Morocco is a country where business and culture intertwine in fascinating ways.
For several years, we’ve been doing business in Morocco, bringing our interior accessory designs to life by collaborating with skilled artisans. This journey has given us a deep appreciation for the country’s dynamic entrepreneurial spirit and rich cultural heritage.
Historically, Morocco has been a hub of trade and commerce, contributing to its entrepreneurial tradition. Morocco has long served as a bridge between continents due to its strategic location at the crossroads of Europe, Africa, and the Middle East.
This location made Morocco a natural hub for trade, with an outward-looking business mindset that thrives on global connections. Doing business here often means thinking beyond borders, tapping into opportunities that span regions.
But to truly understand its business culture, you need to step into a bustling Medina.
These traditional markets are more than just places to buy goods; they are the beating heart of Moroccan commerce. Every negotiation is an art, and every deal is a relationship-building exercise. It’s here that you see the ingenuity and adaptability of Moroccan entrepreneurs, who can turn even the simplest transaction into an opportunity for connection and growth.
Tea time is important
Tea plays a central role in Moroccan hospitality, symbolizing respect, generosity, and connection. Welcoming guests with tea, regardless of their background, reflects the Islamic principle of honoring the guest. For tourists, accepting tea signals an interest in making a purchase, even though it doesn’t obligate you. However, it’s perfectly acceptable to politely decline if you’re not interested in the goods being offered. However, for those visiting on business, it’s equally important to avoid diving into business matters immediately. Taking the time to show genuine interest in your host’s life, family, and business is essential for building trust and fostering a strong relationship before discussing any professional topics.
Morocco's entrepreneurial spirit goes beyond its borders. Moroccans are known for their ambition and resourcefulness across Europe and beyond, from retail to technology. It's clear from their success stories that Moroccans have a deep-rooted business sense. Moroccan entrepreneurs are always looking for opportunities, no matter where they go.
Artisanal heritage
Morocco presents a unique blend of tradition and modernity. The country has made notable advances in sectors like renewable energy and technology, working toward a more sustainable future. At the same time, it remains deeply committed to preserving its rich heritage of traditional craftsmanship.
Morocco’s artisanal heritage is world-renowned, with craftsmen and women skilled in centuries-old techniques passed down through generations. From intricate steelwork to beautifully designed ceramics, these crafts are not just art—they are integral to the country’s economy and identity. Cities like Fes, Meknes, and Marrakech are home to workshops where artisans continue to shape the future of Moroccan business by preserving the skills of their ancestors. Steelworkers, for instance, forge tools, utensils, and ornamental pieces that blend functionality with beauty, while ceramic artisans create tiles, pottery, and other objects that reflect the distinctive Moroccan style.
Through collaboration with Moroccan artisans, we blend traditional and contemporary design to preserve endangered crafts, sustain cultural heritage, and support local economies with fair and eco-friendly practices.
In these traditional industries, attention to detail and a sense of pride in workmanship are evident. Whether it’s hand-painted pottery, finely crafted leather goods, brass, or woven textiles, these artisans have perfected their craft over centuries, turning raw materials into highly sought-after products. Discover bags made from rugs that blend style, cultural heritage, and fashion.
Not only are these goods treasured for their beauty and craftsmanship, but they are also seen as tangible representations of Moroccan cultural identity, something that resonates deeply with both locals and international buyers alike.
Nowadays, many contemporary designers and entrepreneurs are incorporating traditional elements into modern designs, creating a vibrant market where handcrafts meet cutting-edge technology. This combination of cultural respect for craftsmanship and forward-thinking innovation is what makes Morocco such a dynamic and attractive place for business today.
Resilience in Moroccan Business Culture
In Marrakech, business thrives on strong personal connections and resilience. Relationships are at the heart of professional interactions, making trust and networking essential.
As a Western woman, I found navigating cultural expectations around gender roles much easier than I was warned it might be.
Despite concerns others shared beforehand, I encountered welcoming and respectful interactions, proving many fears unnecessary. Resilience and ambition are hallmarks of Moroccan professionals. Whether solving logistical hurdles, adapting to market shifts, or pursuing opportunities abroad, Moroccans demonstrate a deep-rooted business sense and entrepreneurial spirit.
Their resourcefulness is evident not just in Morocco’s vibrant markets but also in their success stories across industries like retail and technology in Europe and beyond.
Moroccan entrepreneurs are always seeking new opportunities, no matter where they go.
A moment in Marrakech’s Medina captures this spirit: when I asked a local salesman, "Why is it all salesmen sell the same souvenirs?" he replied, "Why is it that all the tourists buy the same souvenirs?" His sharp response reflects the adaptability and market awareness that define Moroccan business.
This resilience isn’t limited to business; it’s woven into the fabric of Moroccan life.
Following the devastating earthquake on September 8, 2023, Moroccans demonstrated remarkable strength and unity. Communities came together to support those affected, exemplifying their ability to adapt and rebuild in the face of adversity.
Morocco is where tradition meets innovation, and ambition meets adaptability. From the vibrant souks to emerging industries, it offers invaluable lessons for those willing to embrace its unique blend of culture and commerce.
Cultural Consideration
Morocco has a rich cultural heritage influenced by Arab, Berber, and European traditions. Understanding cultural norms and practices, particularly regarding gender roles and interactions, is essential for successful business relationships. Morocco is a conservative society, and traditional gender roles may still be prevalent in some areas. Western women doing business in Morocco may encounter cultural differences in terms of dress, behavior, and communication styles. It's important to be respectful of local customs and norms.
5. Ripple Effect Cake's Founder Laurine Brugman believes in the importance of working with female artisans. When a woman learns a skill, she gains the ability to provide not only for her family but also for her community, creating a ripple effect of empowerment. Women who unite are women who make a difference, and every purchase from Cake contributes to this positive change.
By purchasing ethical, sustainable, and unique items, you support a brand that goes beyond crafting physical products. You empower artisans and contribute to a broader societal and environmental impact. This empowerment is particularly significant for female artisans in Morocco, where women often face challenges to self-reliance. In unfortunate situations involving personal or family hardship, many women may find themselves dependent on male family members or husbands, limiting their economic independence.
This is why organizations like women’s business associations, government agencies, and non-profits that focus on empowering women are so vital. These organizations provide resources, training programs, networking opportunities, and advocacy initiatives to help women entrepreneurs succeed. They play a crucial role in economic inclusion, and long-term self-sufficiency for women.
By focusing on these aspects of doing business in Morocco—particularly by supporting initiatives that uplift female artisans and entrepreneurs—you can navigate the business landscape while contributing to greater equality and economic empowerment in the country.
Cake is a lifestyle brand offering unique homewares and accessories that celebrate culture and individuality. Founder Laurine Brugman designs products that withstand trends and fads - creating timeless pieces that you’ll treasure forever.
We’re passionate about preserving traditional crafts and passing on a little bit of love with our hand-made items. All of our items are produced in limited runs to eliminate waste and ensure quality.