Why it matters to me

What Moroccan Handmade artisanat means to me

I grew up surrounded by Moroccan craftsmanship. Because of my grandfather and now alongside my mother. I grew up seeing not just the finished pieces, but the world behind them. The artisans, the traders, the workshops and the long journey each piece takes before it finds its home. That is what Moroccan handmade artisanat means to me. It's the patience and the people as much as the final artwork. That's the perspective I bring to every Moroccan rug and handmade piece I source.

Every handmade piece carries someone's time and patience. Being part of its journey is an honor.

Riad, Loom & Hearth Studio founder

Family history

Where it all began

I grew up in a family where Moroccan handmade craftsmanship wasn't something we talked about in any theoretical way. It was just everyday life. My grandfather spent decades building relationships with artisans, traders and workshops across Morocco. And my mother has continued that work ever since. So I grew up seeing a side of Moroccan artisanat that most people never do. I wasn't just surrounded by finished pieces. I saw the work, the patience, the journey behind each one. I learned that a rug isn't just a rug, or a ceiling isn't just decoration. Every piece represents months, sometimes years of someone's time and skill. Today, Loom & Hearth is my way of carrying that story forward. It's not about recreating the past. It's about helping more people discover the beauty, the history, the human work behind every handmade piece.

Sourcing Today

How that history shapes how I source today.

Sourcing handmade Moroccan pieces is still a hands-on process. It's easier now to call weavers, workshops, and traders, but discovering the right pieces still often means traveling to souks, walking through small towns and mountain villages, talking with the people who know what's out there. When I look at a piece, I don't just look at the pattern. I pay attention to the wool's quality and condition, the tightness and consistency of the knots, signs of repairs, and how it's been cared for over time. That history shapes how I work today. My goal isn't simply to find beautiful handmade pieces. It's to understand them, appreciate the craftsmanship behind them, and share them with people who feel that same appreciation.

Continue

Learn more about Moroccan Handmade rugs and artisanat.

Journal

Find YOUR statement piece

Full Collection

Follow the workshop

Top