The Business of Belonging: How I’m Scaling Heritage Without Compromise
When I started Raphia, I wasn’t looking to create just another luxury brand with a Moroccan twist. I wanted to build something that felt like home, to me, to my artisans, and to every person who receives our creations. A brand where heritage isn’t an aesthetic choice but the very backbone of its existence. Growing up between Morocco and Europe, I realised early on how easily culture becomes a marketing tool. Too often, brands skim the surface of heritage, borrowing motifs to create an impression of authenticity. But for me, heritage was never an accessory, it was my identity, my inspiration, and my responsibility. Raphia was born from this belief.