Our Story
Hello beautiful souls, đź’›
Hiba’s Choice is finally here and it is a dream that grew from a simple spark into a meaningful mission!
I am Hiba Benkhouya, Founder and Creative Director of Hiba’s Choice and a Master’s student in Global Affairs at UM6P.
Fashion, Moroccan heritage, and storytelling have always inspired me. I wanted to create a brand that does not just sell products, but shares joy, culture, and purpose with every piece.
It all started during the COVID lockdown. While exploring business ideas, I fell in love with totes. They are lightweight, eco-friendly, and undeniably charming.
I wanted one for myself and maybe to share with friends. That small, personal desire blossomed into a bigger vision. I wanted to create a Moroccan brand that celebrates local craftsmanship, merges cultural artistry with modern fashion, and brings a little joy into everyday life.
Through my studies, my experiences, and countless hours of dreaming and designing, Hiba’s Choice grew.
Today, we proudly launch our first collection called “Joie.” Soft, colorful, lightweight, and playful, “Joie” is more than just a line of products. It is a celebration of life, creativity, and authenticity.
Every time you carry a Hiba’s Choice tote or accessory, we hope you feel the happiness and care sewn into it.
Our Mission
At Hiba’s Choice, our mission goes beyond fashion
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Handmade with Love Each product is crafted by skilled Moroccan artisans, preserving centuries-old techniques and patterns
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Trendy and Timeless We blend contemporary fashion with cultural artistry, creating pieces that are modern yet enduring
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Sustainable and Ethical Every purchase directly supports local artisans and uses eco-conscious materials, reflecting our commitment to both people and the planet
We are a brand with purpose. Every item you choose helps sustain Moroccan craftsmanship, empowers local communities, and promotes a sustainable future. .
After years of learning, experimenting, and self doubt, we are finally ready to share Hiba’s Choice with the world 💛
Pre-orders for our launch open soon and I cannot wait for you to experience the joy we have poured into every piece!
With love and gratitude,
Hiba Benkhouya
Founder and Creative Director,
 Hiba’s Choice