THE STORY

 

I always had an incredible passion to bring positive change to women across Morocco. One small event forever changed that passion into my life calling.

On my first job, I was taking women artisans on a trip to receive business training. One of the participants was talking to her peers about how she was preparing for her husband to hit her once she gets back home. When I overheard their conversation, I was stunned and shocked. She had joined the trip against her husband’s will. When I asked her why, she simply answered: “I want my daughter to go to school and to have more opportunities than I did. I want to make money so I can pay for her; otherwise, my husband will send her off to be a maid in the city. I would never let that happen.” It became crystal clear what kind of  impact is achieved when you invest in a woman. It’s not just her personally, it’s her girls, her family, and her community that are touched by that impact.

Going to the FORTUNE/US Depart. Global Women's Mentoring program turned my vision into action. I had  the opportunity to be mentored by powerful women leaders such as Kathi Lutton, Litigator Partner; Megan Smith, US CTO (ex-VP at Google); and Susan Wojcicki, CEO of YouTube. I was inspired and never felt so confident and powerful to Dream Big and achieve breakthrough results despite all the challenges I might face in my country. So I launched the venture in 2011, then known as ANAROUZ, to empower women through market access and entrepreneurship. After attending the Global Women Leadership Network program (WLW) and the Vital Voices Leadership Fellowship (VVLead), I grew and scaled the social business known today as ASILA LUXURY empowering more than 400 women entrepreneurs and artisans across Morocco and bringing some of the most fashion forward and beautiful luxury leather bags and accessories.