The Founder’s Vision
A journey of innovation, sustainability, and conviction.
In a world where the decorative hardware industry has been stuck for decades in the mire of model replication and planned obsolescence, a silent change has begun. It's led by Mr. Driss Massanou, a surface coating expert with over 25 years of experience.
He observed the industry's dysfunctions and realized that the smallest, most overlooked components held the key to a truly sustainable product. This awareness, born from an obsession with detail, became the foundation for a new approach.
It was this deep conviction that pushed him to master eco-friendly coating technology and establish the complete production chain for his first sustainable product: Dima Handle, the world's first decorative hardware brand built on the principle that true sustainability is in the details.
A BROKEN SYSTEM
Today, the decorative hardware industry is built on a flawed premise: more is better. Manufacturers' catalogs overflow with hundreds of models, creating an illusion of choice. This overwhelming variety is then pushed down the supply chain to resellers and showrooms, who are forced to manage complex, constantly changing collections.
But this system is fundamentally broken. To offer such a wide range of products, most manufacturers rely on a chaotic and fragmented network of subcontractors for every stage of production. This fragmentation, driven by the obsession with quantity over quality, has disastrous consequences for everyone, including our reseller partners:
- Inconsistent Quality: With multiple subcontractors, achieving a standard quality for details like color and finish is impossible.
- Constant Delays: Each extra step in the chain adds risk and extends delivery times.
- High Costs: Inefficiency and a lack of automation drive up production costs.
- Zero Innovation: The focus remains on replicating models, not on genuine improvement.
The result is an industry that prioritizes superficial variety over true excellence. This can only be fixed by a radical transformation at the source: the production itself.
THE TOXIC REALITIES OF THE CURRENT PRODUCTION CHAIN
The greatest tragedy of this system lies in the devastating effects of its neglected details on human health and the environment:
Toxic polishing processes
Impossible to automate, exposing workers to metallic nanoparticles.
The Toxic Cocktail of Electrolytic Plating
This outdated process involves submerging hardware in a chemical bath of heavy metals, including allergenic Nickel and carcinogenic Chrome (a Class 1 carcinogen, WHO). This method produces a product coated in toxins and creates highly contaminated industrial sludge.
THE POISONOUS SCREW
The clearest proof that true sustainability is in the details lies in a component engineered to fail: the screw.
The market is flooded with cheap steel screws, hastily plated with Nickel, Chrome, or Zinc. This is not an accident; it's a strategy. Each screw becomes a poisonous hive installed directly into our homes. A single kitchen can contain over a hundred.
The consequences are inevitable: The cheap plating wears off, the steel rusts, and a toxic dust containing flakes of allergenic Nickel and carcinogenic Chrome contaminates your clothes, food, and air. This corrosion also produces foul metallic odors and can leach chemicals onto your belongings.
Once rusted, these screws cannot be recycled. They become permanent hazardous waste. The industry has turned a simple screw into a weapon of planned obsolescence. This is the real cost of ignoring the details.
THE DIMA HANDLE SOLUTION
Faced with this bleak picture, we chose a different path. Instead of multiplying flawed models, we focused on perfecting every single detail of one timeless design: the stainless steel bar pull.
Our solution is built on a new philosophy for the industry, inspired by the `Slow Fashion` movement. We call it the *Slow Accessory Philosophy*. This is a commitment to quality and durability over cheap, disposable products. While other brands chase new models, we focus on perfecting the core product, offering trends only in coatings and colors. Our production process has no melting, no molds, and no high emissions.
This philosophy is also a *Revolution of Values*. We believe new generations of consumers deserve authenticity and real value. Dima Handle meets this expectation by offering the highest quality, born from an obsession with detail, at the fairest price.
This approach is brought to life through tangible innovations, starting from the inside out.
1. The Internal Assembly Screw
Our revolution begins with a detail most manufacturers ignore because it's hidden: the internal screw that holds the handle together. While others use a cheap steel screw prone to corrosion, we developed and patented a specialized, aerospace-grade aluminum assembly screw. Its unique treatment ensures it will never loosen or corrode. We perfected this invisible component because for us, true sustainability leaves no detail behind.
2. The Mounting Screw System: A World-First in Convenience and Durability
Next, we tackled the screws you can see. We are the first and only manufacturer in the world to provide 100% aluminum mounting screws, guaranteed against corrosion for life. But we didn't stop there. With every handle, we provide four screws, not two: a pair of 25mm and a pair of 45mm screws. This ensures our handles can be installed perfectly on any cabinet or drawer, of any thickness, without the end-user ever needing to search for another screw.
3. The PVDuv Coating: The Ultimate Protective Shield
Finally, the visible surface. The technological heart of our solution is our *PVDuv Coating*. Instead of toxic chemical baths, we use a clean, vacuum-based process (Magnetron Sputtering) to deposit an ultra-thin film of noble metals onto the surface, protected by a special UV varnish. This fully automated process ensures a perfect, consistent, and durable finish—a beautiful and resilient shield.
4. The Proof: Measurable and Certified Details
Our commitment is not just a story; it's backed by a *lifetime structural guarantee* and proven by rigorous, independent laboratory tests.
ISO 9227
for extreme corrosion resistance
Solvent Rub Tests
for chemical durability
SGS Certifications
confirming our products are 100% Heavy Metal-Free, including Nickel and carcinogenic Chrome VI
5. The Result: An Economic and Environmental Advantage
This obsession with detail transforms the consumer's economy. A quality product built to last for 15+ years means long-term savings and minimal environmental impact.
JOIN THE MOVEMENT
Our Mission is to help all our clients complete their production with guaranteed sustainable and eco-friendly articles. We position ourselves as the partner brand for 'green, safe, sustainable, circular' hardware, offering a single product that meets all tastes and ensures our partners can complete their production with a healthy and reliable accessory
We do this by redefining industry standards. Every Dima Handle pull carries this promise to our partners: technical excellence, environmental respect, and guaranteed profitability. While competitors compromise on the details, we elevate them
Driss Massanou and his team have developed this technology to offer you a decisive competitive advantage. Our partners don't just sell handles – they sell the future of the industry.