I grew up in a warm and loving Moroccan family, with my mother’s special cooking and absorbing stories of Casablanca, Morocco from my father of blessed memory.

The Moroccan culture has amazed me in its ability to maintain simplicity, modesty and authenticity in such an exposed, abundant and fast-moving world.

Throughout the whole process, my father’s figure has stood in front of me - He was and still is, even after his passing, the biggest inspiration for me.

I have obtained from him and from his character, the quality brand I build for his memory which named on his name.

Through all of this - “Armand” was born.
 

A brand That offering a combinations of prestige and simplicity.
Incorporating old and new.
Modesty and modern — all at once.

Love ,
Liron.