THE MAISON

In 1975, master craftsman Khalid Benyassef founded his leather workshop in Fès.

Driven by an instinct for beauty and an uncompromising respect for the craft, he built the Maison's foundations by hand — through precision, patience and a profound understanding of leather.

The workshop grew, but the philosophy remained unchanged.

Around the worktables, craftsmen cut, stitched and assembled each piece by hand. Gestures were repeated, refined and transmitted until technique became instinct.

A savoir-faire was taking shape.

With time, the atelier's expertise travelled beyond Morocco.

Its craftsmen began producing leather goods for several European luxury houses, confronting their savoir-faire with the demanding standards of international luxury.

Each collaboration sharpened the craft while strengthening the identity rooted in Morocco.

Recognition followed years of discipline, but excellence was never considered a destination.

Beauty lived in every detail: the balance of a line, the precision of a stitch, the touch of leather, the harmony between function and form.

A philosophy that still guides the House today.

Decades later, creation still begins with the hand.

A line is drawn. A pattern is refined. Leather is selected, cut and shaped with the knowledge accumulated over generations.

At Belmar, heritage is not preserved behind glass. It remains alive through the act of making.

Mahdi Benyassef took forward the heritage established by his father, translating decades of craftsmanship into a new creative language.

The inherited gestures became the foundation for new forms, new proportions and new expressions.

Belmar emerged from this encounter between memory and imagination — where leather becomes a medium, and the object a quiet expression of art.

Belmar seeks beauty in every dimension of an object — in its line, its material, its construction, its touch and the emotion it leaves behind.

From this vision came six emblematic collections:

Bela. Elsa. Luna. Mona. Alya. Rita.

Six names whose initials form BELMAR.

Different expressions of the same Maison, united by one belief: that true luxury is found not in excess, but in the beauty of what has been considered, crafted and made to endure.

Since 1975.