Voices of Morocco | Hajar

Rachid and Ismail, founders of Alkamar, reflect on the values, landscape, and rhythms that inform their approach to hospitality in the Agafay Desert. Through their answers, they reveal the quiet power of simplicity, the grounding force of place, and the deeply human rituals that define Moroccan welcome.

Yasmine, founder of Bloom House, reflects on returning home to Marrakech and building a space rooted in balance, craftsmanship, and human connection. Through Bloom House, she explores how wellness, community, and place come together in deeply intentional ways.

Born and raised in Marrakech, Julie shares her personal map of the city, shaped by years in hospitality and a deep love for food, community, and daily ritual. From neighborhood cafés to escapes beyond the Medina, she offers an intimate look at the places that make Marrakech feel like home.

Imane is the founder of Benimane Ceramics, a Morocco based studio rooted in intuition, restraint, and quiet ritual. Working slowly with clay, she creates minimal forms shaped by memory, place, and imperfection, objects that feel both ancient and distinctly modern.

Riad Yasmine is a family-run guesthouse that’s been around since 2001. We took it over 10 years ago with the intention of creating a space where people could land and feel truly held—even just for a few days. It’s a home away from home, where everything is thoughtfully curated, but nothing feels too perfect or precious. Our mantra has always been: “Welcoming you as guests, leaving as friends.”