the NAIMA collection is crafted from exceptionally soft lamb leather, the bags gently contours to your body for a comfortable, natural fit. the ultra-soft texture adds a sense of understated sophistication and makes every touch a pleasure.

this phonechains are made from sfifa, a traditional moroccan band, originally designed to adorn traditional caftans. like this our phonechains have a unique touch of timeless craftsmanship with contemporary style.

it’s a loop designed just for your hand — perfect for carrying your car or scooter key. what makes it truly special is the all-around hand embroidery, done using the traditional “hbik” technique. a handcrafted piece that blends heritage with everyday function.

"hand-embroidered" means the embroidery is done manually. we tested many patterns and designs before finalizing the ones we use. each eye pillow or scrunchie is carefully prepped by transferring the pattern onto the fabric with tracing paper, then stretching it in an embroidery hoop.

for designs like hearts or longer phrases like "somewhere in nowhere," it takes about 1.5 hours per pillow, though this time is achievable only with daily practice. I'm still amazed by the precision of this craftsmanship, and i’m sure this won't be our last product featuring hand embroidery.