According to Loum-Martin, the ambiance of Jnane Tamsna resonates as a constant conversation what's come and what's next. She poetically articulates the seamless blend of old date palms with modern agaves, and the coexistence of carved doors, art deco lamps, and fabrics handwoven in Senegal. "The place is about a constant dialogue between the past and the present, between cultures, between outdoors and indoors... it feels authentic, rooted, and indeed serene because it's timeless," she shares, encapsulating the essence of her creation.
In dissecting the architectural intricacies of Jnane Tamsna's five distinct buildings, Loum-Martin observes, “each look very personal, full of art, textiles, antiques. The same space designed like a hotel with all rooms looking alike would have been of no interest to me, but since every room is different, all usual hotels codes are disrupted, never a TV nor a minibar in a room, numerous spaces to sit and read a book in the gardens, on the roofs, in the bar, the library make it for a festive, warm, serene, atmosphere.”
Navigating the challenges of construction, Loum-Martin found unwavering solace in the remarkable quality of her guests. "I am honored and humbled to see them return and send their friends," she reflects, capturing the essence of the profound connections formed within the walls of Jnane Tamsna. “This is often connected to the remarkable kindness of the staff and of Moroccan people. It was beautifully expressed when we asked for donations for the emergency relief after the earthquake and that children send their own pocket money.” she continued.
Her deep-rooted connection with Morocco, spanning more than three decades as both a resident and hotelier, weaves its way into the very fabric of the guest experience. The hotel mirrors the essence of Moroccan country life, from organically grown produce to bespoke off-the-beaten-track excursions. "Guests say that the simple fact of meeting us gives them a connection with the culture and info on traditions that they rarely have elsewhere," Loum-Martin reveals, emphasizing the unique intimacy her establishment offers.
As a trailblazer in Morocco’s boutique hospitality space, Loum-Martin overcame obstacles including her race, gender, but also creating a concept that was entirely unique. "[The] challenge was not being black, nor a female," she says. "It was being a pioneer and creating something which did not exist. The hospitality landscape then was big hotels."
For Loum-Martin, she wanted her spaces to be elevated for the everyday. “I designed private properties to rent with a very refined lifestyle incorporated into the experience. "Experience " is the term very used now but wasn’t in the late eighties. I went on to win the Harpers and Queen 'Best private villa to rent in the world.' Blending experience, connection to the culture, refined surprises, regal picnics, connection to local historians, sociologists, architects, musicians within beautiful homes for holidays rentals was new.”
Sustainability forms the bedrock of Jnane Tamsna, a commitment evident in many touchpoints. Loum-Martin passionately describes how she along with her husband use their platform for good and created an international foundation supporting biodiversity and conservation, social impact, and sustainable practices initiatives, from empowering local communities to innovative water management techniques. "We grow our own organic food, only buy local, recycle glass bottles with a local factory which makes glasses,” says Loum-Martin. “Our remarkable gardens are an example of water management and innovative green techniques," underscoring the hotel's dedication to environmental preservation and societal progress.
Peering into the future, Loum-Martin envisions a harmonious synthesis of luxury, culture, and sustainability at Jnane Tamsna. The hotel's magnificent gardens, ancient palm trees, and vibrant bougainvillea will continue to nurture a profound connection with nature. "I hope many exciting developments await, so we should definitely stay in touch," she concludes, expressing her anticipation for the promising chapters yet to unfold.