I am an artist, an Andalusian singer of Moroccan origin, a Hazan, and a performer for religiously connoted events. And a great artist is never “simply” an artist: he already lives in rigor, precision, detail, mastery of emotion and execution. It is this artistic discipline that prepared me to understand excellence — and then to transpose it into the business world.

Because I was very present in the community, and because my relationships were naturally built in circles of influence, I was gradually entrusted with responsibilities that went far beyond the stage. I was asked to organize events (weddings, bar/bat mitzvahs, celebrations), to manage situations where everything had to be perfect, discreet, fluid. I was also entrusted with responsibilities related to real estate: apartments to manage, service providers to coordinate, decisions to take. And over time, I also took charge of everything related to hospitality, concierge services, and lifestyle: welcoming, foreseeing, securing, anticipating, ensuring that life was simple for very demanding people.

These experiences gave me a central competence: a real organizational capacity, forged in the field, in contact with very high standards — in events, hospitality, concierge services, and real estate.

I lived for several years in the United States, which expanded my network and strengthened my learning. Initially, these doors opened out of kindness: they saw me as an artist. Then the relationship became much deeper: I was given total trust, missions, decisions to make, sometimes even the management of entire teams during their travels. I learned business from people who succeeded — by integrating their method, their mentality, their standards.

In parallel, my place at the heart of the community also put me at the center of human dilemmas, sometimes very tense. I often played the role of mediator: calming, understanding, restoring trust, finding a fair outcome, and creating an agreement. This capacity led me to study and understand the psychology of relations, decisions, and power dynamics — a fundamental pillar of what I have become.