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.

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.

Read also : THE TIMELESS WATCHES WORTH INVESTING IN

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

More than just timepieces, a luxury watch is far more than a tool to tell time. It’s a precious object, often kept for a lifetime and passed down to future generations. These are not seasonal whims. Instead, they often prove to be worthwhile investments. Just take a closer look at the numbers. The market for new luxury watches is booming, with an annual growth rate projected at 5.52% through 2029, according to market research firm Mordor Intelligence. Meanwhile, pre-owned watches are poised to outpace new models, as indicated by WatchCharts. Clearly, investing in a timeless watch can be lucrative.

What makes this investment even more attractive is the enduring appeal of iconic models. For decades, major watchmakers have built on the success of certain timepieces, tweaking details like strap materials, dial metals, or bezel settings season after season. Take Cartier, for instance: the brand re-released a near-exact version of its 1923 Tank Cintrée in 2023—and it was a hit.

Conversely, some watches initially overlooked can later become legendary. When Audemars Piguet launched the Royal Oak in 1972, its submarine helmet-inspired case was deemed too large and too expensive for a steel watch. Fast forward to today, and its original 1972 “Jumbo” edition, which retailed for 150,000 MAD, now fetches over 1 million MAD.

That said, not every luxury watch, not even every Rolex, guarantees a solid return on investment. Success in this arena requires patience and foresight. To help you choose wisely, we’ve rounded up a selection of timeless watches, most of which cater to women.

Patek Philippe Nautilus Ladies Automatic

Of the 20 most expensive watches in history, nearly half are Patek Philippes. For serious collectors, the brand is unmatched. Patek Philippe is also one of the most exclusive, with lengthy waiting lists. Known for its intricate complications and highly decorated movements, we spotlight its sporty-yet-elegant Nautilus in rose gold.

First introduced in 1976, the Nautilus became an instant classic with its round-octagonal bezel, “ears,” and horizontally embossed porthole-inspired dial. This ladies’ version features a 35.2mm case, rose gold bracelet, and a bezel set with 56 diamonds. What dowe love most? Its versatility. As the brand put it back in the day, “It pairs just as well with a wetsuit as it does with evening wear.”

Why invest in it? The classic Nautilus is one of the world’s most coveted watches, with multi-year waiting lists. This rose gold and diamond version doubles as fine jewelry, ensuring it remains a valuable asset for years to come.

Cartier Baignoire

A rebellious sibling to Cartier’s Tank and Panthère models, the Baignoire is chic yet far from conventional. Its journey began in 1911 with Cartier’s creation of a watch for aviator Alberto Santos-Dumont. By 1958, Louis Cartier introduced the oval-shaped Baignoire, designed with a slightly curved case to fit snugly on the wrist.

Fifty years later, the Baignoire remains an enduring favorite among celebrities like Jay-Z and Kendall Jenner, who seek out vintage editions. The latest iteration features a smaller dial, a burgundy satin calfskin strap, and a lacquered plum dial. Accentuated with yellow gold and Cartier’s signature cabochon sapphire, the Baignoire retains its understated charm with a touch of whimsy.

Why invest in it? The renewed interest in 1960s and 1970s watches makes the Baignoire highly desirable. Its minimalist, elegant design embodies today’s preference for understated sophistication. Fun fact: in 2022, a 1967 Baignoire Crash sold for a record $1.5 million at Sotheby’s.

Audemars Piguet Mini Royal Oak Frosted Gold Quartz

In 1972, the Royal Oak revolutionized watchmaking with its sporty, ultra-thin steel design and visible screws. Though initially polarizing, it quickly became Audemars Piguet’s flagship model. In 1997, the Mini Royal Oak followed, offering a playful yet sophisticated take with a 20mm case.

For 2024, the Mini Royal Oak returns with a contemporary twist. Its 23mm case and bracelet, crafted from 18k frosted yellow gold, maintain the geometric elegance of the original. The intricate “Petite Tapisserie” pattern on the dial and the diamond-dusted effect, created in collaboration with Italian jeweler Carolina Bucci, add modern flair.

Why invest in it? The Royal Oak’s technological and aesthetic breakthroughs have cemented its status as a collector’s dream. Limited production makes it highly sought after, ensuring its enduring value.

Piaget Limelight Gala Precious Watch

First launched in 1973, the Limelight Gala epitomizes the fusion of watchmaking and jewelry. Its signature round case and asymmetrical, gemstone-studded lugs reflect the free-spirited glamour of the Piaget Society’s heyday.

The 2023 version takes extravagance to new heights, with colorful brilliance and a transparent sapphire back. For a timeless choice, opt for the white gold model with diamonds and a black alligator leather strap.

Why invest in it? With its ultra-feminine curves and timeless elegance, the Limelight Gala represents the revival of jewelry watches as a major trend. Its versatility ensures it complements any look.

Boutique details and pricing available upon request.

The Bvlgari Bvlgari Lady from Bvlgari

We couldn’t leave this one out! In the realm of iconic statement watches, the Bvlgari Bvlgari holds a special place. This timepiece has transcended eras since its debut in 1977, making it an absolutely timeless accessory. For a bit of history, this watch was sported by the elegant elite of Italian high society in the late 1970s until it reappeared on the wrists of their daughters. It was a true horological and stylistic revolution at the time, and it has since become a quintessential reference.

We love it in its original stainless steel version, featuring a case inspired by the circular engravings of ancient Roman coins and a classic style reminiscent of antique columns. It’s as much a fashion accessory as it is a piece of contemporary design.

Why bet on it?
Because its style never goes out of fashion. It can be worn by both men and women. And finally, it’s something we can pass down to our sons and daughters! We’re confident it will remain a safe bet for years to come.

Where to find it:
Bvlgari Boutique, 14 Rue Aïn Harrouda, Casablanca.
Tel: 05 22 95 18 95.
Price: €4,350 (approximately MAD 46,300).

The Oyster Perpetual Lady-Datejust from Rolex

Let’s be honest: it was tough to choose just one model from Rolex. This is one of those timeless watches passed down from mother to daughter or father to son—a watch that everyone thinks of when it comes to horological investments. Among the extensive list of crown brand timepieces, we’ve selected the Lady-Datejust in its most classic form. It’s one of the most renowned and sought-after models, a true cornerstone.

The Datejust saga began in 1945 with the creation of the first men’s model. In 1957, the brand unveiled a chronometer specifically designed for women—the Lady-Datejust was born. It retained all the attributes of its predecessor. “A classic watch designed for a woman,” the brand touted at the time. Sixty years later, the Lady-Datejust is much more than a classic; it has become legendary.

At Shoelifer, we’ve opted for the Oyster Perpetual Lady-Datejust 28mm in Oystersteel and yellow gold. Equipped with a lacquered white dial, it features the Jubilee bracelet—a five-link metal band emblematic of the original model, ensuring comfort and flexibility. Like all Oyster models, the Lady-Datejust’s Rolesor combines the nobility of gold and the strength of steel—a sporty chic signature of the brand since 1933.

Why bet on it?
Because it’s a Rolex.

Where to find it:
Azuelos, 16 Boulevard Moulay Youssef, Casablanca.
Tel: 05 22 47 13 08.
Price upon request.

The Happy Diamond Sport by Chopard

In 1976, designer Ronald Kurowski developed a watch with floating diamonds. Surrounding the movement, the mobile stones glide and spin freely between two transparent sapphire plates without leaving any trace. The success was immense, marking the beginning of Chopard’s saga and the official launch of the Happy Diamonds collection in 1985. Since then, floating diamonds have become one of Chopard’s stylistic signatures, along with its iconic tagline: Little Diamonds Do Great Things.

A new horological revolution occurred in 1993 with the creation of the Happy Sport, a younger sibling to the icon that dared to combine diamonds and steel. Its features? With a considerable diameter of 33 mm, it boasts a silver stainless steel case with a guilloché center and is equipped with a self-winding mechanical movement, specially developed for feminine cases. We love it in white gold with a shiny blue alligator leather strap for that chic touch.

Why bet on it? For the playful and whimsical charm of its mobile diamonds, which have stood the test of time. And because for fifty years, Chopard has managed to renew its Happy Diamonds collections without tiring its aficionados.

Chopard
2, Rue Aïn Harrouda, Résidence Al Manar, Casablanca
Phone: +212 5 22 39 20 20 / 60 60
Price upon request

The Classic Fusion Racing Grey Titanium 38 mm by Hublot

The brand’s first watch, known as the “Hublot Classic,” was presented at Baselworld in 1980. It brought fresh innovation to a dark decade for the watch industry, dominated by cheap and unattractive quartz movements. For the first time, a timepiece combined a precious material (gold) with a modern one (rubber), marking the birth of Hublot’s design. With a smooth, glossy black dial, a rounded bezel punctuated with screws, and a… porthole (hublot in French), the watch was cheekily priced at the same level as a Rolex, with an extra dose of cool. It was nothing short of revolutionary.

In this lineage, the Classic Fusion is the most elegant and closest to the brand’s origins. We love this model for its masterful blend of raw, sporty allure with the lightness and elegance of titanium. The case and crown are crafted from brushed titanium with beveled edges, six titanium screws, a matte gray dial, and rhodium-plated polished hands. Once polished, titanium offers a bluish metallic sheen. Its standout feature? A ribbed gray rubber strap gives it a contemporary look, ultra-comfortable and soft against the skin.

Why bet on it? For its deep, minimalist black dial that exudes elegance and its laid-back chic style that fits anywhere. Its androgynous appeal and bold diameter make it a no-gender watch perfectly in line with current trends.

Hublot at Mystère
12, Rue Aïn Harrouda, Casablanca
Phone: +212 6 66 91 53 53
Price: 92,000 MAD

The Égérie Moon Phase by Vacheron Constantin

Few people criticize Vacheron Constantin. No one says it’s too big, too flashy, or too expensive. It’s also hard to find a model you won’t like! At the office, we had no trouble choosing the perfect piece for this selection: the Égérie Moon Phase in gold and diamonds. The moon phase and dial are harmoniously tied together through a tapestry technique reminiscent of the delicate pleats of haute couture fabric. This achievement was made using a 1904 machine capable of reproducing patterns on a grand scale down to the size of a watch dial.

Naturally, the Égérie collection is the result of collaboration between the Swiss manufacturer, fashion designer Yiqing Yin, and master perfumer Dominique Ropion. This couture-inspired timepiece features rose gold, 58 round-cut diamonds, and a cabochon moonstone nestled behind clouds of white mother-of-pearl. It also includes Vacheron Constantin’s signature off-centered display and asymmetry in the crowns and circles. It comes with three interchangeable alligator leather straps (pink, brown, and dark blue) to suit any style. A single click is all it takes to swap them.

Why bet on it? Vacheron Constantin embodies 262 years of uninterrupted history. As an excellent investment in the vintage watch market, it’s known for offering great value for money.

The Reverso Tribute Monoface by Jaeger-LeCoultre

Discretion and sobriety: that’s how to sum up the Reverso, Jaeger-LeCoultre’s iconic masterpiece. This timeless, androgynous watch is making a strong comeback, holding its place among the most important watches in the history of haute horlogerie. Its uniqueness lies in its shape and mechanism, introduced in 1931 as the first-ever reversible wristwatch. One side features a classic dial, while the other has a metal surface that transforms the watch into a piece of jewelry (and once protected gentlemen’s glass from breaking, or so they say).

The latest addition to the collection mirrors the size of the 1931 original. Design-wise, the case retains its Art Deco-inspired rectangular style. The interchangeable strap boasts a dual finish: smooth calf leather and textured Saffiano leather. This simple, elegant, and harmonious model is suitable for both men’s and women’s wrists, thanks to its dimensions (40.1 x 24.4 mm) and slim profile.

Why bet on it? Elegance, discretion, and innovation—everything we adore. With its minimalist, vintage-inspired dial and leather strap, the Reverso Tribute embodies today’s trend for understated luxury. It’s a return to the essential and timeless, cementing its status as one of the most important luxury watches in horological history.

At Azuelos
16 Blvd. Moulay Youssef, Casablanca
Phone: +212 5 22 47 13 08
Price upon request

The Velvet Rose Gold 36 mm by Roger Dubuis

The youngest player in haute horlogerie, Roger Dubuis has made a name for itself with unexpected materials, complications (the brand boasts 33 exclusive mechanical calibers), and avant-garde style. Roger Dubuis is also a pioneer of skeletonized watches, often described as hyper horology. Like the brand itself, the Velvet model is sophisticated, extravagant, and unapologetically bold. It’s not for just any wrist but rather for women who defy conventions and embrace their inner diva. Dare to be rare is its motto.

With an oversized case, the Velvet boasts a bold allure for women who like to make a statement. A high-jewelry creation, this chronometer features a rose gold case adorned with round-cut diamonds on the bezel and lugs, an open rose gold back with sapphire glass, all certified 100% Geneva Seal. Yes, Velvet watches are equipped with mechanical movements truly belonging to haute horlogerie—a rarity in women’s collections.

Why bet on it? Because it’s a genuine piece of craftsmanship that will retain its value. Mechanically, the young brand quickly stood out for the quality of its movements, all Geneva Seal certified, earning numerous accolades. Given their rarity, Roger Dubuis models, especially vintage ones, are a collector’s favorite—a smart investment indeed.

At Quantième
3, corner of Rue Ali Abderrazak, Casablanca
Phone: +212 7 66 33 88 01
Price upon request

Pop rings at LL’s Choice

A ring that sparkles like champagne bubbles? Fall in love with these feel-good rings—colorful, radiant, and far from ordinary. Stack them for a trendy layered look or wear a standout piece solo. Entirely handmade in rose gold and red, green, or white enamel with a diamond accent, these little gems by Adolfo Courrier even have the chic advantage of being adjustable to fit your fingers. You’ll be the star of the holiday season!

Available in orange, green, or white: 29,900 MAD each.
Pop Collection rings by Adolfo Courrier
LL’s Choice
3 Jabal Bouyablane Street, Racine, Casablanca
Tel.: +212 5 22 47 66 15

Like a second skin by Shaãd

The editorial team’s favorite is the new collaboration between Mimia Leblanc and Madiha Chebaa: Shaãd and its Melting Rhapsody collection. It’s all stunning, fluid, and curvy. Among their dazzling offerings, we chose Euphoria, a hammered yellow gold choker with cascading asymmetrical diamonds that fits like a second skin. A unique piece that has yet to be seen around anyone’s neck—a bold way to start 2025 with singularity.

Price: Approx. 98,500 MAD
Mimia Leblanc Jewelry
20 Babek Street & Rue de la Fraternité, Racine, Casablanca
Tel.: +212 6 66 85 49 24

Quiet luxury by Cartier

Thinking of popping the question at midnight? There’s no better way than with a timeless classic. We love Cartier’s “LOVE Mini Pavé” ring in yellow gold, adorned with 72 brilliant-cut diamonds. A lighter, more refined take on the brand’s iconic bestseller, this ring embodies discreet elegance. Guaranteed to win a resounding “yes”!

Price: On request
“LOVE Mini Pavé” ring by Cartier
Place des Nations Unies, Moulay Hassan I Boulevard, Casablanca
Tel.: +212 5 22 43 12 12

Paradise doors by Azuelos

We adore these graphic hoops from the Tinmel collection, a fresh take on the genre with a beldi twist in the design. Available in three sizes, these rose gold and diamond earrings adapt to your look or mood. Whether mini for subtle originality or maxi for a bold rock vibe, they’re undoubtedly the star of year-end gifts and a surefire way to shine on the dance floor.

Price: Starting at 10,000 MAD
Tinmel Collection hoops by Azuelos
16 Moulay Youssef Boulevard, Casablanca
Tel.: +212 5 22 47 13 08

The icon reinvented by Bvlgari

Ready to pull out all the stops? Give one of the most iconic year-end gifts everyone dreams of: Bvlgari’s “Serpenti” necklace. With flexible Tubogas spirals crafted in yellow gold and adorned with diamonds and onyx, this mesmerizing piece ensures all eyes will be on you.

Price: On request
“Serpenti Tubogas” necklace by Bvlgari
14 Aïn Harrouda Street, Casablanca
Tel.: +212 5 22 95 18 95

Gold and pearls by Vendredi

A fresh face in Casablanca’s jewelry scene, Vendredi has charmed us. The appeal? The delicate craftsmanship of gold and freshwater pearl pieces, each uniquely designed by the creator and handcrafted by artisans. Wear them solo or mix and match, like this set featuring a choker, a long necklace, and three rings in gold and pearls. A heartfelt message for someone special.

“Lunatic” choker from the Satire collection: 7,200 MAD
Long necklace from the Mastermind collection: 10,750 MAD
Left hand index finger: “Les Amours Imaginaires” ring, Satire collection: 5,800 MAD
Ring finger: “L’ennuyeuse” ring: 3,650 MAD
Right hand: “La Possessive” alliance ring: 11,300 MAD
Vendredi Pearls
Available in Casablanca at Aele (CIL Esplanade) or by appointment at their showroom, 375 El Jadida Road.
In Marrakech by appointment at Moro, Yves Saint Laurent Street.
Tel.: +212 6 90 99 70 56

Mystery ring by Neyleen

Designer Clara Jahel revisits bestiary jewelry with this owl ring crafted in gold, featuring tsavorite eyes, a black enamel nose, and diamond eyebrows. An extraordinary piece to gift a bold woman or a bohemian night owl, this ring promises a rock-solid 2025 for its wearer.

Price: 45,000 MAD
“Hibou” ring by Clara Jahel at Neyleen
8 Aïn Harrouda Street, Casablanca
Tel.: +212 5 22 36 48 04

Read also : WHAT’S NEW IN CASA? WE TELL YOU ALL YOU NEED TO KNOW!

Romantic beldi by Mounier et Bouvard

This is the beldi we adore—chic, refined, and infused with sensual baroque touches. The graceful “toi et moi” shape adds romantic flair to this neo-beldi ring in yellow and rose gold, set with diamonds, a pearl, agate, or garnet. The ideal gift to declare your love—with a guaranteed wow effect!

Price: 22,000 MAD
“Néo Beldi” ring at Mounier et Bouvard
29 Brahim Nakhai Street, Casablanca
Tel.: +212 5 22 98 51 28

This season, gemstones continue to be a hit, but the trend is not to overdo it. Instead, the preference is to mix statement pieces—bling but not too much—with more understated ones. Jewelers like Tomasz Donocik dare to create new and unexpected combinations: yellow topaz, white sapphire, and diamonds. Others re-imagine the norms of classic jewelry. Without further ado, we present the 6 jewelry pieces from 2024 that caught the eye of our editorial team.

At Neyleen:

This graphic ring stands on its own. Once again, Tomasz Donocik crafts a very avant-garde creation inspired by Art Deco style. This pleated 18-carat yellow gold ring is set with smoky quartz, citrine, yellow topaz, crystal, white sapphires, and white diamonds—a combination of gems as subtle as it is atypical. We bet you won’t want to take it off. 

Price on request. Tomasz Donocik available at Neyleen
8 Rue Ain Harrouda, Racine, Casablanca.
Tel.: 05 22 36 48 04.

At Ll’s Choice:

This yellow gold scapular didn’t escape the keen eye of Lamia Lakhsassi, creator and founder of LL’s Choice. Therefore, it caught ours too. With its mini red enamel heart, blue enamel arc, and small diamonds, this talismanic piece by Marie Lichtenberg will infuse you with good vibes–much-needed in these times! The creator reimagines the heart jewel (a classic in jewelry) by offering a strong piece that won’t leave your neck. Plus, it can be worn in multiple ways: with a gold chain or a double-wrapped fabric link (rathi). This scapular is undoubtedly one of our jewelry favorites for 2024! 

Price on request.
Heart mini Scapular by Marie Lichtenberg (exclusively at Ll’s choice)
3 Rue Jabal Bouyablane, Racine, Casablanca
Tel.: 05 22 47 66 15.

At Kallista:

Kallista shows us life rose-colored glasses! Delicate with its small diamonds and “arrow” ends, this 18K rose gold bracelet can be worn alone or with other bracelets. 

Price on request
Maison Kallista
4 Rue Ain Harrouda, Racine, Casablanca
Tel.: 05 22 94 66 66.

At Tiara Joaillerie:

In a completely different style, Fatine Guessous, creator of Tiara Joaillerie, reimagines the “eye” pendant that still fits into the major jewelry trends of 2024. In terms of timing, tomorrow is Friday the 13th (we couldn’t have hoped for better). This very precious talisman (in gold, diamond, and malachite) is one of the editorial team’s big crushes. 

Price on request
Tiara Joaillerie, 7 Rue Messaoudi (JE OFFICE Building), Golden Triangle, Casablanca
Tel.: 06 69 06 74 10.

At Bulgari:

The Serpenti collection (celebrating its 75th anniversary) hasn’t aged a day! Over the decades, this iconic motif has constantly reinvented itself to make us dream. To mark this anniversary, the brand reinterprets it in different colors and precious stones. The serpent’s body is made up of finely assembled gold beads, while the head and tail are set with diamonds. The eyes are onyx—a flamboyant jewel that has brought glory to the Bulgari house. You can’t get more glam than this! 

Price on request
Bulgari Casablanca, 14 Rue Ain Harrouda, Racine, Casablanca
Tel.: 05 22 95 18 95

Read also : THE BIG DAY IN 2022 : 6 ALTERNATIVES TO TRADITIONAL WEDDING VENUES

At Mystère:

This imposing diamond choker from the Messika house is a must-have for 2024 jewelry. The 1990s revival is also happening in the world of jewelry. A true statement piece, this necklace with a “gourmette” spirit from the Move collection can be worn with any outfit: swimsuit (very chic), cocktail dress, jeans/t-shirt… The Move collection is available at the Mystère boutique (Morocco Mall, Casablanca). 

Price on request
Mystère, Morocco Mall, Boulevard de l’Océan Atlantique, Casablanca
Tel.: 05 22 36 27 05/06

Source : Bulgari

Wedding season is officially open! And it’s the perfect opportunity for the editorial team to indulge in one of their favorite games: discovering the latest jewelry gems that will accompany you on the path to holy matrimony. Sets, necklaces, and even wedding bands… Gentlemen, follow the guide.

The most traditional: Mounier Bouvard

Planning a wedding that combines tradition and modernity? Then your jewelry should reflect that too. This is the perfect occasion to fall for this neo-beldi set from one of our favorite Moroccan brands, Mounier & Bouvard. Made of 18-carat gold, it is adorned with diamonds and precious gemstones (peridot, citrine). A sophisticated way to embrace an “eternal” set.

Price upon request
Mounier Bouvard
29, Brahim Nakhai Street, Casablanca
Tel: 05 22 98 51 28

The most regal: Kallista

Those who want to channel their inner princess, in the style of Lady Di rather than Arabian Nights, will undoubtedly fall for this white gold necklace adorned with diamonds by Kallista. We love its shape, playing with circles and angles to perfectly complement the bride’s (ultra-sparkling) cleavage.

Kallista
Aïn Harrouda Street, Casablanca
Tel: 05 22 94 66 66/67/68

The most understated: Calirra

When it comes to jewelry in 2023, are you more of a less-is-more person? This diamond necklace by Calirra will suit you perfectly and enhance every inch of your skin. Simple and incredibly effective.

Price: 150,000 MAD
Calirra
9, Place des Arènes, Casablanca
Tel: 05 22 25 54 60

The most classic-chic: Tiara Joaillerie

Classic is good, but elegant is better. Tiara Joaillerie understands this well and offers a necklace of brilliant round diamonds that reflect each other in a play of mirrors, arranged in two rows. Push the limits of jewelry in 2023 by pairing it with eye-catching earrings like the Diva from the same collection.

Price upon request
Tiara Showroom
7 Messaoudi Street, JE office building, 5th floor
Maarif, Casablanca

The most poetic: Marie Mas

If you want to enjoy your jewelry on a daily basis, not just on the big day, think outside the box. For those who dare to be original, the editorial team recommends this layering of a choker and a necklace with sensual curves. This ensemble, made of 18-carat rose gold and diamonds, is created by the French designer Marie Mas.

Price upon request
Available at Neyleen Fine Jewellery
8, Aïn Harrouda Street
Triangle d’Or, Casablanca

Bonus: the must-have Cartier

You are about to make a commitment for the rest of your life (we wish you all the best), but there is still one essential mission to accomplish: finding your dream wedding band. If you are afraid of making a mistake, we highly recommend a Cartier jewel. Like those from the 1895 collection, these timeless pieces are a true promise of eternity.

Price upon request
Cartier
Hyatt Regency
Place

Photo (c) : Graff 

Tell me what Valentine’s gifts you give, and I’ll tell you what you mean. Want to convey a message to your loved one? Whether declaring your love, reaffirming affection, or expressing desire, nothing beats a piece of jewelry. Here are 10 that should go straight to the heart.

Making a declaration

“My life,” “My dear,” “My princess”… Whatever affectionate nickname you give your better half, make sure she carries it everywhere. For Valentine’s Day, Mounier Bouvard is launching an exclusive collection of round pendants engraved with these lovely appellations. Some are even paved with white or multicolored diamonds. Ideal for keeping your affection close to the heart.

And for those who want to please Mr., the bracelet from the Machaïr collection is also available in a masculine version.

Price on request
Mounier Bouvard
29 Rue Brahim Nakhai, Casablanca
Tel: 05 22 98 51 28

Desire tested over time

Affirming attachment with a watch, why not? But not just any watch. An ultra-precious timepiece with a rich history. As mentioned recently, Cartier’s French Tank has made a grand comeback. It is undoubtedly the most desirable watch of the moment. Perfect for inscribing your love in eternity.

Price on request
Cartier
Hyatt Regency
Place des Nations Unies, Casablanca
Open Monday to Saturday from 10 am to 7:30 pm
Tel.: 05 22 43 12 12.

A jewel like an embrace

Sentimental effusions, not your thing, but you still want to give her jewelry? We love the Serpenti Viper bracelet from the Bvlgari house. A strong and hypnotic piece in 18-carat white gold, which embraces the forearm of the loved one.

Price: 356,500 DH
Bvlgari
14 Rue Aïn Harrouda, Casablanca
Tel.: 05 22 95 18 95

Offering your heart in a pendant

Sometimes the most obvious symbols are also the most eloquent. Like this 18K yellow gold necklace with its 0.30-carat heart-shaped pendant. Does your heart belong to her? Offer it to her literally and figuratively with this jewel signed by the diamond house Celinni.

Price: 17,000 DH
Maison Celinni
10, Rue de la Mutualité, El Maarif, Casablanca
Tel.: 05 22 94 97 59

Rediscovering your inner child

For February 14, 2023, the house Callira drew inspiration from a childhood game. The one where you remove one petal at a time from a daisy while reciting, “I love you, a little, a lot, passionately…” For each of the steps, the jeweler designed a different pendant in the shape of a flower (with more or fewer petals). We love it!

Price: 5,500 DH
Callira
9, Place des Arènes, Casablanca
Tel.: 05 22 25 54 60

A timeless piece

Want to break free from cliché Valentine’s gifts? Our latest crush goes to this yellow gold bracelet with diamonds and mother-of-pearl. We love its delicately crafted gold bracelet that gracefully hugs our wrist. Ideal for enhancing an all-black look.

Price on request
Kallista
5 Rue Aïn Harrouda, Casablanca
Tel.: 05 22 94 66 66

Not doing what everyone else does

Exit pendants, rings, and bracelets. What if you opted for a pair of earrings instead? Like this model of mini-hoops signed La brune et la blonde. We love the contrast between the roundness of the 18kt yellow gold hoops and the angular look of brilliant-cut diamonds. Ideal for illuminating the face of your loved one.

Price on request
La brune et la blonde
At Neyleen
8 Rue Aïn Harrouda, Casablanca
Tel.: 05 22 36 48 04

A love as powerful as a symbol

For its latest collection, the Azuelos house reinterprets the traditional khmissa symbol. More stretched, more modern, the hand appears on pendants but also on bangle bracelets or with a leather cord in a very rock’n’roll style. For a love between tradition and modernity.

Price on request
Azuelos
16 Boulevard Moulay Youssef, Casablanca
Tel.: 05 22 47 13 08
www.azuelos.ma

Two beings intertwined

This ring from the new collection of Tiara Joaillerie caught our eye in our quest for the best Valentine’s gifts. We love its interlacing of diamond pavé that reminds us of the embrace of two lovers. A gift that is not without voluptuousness!

Price on request
Tiara Joaillerie
Je Office Residence
7 Rue El Massoudi, Casablanca
By appointment at tel.: 06 69 06 74 10

Read also : STORAGE TIPS: WHAT REALLY WORKS

Three little hearts

For Valentine’s Day, the Chopard house is launching an exclusive collection of heart-shaped jewelry called “Me myself and my happy hearts”. Pendants that we juxtapose around the neck, rings that we accumulate, bracelets… the hearts come in red or diamond pavé. Our favorite jewel? The stud earrings. That we would gladly gift to ourselves.

Price on request
Chopard
Rue Ain Harrouda, Residence El Manar, Casablanca
Tel.: 05 22 39 60 60

Picture: Vogue