Updated on July 09, 2025
Since 1st July, a small glass roof can be observed in the Jardin Saint-James at the heart of the Carré d’Or, where finely crocheted raffia bags, hats and accessories are sold. But it’s also where the story of a brand unlike any other is retraced... Created in Madagascar, IBELIV has designed a limited edition collection exclusively for and with Monte-Carlo Société des Bains de Mer. Crafted using age-old know-how, every piece sold bears the name of one of the 2,000 Madagascan women employed to create these items. It’s really quite the story... And it all harks back to one man: Liva Ramanandraibe, nicknamed ‘Liv’ by all who know him and the founder of the brand, who proves every day that it is possible to combine quality, ethics and business economics. He was born in Madagascar and studied accountancy in France. Today, he divides his time between the two countries. In twelve years, he has gone from employing two to 2,000 people. No fewer than 800,000 items, all designed by the young entrepreneur, have been made from an endemic plant grown by local farmers at his request. The entire production chain is located in Madagascar and the finished creations are then distributed around the world, with each item bearing the name of the craftswoman who made it. Liv’s credo is : “Create beauty by doing good”. These are values that Monte-Carlo Société des Bains de Mer also embraces. Here, we meet an inspiring business leader.
You’re a far cry from a typical business boss. What motivates you?
Liva Ramanandraibe: For me, it’s not just a job: it’s a vocation. I didn’t want a life that was already all mapped out. With IBELIV, I’ve been able to make all my dreams come true by helping others. I want to be useful to Madagascar and to the Malagasy people, and to demonstrate that the country’s manual skills have a place on the international stage when it comes to offering high-quality, authentic and unique know-how.
How did IBELIV come about?
Liva Ramanandraibe: When I created the brand, this expertise was barely known outside of Madagascar. IBELIV allows me to highlight the quality of the island’s raw materials and the work of the Malagasy people. To be born in such an exceptional country only to realise it is not considered on a par with other countries, that it is relegated to the shadows, was a reality I couldn’t accept. With IBELIV, a little piece of Madagascar has been present at Milan Fashion Week every year since its creation. Our items are sold in ten countries around the world and worn by over 800,000 people on every continent. This gives the island cultural legitimacy and the chance to write a different story.
The brand also has a clearly defined social vocation that it proudly promotes!
Liva Ramanandraibe: We have gone from two to 2,000 craftsmen in 12 years. Production has been exponential and this is obviously encouraging for the future. We work hard and are making our own luck. The whole team deserves a lot of credit: things aren’t always plain sailing in business. Working for IBELIV also means training and adhering to our values. We are very committed to defending women. The craftswomen employed in our Madagascan workshop are better paid than staff in the tertiary sector. Paying people well is essential to the success of any business. Employees have social insurance and women have access to a free clinic. My aim is to ensure that all those involved in this adventure achieve personal fulfilment and have the financial means necessary to envisage a happy future with their families. While luxury brands come to Madagascar for one-off or seasonal production, I want to establish permanent, full-time jobs there. The fate of my people is at stake. Today, IBELIV’s reputation is flourishing and all those involved are respected: it is destined to become a major brand. I will never give in to mass marketing.
What are the main countries in which you are present?
Liva Ramanandraibe: France, Italy, Greece, Germany, Austria, Switzerland, Scandinavia, the United States, Australia, Singapore, the Caribbean... In total, we have 700 retailers worldwide, including 600 in Europe.
Are you the only designer?
Liva Ramanandraibe: I design all the pieces: bags, hats, belts, mules, etc., telling the Madagascan story as I go. The style reflects the country’s history.
Is everything made by hand?
Liva Ramanandraibe: Absolutely everything! That’s why it can take up to a week to make a large tote bag.
How did your collaboration with Monte-Carlo Société des Bains de Mer come about?
Liva Ramanandraibe: I was approached by the Monte-Carlo Société des Bains de Mer teams in charge of developing new partnerships with the fashion sector. We realised we shared the same values: respect for tradition and know-how, employee well-being, an appreciation of work well done, gender equality, and so forth.
What did Monaco inspire in you for this unique collaboration?
Liva Ramanandraibe: The biggest marker for judging the quality of an object is time. So I started out with our classics, which are timeless pieces. Then I added a touch of colour to represent each of the five establishments: light grey for Hôtel Hermitage Monte-Carlo, yellow for Monte-Carlo Beach, navy blue for Hôtel de Paris Monte-Carlo, turquoise for Monte-Carlo Bay Hotel & Resort and black for Monte-Carlo Société des Bains de Mer.
Where did you source the raw materials?
Liva Ramanandraibe: We have 60 hectares of raffia concessions run by farmers. The craftsmen then work in either the main workshop or at home.
Practical information:
Dates: from 1st to 31st July
Opening times: from 10 am to 7 pm every day
Location: Jardin Saint-James, Carré d’Or
Information: +377 98 06 89 01
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