Marrakech – Sydney Love, one of Morocco’s earliest concept-store jewelry destinations, marked its 16th anniversary this week with a look back at how curated, designer-led jewelry has evolved in the country, and how the brand plans to position itself within that landscape.
Founded in 2008 by Ihssane Rihani, Sydney Love grew at a time when Morocco’s jewelry market was shifting from traditional craftsmanship to contemporary, internationally influenced design.
Over the years, the boutique has become known for introducing Moroccan customers to creative houses from Spain, France, India, and beyond, while developing its own in-house line.
This anniversary became an opportunity for the brand to showcase that dual identity: a retailer of global names and a creator of its own pieces.
New collections were unveiled, including a special-edition bracelet linked to the upcoming Africa Cup of Nations (CAN), created in collaboration with the French label Badhnati, known for its textile-based bandana jewelry.
The piece incorporates green aventurine, echoing Morocco’s national colors and drawing on the stone’s symbolic association with luck.
The event also marked ten years of collaboration between Sydney Love and the Spanish brand Salvatore Plata.
Designer Salvadore Rojo attended the gathering, where he presented an upcoming collection set to be released in stages throughout the season.
His presence underscored the boutique’s focus on maintaining long-term creative partnerships, a model that has helped Sydney Love differentiate itself in an increasingly competitive market.
Other long-standing collaborators were spotlighted as well, including Isharya, known for its modern-glam Indian aesthetic, and Sigal Paris, the French label founded by Mélissa Seror.
Sigal’s practice of transforming vintage watch elements and recycled jewelry into contemporary gold pieces has resonated strongly with customers seeking unique, story-driven designs.
Alongside its international roster, Sydney Love has been developing Sydney Designs, a line conceptualized in Morocco and produced in Italy.
The latest collection, shown during the anniversary event, included silver and gold-plated pieces enhanced with natural stones, reflecting a minimalist aesthetic reminiscent of Sigal Paris while asserting the boutique’s own design language. Some of these pieces are already available in-store and partially online.
The Sydney Love x Badhnati CAN bracelet, crafted from red bandana fabric and decorated with charms referencing the Moroccan flag, served as the thematic centerpiece.
The unisex piece aims to connect contemporary jewelry with national cultural symbolism ahead of the tournament.
Another point highlighted during the gathering was the rise of personalized and event-driven jewelry services in Morocco.
Sydney Love has leaned into this trend with a tailored “event purchasing” offering, which helps clients select meaningful pieces for weddings, anniversaries, corporate gifting, and other milestones, a service increasingly sought after as consumers shift toward more intentional spending.
