INDH in Essaouira: The “Alamssa Assaouiria” cooperative, embroidery and sewing in the service of women's empowerment

Essaouira – The women's cooperative “Alamssa Assaouiria” for sewing and embroidery, created thanks to the support of the National Initiative for Human Development (INDH) in Essaouira, constitutes an eloquent illustration of the Initiative's constant commitment to the promotion of entrepreneurship and women's empowerment.

Equipped with a production workshop and a marketing space within the “Argana” Integrated Handicraft Complex in Essaouira, this women's structure, which benefited from the financial support of the INDH for the acquisition of necessary materials and equipment, offers a wide range of products for men and women, including djellabas, caftans, and various ready-to-wear items, inspired by Moroccan traditions and revisited with a modern “Souirie touch”.

Operational since 2020, the cooperative also designs artisanal accessories such as decorative cushions and embroidered bags, among others, which appeal to both residents and visitors in search of unique and authentic pieces.

Led by Zahra Afounous, an ambitious young Souirie woman, who, after following several specialized training courses in sewing, embroidery, and the creation of artisanal products, decided, alongside five other women sharing the same determination, to embark on entrepreneurship.

Thanks to hard work and the financial and technical support of the INDH, she succeeded in structuring a dynamic cooperative that has established itself as a local reference in terms of handicrafts and textiles, highlighting the traditional know-how of the women of the City of Trade Winds, while integrating modern sewing and embroidery techniques.

In a statement to the MAP, Zahra Afounous indicated that this project was born from a common desire to value local artisanal heritage and offer Souirie women an opportunity for economic empowerment.

“Thanks to the precious support of the INDH, we were able to structure our activity, improve our equipment, and access enriching training”, she rejoiced, highlighting the cooperative's efforts to adapt to market changes by integrating modern designs and diversifying its sales channels, notably through participation in fairs and exhibitions, as well as the development of an online marketing platform.

In addition to its commercial activities, “Alamssa Assaouiria” is also committed to transmitting local artisanal know-how to younger generations, by organizing training workshops for young girls wishing to learn a trade to facilitate their professional integration, she continued.

The INDH's commitment to supporting the development of income-generating activities, particularly through cooperatives, fully embodies the vision and objectives of its third program inherent to the ”Improvement of income and economic inclusion of young people”, through which the Initiative positions itself as an engine of socio-economic progress, driving an environment favorable to innovation and sustainable development.

The “Success story” of the “Alamssa Assaouiria” cooperative, like other similar projects across the Essaouira province, amply illustrates the effectiveness of the initiatives supported by the INDH to promote the economic and social inclusion of women, by actively integrating them into the local economic fabric.