Editor’s Note
This article highlights the rising global appeal of Moroccan jewelry, driven by strong export growth and an expanding digital footprint. As traditional craftsmanship meets modern markets, we explore the factors behind this international success.
Moroccan jewelry is increasingly establishing itself on the international stage, strengthening its positioning abroad. This momentum is supported by both a continuous increase in exports and a booming digital presence, demonstrating its growing attractiveness.
Moroccan jewelry is a hit. This is evidenced by the annual export growth rate recorded at 30% between 2019 and 2024. France, Austria, and Switzerland are the primary export markets. In June 2025 alone, jewelry exports grew by 124%. During the first six months of 2025, jewelry exports increased by 50%. However, its market share remains low compared to other product families such as pottery and stone, carpets, or traditional clothing.
states the latest Market Intelligence analysis revealed by the Ministry of Tourism, Handicrafts, and Social and Solidarity Economy and the Maison de l’Artisan. This system, established for all handicraft stakeholders wishing to benefit from new opportunities offered by the sector worldwide, equips operators in the handicraft sector with a number of information and data points for developing their marketing and commercial strategies and stimulating their exports to foreign markets. It analyzes the digital footprint of “handmade” between March 1, 2024, and February 28, 2025, based on mentions collected from the web, blogs, social networks, and marketplaces via the social listening platform Digimind. This automatic monitoring is conducted in several languages and dialects, particularly in the main target markets and relays for Moroccan handicrafts. It reveals that jewelry is widely discussed with 1.1 million mentions collected worldwide, primarily on the social network X (Twitter), including 11,500 mentions related to Moroccan jewelry.
notes the same source, adding that consumers express a high level of satisfaction with Moroccan jewelry, with 96% positive reviews. Thus, design, quality, delivery, and customer service are the most appreciated criteria, contributing to an average rating of 4.9/5 on online sales platforms.
The majority of Moroccan jewelry sold online originates from Morocco (55%). Moroccan sellers are, in this sense, the main ambassadors of this ancestral know-how, notably via Instagram, with a strong concentration in southern cities, particularly Tiznit (58%) and Marrakech (33%). The majority of content related to Moroccan jewelry is created by professional sellers.
reports the same source.
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