About Us
Our Story: Foundation, Passion & Commitment
Foundation & Idea
In 2010, we founded Touda® in Germany with a clear vision: to create a unique brand for traditional, authentic, and handcrafted products from Morocco. From the very beginning, our passion has been rooted in craftsmanship and preserving the rich heritage of Berber culture.
One of our biggest missions has always been to support families in the most remote areas of the Atlas Mountains—places few ever reach. These families hold incredible, time-honored knowledge, especially when it comes to making authentic Berber rugs. But they also need fair buyers who truly appreciate their craft.
Who is behind Touda?
We are Sarah and Soufiane, and of course, our four kids love joining us on our trips to Morocco!
How did we discover Moroccan Berber rugs?
Soufiane himself is Berber and comes from the High Atlas region. During our early trips to Morocco as a family, we were captivated by the beauty of Berber rugs, especially the Beni Ourain. This fascination led us to explore their true origins in Morocco.
In Soufiane’s own family, the focus was mainly on weaving Boucherouite rugs (also known as rag or recycled rugs). The Beni Ourain style, however, wasn’t common in his region. That’s when we realized that these rugs must come from a completely different area.
The Search
During our search, we came across many so-called "Beni Ourain rugs", as well as practices we didn’t want to support. It became increasingly clear that we needed to find the true, original craftsmanship.
That’s when we met Mimuna, a warm-hearted Berber woman from the depths of the Atlas Mountains. She lived in one of those remote places where only the occasional trader would pass through—isolated, rugged, and untouched. And it was right there that we found the truly authentic Beni Ourain rug, still woven in the traditional way. The craftsmanship won us over instantly.
Today, Mimuna is our trusted partner on the ground. She coordinates all orders and distributes them to the families—the very same families that no one else reaches, who still weave their rugs at home using age-old methods. This is where the rare, high-quality Berber rugs are still made, just as they should be.
Mimuna works closely with the women, discussing patterns, sourcing wool when needed, and checking in throughout the entire weaving process to ensure everything is done the right way.
Beni Ourain and Other Berber Rugs
While the Beni Ourain has become our specialty, there are, of course, many other incredible Berber rugs from different regions. Each of these deserves its place in the rich tapestry of Berber rug traditions, representing the diverse cultural heritage of various Berber tribes. We are grateful to stay true to our vision by supporting these artisans as well.
We collaborate with small cooperatives in the Mrirt region, home to the exceptional Beni Mrirt rugs. From Soufiane’s own region, we occasionally source Azilal rugs and Boucherouite rugs.
Every purchase of a Berber rug directly supports a Berber family, a small local cooperative, and our mission to preserve this incredible craftsmanship.
2025: Touda Goes International
We’re following our hearts and making a big move—Touda is relocating completely to Morocco! This allows us to work more freely and support the families we collaborate with directly on-site. We’re also excited to welcome Amal Rabih, Soufiane’s sister, to our team!
We know that smooth and fast shipping is important to many of our customers, and we’ve got you covered! DHL Express delivers worldwide in just 2–5 business days. Depending on the order value, customs fees may apply (Germany: 19% VAT + customs charges, USA: duty-free under trade agreements). But don’t worry—we’ve adjusted our prices to fully offset these costs.
Journal:
Read an in-depth article on the authenticity and traditional production of original Beni Ourain rugs.
Questions:
If you have any questions or suggestions, feel free to reach out—we (Sarah, Amal & Soufiane) would love to hear from you! info@touda.de
Exciting news:
Our original, handcrafted Beni Ourain rugs are now available for wholesale! Since every piece is unique, they are only produced in limited quantities—we stay true to traditional craftsmanship, not mass production.
Enter customer opinion:
Beni Ourain
Der Beni Ourain ist ein Berberteppich aus dem Herzen des Mittleren Atlas Gebirge in Marokko. Die außergewöhnlichen Teppiche aus reiner Schurwolle werden bei uns noch ganz traditionell innerhalb der Berberfamilien gefertigt.
Beni Mrirt
Der Beni Mrirt Berberteppich stammt aus der Region Mrirt-Khenifra. Der Berberteppich ist, ähnlich dem Beni Ourain, mit sehr hochwertiger Wolle geknüpft, unsere Beni Mrirt werden noch traditionell in kleinen Kooperativen hergestellt.
Azilal
Der Azilal Teppich stammt aus der Region Tadla-Azila, der Ebene und dem Hohen Atlas Marokkos. Die Knüpfung der Azilal Teppiche besteht aus einem einfachen Knoten und einem typischen, kurzen Flor.
Kelim
Das Kunsthandwerk des Webens, vor allem das der Kelim Teppiche, ist noch in ganz Marokko verbreitet. Der Berberteppich wird flach gewebt in vielen zahlreichen Musterungen.
