From Heritage to Global Impact:
ESCP Alumni Abdelghani Hammoud's Journey with WeBerber
Abdelghani Hammoud, an ESCP Madrid alumni and recipient of the 42-Telefónica Scholarship, is gaining international recognition for his entrepreneurial venture WeBerber, recently featured in Traveler Magazine. His company, founded in 2017, bridges Moroccan Berber traditions with sustainable innovation, empowering local artisans while bringing their craftsmanship to a global audience.
A third-generation artisan from the Atlas Mountains of Morocco, Abdelghani first entered the world of business almost by accident—selling his family’s handmade rugs online to support his film studies. This early experience sparked a passion for digital storytelling and entrepreneurship, which later found fertile ground at ESCP Business School.
“Reflecting on my time at ESCP, I am profoundly grateful for the opportunities that shaped my personal and professional growth,” Abdelghani shares. “The 42-Telefónica Scholarship was instrumental, providing me with the support to explore programming and digital innovation while immersing myself in a learning environment that emphasized business with social impact.”
Through the Option-E Programme in Madrid, Abdelghani deepened his understanding of how entrepreneurial skills can serve societal challenges. This academic foundation proved crucial in shaping the mission and strategy behind WeBerber: preserving Moroccan Berber weaving traditions while ensuring fair trade practices.
The company collaborates with international designers and works in partnership with Label STEP, a non-profit committed to ethical working conditions in the handmade carpet industry. Each rug is handmade using locally sourced wool and organic dyes, honoring ancestral techniques while embracing contemporary design and global sustainability standards.
“The interdisciplinary approach at ESCP, combined with the scholarship’s focus on tech advancement, gave me a unique blend of business and technical expertise. This fusion allowed me to connect heritage with digital platforms, and ultimately to build WeBerber as a modern, fair-trade business with deep cultural roots.”
As Abdelghani continues to develop WeBerber — with its rugs now featured in global exhibitions and design magazines — he remains connected to his academic path, occasionally returning to Madrid to further his tech training.
His story stands as a powerful example of how education, tradition, and innovation can come together to create lasting impact. As Abdelghani puts it: “I hope my experience inspires current and prospective students about the transformative potential of ESCP and its scholarship programmes.”
