JOUHRA is a celebration of Moroccan artistry and tradition. We specialize in handcrafted silver jewelry, meticulously designed to embody the rich cultural heritage of Morocco. Each piece is created with love and passion, reflecting our commitment to quality and authenticity. At JOUHRA, we believe that jewelry should tell a story—your story.

Silver has been treasured in Morocco for centuries, not only for its beauty but for its cultural and spiritual significance. From the Amazigh tribes of the Atlas Mountains to the bustling souks of Marrakech and Fes, silver has long symbolized wealth, protection, and identity. Generations of artisans perfected the art of silversmithing, creating intricate jewelry adorned with geometric patterns, Berber symbols, and meaningful motifs that echo Morocco’s history and legends.

In the heart of Morocco today, skilled artisans continue this legacy, transforming raw silver into delicate forms, honoring centuries of tradition and craft. With patient hands, they engrave intricate Berber symbols and patterns, each line telling a story of heritage, strength, and femininity. Vibrant gemstones are carefully set into the silver, bringing color and life to every creation, while maintaining the balance between nature and artistry.