Behind the Label : Creative Director & Designer Naima Zadi
Behind every meaningful brand is a story shaped by vision, determination, and passion. For Naima Zadi, founder and creative force behind Hiya Art de Vivre, that story begins in Casablanca and continues along the Moroccan coast in the artistic town of Essaouira.
Born in Casablanca, Naima later spent more than a decade living in Essaouira, a city known for its vibrant creative culture, coastal beauty, and strong community of artisans. Surrounded by this inspiring environment, she developed a deep appreciation for craftsmanship, textiles, and the creative spirit that defines Moroccan design traditions. Over time, these influences helped shape her own artistic direction and entrepreneurial journey.
As a determined and forward-thinking woman, Naima set out to create something that reflected both her creativity and her values. From this vision, Hiya Art de Vivre was born—an original concept centered around high-quality up-cycling, thoughtful design, and a refined boutique experience. Her approach transforms exceptional textiles and materials into beautiful custom pieces, giving them new life through modern design and skilled craftsmanship.
At the heart of the brand is Naima’s commitment to originality. Each design reflects a balance between tradition and contemporary style, blending rich fabrics, textures, and patterns into pieces that are distinctive and timeless. The online boutique itself reflects this philosophy: a modern, elegant space where visitors can discover unique designs that celebrate creativity and individuality.
But beyond the designs, Naima’s work also carries a deeper message. Her journey as a business owner and creative entrepreneur is an example of what is possible when passion, resilience, and vision come together. Through her work, she hopes to inspire other women to pursue their own artistic ideas and professional ambitions, showing that it is possible to build something meaningful while staying true to one’s creativity.
Visitors to Hiya Art de Vivre quickly discover that the experience goes far beyond shopping. Naima offers a personal and welcoming approach, taking time to share the story behind her creations and connect with customers from around the world. Whether working on a custom design or guiding visitors through the collection, her passion for creating beautiful pieces is clear.
For many travelers exploring Morocco, discovering Naima’s boutique becomes a memorable part of their journey. Through her designs, her story, and her warm hospitality, she offers a unique glimpse into a world where craftsmanship, creativity, and personal vision come together.
Today, Hiya Art de Vivre stands as a reflection of Naima’s dedication to design, her respect for materials, and her belief that creativity can open doors—not only for beautiful objects, but for meaningful opportunities and inspiration for others to follow their dreams.
