Once upon a time, in the very heart of the city of Fez,

The Moroccan imperial city, empire of the craftsmanship and of the most famous artisans, there lived an ambitious boy. With big imagination, Ali, the 7 years old boy, had a peaceful and joyful childhood, a world of dreams and adventures,As the only child of his parents, Ali has been raised with an unconditional love and affection. Each year,  He received various gifts; authentic objects he used to collect with the utmost care. But his most cherished present was a little luminaire made of copper, crafted wholeheartedly by his dad. It was a symbol of his parents care and protection and Ali enjoyed letting it on every evening, so that his mother would come turning it off before the goodnight kiss.

And this was the beginning of Ali’s greatest adventure!

One day, a bad incident completely shook his universe: his priceless luminaire was broken! The enormous effort of his dad, the stories read by his mother and all the time spent under its light suddenly disappeared!”

After much thought, Ali decided to fix the little luminaire himself, making his first steps in the world of coppersmith!

Recognizing the artisanal world’s beauty and diversity, he wanted to encounter his secrets on his own. Starting at Seffarin, a charming place of the old medina of Fez. There, he was fortunate to assist to one of the most inspiring scenes, the artisans hammering the copper tirelessly and harmoniously, offering an energizing rhythm where art and music collide.

Arriving to the bazaars, the way crafted pieces are being sold mirrors Fez customs and traditions, reflects the artisanal spirit and recalls the distinctive elements of traditional culture. Ali was thereby discovering how to sale finished products. This journey initiated him to the artisanal world from craftsmanship to sales.

Today, the ambitious little boy has become a successful man.