Our History

Four generations of jewellers perpetuate traditional values

Isaac
the founder, born in 1893

After training in Tangier in the small soco, he set up the first Azuelos shop in 1920 in the medina of Rabat.

Isaac Azuelos, then the Lamine of jewellers, made a name for himself in Moroccan jewellery.

Joseph
the innovator, born in 1930

At the dawn of Moroccan independence, in a country in the throes of change, he set himself apart with a new style combining Moroccan identity and modernity. The Azuelos DNA was born.

A perfectionist and lover of his profession, he sets the tone for the brand, a symbol of quality and creativity.

Serge
the visionary, born in 1954

A dental surgeon, he joined his father in the development of the family business in 1990 after practising for 17 years in Paris. He set himself the goal of creating a Moroccan jewellery brand.

At the same time, he forged distribution partnerships with Swiss watch brands.

Sébastien
the businessman, born in 1975

After 10 years in investment banking in New York and then London, he decided to join the family business in 2008 to ensure the brand's development in line with the luxury codes of his time.

Heir to the qualities of his fathers, he has established the image of the House of Azuelos, now a century old.

The history of Maison Azuelos in a few dates

1920

Isaac Azuelos, the brand's founder, was born in Fez and trained as an apprentice jeweller in Tangiers from an early age. In Rabat in the 1920s, he opened a boutique in the medina's shopping street, rue Souika. The first in the line quickly became a respected figure among the city's craftsmen: he earned the official position of "Lamine" of the Rabat jewellers, i.e. the head of the guild and its spokesman. Isaac introduced his son Joseph to Moroccan craftsmanship. However, Joseph decided to continue his apprenticeship outside the medina, in a modern jewellery workshop. On his way to Paris, Joseph completed his training in a workshop on the rue du Quatre-Septembre and discovered the elegance of Parisian jewellery.

1956

Returning to Morocco, Joseph opens a jewellery workshop. 1956 marks the inauguration of “The Turquoise” his own boutique in the center of Rabat under the arcades of the prestigious Boulevard Mohamed V. Skillfully blending the aesthetics of traditional and modern jewellery, Joseph is the first designer in Morocco to offer a new concept. The refinement and elegance of the two cultures are echoed in each piece of his collections. Clients attentive to quality soon notice Joseph Azuelos creations, their uniqueness, finesse and originality.

"In my 75-year career, I have witnessed and played a part in a revolution in the style of Moroccan jewellery. We have worked to pass on a rich cultural heritage through modern jewellery designs with their own identity." Joseph Azuelos - Master Jeweller.

1993

A generation later, his son Serge joined him to continue the success of the brand and opened a subsidiary in Casablanca. The Azuelos jewelry store opened its doors in December 1993 on Boulevard Moulay Youssef. The third generation perpetuates the spirit of the parent company through the elegance and style of its collections. The Azuelos jewelers surround themselves with draftsmen-designers to create future models.

Today...

Serge Azuelos benevolently infuses the fourth generation with the values of the century-old company. Contemporary touch and Moroccan inspiration remain the watchwords for any new creation. The Khmissa, a revisited symbol and twenty-year bestseller, has become an iconic Azuelos piece. Other collections are also inspired by Moroccan heritage: Fibula, Sevilla, Zellij, Moucharabieh, Asilah, Tazzarine.

Today Azuelos jewellery stores are found in four locations in Rabat and Casablanca. Azuelos is the official distributor of prestigious watch brands such as Rolex, Jaeger-LeCoultre and Tudor.