Morocco’s jewelry sector, rooted in a centuries-old artisanal tradition, has evolved over time to occupy a significant place in the national economy. With multi-generational expertise and a diversity of styles, from Amazigh jewelry to beldi pieces, as well as contemporary creations, it represents both a living cultural heritage and a lever for local development.

According to a brief from the Secretariat of State in charge of Handicrafts and a framework agreement consulted by TelQuel, this sector generates revenue of around 3 billion dirhams and employs more than 9,000 artisans. Its influence spans several major cities (Fez, Casablanca, Taroudant, Essaouira, Agadir, Tiznit, Guelmim, Laâyoune, Tata, Tangier…) as well as numerous rural areas.

A sector weakened by multiple constraints

But the sector, despite its economic weight and rich heritage, has not fully exploited its potential. The documents consulted note that this shortfall is explained by “strong international competition and the accumulation of constraints.” Among these is “the insufficient evolution of the legal and regulatory framework, whether technical, organizational, customs-related, or fiscal,” a structural obstacle that hampers both production and commercialization.

Added to this is “the absence of key links and a weakness in innovation,” preventing the sector from modernizing at the pace required by the markets. The documents also highlight “a major issue with the informal economy,” a phenomenon that undermines artisans’ competitiveness and hampers the organization of the profession.

The same sources finally note a productive fabric that is “fragmented, with a prevalence of very small enterprises and solo artisans with little structure, and the absence of institutionalized groups.” This fragmentation is accompanied by “a lack of specific infrastructure, investment, and human capital,” as well as “an almost complete absence of exports.” These challenges keep the sector on the margins of national and international economic dynamics.

A framework to revive the sector

In response to this unambiguous assessment, a framework agreement was signed according to a rotating-signature principle among the various stakeholders: the Ministry of Industry and Commerce, the Ministry of Higher Education, the Ministry of National Education, the Ministry of Economy and Finance, the Secretariat of State in charge of Handicrafts and the Social and Solidarity Economy, Bank Al-Maghrib, the Maison de l’Artisan, the OFPPT, ANPME, UNIDO, as well as two professional federations representing artisans.

With a duration of five years from its entry into force and tacitly renewable, this agreement lays the foundations for an integrated partnership. Its objective is “to establish a unified framework of collaboration, in order to promote the development of a structured and sustainable ecosystem for the enhancement of the jewelry sector,” according to the agreement consulted by TelQuel. It stems from a strategic study conducted with the various actors involved, which helped define a clear vision: “a national sector that is competitive, generates economic and social value, rooted in the local market, and capable of addressing export markets.”

This ambition relies on strategic management involving all signatory parties at every stage, from planning to evaluation, including operational deployment and the adjustment of measures. According to our sources, the goal is to initiate a collective momentum for structuring, modernizing, and upgrading the sector, following a logic of convergence between public and private efforts. This ambition is also reflected in a quantified objective: “to quadruple the number of active artisans in the sector, from 9,000 today to 36,000 by the end of the program,” a source close to the file explained to TelQuel.

Implementation in two phases

Structured in two distinct stages, the implementation of this framework agreement begins in the short term with the development of formalized territorial clusters. Led by sector actors in collaboration with administrations, universities, and local authorities, these clusters will be supported to address common issues of competitiveness, innovation, joint purchasing, applied research, market studies, product design, packaging solutions, and targeted export promotion. Technical assistance, funded by the Department of Handicrafts’ budget, will support the emergence of these so-called “mature” clusters.

In the medium term, a second phase envisions the syndication of a national program contract, supported by regional implementations. This phase relies on removing legal, fiscal, and customs barriers, establishing appropriate support and financing mechanisms, and mobilizing technical centers to enhance access to innovation. The program contract will detail the actions to be undertaken, the commitments of the various parties, timelines, performance indicators, and funding sources. Signatories will also need to identify and mobilize the most suitable financial mechanisms to fulfill these commitments, while respecting the specific characteristics of the sector.

A cross-cutting, multi-sector commitment

The agreement establishes a clear framework of commitment for all stakeholders, both public and professional, around the creation of “an ecosystem conducive to structuring, skills development, and competitiveness in the jewelry sector.” The Secretariat of State in charge of Handicrafts, the institutional lead for the initiative, commits to continuing sector reform under Law 50.17, legally regulating the sector’s trades, creating specialized parks and complexes, and overseeing support programs through the Maison de l’Artisan. It will also chair the steering committee and coordinate cross-cutting actions with other ministries.

The departments of Economic Inclusion, Industry, Commerce, Energy, Budget, and Investment are each called to act within their areas of expertise: strengthening initial and ongoing training frameworks, developing a legal framework for commerce, improving access to precious materials, enhancing fiscal attractiveness, and mobilizing investors.

Specific commitments are also made by economic governance institutions, such as the Customs Administration, responsible for evolving customs regulations, and AMDI, tasked with promoting Morocco’s offerings internationally.

On the professional side, the Federation of Chambers of Handicrafts (FCA) and the Federation of Handicraft Enterprises (FEA) are engaged to raise awareness among operators, support sector structuring, define training needs, and host the coordination structure. They must also ensure efforts converge toward a unified professional organization.

This collective mobilization relies on regular monitoring mechanisms, structured around performance indicators, periodic evaluations, and a coordinated governance system. The objective is to ensure that “commitments made do not remain mere declarations of intent but translate into concrete results serving the sustainable development of the sector,” our sources emphasize.

Written in French by Younes Saoury, edited in English by Eric Nielson