Rabat – The House of Ashaha collaborated with fine jewelry designer Miryam Labiad to launch a new collection by the name of “The Capsule Collection Ayyur.”

“Ayyur” is the world for the moon in Amazigh, with the jewelry collection being an “ode to fertility, dedicated to the oriental and independent women of the modern world.”

The collection is “inspired by The Moon,” a press release says, pointing out that the collection’s launch date was chosen to coincide with the celebration of International Women’s Day.

According to the press release, the collection came about as the two collaborators “bonded on their Moroccan origins” and on women’s empowerment, deciding to express the alliance by creating the collection.

‘Inspiring symbols’

The release of the collection highlights the designer’s usage of symbols, the press release highlights, saying that the “geometric lines of Ashaha creations always offer inspiring symbols.”

Explaining the motives behind the collaboration, LeBlanc drew attention to the similarities between her work and House of Ashaha jewelries.

The white, yellow and brown, represent “a highly symbolic interplay of ‘shadows and lights.’”

“We have the same vision, the same style too,” she told Morocco World News. “Because all the jewelry, whether it’s from Ashaha or Mimia LeBlanc, has a history. They are jewels that talk, that have a history.”

“That’s what pushed us to make this collaboration and fusion,” she added. “To add something, to express women’s empowerment and value Moroccan women, and why not Amazigh women and oriental women as well.”

The curves and shapes of the precious gems on the collection’s rings and pendants represent the celestial bodies, according to the press release, while the use of colors such as white, yellow and brown, represents “a highly symbolic interplay of ‘shadows and lights.’”

A pendant design from the Ayyur collection.

Mimia LeBlanc

Myriam Labiad is a world-renowned luxury jewelry designer, who carried over a successful career in Paris’ Fashion industry to become one of the most successful Arab women in the field.

After studying communication and advertising at Sup de Pub in Paris, Labiad founded her fashion consultancy agency, “Fashion Affair.”

Before launching her brand “Mimia LeBlanc Jewelry” in 2016, she already had under her belt a successful career in luxury consultancy in Dubai, Paris, and Beirut. 

The brand gained international acclaim over time, being worn by international celebrities such as Kim Kardashian, Maluma, and Haifa Wehbe.

Mimia was also able to establish collaborations with various fashion icons and brands such as Zuhair Murad, David Morris, Max Mara, Molteni & C, among others.

The brand has also featured heavily in the press, being featured in outlets such as Vogue, Elle, and MBC.

The brand uses luxury materials such as diamonds, 18 karat gold, sapphire, and mother of pearl to create pieces inspired by the designer’s Moroccan heritage that aims to give women the opportunity to “make a statement” with what they wear.

The collaboration aims to empower “oriental and independent women.”

Ashaha

Ashaha is another luxury jewelry brand that specializes in producing intricately designed pieces with some of the most valuable gemstones, with a similar aim of empowering women.

“Ashaha frees itself from the static rules of jewelry and empowers women in the modern world,” the brand’s website says.

The brand has based its DNA on the Opal gem, the website adds, specifying that the precious gemstone “is a bringer of hope, purity, and clairvoyance,” with many of the brand’s collections having the Opal at their center.