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Zineb Faress, a Moroccan entrepreneur living in London, has channeled her homesickness and innovative spirit into a thriving venture in the finance and business world. She launched her brand, Raphia, from London, offering a modern and sophisticated homage to Morocco, using chocolate as a canvas to narrate tales of belonging, identity, and exquisite taste.
Speaking to Yabiladi, Zineb Faress fondly recalls her upbringing in Casablanca. «My early life was shaped by long family gatherings, the scent of orange blossom in the air, and the art of welcoming guests with grace, the very essence of Moroccan hospitality. That spirit was everywhere and became part of me». That sense of belonging stayed with her even when she moved to Switzerland to pursue her studies.
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Her move to Geneva came with challenges, as she had to adjust to a new pace and «translate herself», not only linguistically but also culturally and emotionally. At first, this duality was a struggle, but it soon became a source of strength. «I had to learn to adapt quickly, to be resilient and open-minded», she reflected.
Raphia: A Fusion of Memories and Innovation
Zineb studied hospitality management in Geneva, a city renowned for excellence in the field. «Hospitality was a natural choice. In Morocco, hospitality is not just a profession, it’s a way of life», she noted about her decision. «Studying it formally gave me the tools to turn that cultural instinct into something tangible and professional».
«Geneva taught me structure, precision and global standards, but I always kept my Moroccan soul at the centre of it all. That balance between discipline and emotion shaped the way I approach business», she recalls.
This equilibrium between discipline and passion led to the creation of Raphia in London, where she settled in 2016. «Raphia was born from a deep desire to celebrate Morocco in a refined and modern way. I didn’t want to rely on clichés or stereotypes», she explained.
I wanted something elegant, authentic and emotionally rich. London, with its innovation and diversity, felt like the perfect place to begin. The brand’s identity is woven from both memory and modernity, from handcrafted chocolate to the use of traditional ingredients like dates, rosewater and olive oil, each element chosen with meaning».
Zineb emphasizes that each flavor tells a story, not just about Morocco but about a particular feeling or moment. «Chebbakia or Briouate during Ramadan, or touches of almond and honey during the cooler months. It’s never just about taste; it’s about emotion. I always ask myself: what memory are we evoking, and what kind of table are we inviting people to sit at?»
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Reflecting on milestones in her journey, Zineb recalls opening her first store, collaborating with luxury hotels, and witnessing customers overcome with emotion, reminded of their grandmother’s kitchen. Yet she also acknowledges the hurdles she faced, especially in the early days. «Logistical challenges, moments of self-doubt, and trying to do everything with limited resources. Those experiences laid the foundation and shaped Raphia into what it is today».
A Vision for the Future and Brand Expansion
Zineb treasures customer feedback, describing it as «extremely touching». For those unaccustomed to Moroccan flavors, it is often a «discovery», something that feels both comforting and novel at the same time. For Moroccans and North Africans living abroad, it is «deeply emotional». «Many tell me, 'This feels like home'. I’ve had people thank me for reminding them of their childhood, their family, and their roots. That connection is the heart of what we do».
Looking ahead, Zineb hopes to expand her brand across several countries, starting with her homeland. Morocco lies at the heart of her project’s identity, and bringing it home is something she aspires to—whether through production, retail spaces, or meaningful collaborations with Moroccan artisans. Internationally, she sees strong opportunities in the Middle East, the United States, and various parts of Europe.
The Moroccan entrepreneur also encourages fellow expatriate women to bring their ambitions and dreams to life, stressing the importance of not waiting for the perfect moment, but creating it. «Your background isn’t a limitation, it’s a gift. Stay rooted in your identity, be bold in your vision and surround yourself with people who truly uplift you», she advises.
