Moroccan brand promotes wool felting in a creative workshop in Paris

Jyann, a Moroccan brand specializing in handcrafted luxuries has recently hosted a workshop in Paris to help promote wool felting in a space where creation, craftsmanship, and art merged to offer the participants an unforgettable experience.

In an interview with Hespress EN, Jihane Boumedian, the creative mind behind the sustainable brand, explained that she was contacted by the Moroccan institution La Maison de l’Artisan, based in Rabat, to take part in the Paris-based event to promote wool felting.

The state institution was first created in 1957 and has been promoting Moroccan artisanal creations ever since, through various initiatives.

Jyann works with experts of the latter in Marrakech, who have honed their craft for generations by having an exclusive wool felting process, that she uses to make coats, bags, hats, and more.

“We travel to look for the best wool from the Atlas Mountains, choose the silk for the trimmings, and work on each bag and hat for up to 3 days for the hat and up to 5 days for the bag. We wanted to create one-of-a-kind accessories that celebrated ancient and rare craftsmanship to ensure reviving endangered wool felting know-how,” said Boumediane.

At the Paris workshop, her brand was committed to creating a unique experience where participants were able to be in touch with the technique and the process of how Jyann products are made.

“This is our way to bring back to life this beautiful savoir-faire,” said the brand owner adding that the workshop was a huge success and that participants got to make their own business card holders.

“We brought a funny and fun experience and showed that the brand doesn’t focus on an entrepreneurial journey, rather has a mission of preserving a legacy that belongs to all Moroccans,” added Boumediane.

Her passion and dedication show through her consistent efforts to develop opportunities to add value to the craft sector in Morocco.

Cofounder of 1001 Artisants, an NGO that first emerged in 2019, with the interesting concept of online bidding on Artisanal products, especially when Covid-19 hit, Boumediane through her association, took charge of helping the artisans promote their work so that they continue making a living through the challenging pandemic.