Kettering, he ensures spirituality has its place too—priests, rabbis, imams regularly visit patients. “The body is a machine, but the mind is the compass.”

Reserved about his private life, he rarely talks about anything beyond his work. Yet in the way he listens and chooses his words, you sense a man both grounded and deeply curious about the world. “Science keeps us humble. The more we learn, the more we realize what we don’t know. It’s methodical, rigorous, sometimes seen as cold—but it carries the same subtle intelligence as a flower: a perfect mechanism designed to attract pollinators, while offering beauty that moves us. That’s medicine—the meeting of scientific precision and human compassion. ”

And when asked whether he still believes in that quintessentially American dream of “eradicating cancer,” he exhales softly. “It’s a beautiful utopia. Cancer is part of life. What we can do is understand it, prevent it, catch it early. We can gain time—and quality of life. And that’s already a lot.”

Since September 28, Moroccan streets have been filled daily with young people who first organize online before meeting in person. Behind the movement, one collective has emerged: GenZ 212, the local manifestation  of a generation in flux worldwide, now counting nearly 175,000 members on Discord. The phenomenon resonates far beyond Morocco—from Nepal to Madagascar, Peru to the Philippines—but here it takes on a unique flavor. Their MO, however, is familiar: horizontal organization, biting humor, and creativity amplified by digital tools. The message? Out with the old world, in with a generation that refuses to be passive—with energy, flashes of brilliance, and a streak of naivety. Our editorial team tries to make sense of it all. 

Sketching the Gen Z profile: where they’re coming from

Born between 1997 and 2010, Gen Z has grown up online, where the Internet is its own ecosystem. Their instinct isn’t to “find a leader” but to open a server, launch an FAQ, set a time. Their language is visual and instant: short-form videos, subtitles, voiceovers, and punchlines designed to go viral. They distrust parties and unions, preferring fluid collectives where roles rotate.

What are their guiding principles?  Dignity, equal opportunity, true meritocracy, transparency. They’re fearless, sometimes to the point of recklessness, but it’s this raw boldness that gives them media impact and influence over public opinion. In Morocco, they’ve added their own twist: constant code-switching (Darija, French, English) and an ability to craft a language that works everywhere, from the neighborhood to the global TikTok.

What ignited the blaze?  Shared desperation and daily  realities

Three main grievances are universal: jobs and purchasing power (degree ≠ employment), corruption (lack of meritocracy ), and generational injustice (the previous generation pulled the ladder up from behind them)s). In Morocco, the blaze is fueled by specific, urgent factors:  healthcare, education, and the demand for decent public services.

While some write off their arguments as seeming entitled and merely a  generational whim,how can one speak of patience when inflation erodes purchasing power, the future seems blocked, and the planet overheats? For Gen Z, impatience is not merely a cultural trait—it’s a survival reflex.

Organization: “be water,” Maghreb-style

The mantra comes from Hong Kong protests in 2019: be water—fluid, elusive, appear, disappear, repeat. In Morocco, it manifests through  Discord/Telegram for logistics, TikTok/Instagram for impact. Horizontal doesn’t mean chaotic; it’s modular: rotating roles, temporary accounts, shared documents. They test, adjust, and relaunch like a startup refining its product. Thanks to the dual channels of WhatsApp/Stories, a single visual can traverse the country in an afternoon. The risk? Losing coherence and sending mixed signals.

Language, creativity, and humor: when pop culture becomes politics

Gen Z communicates in sharable references: One Piece pirate flags, Hunger Games salutes, Pepe memes repurposed—global symbols adopted because they’re instantly readable and easily replicated.

In Morocco, these icons blend with local flair: Darija, inside jokes, familiar sounds. The result is a hybrid language that breaks through political jargon and even rallies non-activists. Above all, this generation is a communication prodigy. It wields memes like others wield editorial power. In two hours, a video montage can rival a column. Memes democratize, lighten the mood, and accelerate messages. In the Kingdom, this skill is evident: instant remixes, reworked audio, fake tutorials, carefully timed subtitles. The joke, “last in public school, first in memes”, seems relevant here… andumor is one of their strategies.

Read also : LAMIAA DAÏF: FROM CASABLANCA TO SILICON VALLEY, THE MOROCCAN WOMAN REDEFINING FEMALE LEADERSHIP

What Gen Z wants (beyond the slogans)

Their demands are clear: decent healthcare and education, an end to nepotism,, institutions that provide more than lip service , measurable results, and a real seat at the table.  Gen Z doesn’t dream of “later”; it insists on now. Another key trait: an intersectional approach.

Climate, gender equality, social justice, diversity, individual freedoms—the struggles mix rather than rank hierarchically. But once the foundation is set, the horizon blurs: how to finance it, who governs, and how to organize?  The grievences are clear, but how to move forward less so. This is both the strength and limitation of this generation: a clear, immediate energy, but a long-term vision still in development.

The clash: real-time vs. long-term

The real divide isn’t ideological—it’s temporal. What they call “the old world” thinks long-term: procedures, caution, stages. Gen Z operates in real-time: horizontal, clear, tangible.  The former says, “wait,” the latter hears, “you’re stalling us.” Both sides have some truth to them: long-term thinking avoids structural errors; real-time action prevents stagnation.

Some brands dazzle. Others resonate. Manoyas is among the latter. Founded in Paris in 2023 by Yasmine Bakkali, this spiritual jewelry house cultivates a rare trait: giving beauty a deeper meaning. As for that  meaning, the designer spent years searching for , before finally revealing it through gold and gemstones. At first glance, it doesn’t look like she was destined  for the world of jewelry. But a closer look reveals her  career switch — after twenty-three years in strategic consulting and international finance — makes perfect sense.

A childhood passion

Let’s go back to the 70s. Yasmine is born in Rabat, to a Moroccan father and a Belgian mother. She spends the first eighteen years of her life in the capital. It is her mother who introduces her to jewelry. But this encounter with jewelry making  doesn’t start like a fairytale. “As a child, my mother dragged me through the souks and jewelry shops in search of beautiful pieces. I mostly did it reluctantly.” Yet, she began to develop a fascination with the little Fatima hands she collected.

“I had a whole array of them. The shopkeepers gave me lots. They were like dolls at a time when toys were scarce in Morocco. My sister was born six years after me and I didn’t start school until I was five. So, I grew up on my own, inventing stories. Today, you’d say I was a bit of a dreamer,” she laughs. What started as a quiet interest in jewelry turned over time into a deep passion. “For birthdays and Christmas, I only ever asked for jewelry.”

From finance to creation: the path of an awakened soul

In her teenage years, she dives into philosophy and begins to question the symbolism of jewelry. She is drawn to the hidden meanings behind jewelry making and certain iconic pieces, like Cartier’s Love bracelet or Dinh Van’s handcuffs. She dreams of applying to the Haute École de Joaillerie in Paris. Her father’s refusal is absolute. Business school it is. “I built a shell for myself to get through my studies, then to endure a career in cutthroat, male-dominated financial institutions that were anything but compassionate. I actually did quite well.”

But when your soul is constantly mistreated, the armor eventually cracks. Life’s curveballs and a severe burnout became the wake-up call she needed to reevaluate her life choices. “At 46, there were too many signs from the universe pushing me to finally listen to myself.” Her doctors forced her to stop. A year-long break to heal  led her to reflect on the meaning of her life. During a career assessment, her childhood dream resurfaced as an obvious next step. She chose to take a different path — to finally listen and bring to life a jewelry house with meaning.

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Jewelry as a path to transformation

Outside traditional industry circuits, Yasmine Bakkali creates Manoyas — a contraction of “les mains de Yasmine” (Yasmine’s hands) — as a tribute to the little hands she used to collect as a child. She builds a world inspired by her triple culture (Belgian, Moroccan, and French), her readings on Eastern philosophies, Buddhism, and her two years in India. “Having lived in different places has nourished  me. I’m never on one side or the other.” The result? Jewelry of the soul, poetic and deeply embodied. Each piece is a message. A vibration. A hand extended toward oneself — or toward something greater.

At Manoyas, it’s not just  about rings or pendants. It’s about talismans that should  be worn daily, like a silent affirmation of who you are or what you’re going through. As the designer puts it: “I tend to cling to little lucky charms that become anchors, embodying my fears. Each piece carries an intention through the stone that adorns it, its color, its shape. You choose your own as a reminder to yourself.”  Her creative approach also follows this philosophy: Yasmine Bakkali starts with meaning to find the design that expresses it — just ike the lotus, the brand’s emblem, symbolizing the resilience of a flower that grows in muddy waters.

Yet, the road from dream to reality is still a long one. Yasmine didn’t come from the jewelry world. “When I showed up in workshops with my sketches and my background, people looked at me wide-eyed.” Gradually, she connects with a retired master jeweler in Valence, France, who gives her a shot, impressed by her organization and product vision. He helps her craft her first prototypes. But when she looks for a larger workshop to complete the collection, doors start closing again.

Mounier & Bouvard: a decisive encounter

Like a homecoming, it’s in Morocco — land of artisans and traditions — that things finally move forward. A friend reminds her that jewelry there is also an age-old art. She reaches out to Hugues Renouf at Mounier & Bouvard, a jewelry institution in Morocco. Enthusiastic about her vision, he produces both collections in under two months. This partnership marks a pivotal step in the emergence of her talisman jewelry. Back in France, prototypes in hand, she launches her website in late 2023. Friends and word-of-mouth secure the first sales, followed by a few bespoke orders.

In 2024, for the first time she makes sales to complete strangers. Later that same year, a few pieces are displayed in a vintage boutique on Rue de Richelieu, Paris. But in France, the jewelry world is closed off.. “It’s hard to get listed. There are so many brands. They wait until you’re well known before giving you a chance.” To even dream of being in Parisian department stores, Manoyas must first go through specialized jewelry trade shows.

An asserted orientalism

At the same time, Yasmine decides to fully embrace her oriental touch. “In France, someone told me that one of my collections was ‘a bit ethnic’, while  I find it very stylized. So I chose to own that label  and move forward with Morocco and the Middle East, where the brand is very well received.” After a trade show in the Middle East, Manoyas was recently approached by Dubai concept store Poison Drop, where it will soon be available. In July and September, it will also be featured in two Paris jewelry fairs: ‘Precious Room’ and ‘Brilliant’,ith hopes of later reaching boutiques.

Today, Manoyas enters the very exclusive circle of brands represented by Mounier & Bouvard. The young brand’s creations are now on display in their three flagship boutiques: Morocco Mall and Maârif in Casablanca, and Méga Mall in Rabat. To celebrate this milestone, Manoyas hosted an event for its clients, muses, and partners on Tuesday, June 17th at Esthécare Casablanca. Organized by Shoelifer, the evening was themed around creation, transformation, and transmission. Manoyas unveiled its two collections, Les ManoYas and ÉponYme. A moment in the brand’s image: sincere, feminine, soulful, and an inspiring exchange about inner creativity and paths to reinvention.

Vibrant and embodied collections

The house’s two collections, Les ManoYas and ÉponYme, reflect Yasmine Bakkali’s vision. The first, directly inspired by the stylized Hand of Fatima, comes in five models (Balance, Serenity, Intuition, Strength, Sensuality), made of 18-carat recycled gold. Each piece is conceived as a constant reminder of a mindset — a living mantra: “Mantras, those sacred words that resonate within us, are much more than mere repetition. They act as constant reminders of our deepest intentions and awaken a positive energy within.”

Another signature line: the ÉponYme collection, built around the lotus, a universal symbol of rebirth. The designer explains it poetically: “Like the lotus emerging from water, it symbolizes the ability to renew oneself and reveal inner beauty despite obstacles.” Here, talisman jewelry combines gold with noble materials — blue ceramic, and fine stones like amethyst, topaz or citrine — each carrying a unique meaning.

A meaning Yasmine Bakkali long sought in numbers, performance, or internal dissonance — and ultimately found in jewelry. “I’m the product of things that don’t go together, of conflicting worlds. It’s in these small objects that I materialized my desire for peace.” Far from the surface glamour often associated with traditional jewelry, Manoyas isn’t just a brand. It’s a reconciliation.

Manoyas, at Mounier & Bouvard
29 rue Brahim Nakhai, Maârif, Casablanca
Morocco Mall, Casablanca
Méga Mall, Rabat

Photo (c) : Yasmine Bakkali

She checked all the boxes for a long time: two master’s degrees in finance, graduating top of her class at the University of Paris-Dauphine; a diploma from the highly selective Stanford Graduate School of Business; over a decade leading a major European private equity fund; and a strategic role at Apple, overseeing global development. But behind this flawless trajectory, Lamiaa Daïf experienced a brutal collapse—an autoimmune disease, a physical alarm signaling a body at its limit. This wake-up call  led her to reconsider everything.

Today, she is preparing to leave Apple at the peak of her career to embody a different form of success—more intrinsic , more aligned, more free. From this transformation emerged the Inside-Out model, a method she designed that combines coaching, art, strategy, and somatic intelligence, which she now shares through conferences, teachings, dance classes, and personalized support.

Moroccan at heart and by roots, Lamiaa Daïf is part of the inaugural class of Morocco’s 40 Under 40. Her country of origin remains central to her commitments. She aims to support the training of future leaders and entrepreneurs there, especially women, and to connect the Moroccan economic ecosystem to international markets.

Lamiaa Daïf embodies a new vision of female leadership: grounded, demanding, bold, yet deeply human. This is a vision she applies to  her own journey, transforming challenges into learning experience and experience into teaching moments. 

You have worked in high-level finance and now in tech, consistently navigating highly competitive environments. What triggered your shift towards focusing on the human, the intimate, and this quest for meaning?

The trigger was my body. I shared this in a TEDx talk: one morning, I woke up with a swollen face. Diagnosis: autoimmune disease. A violent physical alert that forced me to see what I refused to hear—my success was costing me my health, my joy, my alignment. This crisis gave birth to the Inside-Out model.

For years, I believed success meant accumulating titles, salary, social accolades. At 22, I was Moroccan, working in finance in Paris among forty-somethings with gray hair. I had been taught to perform. Since I was little, I have been passionate about dance. But in high school, my math teacher told me, “You’re too smart to be a dancer.”

There was this implicit choice: starving artist or accomplished businesswoman. Like many, I chose the latter.  But eventually, my body said no. Today, my model of success involves inner transformation. It’s what I live and what I believe in.. It’s not a magical switch but a deep and holistic process that integrates the body, emotions, beliefs, desires. It’s a form of female leadership that doesn’t pit performance against truth.

You’ve mentioned a silent burnout, bodily signals, a malaise that settled in despite a “perfect” success on paper. Is this kind of shift still taboo in elite circles, especially for women from excellence-driven backgrounds?

It’s still very taboo, even more so for women in male-dominated, elite environments where one must be perfect, exemplary, tireless. We internalize this pressure to the point of not even allowing ourselves to falter. I was harder on myself than anyone else. My body took over. It screamed for me to open my eyes. There’s also the weight of perception, especially for those from cultures where modesty is a value. Acknowledging malaise is sometimes seen as a betrayal.

I recently spent time at Harvard with students from the Arab world, and a concept kept coming up: FOPO, “fear of people’s opinions.” The obsession with what others will think—about our job, our choices, who we marry. It’s the perfect recipe for self-disconnection. Everything is measured by externally observable things, not by fulfillment, meaning, joy. So we constantly look outward to dictate what we should feel inside. Until one day, it breaks.

But it’s evolving. There’s a real generational shift. Millennials, like me, followed their parents’ model and then collapsed around 30. This led to burnouts, a quest for meaning, or unexplained illnesses. Gen Z, on the other hand, questions everything earlier. And female leadership is more accepted, and , with less guilt.

Would this transformation, this realignment, have been possible without a certain financial, cultural, educational stability? Can one always change life without a safety net?

The answer is nuanced. I don’t want to sell an idealized narrative. Yes, I had privileges: education, a loving family, a solid cultural background. But what allowed me to change my life wasn’t money—it was the courage to face my truth. I began my transformation ten years ago and I’m still continuing. Change isn’t about leaving everything overnight. The key is having the courage to acknowledge that things aren’t right, even if it’s uncomfortable, and gradually making space for new things. It’s a series of micro-alignments. Initially, these are invisible decisions from the outside. You have to set boundaries, learn to say no, dare to ask certain questions. You have to stop lying to yourself. One step at a time. The myth of the parachute jump is very rare. Changing jobs, for example, requires planning. You also need to surround yourself with the right people and listen to the right voices—podcasts, books…

Read also : LEADERS ON PURPOSE, MANAL BERNOUSSI’S INSPIRING PODCAST

You now work in a tech environment that aims to be more inclusive. Have you noticed real differences in terms of diversity, leadership, power dynamics between finance and Silicon Valley?

Finance remains very vertical, with old rules and power dynamics transmitted through the “good old boy network”.  Diversity is often seen as a box to check. In tech, especially in Silicon Valley, atypical profiles are more valued. I joined Apple without experience in the sector, simply because I brought a different vision. Inclusivity remains a challenge, but it’s being discussed—it’s no longer taboo. That’s already progress.

In my journey, what set me apart—being young, female, Moroccan—became a strength. Female leadership is also about learning to transform what we thought was a disadvantage into a strength.  Here, being intellectual, arty, different is almost an asset. They’re not looking for clones but for people capable of changing the world.

At Apple, you lead the global growth strategy for Mac and iPad. What does this role entail? Which skills serve you most daily—intuition, data, management, market vision?

I lead the global development strategy for these two products, aiming to grow our revenues and market share internationally. It’s a hybrid role, at the intersection of market analysis, consumer behavior, coordination between product, marketing, and sales teams. These are tools that transform our daily lives, and I take this responsibility very seriously. Leadership at Apple is very collaborative. Nothing is done alone. I work with teams worldwide, leveraging both data and intuition, and I’ve learned to ask the right questions at the right time.

I’ve been here for five years. My role has evolved significantly, but to be transparent, I’m going to leave Apple to launch my own business. I could stay—my job is incredible. I’m offered amazing opportunities, but this company, which I love, has also taught me the courage to dare and believe in myself.

You’re leaving Apple at your prime, somewhat like great artists?

Absolutely. And that took me time to learn—leaving in time before things end badly. We don’t need to wait for a crisis or burnout. What I’ve understood over time is that no matter the form my work takes, my driving force remains the same. It’s about fostering growth and evolution. Whether it’s organizations, people, or ideas, I’m always supporting a movement of transformation. And this movement is also that of dance. I want to put my skills, experiences, and expertise at the service of this dynamic, this vision.

Morocco often comes up in your narrative. What is your current connection with your country?

Morocco is my base, my roots. I left at 17 and have spent more time elsewhere than in the country. Yet, the connection was never broken. On the contrary, it strengthened with distance. It was by leaving that I understood what Morocco had given me—a human warmth, the ability to dream big even with little, a resilience that carried me to Paris, New York, Stanford, Apple…

Today, I feel a natural, intrinsic  responsibility to contribute. This year, I joined the Morocco under 40 program with 39 other global Moroccans. We’re working on the country’s future—innovation, education, entrepreneurship. I’m starting to speak at conferences with leaders and students about mental health, the quest for meaning, and female leadership. These spaces are transformative. I want to play an active role in supporting talent, investing in local projects, and creating bridges with the international community.

There’s much talk about AI, very short innovation cycles, fierce competition in tech. How do you stay aligned in such a fast-paced environment? Do you still allow yourself to slow down?

It’s not only possible but necessary. Slowing down is a strategic act. I’ve learned to create alignment spaces through walking, dancing, silence, writing… It’s what keeps me connected to myself.

I live in California, where, like in Morocco, the environment helps. We have the ocean, nature, and the sun! But I’m far from the “clean girl” on social media. I’m human. 80% of the time, I take care of myself, and sometimes it’s Netflix, Instagram, and ordering food online. And that’s perfectly fine. I’ve understood that pleasure doesn’t need to be earned. It’s part of the balance.

You teach, you’re a business angel, you dance, and you develop leadership frameworks. How do you manage these multiple facets without losing focus? And how do you choose your priorities today?

For a long time, I believed you had to choose. In reality, my superpower is to unify. My common thread is the transformation of people, ideas, and organizations. Whether I’m building a strategy at Apple, coaching a leader, or speaking at a conference, I activate potential, bring clarity, and provide tools. That’s what keeps me grounded. Balancing ambition with inner reflection is also a form of female leadership.

I’m very structured: I organize my schedule like a conductor, allowing for empty spaces to create and breathe. For each project, I ask myself: does this feed my mission? If the answer isn’t a clear yes, it’s a no. I don’t try to do everything. I do what matters.

Your Inside-Out model assumes that change starts from within. But how do you apply it in contexts where external constraints are strong, even overwhelming?

Precisely in the most constrained environments, this model becomes crucial. It’s not an idealistic philosophy but a method that begins with a simple, often overlooked awareness. When what used to work no longer does, adding tools isn’t enough—you need to transform your approach. I’ve supported business leaders, women changing careers, technical profiles, and startup founders in crisis situations. The common thread is always the same: the feeling of losing clarity, being stuck, and having tried everything.

That’s when you go back to basics—reconnecting with yourself, understanding your fears and contradictions, and regaining a form of inner authority. Only then do decisions aligned with this inner awareness emerge.

What place does failure have for you today?

I no longer fear it; I respect it. Failure brought me back to essentials: humility, truth, presence. When everything falls apart—whether it’s career, health, or relationships—you can no longer pretend. For me, that’s where I found my true strength.

Failure is not an end. It’s a mirror. What matters is what you make of it. You can choose to close yourself off or open up. The most powerful journeys I’ve undertaken all share one thing: failure was a springboard. And in a path of female leadership, learning to draw strength and clarity from failure often changes everything.

And what about dance?

Before, I danced to impress, to perform. Today, I dance to feel alive. To express what words cannot say. I’ve explored all styles—from classical to hip-hop, jazz, contemporary, afro, and latino. But what inspires me most is true movement, surrender, vibration. I teach classes in California on weekends. I often say I’m not here to teach others to dance like me, but to help them rediscover their own body language. Dance is my first language, my inner compass. When everything shifts, it brings me back to myself.

And success—what does it look like today?

For me, success is no longer about ticking boxes. It’s about being at peace with my choices, saying no without guilt. Living without betraying myself. It’s choosing my projects, taking care of my health before it stops me, and dancing on a Monday morning. Success is also collective. Receiving a message from a woman saying, “Because of you, I dared,” is more powerful than any title. Maya Angelou said it perfectly: “Your legacy is every life you touch.”

Do you remember the stunning high-jewelry necklace worn by Julia Roberts in Pretty Woman? Or the Pain de Sucre rings with interchangeable stones, launched to great acclaim in 2011? That’s right… Force 10 may be the jeweler’s most famous piece, but its history goes back much further. It’s a family saga that began in Buenos Aires and continued across the world’s most beautiful destinations—with the French Riviera topping the list. Both fresh and sun-kissed, modern yet rooted in traditional jewelry craftsmanship, Maison Fred—part of the LVMH group since 1995—has remained deeply human. And it’s this heritage, in all its humanity, that Valérie Samuel shares with us.

She represents the fourth generation of jewelers in her family. And the passion is clear—in her eyes and in the tone of her voice! It’s a family business, yes, but above all, a story of legacy. As a little girl, Valérie spent her Saturdays at the Rue Royale boutique, rummaging through drawers filled with precious stones and wandering into the vault. “A real candy store!” says Valérie, adding, “I was born into this world.”

Freedom in Its DNA

Her great-grandfather was already a jeweler in Argentina, and her grandfather, Fred Samuel, founded the house in Paris in 1936, later joined by his two sons, Jean and Henri—Valérie’s father. When she joined Fred in 2017 to take the reins, she was immediately appointed Artistic Director and Vice President, with a mission to bring the founder’s DNA to life while anchoring the brand firmly in modernity. A true challenge for a house with such a distinctive name, synonymous with quality and a close relationship with its clients. “Our brand carries the first name of its founder. That’s powerful,” Valérie says.

“At Fred, we design everyday jewelry—pieces meant to be worn freely, by both men and women,” she explains. Versatility and freedom are at the heart of the house’s spirit, as reflected in playful, interchangeable collections like Force 10 and Pain de Sucre, which adapt to your mood or the occasion. But the story of modularity goes back even further. “In the 1960s, we designed transformable tiaras for the royal family of Nepal. The central piece could be worn as a necklace, the side elements as brooches, and the more extreme parts as earrings. This kind of versatility has always been in our DNA—with a bonus: the ability to transform your pieces yourself, easily,” Valérie says with a smile.

More Than Jewelry—It’s an Energy

Creative audacity has always been a constant at Fred. As early as the 1930s, her grandfather Fred Samuel introduced cultured pearls—a revolution at the time. Later, Force 10 was born of love and imagination: a bracelet designed by Valérie’s father, a sailor, made from marine cable, as a gift to his wife. Mixing steel and gold was groundbreaking then—and still true to the founder’s vision, who signed his business cards Modern Jeweler Creator.

This guiding thread—summed up as innovation, freedom, and emotion—runs through every Fred creation. “It’s not just a piece of jewelry; it’s an energy,” says Valérie Samuel. Fred isn’t a fabricated name—it’s a soul, a sunny state of mind that speaks to every generation. “People give a Fred jewel for a graduation, an engagement, a birthday… it marks life’s big moments.”

Playing with Emotions

Staying true to that spirit, Valérie continues to enrich the collections—from everyday pieces to sophisticated sets—like the latest, Monsieur Fred Ideal Light, a High Jewelry collection infused with that same joyful spirit and, without sounding repetitive, with true strength. This is evident in the choices of both shapes and stones she uses in her designs. “It’s not about rarity—it’s about vibration. Each gem moves me differently. My job is to play with emotions.”

Today, Maison Fred continues to shine and has set up shop in Casablanca—its first boutique on the African continent. This is a  move that makes perfect sense to Valérie: “Casablanca is a sunny, dynamic city that shares our state of mind. At Fred, we speak to a joyful, spontaneous, multigenerational clientele. What we sell is emotion—a craving for light and freedom.” Exactly.

Zineb  has always known that one day she would pursue creation, whether in fashion or design, it didn’t matter. “It was always there, somewhere inside me,” says Zineb Boutaleb. She dabbled in many things before founding Casatribana, the interior decoration and art of living brand, three years ago. At first glance, nothing seemed to lead her toward design. Born into a family of doctors and financiers, this true Casablancan flew, after a conventional education, to George Washington University in Washington to study finance.

At 23, with her diploma in hand, Zineb Boutaleb returned to Morocco. The goal: a career in banking. The ranks were ready to be climbed, family expectations were met, and a managerial career loomed on the horizon. But the little girl inside her who used to gather fabric scraps to make clothes for her dolls with her small sewing machine whispered a different tune in her ear. “When I was a child, I spent my time rearranging the spaces in my parents’ house, moving furniture around, changing paintings on the walls,” she explains.

A successful career change

The transition into the creative world occurred gradually, starting with franchises in decoration and fashion. By Malene Birger and Belair were among the ready-to-wear brands she introduced to Casablanca. This  reflected her style, already defining Casatribana’s signature: bohemian and chic. Because Zineb Boutaleb is also a fashionista with sharp taste, whose entourage draws inspiration from her. “I got into fashion because people always told me they loved my looks. I’ve always had a style of my own, very eclectic. I can be boho one day and preppy the next. I love following my heart, having fun creating unexpected mixes, figuring out how to put everything together so that the result is interesting. The key to my style is mixing, just like in decoration with Casatribana.”

Her entry into interior architecture, 15 years ago, was the key step in her career change. Her experience with Maison de Famille, a French décor company with an immersive concept, where she introduced the franchise to Casablanca, was particularly formative. “The showroom was designed like a house where you walk through the rooms. It’s based on this model that I would like to see my own brand evolve one day.” During this period, she collaborated on hotel projects in Morocco, renovating Sofitels, among others, alongside seasoned architects from whom she learned a great deal.

Through her experiences, guided by her creativity,  Zineb trained on the job, far from academic studies. And she trusted her instincts: as she says, “I only go by feeling.” As for marketing, she learned  by working with professionals sent by the brand she was working with to arrange window displays. She enjoyed it and eventually put her skills to work for other brands. Alongside her learning experience with brands, the young woman created her own interior design agency, Studio Z, nine years ago. “I help my clients and real estate developers with the design of their interiors, whether it’s villas or model apartments.”

Tribal quest

Guided by sharp instincts and encouraged by those close to her who spotted her talent before she did, the idea of transferring her bohemian spirit into the world of interior design began to take shape. It was during a walk in the Medina of Marrakech that Zineb Boutaleb had her breakthrough moment: “That day, I rediscovered the richness of our local craftsmanship.” Why not reinterpret these treasures through her own vision, drawing inspiration from her travels in South Africa, Indonesia, and Turkey? Not to mention her experience working with fabric designers.

A first collection was born almost on a whim. “I was offered the chance to do a pop-up in Casablanca. I spread my cushions on a big table, as if I were in a souk. And I sold everything! I couldn’t believe it. It made me want to keep going.” In 2022, she launched Casatribana. “The word ‘casa’ (house in Spanish) evokes a familiar place. ‘Tribana’ infuses it with artisanal elements and tribal influences. This mix suggests that each item is not just a product, but a carefully crafted piece that tells a story and brings warmth, tradition, and a touch of exoticism to every interior,” says the creator, who defines herself as a “nomad.”

The brand’s identity? A true way of life. It’s  bold mix of fabrics sourced from all continents: ikats from Indonesia and Uzbekistan, wax prints from Ivory Coast, Moroccan wool, layered in a joyful blend of materials, colors, and patterns. Zineb is keen on offering limited editions, responding to the public’s demand for uniqueness. “Each cushion collection, for example, only includes six pieces, made from natural and artisanal materials in small quantities, making each item almost unique.”

The designer emphasizes the story that each piece tells, a real journey through cultures — an  identity that offers clients the possibility to create their own combinations, always with raw, natural materials, such as raffia, wool, velvet, and cotton in artisanal and tribal patterns. She replicates this process for her table sets, dinnerware, and lampshades collections.

As for the creative process, it, like everything else, is about feeling. “I buy things I fall in love with, and once at the showroom, I mix the fabrics.” The brand’s color evolution, from a muted and earthy palette to more vibrant tones, happens as she discovers new textiles.

A moroccan adventure

Although the creator’s inspirations transcend borders, Casatribana remains a brand with strong Moroccan roots. “It’s a tribute to local craftsmanship, whose inspiration and production are deeply rooted in Morocco.” Zineb Boutaleb is passionate about showcasing the craftsmanship of Moroccan artisans: embroiderers, ceramists, upholsterers, etc.  “Each piece alludes  to Moroccan culture and celebrates cultural diversity.” The originality of Casatribana is in this unique blend of styles, both “bohemian chic, Moroccan, and tribal.” Its  audacious and distinctive approach,  especially when many interior design brands in Morocco still stick to reinterpreting the classics.

Since the cushion collection presented at the Casablanca pop-up, the brand has expanded its reach, notably with ceramics for which Zineb Boutaleb hand-designs the patterns. A new collection is scheduled for January 2026. Another important innovation for Casatribana: the development of its own fabric collection in collaboration with a European publisher, aimed at tableware and small furniture, with the motifs from the collection as the guiding thread.

Three years after the launch of Casatribana, born “from a wish” and above all “to have fun,” the designer has proven her talents not only as a creator but also as an entrepreneur. Thanks to an international approach aimed at design professionals, the brand has managed to respond to the global enthusiasm for the boho-chic spirit in interior design, offering exclusive and high-end pieces. Based in Marrakech for two years, Zineb Boutaleb benefits from the city’s international openness as a source of inspiration and a place for exchanges. “I mainly sell to European clients via platforms like El Fenn in Marrakech and also export to Portugal.”

After an intuitive launch, the designer is now well-supported to develop her presence in the European market through participation in trade fairs and mastery of production and logistics. The United States isthe next step. In the meantime, Zineb Boutaleb focuses her energy on designing her catalog and organizing photoshoots to support her expansion abroad. And she welcomes guests at her showroom in Marrakech, by appointment only. A word to the wise…

Casatribana
N° 304, Q. Industriel Sidi Ghanem. Bâtiment Maison Nicole, 2nd floor, Marrakech
By appointment only.

Casablanca: Villa Carl Ficke, a memory capsule of the city

Casablanca has a new gem for history lovers. Opened in late February 2025, the Casablanca Memory Museum traces the city’s history from the early days of Anfa to the Art Deco era and even its football culture. Housed in Villa Carl Ficke—a stunning architectural jewel reminiscent of an Italian palace built in 1913—the museum offers a deep dive into the city’s past. The villa has changed hands over the years, belonging to Germany, then France, and finally Morocco, and now hosts historical documents and works from the Casablanca School of the 1960s and 70s. The restoration of the once-abandoned villa and its gardens was led by Moroccan architect and anthropologist Salima Naji, who also introduced the country’s first “material library,” showcasing the secrets of heritage conservation.

During Ramadan 2025, entry to the Casablanca Memory Museum is free.

Rabat: The Chellah site, a journey through time

Reopened in 2024, the Chellah is a must-see historical site in Morocco’s museum capital. Spanning over 7,000 square meters, it offers a glimpse into 2,000 years of history, from the Roman ruins of Sala Colonia to the medieval Merinid necropolis. Visitors can wander through the remains of the Khalwa Mosque’s grand arcades and the fortress walls, punctuated by 23 watchtowers, which enclose a vast garden designed in the 20th century by architect Maurice Tranchant de Lunel. Towering above the ruins, white storks have made this historic landmark their home. For budding archaeologists, the Chellah remains an active excavation site, where new discoveries continue to be unearthed. 

One of the biggest additions since its reopening is its culinary offerings. The Patio restaurant now occupies the former palace foundouk, while the Ciconia café provides breathtaking views of the gardens, with a menu curated by Chef Hicham Aouad. Throughout the year, the Chellah hosts cultural events such as the Jazz au Chellah festival and Mawazine.

For Ramadan 2025, the Chellah is one of the museums in Morocco featuring a special program, “Celestial Nights,” with pottery workshops, nighttime photography sessions, and a specially crafted  ftour menu.

Marrakech: A world of beauty at the Museum of Adornment Arts

One of the most visually striking museums in Morocco, the Museum of Adornment Arts, opened in winter 2023, is a true masterpiece. Designed by renowned Franco-Lebanese architects Michel Charrière and Joseph Achkar, the museum is housed within a collection of riads in the Kasbah district, near the Badii Palace and Saadian Tombs. Centered around an octagonal courtyard that floods the space with light, it showcases the remarkable collection of Swiss art lovers Marlène and Paolo Gallone.

Over 40 years, the couple amassed thousands of pieces, 3,000 of which are displayed at the museum. The three levels, with exposed brick walls and polished concrete floors, are bathed in dim light, making the adornments, ornaments, and ceremonial garments stand out. Each item was chosen for its “emotional power” and originates from Africa, Central Europe, and Asia.

The top floor houses one of Morocco’s most extensive Berber jewelry collections, presented on a striking background—a river of minerals displayed under glass, symbolizing the natural inspiration behind these rare pieces.

The museum’s rooftop terrace, designed by Panpriape, a landscape design firm specializing in ecological gardens, features Shams, a café-restaurant blending Levantine and Mediterranean cuisine, with an unrivaled view of the Atlas Mountains and the Koutoubia Mosque.

Read also : JEWELRY: MIMIA LEBLANC UNVEILS SHAAD, IN COLLABORATION WITH MADIHA CHEBAA

Tangier: Donabo Botanical Gardens, a seaside sanctuary

The Donabo Gardens, a public botanical park founded by private owners, opened in 2022 as a heartfelt family tribute. For co-founder Lalla Malika El Alaoui, the space is filled with memories of her late father. Years later, she transformed the family land into an open garden for all to create new memories together.

With the help of Paul Belvoir, a British artist and decorator who fell in love with Tangier, they designed this exceptional space overlooking the sea. Nestled along the Cap Spartel road, within the Rmilat forest, Donabo Gardens is dedicated to organic cultivation. Flowers, fruits, vegetables, herbs, trees, and shrubs make it a sensory museum of local and international flora.

The Mint Labyrinth leads to the Japanese Garden, complete with a pond and a small stone bridge, before opening onto the rose garden and vegetable patch. The latter supplies the Donabo Gardens café-restaurant, which serves seasonal dishes, as well as the shop, where visitors can find artisanal preserves and jams. This one-of-a-kind museum also hosts cooking classes, Andalusian music concerts, and lectures. A particular highlight is the annual Tomato and Chili Festival in summer, which celebrates these plants in all their uses. .

Fes: Al Batha Museum, a palace of dreams

A beloved landmark for both locals and tourists, the Al Batha Museum is one of Morocco’s recently reopened cultural treasures, welcoming visitors again in February 2025 after years of restoration. Once a royal palace of the Alaouite dynasty, this stunning Hispano-Moorish residence—modeled after the grand Andalusian palaces—has served many purposes since its construction under Sultan Hassan I. It was the childhood home of Sultan Moulay AbdelAziz, who later experimented with early photography here. During the French Protectorate, it became an ethnographic museum in 1915 before being classified as a national monument. Today, thanks to Morocco’s National Foundation of Museums, it has been transformed into the Museum of Islamic Arts, featuring an extraordinary collection.

Fes is renowned as the capital of traditional craftsmanship, and the Al Batha Museum pays homage to this heritage. Out of the 7,000 artifacts it holds, 700 masterpieces are on display, ranging from astrolabes to beautifully calligraphed manuscripts. One of the highlights is the rare “Adouate Al Andalous” minbar, one of the few preserved examples of its kind in the world. But the showstopper is undoubtedly the room dedicated to Moroccan ceramics, showcasing exquisite examples of the famous “Fes blue” pottery.

Adding to its charm, this vast palace is surrounded by a magnificent garden, perfect for a leisurely stroll. Paved with intricate zellige mosaics, the pathways lead to a towering, century-old green oak tree, with several shaded resting spots by the fountains. In springtime, jacarandas and mimosas bloom alongside palm trees, orange groves, and aromatic plants, creating an oasis of tranquility.

Picture (c) : Monde des Arts de la Parure 

What better way to escape than diving into a great  books 2025 ? Lucky for you, slow living is in, and Ramadan is the perfect time to get lost in a book. Shoelifer has put together a selection of its favorite new releases—all published in 2025, except for Abdellah Taïa’s novel, which came out in August 2024. What do they all have in common? They each explore Moroccan society and its contradictions.

J’emporterai le feu, by Leïla Slimani 

Among the 2025 book releases, the latest installment of Leïla Slimani’s post-colonial Moroccan saga is an obvious choice. J’emporterai le feu follows the third-generation members of the Belhaj family, Mia and Inès, born in the 1980s. Like their grandmother Mathilde and their mother Aïcha before them, these two sisters crave freedom. In France, where they go to study, they experience the loneliness of exile, societal prejudice, and sometimes even racism. They must learn new cultural norms to carve out a place for themselves.

Like the previous volumes in The Country of Others trilogy, this new novel explores the relationship between the individual and the collective, women’s rights, social pressures, and sexual freedom. A Goncourt Prize winner for Chanson douce in 2016, Leïla Slimani once again draws on her family history, examining female figures and personal identity.

Available at Livre Moi.
Price: 300 DH

La Hchouma, by Dounia Hadmi 

Journalist and author Dounia Hadmi’s debut novel, La Hchouma, takes aim at the hypocrisy and pretenses of our society. Inspired by her own experiences, this 2025 release tells the story of Sylia, a young student from Rabat’s bourgeoisie who moves to France to study journalism. In Morocco, burdened by social and family expectations, she feels misunderstood. From a young age, the word hchouma (shame) has shaped her life: it’s shameful to show her legs, shameful to dress a certain way, shameful to laugh too loudly,etc.A deep-rooted sense of shame ends up defining her relationship with her body and those around her.

In Paris, where she expected more freedom, she faces the trap of cultural stereotypes. When she joins Libération, she is fully integrated into the newsroom—without ever seeking this “validation.” Sylia doesn’t fit into any predefined category. She is not the child of working-class immigrants; she comes from an affluent background, eats pork, drinks alcohol, and wears short skirts. More broadly, Dounia Hadmi paints a nuanced portrait of Moroccans with dual identities and the diverse realities of North Africans.

Available at Livre Moi.
Price: 250 DH

Je me regarderai dans les yeux, by Rim Battal

Je me regarderai dans les yeux is the first novel by poet Rim Battal, recently published by Bayard. This deeply personal and autobiographical narrative is inspired by events from her teenage years. At 17, while casually smoking a cigarette by her bedroom window, Rim provokes her mother’s fury. Fearing further punishment, she runs away. When she returns home, her mother forces her to undergo a virginity test. Lying on a gynecologist’s table, legs apart, she is subjected to a painful (and above all, humiliating) examination to prove that she has never had sexual relations.

This “small transgression,” which hardly warranted such an extreme reaction, fuels a deep sense of injustice in the young narrator. From this traumatic experience, the rebellious teenager draws a new strength—one that will shape her relationship with society and, more importantly, her identity as an emerging artist.

Available at Livre Moi.
Price: 210 DH

Ils se sont tant aimés, by Tahar Ben Jelloun 

In Ils se sont tant aimés, Tahar Ben Jelloun explores the ups and downs of long-term relationships. This is the second volume of The Lovers of Casablanca, picking up 15 years later with Lamia and Nabil. Nabil is a doctor, Lamia a pharmacist, and together they form a seemingly solid couple raising three children. But their stability is shaken when Lamia falls for Daniel, a notorious womanizer. She then asks for a divorce.

After years of love, marriage, betrayal, and divorce, they eventually reunite. Together, they must learn how to reinvent their relationship to make it last. This ongoing effort is at the heart of Ben Jelloun’s novel, set in a society caught between modernity and tradition. Through the ebbs and flows of desire and the daily work required to sustain it, the author examines both the strengths and vulnerabilities of a couple facing the passage of time.

Available at Livre Moi.
Price: 270 DH

Le Bastion des larmes, by Abdellah Taïa 

Abdellah Taïa’s latest novel (his eleventh) revisits his signature themes: Morocco, family relationships, and homosexuality. Following his mother’s death, Youssef (the author’s fictional alter ego) returns to Salé, the city where he grew up, endured suffering, and lived with his six sisters and two brothers. After a quarter-century in exile, the ghosts of his past resurface: his childhood friend and lover, whose fate ended in tragedy; his deceased mother; and the abuse and sexual violence he endured as a child. Back in the impoverished neighborhood of his youth—where he experienced both hardship and pain—he attempts to exorcise his demons while questioning his identity and place in Moroccan society.

This powerful and deeply intimate novel swings between brutality and poetry, blending nostalgia with rage.

Available at Livre Moi.
Price: 270 DH