About Us

My Journey to HIYA: A Story of Passion and Ambition

My journey began in 2016. As a young girl, I always knew that fashion was my passion, especially Moroccan fashion. Like many young Moroccan girls, I used to design my own dresses, but for me, it was different. I was deeply intrigued by the entire process, and I knew this was what I wanted to do. I started designing traditional Moroccan caftans, but soon I realized that something was missing.

I loved creating unique, out-of-the-box designs and wanted them to be worn not only at weddings but also in everyday life. That’s when I decided to start my own Moroccan-inspired clothing line, focusing on ready-to-wear pieces, festive attire, and much more. Every design reflects modest fashion with a distinctive Moroccan touch.

Each new collection tells a unique story. All our items are limited edition because I want my creations to remain exclusive. I want my clients to feel special and one-of-a-kind, which is why we never recreate a design. My vision is to see my creations worn worldwide, empowering modest women to feel unique and extraordinary.

In 2024, after welcoming my beautiful second daughter, I felt it was the perfect time to rebrand and dedicate my brand’s name to my daughters, Hind and Yasmine. This decision marked the birth of HIYA.

Proudly Made in Morocco

From our fabrics to our jewelry, everything is proudly made in Morocco. Each piece is handmade with care and craftsmanship. We are committed to supporting small businesses in Morocco, which is why every item from ByChaima involves at least seven skilled artisans before it is complete.

The process begins with me creating the design. Next, we source our fabrics locally in Morocco. From there, our seamstresses cut and sew the garments. Once the base is ready, the items go to our artisans who add the intricate Moroccan embroidery (sfifa). Afterward, the pieces are sent to our embroidery specialists (moul zwaq) for the finishing touches. Finally, the garments return to the seamstresses for adjustments, quality checks, and the final embellishments, such as the traditional Moroccan “a3kad” closures.