In 50 years, Rafinity has become a key player in the Moroccan jewelry landscape. From the traditional Beldi jewel to unique pieces of high jewelry, this Moroccan brand also offers fashion collections reaching all audiences.
The Beldi jewel, symbol of Moroccan tradition
In the continuity of a long family tradition, Aziz El Hajouhi, current CEO of the house, admits to cultivate a passion for the world of jewelry, beauty and luxury since his childhood. Raised in the respect of tradition, he still remembers the discussions around the history of his great-grandfather, Driss Ben Abdeslam El Hajouji, a valued member of the corporation of Moroccan jewelers craftsmen.
Typical of Fès and Meknès, the historical cradles of the House, Beldi jewels are the core business of Rafinity. Largely influenced by Islamic calligraphy and refined decorations of Arab-Andalusian architecture, the Beldi jewel is carved, engraved and perforated like the stucco lace of the Alhambra or sultans palace of Seville or Granada.
The Beldi jewel, a testimony of the know-how of Moroccan jewelers
The Beldi jewel is most often in yellow gold and mainly uses precious stones.
Inspired by the zellige’s rosette decorative motifs and its shimmering colors, the ancient jewelers used to set the “m’dama” belts, « taj » tiaras, brooches, buckles or large bracelets in gold with diamonds, rubies, sapphires and emeralds.
Loaded with memory, the Beldi jewel requires the perfect mastery of ancestral knowledge.
Crimping cabochons, stamping, hammering and chiseling of the precious yellow metal, draws delicate patterns in relief, inspired by plant and floral motifs.
The Beldi jewel, between tradition and modernity
Like embroidery on rare fabrics, openwork carving is queen. The curvilinear designs represent volutes, arabesques and curves inspired by the natural and floral kingdom, quintessence of an aesthetic heritage and Moroccan decorative arts.
This goldsmith work of precision is jealously preserved in the Rafinity workshops which has its own training school of craftsmen jewelers.
Ancient and full of character, the urban-looking Beldi jewel continues to adorn the outfits at parties and weddings and enhances silks, velvets, embroidered brocades or lace kaftans.
Modernized and lightened, the Beldi jewel is also available in white gold or pink gold and can be worn with contemporary outfits.
In their will to preserve tradition, the Rafinity Maison revisits the codes and offers timeless collections such as this 18K white gold, emerald, coral and diamond gold necklace or this white gold cuff with its 26-carat emerald.
Under the impulse of the El Hajouji sisters, collections with a uppermost contemporary design feel is born.
Rafinity offers modern-looking pieces inspired by nature, the aquatic universe, organic or geometric shapes with a touch of Art Deco style, including the iconic arabesque patterns, such as this semi-rigid gold interlaced necklace white set with brilliant cut white diamonds or the Majestic necklace in white gold and brilliant cut.
Determined to walk in the footsteps of their ancestors, the heirs have turned their passion into more than a job, it has become a flourishing business. By continuously creating, innovating and investing, the younger generations are following the industry trends very closely. New show-room, after-sales service, a new workshop responding to international standards, the El Hajouji dynasty wants to be the guardian of a rich and multi-facetted Moroccan heritage allying tradition and modernity.
You can find Beldi and contemporary jewelry collections in the Rafinity shops and on-line.
Angle boulevard de la Corniche, boulevard de l’Océan Ain Diab
CASABLANCA – MAROCCO
call : 0522796756