Rosa Damaskina
Supporting Women and Preserving Tradition in the Heart of Morocco
Meet Zahra el Alouani
Zahra is a visionary Moroccan leader who made history as the first woman in her region to attend school. Her journey, marked by courage and determination, set the stage for her lifelong mission: to amplify the voices of women in her community. In 2001, Zahra made a groundbreaking decision to join a local association composed entirely of men, a trailblazing move that ignited her advocacy for gender equality and women's rights to work and financial independence in a conservative society. This journey ultimately led her to co-found the Rosa Damaskina Cooperative in 2017, with a small but mighty group of seven women.
At Climate Sirens, our shared passion for climate sustainability led us to partner with the Rosa Damaskina Cooperative in pursuit of a dual mission: promoting environmental responsibility through the cultivation of organic roses while supporting local women on their path to financial independence. From planting and nurturing to transforming organic roses into a variety of products, this collaboration embodies the intersection of sustainability, gender equality, and social impact. Join us on a journey to learn more about Rosa Damaskina!
Zahra el Alouani, the Co-Founder of Rosa Damaskina
“My goal has always been to create opportunities for women and to help them achieve the freedom they deserve, something I’m deeply passionate about and have always strived to accomplish.”
Beauty, Sustainability, and Cultural Roots
In recent years, Morocco has been undergoing a significant shift toward organic agriculture, driven by the need for sustainability and improved rural livelihoods. With agriculture employing 70% of the rural workforce and contributing 13% to the country’s GDP, this transition is crucial for both economic and environmental resilience. National programs like Green Generation (2020-2030) are accelerating the move toward organic production by supporting small farms, cooperatives, and Protected Geographic Indications (PGI). This push reflects a growing recognition of organic farming as a path to sustainability in Morocco, offering farmers better market opportunities while preserving the land for future generations (Source). Rosa Damaskina is an inspiring example of such transition, with indigenous rural Moroccan women at the heart of this shift.
Nestled in the stunning landscapes of Souk Lakhmiss Dades Kelaa M’GOUNA in Tinghir, the Atlas Mountains of Morocco, the Rosa Damaskina Women’s Cooperative stands as a testament to the power of perseverance and sustainable traditions of the indigenous Amazigh people, who have long been stewards of the land, preserving ecological knowledge passed down through generations. Their sustainable agricultural practices, such as water-conserving irrigation systems (khettara) and organic rose cultivation, have played a crucial role in maintaining the delicate ecosystem of the Atlas Mountains. Yet, despite the region’s rich cultural and environmental heritage, the indigenous Amazigh people's expertise in biodiversity and resource management is often overlooked in mainstream narratives. Today, we aim to bring these remarkable traditions into the spotlight, celebrating one of their invaluable contributions to sustainability and ecological balance (Source).
Rosa Damaskina’s mission is rooted in the belief that every woman deserves the freedom to contribute to her community, earn an income, and live independently. According to Zahra, in a region where traditional gender roles often limit women’s access to financial resources and business opportunities, the cooperative has become a vital force for change. Women who once faced barriers to education and employment now earn a steady income by producing and selling high-quality, organic rose products, from fragrant rose water and luxurious argan oil to rose lip balm.
The transition towards organic agriculture in Morocco aligns with the country’s long-standing tradition of cultivating Rosa damascena, a type of flower with deep historical and medicinal significance. Known as the “king of flowers,” Rosa damascena has been revered for centuries for its aromatic, therapeutic, and ornamental value. With over 18,000 cultivars and more than 200 species worldwide, its essential oil extraction dates back to the 7th century A.D. Iran, where it was cherished not only for its pharmacological benefits but also for its spiritual symbolism (Source).
At Rosa Damaskina, the roses are harvested during the cultivation season in May. The cooperative’s dedication to organic practices is evident in every step of the production process. Roses are grown in fields adjacent to the cooperative, ensuring that each product is certified organic, free from toxic chemicals, and produced with the utmost care. These efforts are validated by certifications from ONSSA and CCPH, guaranteeing that customers receive only the highest-quality, sustainable products. Once ready to be harvested, the cooperative women carefully pick the flowers and process them using a specialised device. This device purifies the roses with warm water and extracts the oil, ensuring the finest quality. Traditionally used as a facial toner by Moroccan women, rose water also has culinary uses, adding a delicate floral flavour to local dishes. Meanwhile, the cooperative’s rose oil, extracted from carefully grown and harvested petals, is praised for its purity and therapeutic qualities.
“We use every part of the rose. The large roses become water, the smaller ones are dried for tea, and even the stems are not wasted. This respect for the flower reflects our deep-rooted commitment to sustainability and preserving our cultural heritage.”
Rosa Damaskina also preserves an important cultural symbol: the Hayek (photo above). This traditional cloth, used to gather flowers, has been passed down through generations, and the cooperative has resurrected its use as an eco-friendly alternative to plastic.
A Whiff of Hope: Navigating Climate Challenges
Morocco is increasingly facing severe climate challenges, particularly prolonged droughts that threaten water resources, agriculture, and economic stability. According to the World Bank’s 2023 Morocco Country Climate and Development Report (CCDR), water scarcity has worsened significantly, with per capita renewable water availability dropping from 2,560 m³ in 1960 to just 620 m³ in 2020. The country is now nearing the absolute water scarcity threshold of 500 m³ per person per year. These conditions are exacerbated by unpredictable rainfall patterns and rising temperatures, disrupting Morocco’s water cycle and making droughts more frequent and intense (Source). These challenges are felt across the country, particularly in agriculture, where water shortages are placing immense pressure on farmers and cooperatives. For Rosa Damaskina, the impact is undeniable. Rose cultivation depends on steady water supply, and with droughts becoming more severe, maintaining production has become increasingly difficult. “The drought is our biggest challenge,” Zahra explains. “Without enough water, the roses struggle to bloom, and our production levels drop.”
But the women of Rosa Damaskina are no strangers to adversity. Despite operating with limited resources, one small rose field, and a lack of modern machinery, they continue to push forward with unwavering determination. “We are resilient,” Zahra says. “We have no choice but to keep going.”
The cooperative is determined to expand. With plans to acquire additional fields and invest in more efficient machinery, Zahra and her team are working tirelessly to scale their operations and increase their capacity to meet market demand. This vision is not just about growth; it is about creating more opportunities for local women and working towards a sustainable and healthy future for all.
Why Support Rosa Damaskina?
Rosa Damaskina is more than just a business: it is a movement. A movement of women reclaiming their labour, their income, and their futures. For generations, they’ve cultivated roses and crafted beautiful products, while men took them to market and kept the profits, as recounted by Zahra: “In the past when society was more conservative, women were excluded from public spaces like markets. They laboured endlessly, cultivating roses and crafting products, while men took them to market and kept the earnings. Today, that has changed. Women now have the opportunity to showcase and sell their own products, gaining financial independence and reclaiming their agency.” While there is change, access to global markets is still a challenge, and that’s where our partnership with Rosa Damskina comes in. Climate Sirens and Rosa Damaskina are joining forces to bridge the gap between tradition and innovation, launching a new product line that brings their work to a wider audience. This isn’t just about selling products—it’s about intergenerational solidarity. We are combining indigenous knowledge and ecological practices with youth-led feminist tech innovation to make sure these women’s creations don’t just stay local but thrive in the digital economy. And every purchase directly reinvests in them, fueling economic independence and sustainability.
“When you choose our products, you’re helping us grow. You’re contributing to the economic independence of women in our community and supporting a more sustainable future.”
This is about justice. It’s about ensuring that women’s labour is valued, that their traditions are preserved on their terms, and that their futures are shaped by their own hands.
Stay tuned—the launch is coming soon. And when it does, you won’t just be buying a product. You’ll be standing with Indigenous women reclaiming what is theirs.
Special thanks to Roots People (@roots.people) for their support in making this project a reality.
Interview by Selma Benhamou, video editing by Aya Laabadli, writing by Khadidja Kelalech, and photography and design by Hanieh Khosroshahi.