Azal, la maroquinerie « made in Tunisia » éthique, durable et solidaire
Le « made in Tunisia » peut être gage de qualité ! La preuve avec Azal, une toute nouvelle marque de maroquinerie lancée par Yosr Mhiri. À travers sa griffe, qui propose des sacs à dos fabriqués de manière éthique et artisanale, cette jeune entrepreneure a pour ambition de valoriser les savoir-faire de son pays natal.
Pour de nombreux Français, la Tunisie est avant tout une destination touristique low cost où des milliers de vacanciers en chaussettes-claquettes viennent se reposer, profiter des avantages de leur bracelet « All Inclusive » et se balader dans les souks pour acheter des souvenirs en plastoc. L’image de la Tunisie est peu qualitative. Et ce constat est encore plus confirmé quand il s’agit de produits tunisiens en France. Un article estampillé « made in Tunisia » ne séduit pas : bas de gamme, surconsommation, etc.
Yosr Mhiri, une jeune entrepreneure originaire de Tunis, s’est alors mis en tête de casser ces clichés et de valoriser l’artisanat de son pays. Après trois années dans un cabinet de conseil à Paris, elle lance ainsi Azal, une marque de maroquinerie à l’image de la Tunisie : authentique, unique, moderne, riche de savoir-faire et créative.
Azal : une fabrication artisanale
« La Tunisie est reconnue pour sa maroquinerie. De grandes marques de luxe font fabriquer leurs sacs à main là-bas mais ne communiquent malheureusement pas dessus », nous explique-t-elle. Pour cette Parisienne d’adoption, pas question de le cacher. Au contraire, elle souhaite mettre en avant le talent des artisans tunisiens.
Entièrement faits à la main, ses accessoires sont conçus dans les règles de l’art. Les matières choisies pour ses sacs sont sélectionnées avec soin : du cuir de veau pleine fleur et de la soie authentique. « La soie qui orne les sacs est tissée à la main par Fethi, un artisan que j’ai rencontré par hasard dans le souk de Tunis. C’est lui qui m’a donné envie de créer Azal. Il tisse la soie et crée notamment des écharpes que les femmes portent pendant leur mariage. Chaque motif a une signification. C’est un homme passionné par son travail », raconte Yosr Mhiri. « Les sacs ont d’ailleurs été imaginés avec lui. Il choisit lui-même les bandes de soie pour chaque couleur de sac », précise-t-elle.
La fondatrice d’Azal prône la qualité mais aussi l’éthique. Ses accessoires ne sont pas réalisés dans des grandes usines mais dans un atelier de maroquinerie situé dans la capitale tunisienne, qui offre des conditions de travail décentes et un salaire juste aux employés. Fabriqués artisanalement, les sacs sont produits en petite quantité. « Les artisans travaillent à leur rythme. Pour faire 30 sacs, il leur faut plus de deux mois. »
Azal, une marque qui s’engage pour l’éducation
À travers Azal, Yosr Mhiri ne veut pas simplement valoriser les savoir-faire de son pays natal. Elle souhaite également apporter son soutien dans la lutte contre l’abandon scolaire. « Chaque année, 100 000 jeunes abandonnent l’école faute de moyens financiers », souligne-t-elle. Avec sa première collection Zohra, la créatrice a financé des packs de rentrée pour les élèves d’une école primaire de la ville de Nabeul, au nord-est de la Tunisie.
Sa prochaine collection, de porte-cartes, se voudra aussi solidaire. « Pour le moment, je ne sais pas encore vers quoi je vais me tourner, mais j’aimerais par exemple construire une bibliothèque dans une école. Les porte-cartes vendus serviraient à acheter des livres ». La fondatrice d’Azal l’assure : « pour chaque collection, il y aura un projet qui soutiendra l’éducation ». Une gamme de sacs en bandoulière est en préparation.
Azal est une très belle initiative. Disponibles uniquement sur Internet et en quatre coloris (jaune, vert, bleu et bordeaux), les sacs à dos unisexes sont d’une grande qualité, durables, modernes et très pratiques. On peut y glisser tout ce que l’on veut, même son ordinateur portable. Adieu les tote bags qui font mal aux épaules et les sacs à dos de grandes enseignes qui ne durent que quelques mois. Pour un sac Azal, comptez 360 euros. Un prix assez élevé mais amplement justifié !
À noter que Yosr Mhiri est une entrepreneure très impliquée. Pour les clients parisiens, la fondatrice livre en main propre les commandes.
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