Fine jewellery designers often draw inspiration from their heritage, and for Oumaima Benharbit, her Moroccan roots form the foundation of her brand, Ashaha.

Oumaima’s journey into jewellery design began in an artistic household, with her father’s encouragement leading her to gemology school (GIA). As a Moroccan native, her designs are deeply influenced by her roots. Ashaha, a brand born out of love for design, reflects the rich Amazigh Berber culture, which dates back to 23,000 BC. The Berber population thrives in the Atlas Mountains, Sahara Desert, and coastal regions, with the unique Amazigh alphabet defining their cultural identity as one of the first civilizations.

Ashaha’s essence combines traditional Berber craftsmanship, showcasing meticulously worked and brushed gold with a solid, raw, almost antique quality. The designs feature bold geometric shapes, symbolism, and vibrant primary colours, embodying an edgy, avant-garde style. Drawing inspiration from the 70s, when Berber jewellery was widely admired and worn by iconic figures, Ashaha’s aesthetic embraces contemporary modernity. It also reflects how Amazigh Berber women accumulate jewellery, incorporating this layered, abundant style into its designs, creating a unique blend of heritage and current trends.

Ashaha’s pieces celebrate the vibrant, enduring spirit of the Amazigh Berber culture, offering a modern twist on traditional elegance.