In Rabat, Wafae Zaoui is on a mission of entrepreneurship and cultural preservation. Her business, CRÉ ARTISANAT, and brand, BillYadi aren’t just businesses; they’re a project to protect Morocco’s artisanal heritage. Thanks to support from EU-funded CREACT4MED, which focuses on cultural and creative enterprises, Wafae is making her dream a reality. 

In the bustling streets of Rabat, the capital of Morocco, where tradition meets innovation, Wafae Zaoui has woven a unique tale of entrepreneurship and cultural preservation. An artisan and designer by heart, Wafae embarked on a personal path which eventually led to the creation of CRÉ ARTISANAT and the BillYadi brand.

CRÉ ARTISANAT has benefitted from EU support through CREACT4MED. This programme focuses on strengthening cultural and creative enterprises in the Southern Neighborhood. It specifically supports startups and SMEs in the cultural and creative industries, providing financial aid, business incubation, and fostering connections within the creative ecosystem. The programme has been instrumental in propelling CRÉ ARTISANAT’s growth, enabling it to contribute to the preservation of Morocco’s rich artisanal heritage.

Wafae’s Personal Path towards CRÉ ARTISANAT

Having studied engineering and business management in France, Wafae returned to Morocco with a realisation that engineering wasn’t her true calling. “I just couldn’t see myself working as an engineer,” Wafae confesses.

Inspired by her childhood love for calligraphy, painting, and art, she started creating personalised tote bags adorned with Arabic calligraphy.  “At first it was just for me, then for my sisters, then for my friends. Everyone suddenly wanted one!”, she exclaims. 

With her entrepreneurial spirit ignited, she took a leap of faith, leaving her job to dedicate herself fulltime to handmade crafts. “I would go to the Medina and just spend hours there engaging with the artisans, trying to see how they work and learning from them,” Wafae says. Self-taught and driven by her passion, she transitioned from fabric tote bags to leather bags, then leather goods in general. That was the start of CRÉ ARTISANAT.

CRÉ ARTISANAT: preserving heritage and defying consumerism

CRÉ ARTISANAT specialises in the design, production, and customisation of handmade handicrafts. Under the brand BillYadi, the company produces leather bags and accessories. The products, known for their quality and uniqueness, are showcased in concept stores across Morocco. 

For Wafae, the guiding compass of her business is the understanding and knowledge of Moroccan artisans. To her, CRÉ ARTISANAT is first and foremost, a project to preserve and transmit ancestral traditions. “I feel like it’s our duty to transmit this love for the handmade, and the awareness of the value of artisans’ work.” she says, her voice heavy with emotion. 

CRÉ ARTISANAT values the handmade, cherishes ancestral traditions, and embraces the human side of traditional Moroccan handicrafts. “It’s an attempt to counter mass production and consumerism in favour of the handmade and artisanal,” Wafae passionately declares.

Charting the future: a vision beyond borders

Wafae explains that the way ahead for CRÉ ARTISANAT and the brand BilYadi is global. Her roadmap ahead involves the internationalisation of sales through the website. She also envisions a broader impact through the development of a comprehensive platform, a sort of network of artisans from across Morocco. 

This platform would foster connections between creators, designers, and artisans from different trades and crafts. It would also act as a digital showcase, putting a spotlight on artisans and their work, acknowledging their names, and making their creations readily accessible to prospective clients.

“It’s like a database putting you in contact for orders of handmade elements, from shoes to bags to furniture, so you can choose to order from the artisan of your choice.” Wafae explains. The platform, she emphasises, will also play a crucial role in ensuring fair compensation for artisans, having a dual function that benefits both clients and craftsmen.

Wafae is also looking forward to being able to recruit, a means of not only sustaining her company but also contributing to the preservation of traditional craftsmanship. Rather than focusing solely on artisans with extensive experience, she envisions bringing in passionate youth. Offering them internships and training sessions, Wafae seeks to create opportunities in the sector while ensuring the preservation of valuable artisanal skills.

EU support: nurturing creativity with purpose

Reflecting on the impact of EU support through CREACT4MED, Wafae highlights that the programme was specifically tailored for cultural and creative enterprises. “What I appreciate about CREACT4MED is that it’s dedicated to cultural and creative enterprises. I have seen many start-up support programs before, but none of them especially designed for the sector, with its specificities and particular needs.” she explains.

Wafae notes the importance of the financial support provided by CREACT4MED, emphasising the practicality of receiving funds in instalments. This approach allows her to prioritise and budget effectively, ensuring optimal utilisation of the resources.

An integral aspect of CREACT4MED is its online platform, serving as a nexus for key players in the cultural and creative enterprises ecosystem in the entire Southern Neighborhood region. Wafae finds the platform invaluable, fostering a sense of community among start-ups. “It creates a sort of community. Now I know the other start-ups in Morocco, and we actually have a discussion group where we often have exchanges about our experiences.”