"A way to honour our ancestors and preserve our cultural heritage" – Amayas' story

Amayas carries forward a proud legacy of traditional Berber jewellery-making, a craft that has flourished in her family for four generations. Her grandfather’s workshop, where she spent much of her childhood, was far more than a place of work—it was a sanctuary of stories, legends, and timeless traditions, where reality intertwined with imagination. For Amayas, her grandfather remains her greatest mentor, teaching her that jewellery is not just a trade but a way to honour their ancestors and preserve the rich cultural heritage of their people.

Today, Amayas channels this deep-rooted legacy into every piece she creates. Her meticulous attention to detail and her profound love for the craft shine through in her work. “I want each piece to reflect the passion and authenticity behind it,” she says, encapsulating her philosophy of blending tradition with artistry.

We are continually inspired by Amayas’s unwavering dedication to preserving her heritage in its truest form. Each of her creations tells a story, woven with history, pride, and soul. We invite you to step into her world and experience the extraordinary artistry she brings to life.