Established in 1969, Rafinity Jewelry House operates as a family-owned enterprise. Aziz El Hadjouhi, the chief executive, acknowledges that his fascination with jewelry, beauty, and luxury has been ingrained since his youth.
He frequently remembers narratives shared by his great-grandfather, Driss Ben Abdeslam el-Hadji, a distinguished figure within the Moroccan artisan jeweler guild, detailing the origins of their trade. Over six decades, Rafinity has emerged as a central force among Moroccan jewelry producers. Beyond fine pieces, the label also develops fashion lines.
Rafinity’s offerings blend Moroccan heritage with contemporary flair, featuring designs drawn from nature, marine themes, organic and geometric shapes, Art Deco aesthetics, and classic arabesque motifs. The descendants of Driss Ben Abdeslam quickly transformed a modest workshop into a prosperous venture, driven to uphold their forebears’ legacy. With a fresh showroom, customer support, and a state-of-the-art facility adhering to global benchmarks, the El Hadjouhi lineage aims to safeguard Morocco’s diverse cultural legacy, bridging past and present.
In 2016, Rafinity crafted the crown for the Miss Morocco competition, where Sara Belkziz of Casablanca claimed the title of the nation’s most beautiful woman, wearing the brand’s distinctive headpiece. Their range of modern and classic Moroccan accessories is available through both physical boutiques and digital channels.
