Dir B7ali — دير بحالي, “do as I do” — was born in Fez in 2026, from a simple observation: Morocco's craft offer is dense everywhere and readable nowhere. Riads, inbound agencies and companies already have the guests; artisans have the craft. Between the two, an infrastructure was missing.
Founded by Alae Chaachoue, Dir B7ali was born in Fez — the city where it began — and its scope covers all of Morocco: verified artisans, visited in their workshops, and written confirmation within two hours for every request.
To make Morocco's craft offer readable and bookable through the channels that already have the demand — riads, inbound agencies, companies and institutions — without ever overshadowing the artisan. Dir B7ali acts in the name and on behalf of the artisan, who remains the workshop provider and freely sets their price.
The artisan's price comes first. The artisan sets their net price, and that price is the same on every channel. A transparent margin, never taken from the artisan's price. No renegotiation.
Free for the artisan. The profile, built with the artisan in their workshop, and access to the tool are free for life. Dir B7ali never earns at the artisan's expense.
Measurable reliability. Every request receives written confirmation within two hours. One point of contact for the partner, a verified artisan on the ground.
A national ambition. Dir B7ali was born in Fez, where the method was proven. The project is designed for the whole of Morocco: artisan applications and partner requests are open in every city.
Respect for people. Photographs of artisans are published with their written consent, and anyone can ask for their image to be removed at any time. No sales or payments are made on this site.
Tomorrow
The digital product passport is an identifier attached to a piece, documenting the artisan who made it, the material used and the production steps. It prepares Moroccan producers for the European ESPR regulation. Dir B7ali will roll it out once the artisan inventory is built, not before: its value depends on how complete the database is, not on its launch date.
Zellige, metalwork, blue ceramics and marquetry are not only Moroccan crafts: they are Mediterranean crafts, which travelled between Fez, Tetouan, Granada, Tunis and Naples long before today's borders. Dir B7ali starts with Morocco because that is where the offer is densest and least readable. The method will apply to the whole basin. That will be the second decade, not the first year.
Dir B7ali is supported by Founder Institute Morocco, Diversidays, Incubooster CRI Fès-Meknès and Maroc Entrepreneurs. To contact us: contact@dirb7ali.com or +212 6 58 28 40 12. Our head office is in Fez, Rue 6, n° 71, avenue Saint-Louis, Hay Saada 2, 1st floor.
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