Morocco’s Maison de l’Artisan took part for the first time in Bijorhca, one of the jewelry industry’s main professional trade shows, held September 5 to 7 in Paris, with its pavilion bringing together around ten Moroccan artisans and designers to promote the Kingdom’s jewelry craftsmanship and open new international outlets, La Vie éco reports. The participation aimed to give greater visibility to Moroccan craftsmanship and bring sector operators closer to international markets.
Jewelry-making stands as one of the fields where Moroccan artisanship can best showcase its distinctive character, with metalworking, engraving, chasing, stone-setting and filigree techniques passed down across generations in the Kingdom’s different regions. These techniques continue evolving, allowing Moroccan artisans to offer creations built around identity, authenticity and technical mastery, qualities sought after in an international jewelry market where distinctive designs hold significant appeal.
Held since 1930, Bijorhca brings together designers, brands, artisans, manufacturers, buyers, distributors and suppliers from across the sector. The September 2026 edition drew more than 500 exhibitors and was expected to welcome around 40,000 visitors. For its first participation, the Maison de l’Artisan occupied a 114-square-metre pavilion where roughly ten Moroccan artisans and designers presented their work, with spaces also dedicated to live craft demonstrations.
The pavilion was designed to let Moroccan participants meet directly with international buyers, distributors, brands and other professionals, exchanges that could lead to orders, partnerships or new commercial collaborations. Through this participation, the Maison de l’Artisan sought to raise the profile of Moroccan artisanal jewelry abroad and open new outlets for the Kingdom’s artisans and designers.