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How I started my business. 

I was 25 and had a great job as a senior fashion designer for one of the most successful fashion companies in the world. I was living in sunny Spain at the time and had what most people would call the perfect life. However, something was missing. Something just wasn’t right even if I had everything I’d ever wanted.

It started with the fact that I felt I wasn’t using all my creative skills in the fashion industry. I was using some of them, but I felt I could give so much more and make a bigger change through my work. One day I decided to leave my job and start my own fashion brand, Bougroug. It was a tough couple of months to begin with, but what I was doing was so meaningful to me that I didn’t care about hours or money. I felt that what I was doing was right, and I knew it was only a matter of time before I could harvest from all the hard work I put into this project.

I had a very clear vision about what I wanted my brand to be about and what it was supposed to look like.  I spent a lot of time cultivating this dream and always taking it to the next level. I wanted my brand to be about my heritage and also to be about my birth-country. Both these places have shaped my identity.  When it all came together, I mixed the two and created my perfect universe.

Bougroug took the shape as a Scandì-Moroccan genderless brand that celebrates diversity, inclusivity and equality by creating contemporary artisan-made fashion and leather collections. Today I’m living off my brand, from selling clothing and leather goods and working with people and companies that want me to help them create the brands of their dreams.

Taking this step has definitely been the best thing I’ve ever done in my life.