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 sustainability.
Authenticity
If you're here, it means you've decided not to settle for mass-produced Moroccan rug copies made in countries where cheap labor is exploited. Copies sold by large companies under the names of "Berber rugs," "ethnic rugs," "Beni Ourain," and so on.
Here you will find only original, authentic, 100% handmade rugs.
If you're here, you're someone who makes informed purchases. You're not even satisfied with retailers who purchase rugs after a series of intermediaries, who pay the artisans a fraction of the final price.
You want a beautifully crafted rug that won't just look pretty in photos, but will also give you satisfaction every day, year after year, when you look at it and touch it. A durable and long-lasting rug designed to become more beautiful over time.
We know Morocco intimately and we know that behind every handcrafted object lies the work and culture of an entire community: the shepherd who tended 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 wanders the most remote villages and knocks on doors looking for vintage rugs for sale.
Every member of this community must be respected and their culture 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.
