Our Story

Laila Fadaoui’s return to Morocco was a deliberate reconnection with her roots, what began as a personal journey quickly became a professional one. Leading her to anchor her work in the Middle Atlas. Choosing this region is a clear stance: to look beyond familiar images and strengthen craftsmanship where it is least visible and least accessible, a Morocco to be supported, lived, and seen.

With a designer’s eye trained on form, balance, and how things are made, she found herself drawn to the raw, physical reality of Moroccan craft. Working closely with incredibly talented weavers around the region of M'rirt, she was introduced to the weaving tradition of Mrirt. a place where every knot, every thread, is part of something far older than trend.

 

MRIRT is a bridge between past and present, between inherited knowledge and today’s standards of form and aesthetics. What takes shape in the hands of the weavers belongs to a ancient tradition that we carry forward with respect and responsibility.

We believe that true beauty lies in the authentic. In the patience with which a rug grows, knot by knot. In the devotion to pure new wool, and in the quiet clarity that only refined craftsmanship can reveal.

Each rug is the expression of a shared process, rooted in Amazigh tradition, shaped by our team’s experience, and guided by the awareness that we are only one link in a long continuum. By preserving this art and translating it for the present, something timeless emerges. Rugs that do not conceal their origin, but carry it with pride and find their place effortlessly in contemporary interiors.

This is how we understand our mission: To connect tradition with the present, to honor an authentic art form, and to respect all those who have created it, passed it on, and kept it alive.

Beni M'rirt Rugs

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