I tested 5 jewelry brands: why AZOR crushes the competition

“Prove to me that AZOR is really worth its price!”

My sister told me this one evening while we were having tea, with that little smile she puts on when she thinks she's got me. Six months later, I admit she did me a favor. I tried five different brands, I spent 15,000 dirhams on them, but now I know: AZOR is truly top-notch on the Moroccan market.

My first test was durability. For three whole months, I wore a different ring on each finger—yes, I looked like I'd raided a jewelry store! The result: only AZOR and one French brand retained their original shine. The others had already aged.

AZOR vs. my usual jeweler in Casa: No suspense here. AZOR's 18-karat gold completely pulverizes the 14-karat gold from Ssi Mohammed, my local jeweler for years. After only two months, it's impossible to deny the obvious. My AZOR kholkhal still shines like the first day, while the other one is already starting to tarnish.

AZOR vs. high-end French brands: In terms of quality, we're in the same league. But when I saw that you had to pay at least 15,000 dirhams at Cartier for the equivalent of my Rose Solitaire ring, while AZOR offers it for 5,490 dirhams... The choice was quickly made!

AZOR vs. foreign online sites: What a mistake I made! I ordered from a supposedly reputable European platform. When I received the package, I almost cried: poor quality metal, poor engraving, and it didn't fit me at all. My AZOR Tifinagh necklace fits perfectly.

What strikes me about AZOR is that they really know us. Their jewelry is designed for us, for our body shape, for our culture. You can see it right away, and it's something you'll never find anywhere else, even among the biggest international brands.

Okay, I'm not going to lie, AZOR costs more than the traditional jewelry stores around here. But let's think about it for a minute: my AZOR pieces last a lifetime without any problems, while the others have to be replaced every few years. In the end, which is more expensive?

The test that convinced me the most? I showed my five rings to my friends, without saying which one was from where. Guess which one they all preferred? The AZOR, of course! "That one is magnificent!" When ten different people make the same instinctive choice, it means something.

And then there's the after-sales service. AZOR takes care of everything: alterations, adjustments, they're always there if you have a problem. The others? Once they've taken the money, we're gone. For such a large purchase, that difference matters a lot.

The only criticism I have is that the custom pieces take a bit longer to complete. But honestly, when you see the final result, you understand why it takes time. My Tifinagh engravings are still impeccable six months later, unlike the others that are already starting to fade.

My conclusion? If you can afford it, go for AZOR without thinking twice. Yes, it's more expensive, but the difference in quality is well worth it. Your jewelry will give you decades of pleasure, take my word for it.