A legacy of a family in Marrakech
An integral part of Jihane’s journey and her deep appreciation for Moroccan craftsmanship is her beloved grandfather, Moulay Driss Boufares. Known for his exquisite taste and unwavering elegance, he captivated both Moroccan and French society with his daily attire, specifically handcrafted Moroccan traditional hats. His commitment to showcasing the artistry of local artisans became a source of inspiration for Jihane from an early age, she grew up close to her grandparents who own two riads in the old Medina of Marrakech.
A women thing, from Mother to Daughter
Jihane’s deep-rooted passion for style and fashion was ignited at an early age, thanks to her mother’s influence. Jihane’s mother, having traveled to Europe since her twenties and developed a fondness for designer accessories and clothing, became a source of inspiration for her daughter. From a young age, Jihane’s mother named Aïcha instilled in her a love for fashion, engaging her in conversations about style and exposing her to fashion magazines.
A Journey through Research and a Ph.D. Pursuit
In addition to expressing her creativity, Jihane holds a Ph.D. in management studies, with her research centering on innovations and sustainable craftsmanship. Through her academic endeavors, Jihane forges a meaningful connection between research and practical application, aligning these two realms in service to artisans and consumers alike. Jihane stands as part of a generation of community-focused entrepreneurs, where the brand’s vision places social impact at its core.
Traveling the World
From an early age, Jihane embarked on a journey of exploration, traveling to leading fashion and design cities around the world to immerse herself in the rich artistic tapestry they offered. From Paris, Florence, New York, Dussldorf to Miami and beyond. Jihane sought inspiration from the cultural treasures housed within museums, libraries, boutiques and gardens.
The ambitions in Design
Jihane is the co-founding president of 1001 Artisans, an NGO dedicated to supporting Moroccan artisans by preserving and promoting traditional craftsmanship while creating new income opportunities for craftswomen in rural areas. Her commitment extends beyond design—she actively works to bridge heritage and modernity, seamlessly integrating ancient techniques with contemporary aesthetics. Through both her brand and her advocacy in civil society, she champions the preservation of artisanal heritage while fostering innovation and economic empowerment of the artisans she works with.
