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Entrepreneur
18 hours ago
- Business
- Entrepreneur
Can Heritage Drive Modern Luxury?
Opinions expressed by Entrepreneur contributors are their own. You're reading Entrepreneur United Kingdom, an international franchise of Entrepreneur Media. Born from the deep well of Moroccan culture yet speaking fluently to an international audience, London based Raphia is more than a confectionery brand - it is a carefully wrought cultural translation. It honours tradition without freezing it in time, and invites the global consumer into a sensory-rich narrative of craftsmanship, generosity, and ritual. "My Moroccan heritage has been the cornerstone of Raphia from the outset," Faress explains. "Not just as a source of inspiration, but as a strategic differentiator." Growing up immersed in Morocco's intricate craftsmanship, its cuisine brimming with complex flavours, and a society where hospitality is a profound value, she learned early that "generosity is a lifestyle, aesthetics are intuitive, and detail is sacred." These elements shaped her understanding of brand-building as an act not merely of commerce, but of cultural storytelling. Yet Faress was careful to avoid replicating tradition as a static template. Instead, she sought to "translate it, to distill the beauty, symbolism, and soul of Moroccan artistry into something that could live on the global stage." For her, heritage is "not as something to preserve in a museum, but as something alive, constantly evolving, yet anchored in meaning." This conviction underpins every aspect of Raphia, from the recipes it revives to the packaging it designs. The path from centuries-old gastronomy, often nurtured in intimate family circles, to a scalable luxury business was far from straightforward. Faress acknowledges the tension inherent in this journey: "Traditional gastronomy often thrives in small, intimate contexts, passed down through generations, refined through ritual, and safeguarded by communities. That intimacy… presents challenges when trying to build a business at scale." The artisanal techniques at the heart of Raphia's products are "highly manual, ingredient-sensitive, and dependent on time," luxuries not always afforded by modern production systems. Navigating this required more than operational savvy; it demanded a commitment to preserving authenticity while building resilience. Faress details the efforts invested in "skilled talent, creating rigorous training protocols, and building trusted supplier relationships that could meet demand without cutting corners." Alongside this, educating customers became critical. "We needed to reframe consumer perception, helping our audience understand why traditional methods matter, and how they enhance value rather than limit scalability," she says. "We weren't just scaling a product, we were scaling a philosophy." In a marketplace crowded with options, Raphia's differentiation lies in its emotional and cultural depth. Faress knew early on that "the differentiation had to come from emotional resonance and cultural sophistication." To that end, Raphia positions itself "not just as a brand that sells confectionery goods, but as one that curates atmosphere, feeling, and memory." Every detail — "every box, every flavour, every texture" — is deliberately crafted to evoke "both nostalgia and modernity," weaving Morocco's influence into "a refined, international aesthetic." This sensibility extends beyond retail into bespoke events, corporate gifting, and creative collaborations, allowing Raphia to "exist across lifestyle, culture, and design." Such agility, Faress notes, has been crucial in reaching "diverse audiences while staying true to our core." The emotional connection is palpable: customers become "brand advocates not because of what they buy, but because of how they feel." Central to this is a finely tuned balance between authenticity and luxury. For Faress, authenticity means "the truth of where something comes from, how it's made, and the intention behind it," while luxury "is about transformation, taking something familiar and refining it to the highest level of quality, design, and experience." She is clear that "the two aren't at odds, but they do require harmony." This manifests in decisions like taking "a centuries-old recipe and rethink[ing] its presentation, refine[ing] the ingredients, or reimagin[ing] the packaging — not to dilute it, but to ensure it speaks to a global audience with a refined sensibility." The result is a brand whose customers span continents and cultures, united by "their desire for authenticity with elegance." They are not simply purchasing products; they are "buying into a story, a memory, a feeling." Every interaction with Raphia becomes a portal into a broader cultural moment, thanks to the brand's steadfast commitment to storytelling. For entrepreneurs looking to root their brands in culture, Faress offers a measured yet passionate counsel. "Honour your source. Cultural heritage is not a trend — it's a lineage, a living legacy," she advises. Building a brand tied to culture means carrying "the weight of generations before you, and the responsibility to interpret that respectfully and creatively." Yet, she cautions, this responsibility should not stifle innovation. "Culture is not static, it evolves, and as entrepreneurs, we have the opportunity to shape that evolution with care and boldness." Creativity, she insists, should be used "not to mimic the past, but to imagine its future." Success depends on surrounding yourself with the right team — collaborators who "share your values, challenge your thinking, and bring operational excellence to your creative vision." Above all, Faress underscores that "brand-building is a marathon, not a sprint," and a purpose-rooted business will be more resilient through every stage of growth. In Raphia, Zineb Faress has crafted a luxury brand that is both a tribute and a transformation — a bridge between Moroccan cultural heritage and a global marketplace hungry for authenticity infused with elegance. It is a story of balance, resilience, and imagination; a reminder that heritage need not be confined to the past but can be a living, evolving source of beauty and meaning.
The National
7 days ago
- Entertainment
- The National
'It's how we speak': Gad Elmaleh on the language of Moroccan humour
A formative moment in Gad Elmaleh 's comedy career arrived as a child in the family home in Casablanca. After watching a romantic film, he turned to his parents and told them he loved them. Elmaleh recalls how his mother's reaction didn't go according to script: 'she just looked at me and said, 'what do you think this is, a French movie?''. Speaking to The National ahead of Friday's show at Etihad Arena – part of Abu Dhabi Comedy Season – the Moroccan-born French comedian, 54, describes the exchange as the essence of Moroccan humour – zippy and often used to deflect unexpected emotion or introspection. 'We come from a culture where real communication rarely exists. Sitting down and talking about everything just doesn't happen. So to say real things, we go through humour. It's how speak," he says. 'Sometimes when I was a kid, if someone was angry, it would come out as a joke. If you wanted to say something to a girl, or talk about feelings, you'd tease or make a funny comment. Humour is our filter. It's how we manage awkwardness.' The instinctive approach served him well. After moving to France in his late teens, Elmaleh hit the open mic circuit in Paris, where his quirky, autobiographical style gained traction and made him one of France's biggest international comedy exports. With television specials in both French and English, Elmaleh built a career on both sides of the Atlantic, supporting the likes of Jerry Seinfeld in the US and lending his voice to animated films including the French dub of Despicable Me, where he voiced Gru, and A Monster in Paris, voicing the character Raoul. That progression was aided by the indirect mentorship of Seinfeld. 'For me, as a beginner in English, it was such a great opportunity to go on stage in front of an American audience every single night, do my 15 minutes as an opener, and then stay backstage watching him do stand-up. It was a masterclass for me,' he says. 'He didn't always give me specific advice, but I learnt something every day just by being around him. We still talk all the time. We laugh. He's obsessed with comedy, and so am I.' That road to Paris and Hollywood, is also rooted in childhood experiences from his homeland. Elmaleh continues to make regular visits to Morocco, where he draws inspiration from everyday interactions. 'This is where my comedy DNA is,' he says. 'I'll give you an example: I was back in Morocco not long ago, spending time in Casablanca with a comedian friend. We were just walking the streets, watching people interact, and I told her, 'Is everyone here a comedian? What's going on?'' 'Every person we met had a way of saying something important without making it uncomfortable. They would tease, laugh at themselves. It wasn't a performance – it was just daily communication.' It's a form also absorbed from his father, an amateur mime, whose movements inspired some of the nervy mannerisms in Elmaleh's performance. He recounts the memory, naturally, with a touch of Moroccan wit. 'I don't really remember my dad teaching me anything. But I saw him perform. I copied him. It just became natural,' he says. 'Today when I'm on stage, it's physical, it's facial, it's slapstick and that's all from him. Now, of course, my father says the only reason he didn't become an international star was because he didn't want to take all the light away from me. He's lying.' His Abu Dhabi set, performed in French, will draw on some of his personal experiences shaped by navigating cultures, traditions and languages. All of this makes Abu Dhabi a fitting setting for a show that speaks to its diverse Francophone communities. 'The fact that I'm coming to Abu Dhabi is already material,' Elmaleh says. 'A French-language show in the Emirates, with people from everywhere, is funny before I even start talking. They speak the same language, but not the same culture. That's what makes it interesting. You've got French speakers from Morocco, Lebanon, Switzerland and Belgium, each with their own references and sense of humour. It's a mix of people who understand the words but not always in the same way. I like that complexity. It keeps me on my toes." It's also the kind of laughter people need in a time of growing social polarisation, Elmaleh says, noting how stand-up's resurgence is fuelled by its perception as a rare space for unfiltered truths. 'Everything right now feels tense,' he says. 'But comedy is a place where we can breathe. It's a place where you can say things, explore contradictions, and still connect.'
CNN
08-05-2025
- CNN
The hidden ‘Little Marrakech' oasis town that most tourists don't know about
It's early morning in Taroudant, southwestern Morocco, and the lively market town is awakening to the muezzin's call. Its inhabitants, mostly on foot, by bicycle, or horse-drawn calèche, spill into the narrow alleys of the old Medina. The streets quickly buzz with schoolchildren hurrying to class, as merchants arrange piles of colorful spices, seasonal fruit, and handwoven carpets, and the nutty scent of fresh khobz (Moroccan bread) lingers in the air. Just 90 minutes east of Agadir, Taroudant is often called 'Little Marrakech' for its honey-colored sandstone walls and bustling souks. But the town offers much more. Unlike its famous counterpart, a three-and-a-half-hour drive northeast — where tourists crowd out the residents in the historic center — Taroudant remains a quieter yet charming alternative, a place where Moroccan life unfolds largely untouched by mass tourism. Its medina, enclosed by majestic walls set against the backdrop of the Anti-Atlas (or Lesser Atlas) mountains, is a designated Moroccan national cultural heritage monument. Here, travelers can experience local culture by savoring authentic Amazigh (Berber) cuisine, sipping tea in family-run shops, and dipping into one of the numerous local hammams. It's also a great base for exploring the arid mountains, camping in the Sahara Desert, or surfing in the Atlantic Ocean. In recent years, Morocco has witnessed an unprecedented tourism boom. The country welcomed 17.4 million tourists in 2024, surpassing Egypt to become Africa's most visited destination, according to a report from Morocco's Ministry of Tourism. That's a 20% increase from 2023 and a 33% surge from pre-pandemic levels in 2019. Further growth is expected in 2025, fueled by new luxury hotels — including the Four Seasons in Rabat and the Waldorf Astoria in Tangier — new flight routes such as Los Angeles-Casablanca with Royal Air Maroc, and Newark-Marrakech on United Airlines, and the African Cup of Nations tournament, due to start in December. The tourism boom, however, has sparked concerns about overtourism and its impact on residents, particularly due to the concentration of travelers in just a few locations like Marrakech. A McKinsey & Company 2024 report ranks Marrakech among the world's most overcrowded tourist destinations, exceeding Rome and Paris in visitor density per square kilometer. However, it is still possible to explore a less traveled side of Morocco. With mountains, desert and ocean within easy access, Taroudant remains one of Morocco's most authentic, off-the-radar destinations. Here visitors can enjoy exploring its souks (markets) and kasbahs (fortresses), discover some of the most secret and beautiful riads of Morocco, and immerse themselves in the vibrant Berber culture. Founded in the 11th century CE, Taroudant is one of Morocco's oldest cities (Fes, the country's oldest city, was founded between the eighth and ninth centuries), but its history stretches back to Roman times. It played a significant commercial and political role under the Saadian, one of the most influential dynasties, which ruled Morocco throughout the 16th and 17th centuries. Today, it continues to thrive as a trading hub, which is reflected in its bustling markets. The city has two main daily souks: the Souk Berbère, or central market, where locals buy fresh produce, spices, and daily essentials; and the older Souk Arab, or grand souk, specializing in local handicrafts, including ceramics, leather goods, and the silver jewelry renowned among the Amazigh. With a population of around 80,000 and a median age of 28 years, the town retains a relaxed yet youthful energy. French designer Margaux Pigalle, who moved here from New York in 2019, said she fell instantly in love with Taroudant and the slower pace of life it offers. 'As a city girl, embracing the tranquility and charm of Taroudant has been a wonderful revelation,' she told CNN. Taroudant also excels in secluded riads, traditional Moroccan houses built around lush gardens or courtyards, which often appear unassuming from the outside. Pigalle co-owns one: La Maison Taroundant, a boutique guesthouse with an enchanting garden, filled with rosemary, citrus, and fig trees that evoke the Mediterranean. It's an oasis right within the medina, says Pigalle. 'A Berber house that resembles a mas (traditional Mediterranean farmhouse) from the south of France.' Five miles away from Taroudant, the Palais Musée Claudio Bravo is a hidden masterpiece. Once the home of the late Chilean hyperrealist painter, it's now a museum and a hotel. Built in a style that blends traditional Moroccan and classical European influences, the palace is a work of art in its own along with its sprawling 75-hectare gardens. The museum hosts part of Bravo's personal collection, including priceless antiques from Mali, Japan and Morocco, dinosaur fossils, and paintings by Francis Bacon. Just under 20 miles southeast lies the oasis of Tioute, where the ruins of an ancient kasbah (fortress) overlook lush gardens that have been cultivated for centuries. Here, locals grow date palms, herbs, oranges, and prickly pears using a traditional irrigation system that relies on gravity-fed underground water channels known as 'khettaras' bringing water to the surface without the use of pumps. It is also home to the Taitmatine Women's Agricultural Cooperative, where visitors can meet Amazigh women harvesting argan oil. Cracking the nuts with stones to reach the kernels, they then press them in machines to produce the golden oil, a product long used in Moroccan cooking and now highly prized in the beauty industry for its moisturizing and anti-aging properties. South of Taroudant lie the Anti-Atlas Mountains, Morocco's lesser-known mountain range that's home to a cluster of charming villages with traditional pink mud-brick houses, slender minarets, and palm-dotted oases. Around the small town of Tafraoute, the heart of Berber Morocco, ancient tribes and traditions remain well established. The landscapes are breathtaking — think unique rock formations like Napoleon's Hat (you may need to use your imagination), narrow paths connecting hidden valley towns, and lush oases with palm and argan area is perfect for trekking, mountain biking, and rock climbing. To the west, the Atlantic Ocean is within easy reach. Port city Agadir is an hour west, while the quieter fishing villages of Taghazout and Tamraght, popular with digital nomads and surfers, lie another 45 minutes up the coast. While Morocco grapples with the risks of mass tourism, places like Taroudant offer a blueprint for a more balanced travel experience — one that could benefit both visitors and local communities alike. Marrakech, for example, is predicted to see an 86% increase in tourism by 2030, according to that McKinsey & Company report. Experts suggest diversifying tourist destinations as a potential solution to the risks associated with overtourism, from creating economic dependence in local communities to jeopardizing cultural heritage. Currently, 80% of travelers visit only 10% of global destinations. But as mass tourism transforms iconic locations, Taroudant presents an alternative.
CNN
08-05-2025
- CNN
The hidden ‘Little Marrakech' oasis town that most tourists don't know about
It's early morning in Taroudant, southwestern Morocco, and the lively market town is awakening to the muezzin's call. Its inhabitants, mostly on foot, by bicycle, or horse-drawn calèche, spill into the narrow alleys of the old Medina. The streets quickly buzz with schoolchildren hurrying to class, as merchants arrange piles of colorful spices, seasonal fruit, and handwoven carpets, and the nutty scent of fresh khobz (Moroccan bread) lingers in the air. Just 90 minutes east of Agadir, Taroudant is often called 'Little Marrakech' for its honey-colored sandstone walls and bustling souks. But the town offers much more. Unlike its famous counterpart, a three-and-a-half-hour drive northeast — where tourists crowd out the residents in the historic center — Taroudant remains a quieter yet charming alternative, a place where Moroccan life unfolds largely untouched by mass tourism. Its medina, enclosed by majestic walls set against the backdrop of the Anti-Atlas (or Lesser Atlas) mountains, is a designated Moroccan national cultural heritage monument. Here, travelers can experience local culture by savoring authentic Amazigh (Berber) cuisine, sipping tea in family-run shops, and dipping into one of the numerous local hammams. It's also a great base for exploring the arid mountains, camping in the Sahara Desert, or surfing in the Atlantic Ocean. In recent years, Morocco has witnessed an unprecedented tourism boom. The country welcomed 17.4 million tourists in 2024, surpassing Egypt to become Africa's most visited destination, according to a report from Morocco's Ministry of Tourism. That's a 20% increase from 2023 and a 33% surge from pre-pandemic levels in 2019. Further growth is expected in 2025, fueled by new luxury hotels — including the Four Seasons in Rabat and the Waldorf Astoria in Tangier — new flight routes such as Los Angeles-Casablanca with Royal Air Maroc, and Newark-Marrakech on United Airlines, and the African Cup of Nations tournament, due to start in December. The tourism boom, however, has sparked concerns about overtourism and its impact on residents, particularly due to the concentration of travelers in just a few locations like Marrakech. A McKinsey & Company 2024 report ranks Marrakech among the world's most overcrowded tourist destinations, exceeding Rome and Paris in visitor density per square kilometer. However, it is still possible to explore a less traveled side of Morocco. With mountains, desert and ocean within easy access, Taroudant remains one of Morocco's most authentic, off-the-radar destinations. Here visitors can enjoy exploring its souks (markets) and kasbahs (fortresses), discover some of the most secret and beautiful riads of Morocco, and immerse themselves in the vibrant Berber culture. Founded in the 11th century CE, Taroudant is one of Morocco's oldest cities (Fes, the country's oldest city, was founded between the eighth and ninth centuries), but its history stretches back to Roman times. It played a significant commercial and political role under the Saadian, one of the most influential dynasties, which ruled Morocco throughout the 16th and 17th centuries. Today, it continues to thrive as a trading hub, which is reflected in its bustling markets. The city has two main daily souks: the Souk Berbère, or central market, where locals buy fresh produce, spices, and daily essentials; and the older Souk Arab, or grand souk, specializing in local handicrafts, including ceramics, leather goods, and the silver jewelry renowned among the Amazigh. With a population of around 80,000 and a median age of 28 years, the town retains a relaxed yet youthful energy. French designer Margaux Pigalle, who moved here from New York in 2019, said she fell instantly in love with Taroudant and the slower pace of life it offers. 'As a city girl, embracing the tranquility and charm of Taroudant has been a wonderful revelation,' she told CNN. Taroudant also excels in secluded riads, traditional Moroccan houses built around lush gardens or courtyards, which often appear unassuming from the outside. Pigalle co-owns one: La Maison Taroundant, a boutique guesthouse with an enchanting garden, filled with rosemary, citrus, and fig trees that evoke the Mediterranean. It's an oasis right within the medina, says Pigalle. 'A Berber house that resembles a mas (traditional Mediterranean farmhouse) from the south of France.' Five miles away from Taroudant, the Palais Musée Claudio Bravo is a hidden masterpiece. Once the home of the late Chilean hyperrealist painter, it's now a museum and a hotel. Built in a style that blends traditional Moroccan and classical European influences, the palace is a work of art in its own along with its sprawling 75-hectare gardens. The museum hosts part of Bravo's personal collection, including priceless antiques from Mali, Japan and Morocco, dinosaur fossils, and paintings by Francis Bacon. Just under 20 miles southeast lies the oasis of Tioute, where the ruins of an ancient kasbah (fortress) overlook lush gardens that have been cultivated for centuries. Here, locals grow date palms, herbs, oranges, and prickly pears using a traditional irrigation system that relies on gravity-fed underground water channels known as 'khettaras' bringing water to the surface without the use of pumps. It is also home to the Taitmatine Women's Agricultural Cooperative, where visitors can meet Amazigh women harvesting argan oil. Cracking the nuts with stones to reach the kernels, they then press them in machines to produce the golden oil, a product long used in Moroccan cooking and now highly prized in the beauty industry for its moisturizing and anti-aging properties. South of Taroudant lie the Anti-Atlas Mountains, Morocco's lesser-known mountain range that's home to a cluster of charming villages with traditional pink mud-brick houses, slender minarets, and palm-dotted oases. Around the small town of Tafraoute, the heart of Berber Morocco, ancient tribes and traditions remain well established. The landscapes are breathtaking — think unique rock formations like Napoleon's Hat (you may need to use your imagination), narrow paths connecting hidden valley towns, and lush oases with palm and argan area is perfect for trekking, mountain biking, and rock climbing. To the west, the Atlantic Ocean is within easy reach. Port city Agadir is an hour west, while the quieter fishing villages of Taghazout and Tamraght, popular with digital nomads and surfers, lie another 45 minutes up the coast. While Morocco grapples with the risks of mass tourism, places like Taroudant offer a blueprint for a more balanced travel experience — one that could benefit both visitors and local communities alike. Marrakech, for example, is predicted to see an 86% increase in tourism by 2030, according to that McKinsey & Company report. Experts suggest diversifying tourist destinations as a potential solution to the risks associated with overtourism, from creating economic dependence in local communities to jeopardizing cultural heritage. Currently, 80% of travelers visit only 10% of global destinations. But as mass tourism transforms iconic locations, Taroudant presents an alternative.
