Transforming Tradition into Daily Wear
Rim and Zineb Dabbagh have ingeniously redefined the traditional use of ‘Sfifa,’ a decorative element originally associated with the kaftan, by creating a contemporary jewelry line that makes this ancient craft accessible for daily wear globally. The process of crafting Sfifa is steeped in rich Moroccan heritage; artisans begin by meticulously spinning fine gold thread, which is then intricately braided into ornamental bands. This technique, which has historical roots dating back to the 9th century, was brought to Morocco by skilled craftsmen who migrated from Al-Andalus during the Reconquista, infusing the region with a distinct artistic influence. The Dabbagh sisters have taken this time-honored craft and transformed it into beautiful jewelry pieces that resonate with modern sensibilities.
The inception of their brand, Maaÿaz, was serendipitous. During the preparation for a family wedding, Zineb Dabbagh noticed a surplus of Sfifa left by the tailor who was working on a dress for her cousin. Traditionally, this decorative element had been reserved for kaftans, primarily used for special occasions. Unwilling to let such beautiful craftsmanship go to waste, Zineb asked the tailor for the leftover material, wrapped it around her wrist, and thus the idea for Maaÿaz was born. According to Rim Dabbagh, the CEO of the brand, “We took what originally belonged to the kaftan, something we saved for weddings and special occasions, and made the heritage wearable on a daily basis.” Together, the sisters have built a Morocco-based jewelry brand that now enjoys international recognition.
Cultural Heritage Meets Modern Design
Since its launch six years ago, Maaÿaz has revolutionized the way Sfifa is perceived and utilized in jewelry design. Rim recalls how they faced initial resistance when they sought to introduce colorful threads into their designs, as traditional offerings were predominantly in shades of gold, silver, and rose. However, their determination and innovative spirit led them to collaborate with suppliers to develop vibrant threads that would elevate their designs. Starting with a single artisan, the brand has grown to employ 15 skilled craftsmen, launching two themed collections each year that draw inspiration from Moroccan culture and heritage.
The latest collection, titled ‘Echoes of Zaman,’ showcases a diverse range of designs, from flat braided knots to intricately bound threads adorned with freshwater pearls. The versatility of their pieces allows them to be styled effortlessly, whether paired with a simple strapless dress for a beach outing or worn casually with a T-shirt and jeans. The signature bracelets can be worn solo or stacked for a more dramatic effect. During a recent Zoom call from Morocco, Rim showcased her Luna Bracelet, which features exquisite 18-carat gold beads, exemplifying the blend of tradition and modern aesthetics that Maaÿaz embodies.
As the brand continues to innovate, it has also expanded its global market presence, with around 400 active retailers in Europe alone. Maaÿaz has made notable appearances at prestigious international trade shows, such as Maison & Objet in Paris, and has been featured in luxury department stores like Le Bon Marché. Currently, they are collaborating with The Jewellery Showroom, a global wholesale agency that is assisting them in establishing their brand in markets like China and Japan. Rim emphasizes the brand’s commitment to showcasing its Moroccan identity as it grows, stating, “We’re also very proud that we consistently highlight the Moroccan identity behind our work.” This focus on heritage is not merely a marketing strategy; it reflects the sisters' dedication to preserving their cultural roots while expanding their reach.
In a world where globalization often dilutes local identities, Maaÿaz stands as a testament to the beauty of cultural heritage and the potential it holds for contemporary design. The Dabbagh sisters have successfully woven their Moroccan roots into every piece, ensuring that as they grow internationally, they remain true to their origins and proudly represent their heritage.
As reported by cairoscene.com.
