about florence
florence founded yoomee in 2014. in the beginning, she spent four years handcrafting every piece of jewelry herself in zurich. as the brand grew, she realised she could no longer do everything on her own. she needed support while staying true to the quality, craftsmanship, and values that had shaped yoomee from the very beginning.
after many unexpected turns and fortunate coincidences, her journey led her to morocco. it was love at first sight. marrakech captured her heart with its colourful walls, palm trees, the atlas mountains, vibrant streets, warm people, unforgettable scents, and endless creative possibilities. here, craftsmanship knows almost no limits, and ideas that once seemed impossible suddenly became reality.
for florence, one thing was always non-negotiable: if production was to take place abroad, it had to create a genuine social impact. when she discovered the women's association al kawtar, everything simply felt right.
since 2018, yoomee has been producing in marrakech in close collaboration with al kawtar, a women's association that empowers women with challenging life circumstances and physical disabilities by providing meaningful employment and the opportunity to build an independent future. alongside al kawtar, yoomee also works with a local leather atelier, a metal workshop, and a marble atelier, celebrating morocco's extraordinary craftsmanship.
"i believe what i have found here in marrakech is far more than i could ever have imagined."
what we have achieved so far is a place of our own in the heart of the medina of marrakech — a house that brings everything together. it is home to our atelier, a large creative office, and our physiotherapy centre supporting people with limited resources.
thanks to yoomee's production, we are able to cross-finance this project, allowing craftsmanship, creativity, and social impact to grow hand in hand.
but this is only the beginning.
the next chapter is a place where everyone can come together to create, learn, and simply be. hidden behind the walls of marrakech, surrounded by a peaceful garden, it will be a space for creativity, connection, and independence.
for now, that's all I can share...the rest is still my little secret.
but things are moving ;)
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