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.

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.”

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

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.”

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.

In 2021, after 18 years in the corporate world, Manal Bernoussi decided to leave it all behind to focus on her true passion: personal development and sharing inspiring experiences. Through her podcast Leaders on Purpose, streamed on YouTube in both French and English, she gives a voice to leaders from all walks of life. She highlights their humanity and their quest for meaning, beyond professional success. In solo episodes, she also shares her own life lessons,  the challenges she has overcome, and the tools that help her along the way.

Four years and fifty episodes later, the podcast has found its audience in Morocco and across 57 countries, bringing together thousands of listeners for each episode. In this interview, this “soul in search of meaning,” as she likes to call herself, reflects on her journey. She shares her thoughts on the importance of personal development, the impact of words, and her drive to build bridges between cultures.

Today, as a moderator at major international events and founder of Leaders on Purpose, you have also had a remarkable career in the private sector. Can you walk us through the key milestones of your journey? 

I was born and raised in Morocco, and I’m proud to say that I am a product of the Moroccan education system. After studying engineering in Lyon, I worked in France for six years. In 2010, I made the decision to return to Morocco at a pivotal moment when Casablanca Finance City (CFC), Casablanca’s financial hub, was just launching. I had the opportunity to join this entrepreneurial adventure from the ground up. At the time, there were only three of us, giving the experience a true startup spirit where everything had to be built from scratch. I spent nearly 13 years at CFC, taking on various roles and growing with the organization’s needs and opportunities.

My responsibilities led me to establish international partnerships with other financial hubs, represent my institution on a global scale, and promote Morocco and the African continent. It was during this time that I began to feel a calling for public speaking and exchanging ideas. . Meanwhile, I also pursued an MBA at Africa Business School and Columbia University—an incredible opportunity to return to the classroom.

After 18 years in the corporate world, you decided to walk away. What was the turning point? 

I always had the idea of entrepreneurship in the back of my mind, a desire to leave a different kind of impact. COVID-19 was the catalyst. It was a profoundly challenging period, psychologically heavy, where I sought positivity in a sea of negativity. I started listening to a lot of podcasts—mostly Anglo-Saxon, but also French. I saw the impact they had on me, how much they soothed me. That’s when the idea took root: why not bring this kind of content to Morocco?

Can you explain the choice behind the podcast title, Leaders on Purpose? 

The word “leader” is incredibly inclusive. It has an empowering connotation, giving everyone the ability to reclaim their own power. We can all be leaders. We lead a family, a business, a team—or at the very least, we lead ourselves. This podcast shines a light on executives, entrepreneurs, and changemakers. The phrase “on purpose” reflects a deeper intention, a vision that goes beyond personal success. These leaders are aligned with their values, with the humanity in all of us. They embody the powerful idea of conscious, authentic, and engaged leadership.

How do you select your guests? 

To me, leaders are people who, beyond their professional achievements, strive to leave a mark and contribute to something greater than themselves. I started by inviting people who had an impact on my life, on my journey, and whom I wanted to share with a wider audience. I am a highly intuitive person. Some things simply can’t be explained. Each invitation is driven by a human connection, an inspiration, or a significant moment.

As for the editorial approach, I make a point to balance men and women, Moroccans and international figures. Ultimately, my hope is that these conversations ripple out into different groups, communities, and families, creating a domino effect of inspiration.

How do you explain the success of this podcast? 

We all crave authenticity. We all want to drop the masks, to stop playing roles, to live in peace. I think that’s what brings us together. When we engage in meaningful conversations, we remove the facades, embrace vulnerability, and open up about our failures. What grounds us in this unpredictable world is our shared humanity. I believe it’s deeply reassuring to recognize the human side in others—it nourishes something fundamental within us. Perhaps that’s why the podcast resonates. I am incredibly grateful for that.

Have you become the leader you aspire to be?

 It’s a lifelong journey, a continuous learning process with no definitive destination. At the beginning of my career, I had built a wall between my professional and personal life. Somehow, I had internalized the idea that a leader had to be this poised figure in a suit and heels, shaking hands, working, and then going home to live an entirely separate life. When I compare myself now to who I was back then, I see the immense progress I’ve made. I look back at my past self with a great deal of kindness and love.

Over time, I’ve realized that true impact comes from authenticity. People are more likely to follow you if you are your whole self, not just playing the role of a boss. This shift is also societal—where once job security and basic needs were the priority, today, people seek self-fulfillment. They expect leaders to provide vision and purpose. When that happens, respect and engagement naturally follow.

You are also a dedicated citizen, involved in the 40 Together project for orphans and in promoting women in business through Mentor’elles and We4She. Has being a woman ever been an obstacle in your career? 

The real barrier is our own self-limiting beliefs. I have never been denied an opportunity because I am a woman. I have always had male mentors who believed in me. My commitment to gender diversity comes from a deep conviction that our country cannot afford to sideline half of its talent. It’s like trying to fly a plane with one broken engine. The fact that Morocco ranks 136th out of 146 countries in the gender equality index is unacceptable. There’s a paradox: Morocco is increasingly prominent on the global stage, yet it struggles to fully mobilize its female workforce.

It is well-documented that if we engaged both men and women equally, our GDP would rise by 20-25%. The real issue lies in stereotypes about women’s roles. The worst part is that women themselves believe they must choose between family and career. This is why the podcast is so inspiring for young women—it provides role models who prove that balance is possible.

You often talk about the power of words. Have certain words shaped your journey?

When I was about five or six years old, I was at my grandfather’s house. He was a true Moroccan patriarch, full of dignity and wisdom, a man of few words—but when he spoke, it was always meaningful. I overheard him tell my father, “Take good care of this little girl. She has something special. She’s going to do great things.” That moment made me realize the impact of words—how they can either build confidence or destroy it. Those words made me feel supported. They instilled in me an unshakable belief that nothing is out of reach if you put in the effort and intention.

I imagine that reaching this level of awareness requires deep introspection… 

The greatest gift you can give yourself is to start working on yourself. Once you embark on this journey, it’s hard to turn back. I started my personal development journey around 2014. You know how it goes: it begins with a small seminar on non-violent communication, then a breathing workshop, then a corporate coaching training. Little by little, a whole new world opens up, with human connection as the common thread. It’s about cultivating empathy, active listening, etc. These soft skills, which are often underdeveloped in academic programs, are essential for navigating life. No matter how brilliant your academic background is, it’s not enough to help you face life’s challenges. The corporate world can be tough.

In a conflict you have two choices: stay focused on the other person’s mistake or take back your power and choose to see the situation differently, moving beyond your ego. It’s a continuous learning process. That’s why I enroll in a training program every year. My podcast also nurtures this mindset: how to recondition yourself to become the best version of yourself. That’s why I alternate between solo episodes and interviews. When I’m alone, I share how personal development impacts me.

After all this work, who is Manal Bernoussi today?

 It’s funny because I often reflect on this question. I believe in the power of words, and I’m mindful of what follows “I am.” I am a mother, an entrepreneur, a former executive, and proud of it. I am also a wife, a sister, a friend. These “roles” are different facets of my personality. Why does society force us to prioritize just one? I don’t want to choose or be put into a box—it limits my potential. Roles change and evolve, but my desire to create and learn remains constant. I am a being in search of meaning and continuous growth. That is my deepest conviction.

What is your anchor, the force that allows you to overcome obstacles? 

I am very religious. I firmly believe that every event is part of a bigger plan, even if we don’t always understand why. This belief brings me great serenity. My faith is my pillar.

Do you think we all need an anchor to get through life’s challenges? 

Regardless of your beliefs, you need a stable reference point in a constantly changing world. Your anchor cannot be based on fleeting roles or material possessions. You must find a deep-rooted anchor that, no matter life’s ups and downs, reminds you of who you truly are.

What will happen to humanity in the age of artificial intelligence? 

I understand the concerns it raises. As an eternal optimist but also a realist, I choose to believe that we should harness the strengths of artificial intelligence to enhance human potential. No robot will ever replace what we are doing right now—having a conversation, connecting with each other. Until proven otherwise, the essence of being human lies in our emotions.

You work silumtaneously as a moderator and master of ceremonies at Moroccan and international events. Do your two activities complement each other?

 This role is fully aligned with my mission to create connections—connections between ideas, between people, between Morocco and the international community. Additionally, I have expertise and experience from my twenty years in the corporate world, allowing me to engage in discussions on various topics with business leaders at events. So, I nurture both aspects of myself: the content that comes from my education and experience, and the other part of me that is deeply connected to personal development. My goal is to build a bridge between these two worlds.

What are your plans for 2025? 

The evolution of my podcast is closely linked to my personal and professional growth. In 2025, I have some exciting encounters lined up. I’m thrilled to announce that Thierry Janssen, a renowned Belgian author and former surgeon, will be joining us to discuss the concept of maintaining the right mindset. At the same time, I’m also working on entrepreneurial projects in the tech industry.

You always end your interviews with three questions for your guests. I’d like to do the same to you.  What’s the best advice you’ve ever received? 

The best advice I’ve ever received is to trust myself and stay true to who I am—to avoid playing a role because all the roles are already taken. My role is unique. It’s by being yourself that you can make an impact.

And who gave it to you? 

My father, may he rest in peace, had unwavering faith in the crazy ideas I shared with him. He always encouraged me to stay true to myself and be authentic. Authenticity is a key word for me—it holds great meaning in my life.

What’s the worst advice you’ve ever received? 

“Stay where you are, you already have a great job, you seem to have it all. Why take the risk of starting your own business?” If you have a little voice inside you speaking to you, listen to it. It’s there for a reason; it’s there to guide you. Fortunately, I listened to that inner voice telling me to move forward and open a new chapter in my life.

And the last question: if you could impose one law on everyone, what would it be? 

It would be to encourage people to embark on a journey of personal development. I followed the conventional path for a long time—science track in high school, preparatory classes, engineering school. Then one day, you wake up and ask yourself, “Okay, this is great, but what do I truly want?” It takes courage to ask that question. Life moves too fast. It’s not always easy because it sometimes means facing things we’d rather avoid, but we come out stronger and more fulfilled. And in doing so, we understand others better, we develop greater empathy. We wouldn’t have so many wars, so much global chaos if we cultivated more self-awareness and awareness of those around us.

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

A graduate of Concordia University in Quebec, Saad Chaoui quickly saw the potential for new technologies to boost Morocco’s tourism sector. Following experience in investment banking and Property Finder in Dubai, he founded Ask Me Digital Morocco, specializing in digital marketing and interactive kiosks. Today, he’s introducing a series of innovations, including Morocco’s first Glambot, a robot that creates stunning slow-motion videos.

What inspired you to become a tech entrepreneur?

When the financial crisis hit in 2008, I decided to leave Dubai and return to Morocco. I realized there was a significant gap in digital displays, especially in the tourism sector. That’s how Ask Me Digital Morocco was born. Back then, tourist information was often found in small pamphlets distributed in cafes. My idea was to modernize this approach by creating interactive, touch-screen kiosks in hotels to offer information in multiple languages—a true tech innovation.

Then, with the opening of large malls across the country, we started developing interactive info kiosks for shopping centers, similar to what I’d seen in Dubai and France. This made me realize the growth potential, and we were among the first to introduce these interactive solutions in Morocco.

What are the benefits of a digitized economy?

New technologies are a significant growth driver and play an essential role in social development and modernizing services, benefiting both businesses and start-ups. Integrating these technologies is crucial as they can be incredibly useful. For instance, interactive totems and kiosks can be adapted to assist the deaf and mute, as well as people with mobility challenges, for greater inclusion. There are also plenty of opportunities in areas like augmented reality.

Digital innovation should benefit both citizens and consumers. It’s not just about having screens for information, display, or advertising. Fortunately, many companies, public and private, are recognizing the benefits of digitalization, though the process is still relatively slow.

Read also : EXHIBITIONS 2024: 7 EVENTS TO MARK ON YOUR CALENDAR

How do you identify new tech trends to stay ahead in your field?

To remain competitive, you must stay tuned to market trends and constantly create new concepts. Today, we’re launching the Glambot, our first robot capable of capturing slow-motion videos—a new innovation. For those familiar with photobooths, imagine a robotic arm capturing slow-motion footage, like the ones seen at the Oscars in Hollywood.

This tool creates unique, entertaining videos for clients at their events. International users are always fascinated to see a robotic arm taking charge to capture playful, aesthetic shots. It’s a big leap in our product evolution. Initially, we had kiosks with webcams, then evolved to various photo booths, and later to 360-degree experiences. Now, we have the Glambot. Tomorrow, it will be something else. Our mantra is “What’s next in the future?”        NEW TECHNOLOGIES

What challenges does tech entrepreneurship face in Morocco?

The main challenge is timing. You can’t be too early or too late. If you’re too far ahead, you may not be understood, and your idea might seem premature. Sometimes, you have to wait a year or two for the project to take off. This can be frustrating when you’ve been pushing a product for years, convinced of its potential. So, it’s not just about having the idea (laughs). You also have to surround yourself with the right people. I’ve been working with a talented developer for 13 years; together, we’ve digitized CFG agencies and launched OCP’s Digital Lab.

Moroccan tech talent is in demand. We developed an innovative app for Christofle, the French silversmithing house, allowing customers to personalize their products. We’ve also actively contributed to digitalizing several city halls in France, modernizing their administrative services. International companies rely on our developers. It’s a valuable asset that shouldn’t be underestimated.

When we met Ramzi Boukhiam, he had just returned from Rio de Janeiro, where he participated in the 8th stage of the WCT (World Championship Tour). In his early thirties, with an athlete’s build, a perfect tan, and a contagious smile, the Moroccan surfer is currently at the peak of his career. After spending a few weeks in his native region of Taghazout, he will soon fly to Tahiti. There, he will participate in the first qualifying round of the Men’s Surf Shortboard category on July 27th. The events will take place on the legendary waves of Teahupo’o. In the surfing world, it is one of the most technically demanding waves. It is also where Ramzi Boukhiam achieved one of his best performances, reaching the semi-finals of the Shiseido Tahiti Pro last May — a good omen for defending Morocco at the Olympics! While we wait to watch the spectacle on Saturday, July 27th, starting at 6 am, let’s learn more about one of Morocco’s most prominent athletes.

First of all, can you tell us about the significant moments of this competition year and your qualification to represent Morocco at the 2024 Olympics? 

It all started when I learned that I had a Wildcard (a kind of special invitation or authorization that allows three surfers each year to join the competition) to join the WCT (World Championship Tour). I had injured my ankle during the previous season in Hawaii. Even though it was a tough decision, I chose to withdraw from the championships and so I could heal properly.. The idea was, of course, to come back stronger!

Getting the Wildcard and being able to get back in the water was an incredible opportunity. I jumped at it!

I then passed the mid-season “cut,” which allows me to continue on the WCT circuit both this year and in 2025. The cut selects the top 22 men and the top 10 women who will continue the world tour after its 5th stage. There are still four more stages to go, with the last one taking place in Fiji.

Another important moment was last May during the Teahupo’o Pro. I finished 3rd while surfing on the waves where this year’s Olympics will be held. The qualifications for the 2024 Olympics took place in Arecibo, Puerto Rico, at the end of last February. I secured my qualification for Morocco at the Olympics by finishing as the world runner-up.

The Olympics will be held on the waves of Teahupo’o, a very demanding spot that you know quite well. If you could dictate  the perfect scenario, what would it look like? 

The perfect scenario would be having a big swell that allows me to showcase my surfing; performing as well as I did in my last competition there, but this time reaching the finals… and winning the gold medal, Inshallah…

What does a typical day in the life of a pro surfer look like? 

If I’m not competing, my routine involves checking the surf conditions the day before to know where the best surf will be the next day. Then, I go for one, two, or even three surf sessions depending on the tide. After that, I follow a physical training regimen and finish with a sauna session. Additionally, I attend many physiotherapy sessions.

Otherwise, I travel a lot by plane, often on long-haul flights. This means I also spend a lot of time waiting in airports and dealing with jet lag. It’s not always easy. But I still believe I have the best job in the world !

You have the opportunity to surf all over the world. How do you see the evolution of surfing and sports more broadly in Morocco? 

Surfing has evolved enormously in recent years, especially in the Taghazout region, where I am from. Surfers from all over the world come to the Moroccan coasts for the quality of our waves, especially in winter. Many hotels, surf camps, and surf schools have sprung up. A lot of jobs have been and continue to be created.

Surfing also attracts more and more young Moroccans. In all coastal cities, you can find surf schools or associations for young people to get started and then improve their skills. Additionally, it seems to me that since surfing became an Olympic event and Morocco is represented at the Olympics, this sport is taken much more seriously by Moroccans. More national and regional competitions are being organized. All of this will definitely  help create new champions !

Read also : MOROCCANS AT THE 2024 OLYMPICS: WHAT ARE OUR BEST CHANCES TO MEDAL ?

If you had one piece of advice for young Moroccan surfers, what would it be? 

Anything is possible! Goodwill, hard work, and the right support can bring out the best in you. Never give up on your dreams !

What are your future projects? How do you see yourself in ten years? 

I hope I will still be surfing! Maybe not in competition, though. My dream is to help young Moroccans improve, to pass on my skills and experience to them. I have a few ideas in mind… We’ll see !