History of La Maison AZUELOS
Azuelos, the story of a family which finds its source at the beginning of last century.
Isaac AZUELOS - Founder
Isaac Azuelos, founder of the AZUELOS brand, is a native of Fes, Morocco, and made his apprentice jeweler classes in Tangier from an early age.
He opens in Rabat in the 1920s a shop in the shopping street of the medina, named Souika street.
The first in the family line quickly became a respected person among the craftsmen in the city: he earned the statutory official function of "Lamine" among jewelers in Rabat, meaning the head of its corporation and its spokesperson.
Isaac introduces his son, Joseph, to Moroccan craftsmanship. However Joseph decides to pursue his studies and training away from the medina, in a modern jewellery workshop. Heading to Paris, Joseph completes his training and classes in a studio located Rue du Quatre-Septembre, and discovers the elegance of Parisian jewellery.
Joseph AZUELOS - Master Jeweler
Back to Morocco, Joseph opens his workshop.
In 1956 he opens his own shop named "Turquoise" located at the heart of Rabat, under the arcades of the prestigious Avenue Mohamed V.
Joseph will be the first jeweller in Morocco to bring together tradition and modernity in a jewel.
Refinement and elegance of both cultures can be found in every piece of his jewellery collections.
Joseph Azuelos' creations are unique by their originality and finesse, and become increasingly popular among customers looking for quality jewellery.
In 60 years of career I have witnessed and participated in a revolution of style and design in Moroccan jewellery.
We have worked to instil cultural wealth through various creations of modern jewellery carrying their own identity..
Joseph Azuelos - Master Jeweler
Serge & Patrick Azuelos
A generation later, Serge and Patrick, his two sons, joined their father to build on the success of AZUELOS brand and open a subsidiary store in Casablanca.
The AZUELOS jewellery store opened in December 1993 in Boulevard Moulay Youssef.
The new generation continues carrying the values and spirit of the parent jewellery company by focusing on the elegance and style of its collections.
AZUELOS jewellers hire designers from Italy to create the future jewellery models.
Modern touch and Moroccan inspiration remain the key factors for each creation.
The restyled Khmissa, bestseller for the past twenty years, became the AZUELOS iconic model.
Other collections inspired by Moroccan heritage have followed: Fibula, Sevilla, Zellij, Moucharabieh...
AZUELOS is now represented through a network of five stores located between Rabat and Casablanca. AZUELOS also became the official retailer of prestigious watch brands such as Rolex, Jaeger Le-Coultre, and Chanel.