Once upon a time, in the heart of the city of Fez
In the heart of Fez, imperial city of craftsmen, young Ali Benmoussa broke the copper lamp his father had made — and mended it himself rather than let its light go out. His father was one of the Benmoussa brothers, who had started a family dinanderie business in the 1950s, hand-hammering copper into the trays, teapots, and lamps that have long defined Moroccan craftsmanship.
Ali grew up in that workshop, learning the coppersmith's craft by hand. In 1975, the family refocused on bringing dinanderie to the Moroccan market, and in 2002 they formally restructured the business under the DINIMEX name, with the ambition to grow both nationally and internationally.
From a family workshop to Asly Création
It was Ali Benmoussa who carried that ambition forward: launching Asly Création and gathering some of Fez's finest maâlems — the master coppersmiths still hammering brass by hand on Seffarine square, the same square where Sultan Abou Inan once commissioned bronze chandeliers for the doors of the Karaouine mosque.
In 2017, Fez earned the "Home Handmade" label, Morocco's recognition of this living artisanal heritage. Today, with Ali at the helm, Asly Création's pieces are exported across four continents — the same care that once mended a broken lamp now shaping every piece that leaves the workshop.
“Simplicity is the ultimate sophistication”
50
years of experience
16MD
of turnover 2023
20
employees
5,5MDH
share capital
3
shops and stores
2500m²
factory with 4 levels