Azuelos Jewelers--blending traditions: the largest family run jewelry retailer in Morocco, Azuelos brings together the best of high quality European design with traditional Moroccan culture.(Retail Practices)

JQ, May, 2006 by Unninayar, Cynthia

Nothing predestined Serge and Patrick Azuelos to take over the flourishing retail business started by their father 51 years ago. On the contrary, Serge was a respected dental surgeon with a successful practice in Paris. His younger brother Patrick was studying and living in the French capital. But the pull of family ties, and the lure of returning home, brought the two men back to Morocco. "The world of fine jewelry was certainly not unknown to us," says Serge, "because as a child, I spent many hours watching the comings and goings of the clientele in my parents' store on the main avenue of Rabat."

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