MANIFESTO OF AN INDOMPTABLE JEWEL
DIALOGUE AROUND
CREATIONS
In Ashaha, creative intuition is dictated by stone and its energy. The geometric lines offer inspiring symbols. The high-flying know-how of craftsmen can be read on iridescent opals, futuristic and anti-conformist plexiglass that mixes with diamonds. The blue of the topaz bursts, the pink of the Tourmalines detonates and the balance is perfect.
Creoles, chokers, rivers of stones, pompom necklaces and mixed signers, all reveal the strength and beauty of those who wear them. Ashaha frees herself from the stiff codes of jewelry and sublimates women of the modern world.
BEHIND ASHAHA
"When I wear Ashaha, my fingers would no longer be made of skin, but the gold of each ring" -
Oumaima Benharbit.
The artistic bubble in which Oumaima Benharbit grew up, never exploded. Faced with her paintings with abstract forms and sketches of earrings in her school notebooks, her father pushes her to turn to a gemology school (GIA). Diploma in her pocket, the girl dreams of a dozen creations with the conviction that a day her brand, Ashaha, will give strength to today's women.
BERBER INSPIRATION
THE FOUNDER WAS INSPIRED BY THE RICH AMAZIGH BERBER CULTURE OF MOROCCO, WHICH DATE BACK TO 23,000 BC. GEOGRAPHICALLY, THE BERBER POPULATION THRIVES IN THE ATLAS MOUNTAINS, SAHARA DESERT AND COASTAL REGIONS, WITH THEIR UNIQUE AMAZIGH ALPHABET DEFINING THEIR CULTURAL IDENTITY AS ONE OF THE FIRST CIVILIZATIONS.
BERBER SYMBOLS OFTEN INCLUDE GEOMETRIC PATTERNS, THE TRIANGLE SYMBOLIZING HARMONY AND FERTILITY. THE SYMBOLIC OF FERTILITY IN BERBER CULTURE EMPHASIZES PROSPERITY, GROWTH AND THE INTERCONNECTION OF LIFE.
THE SYMBOL OF THE SHIP IN BERBER CULTURE IS LINKED TO WATER, STRENGTH AND BLESSINGS, REPRESENTING THE JOURNEY THROUGH LIFE WITH ITS CHALLENGES AND OPPORTUNITIES.
THE DIAMOND HAS AN IMPORTANCE, ASSOCIATED WITH FERTILITY AND MAGICAL RITUALS, REFLECTING THE CONNECTION OF THE BERBER PEOPLE TO MYSTICAL AND NATURAL FORCES.
THE SNAKE, SYMBOLISING LIFE IN ITS MOST PRIMITIVE FORM, REPRESENTS RESILIENCE, TRANSFORMATION AND THE ETERNAL CYCLE OF EXISTENCE.
THE SUN, SYMBOL OF LIFE AND POWER IN BERBER CULTURE, SIGNIFIES VITALITY, ILLUMINATION AND THE VITAL ENERGY THAT SUPPORTS THE EARTH.
THE RECTANGLE, IN BERBER SYMBOLIC, CAN REPRESENT STABILITY, ORDER OR THE EARTH PLAN, WITH INTERPRETATIONS VARYING ACCORDING TO DIFFERENT BERBER COMMUNITIES.
OPAL
FROM ITS COMPLEXITY, ITS MYSTICAL LEGENDS AND ITS WORKSHOP TECHNICITY, ASHAHA DRAWS ITS DNA. FASCINATED BY THE INDOMINABLE CHAMELEON GEM, OUMAIMA BENHARBIT LIKES TO THINK THAT IT CARRIES HOPE, PURITY AND CLAIRVOYANCE. OPAL, WHICH OPENS THE MIND TO SPIRITUAL LIFE, SHINES IN A STATE OF GRACE ON ASHAHA JEWELRY.
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