OUR VALUES
Quality, authenticity, responsibility for an ethical, fair, sustainable supply chain
QUALITY
We personally take care of the choice and creation of each rug, each accessory.
We pay attention to the quality of the materials, the designs, the colors, the manufacturing techniques, the care of every detail.
Behind the scenes there is a great deal of continuous research. With patience and passion we select only unique carpets and quality textile accessories, finding them directly from the communities that create them.
During each trip to Morocco we come into contact with dozens of artisans, craftsmen, cooperatives, and vintage carpet sellers. We examine hundreds of models and choose for you only the most beautiful and unique carpets.
Our special collections, limited editions and custom-made rugs are made by the artisans with whom we have the closest relationships, who share our values and our requirements in terms of materials, excellent quality and sustainabilit
AUTHENTICITY
If you're here, it means you've decided not to settle for industrially manufactured copies of Moroccan rugs made in countries exploiting low-cost labor. These copies are sold by large companies under names like "Berber rugs," "ethnic carpets," "Beni Ourain," etc. Here, you'll find only original, authentic, 100% handmade Moroccan rugs.
If you're here, you're a person who shops consciously. You're not satisfied with retailers who buy rugs after a series of transactions from various intermediaries, paying the artisans only a fraction of the rug's final price.
You desire a Moroccan rug crafted to perfection, one that won't just look pretty in photos but will give you satisfaction every day, year after year, when you look at it and touch it. A durable and long-lasting rug made to become more beautiful as time passes.
We intimately know Morocco and understand that behind every handcrafted item lies the work and culture of an entire community: the shepherd who cared for his small flock of sheep, the group of women who together washed, carded, and spun the wool, the artisan dyer who colored each thread, the small trader who travels to the most remote villages, knocking door-to-door in search of vintage rugs for sale.
Every member of this community deserves respect, and their culture must be honored.
Social Responsibility
Moroccan carpets are famous all over the world, admired in luxury homes and in stylish mansions published in magazines. Yet, in most cases, the artisans do not receive sufficient remuneration. This is one of the reasons why it is now rare for the new generations to learn the traditional techniques.
From day one, we have been actively involved in contributing to the necessary change in the artisanal carpet market. How?
- Let us agree on fair remuneration for artisans together with them, based on many local parameters, instead of imposing “market prices”;
- We listen to our interlocutors and engage with them to understand the real needs of each community we work with;
- We value quality both in the workmanship and in the wool used;
- We agree on sustainable processing times.
Environmental Responsibility
We are constantly working on finding vintage rugs and second-hand rugs, as well as accessories made from second-hand rugs.
Our “Boucherouite” rugs, made from recycled fabric rags, are also a wonderful traditional solution to very current environmental problems.
Our attention is found in many details that are not for us: our packaging is plastic free, with recycled paper and renewable paper.
For both national and international shipments, we adhere to the Go Green program developed by our logistics partner DHL.
Since the creation of Casa Amar we have started a dialogue with artists, designers and cooperatives from Morocco and Italy, to work on collaborations always focused on durability, sustainability and the union between functionality and aesthetics.
Being responsible is not a “final destination”. It is constant work.
It means questioning ourselves, engaging with artisans, professionals in the sector, and customers. It means continuing to look for ways to do things better. To have a social and environmental impact we can be proud of.
