Behind the scenes, there is a great deal of continuous research, with patience and passion.
To offer you a selection of quality rugs and textile accessories, found directly in the communities that created them.
During every trip to Morocco, we meet dozens of artisans, artisans, cooperatives, sellers of vintage carpets. We look at hundreds of rugs and choose the most beautiful and unique ones for you.
We pay attention to the quality of the materials, the designs, the colors, the manufacturing techniques, the attention to details such as the fringes and sides.
You are not satisfied with resellers who buy carpets after a series of styeps from various intermediaries, who pay the artisans a minimum part of what will be the final price of the carpet.
You want a beautifully crafted rug that will not only look pretty in photos but will give you satisfaction every day, year after year, when you look at it and touch it.
We know Morocco intimately and we know well that behind every artisanal object there is the work and culture of an entire community: the shepherd who took care of his small flock of sheeps, the group of women who together washed, carded and spun the wool , the artisan dyer who colored each thread, the small trader who goes around the most remote villages and knocks from door to door looking for vintage carpets for sale, etc.
Every member of this community must be respected and their culture honored.
Moroccan rugsare are famous all over the world, they can be admired in the most luxurious and stylish homes published in magazines.
Yet, in most cases, artisans do not receive sufficient pay. One of the reasons why it is now rare for new generations to learn traditional techniques.
From day one, we commit ourselves concretely to contribute to change, both through the remuneration of the artisans with whom we work (significantly higher than average) and through other fundamental aspects, thanks to listening and discussion with all our interlocutors: putting provision of a room for work, enhancement of quality, slowing down of times, etc...
We also take our ecological footprint seriously. For this reason, our research work always includes vintage rugs, “Boucherouite” rugs made from fabric rags as well as accessories created with second-hand carpets.
Our attention is found in many details that are not for us: our packaging is plastic free, with recycled paper and renewable paper.
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 quality, sustainability and the union between functionality and aesthetics.
For us, being responsible is not a “final destination”. It means questioning yourself, engaging with craftsmen and women, the various professionals in the sector, and customers.
It means continuing to look for ways to do better. To have a social and environmental impact that we can be proud of.