1975

THE ORIGINS

Fez, Morocco’s historic capital of leather craftsmanship, has been shaped for centuries by tanners, artisans and the knowledge of the hand. It was here, in 1975, that Master Khalid Benyassef (middle right) made his first steps in the craft, in a place guided by patience, precision and a profound respect for the material.

1982

MASTERY OF THE GESTURE

Few years later, Khalid started his own Atelier, where every gesture carried meaning. Leather was observed, touched and understood before being cut and shaped. Through years of repetition, craftsmanship became instinct—a quiet discipline in which precision was never rushed and every detail contributed to the character of the finished piece.

1982

FROM FEZ TO EUROPE

As the atelier grew, its craftsmanship began to travel beyond Morocco. Its mastery attracted several European luxury Houses, creating a dialogue between the ancestral leather traditions of Fez and the exacting standards of international luxury. A discreet Moroccan savoir-faire found its place on a wider stage.

2022

EXCELLENCE RECOGNISED

After decades of dedication, Khalid’s work received recognition. The distinction celebrated more than technical mastery: it honoured a lifetime of patience, resilience and uncompromising standards. For the atelier, excellence was never a destination, but a gesture repeated faithfully, day after day.

2015

A LIVING SAVOIR-FAIRE

Knowledge of the hand cannot simply be written down. It is passed through observation, repetition and time. From father to son, Khalid transmitted more than a technique: he shared a way of seeing, how to question every line, respect the material and continually search for what makes the bag feel alive.

2025

A NEW CREATIVE LANGUAGE

Mahdi Benyassef carried this inheritance into a new creative chapter. Belmar was born from the desire to preserve the soul of the atelier while giving it a contemporary expression. The gestures remained, but new proportions, new lines and a distinctive vision of understated luxury began to emerge.

TODAY

THE PURSUIT OF BEAUTY

From this dialogue between heritage and creation emerge:
Bela, Elsa, Luna, Mona, Alya and Rita (BELMAR).
Each with its own character, united by the same language: pure lines, thoughtful details and objects created to endure. Because at Belmar, beauty is not only found it is continually pursued.

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