The new collection WCHAM [tattoo in Arabic] honors Amazigh culture through refined and ethnic jewelry. It evokes the warmth and the strenghth of Amazigh women.

The tattoo is a decorative, symbolic design made by injecting ink into the skin. A true sign of beauty, women used to tattoo their faces, wrists, hands and ankles.

Most berber tattoos indicate ethnic identity; express feelings or values such as protection, strength or fertility; or are drawn only for ornamental purpose. Although some patterns do not have specific names, tattoos served both an expressive and social function among the Amazigh people. In some tribes, tattoos were even more important and appreciated than jewelry. Triangles, squares, diamonds, stars, dots ... each of the patterns used to tattoo women means something and translates a story.