The mother-daughter duo launched the sustainable and ethical brand in 2017.
Doum handbags, tote bags or clutches promote local craft traditions. It contributes to women's financial independence in rural areas near Marrakech.
The brand's name comes from the Moroccan palm leaf which is collected, cut and woven by artisans.
Each bag design is handmade, using traditional weaving and embroidery techniques, as well as environmentally friendly materials such as palm leaves and raffia. Then it is assembled by leather craftsmen. The entire process can take more than 100 hours for one bag.
Today, Doum runs its own cooperative in Morocco, "Doum For Women", which employs 235 women. It is the first basketry cooperative in Morocco to get the Sedex certification which confirms the brand's ethical commitment.
Following its collaboration with American brand Tory Burch, Doum gained international recognition in 2019. The brand is now ready to open its first pop-up store in Casablanca.
Photo © Arab News
Samira and Yasmine Madranian created "Doum".
