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Azuelos, the gem of Morocco

Published on 01 May 2018

Who said prestigious jewellery houses had to be in Paris or New York? Some prefer the refinement of Casablanca and the aestheticism of Rabat.

For over a century, Azuelos has been combining Moroccan traditions with Western styles to create some of the most beautiful necklaces, earrings and rings in Morocco.

The company’s founder, Fes-born Isaac Azuelos, opened his first boutique in 1920 in Rabat’s historical centre in the famous Souiqa merchant’s district. Before long, he had become an emblematic figure of the jewellery industry, heading the guild and acting as its spokesman. Issac’s son followed in his footsteps, learning the ropes from his father, then training in a Parisian workshop on rue du Quatre-Septembre, a stone’s throw from Place Vendôme.

Putting Moroccan refinement on the map

Once back in Rabat, Joseph opened his own boutique, La Turquoise, under the arcades of the prestigious avenue Mohamed V: “Over the last 60 years,” he says, “I’ve both participated in and observed Morocco’s jewellery revolution. At Azuelos we’ve made it our business to transmit our rich cultural heritage through modern jewellery designs. It’s our identity; it’s what we do best.

His collections do indeed mix modernity and heritage. The re-styled and long-time bestselling Khmissa pendants (representing North African amulets) are inspired by traditional motifs, yet look wholly contemporary; and the Moucharabieh rings, named after traditional Arabian Mashrabiyas (latticework doors and windows) pay tribute to Arabian architecture.

Intrigued? Check out one of Azuelos’s five boutiques in Rabat and Casablanca.