« Beauty lasts for a while, but identity decides how long it’s gonna last. »
This is how Deepak Chopra argues when people ask him why he was always linking spirituality to overcoming tribal identity.
For more than a century, tribal identity was our label brand. Our carpets were steadfast to our style, too loyal to Moroccan faces, that communities all over the world were able to recognize our fingerboard, no matter where they met it.
Accurating to this success, people were often interrogating us how our carpets can travel so often from Marrakech to all over the world? And our answer was so easy : It was encrusted in Deepak Chopra’s philosophy « Spirituality is meant to take us beyond our tribal identity into a domain of awareness that is more universal ».
Since the beginning, our grandfathers were mindful about two conditions : conceiving articles that can talk about the tribe it was made in, and putting enough love, enough harmony and enough humanity in.
Our carpets translate home skills and competencies that moroccan artisans and craftsmen enjoy of. It’s enough special to lay down its artistic touch and personal brand, but also hold a universal spirit that can draw harmony no matter where it’s landing.