Our Story: Foundation, Passion & Commitment

Foundation & Idea

In 2010, we founded Touda® with the vision of creating a unique brand for traditional, authentic, and handcrafted products from Morocco. From the beginning, our passion has been focused on craftsmanship and preserving the authentic heritage of Berber culture. In addition to our one-of-a-kind rugs, we initially offered a small selection of handcrafted accessories, but it quickly became clear that the rugs deserved more attention, so we decided to focus on this unique craft. Our main mission has always been and continues to be to support the families in the most remote areas of the Atlas Mountains, those who are often overlooked. These families hold invaluable and still very authentic knowledge of Berber rug-making and are in urgent need of fair buyers.

Who is behind Touda?

That's us, Sarah and Soufiane, and of course, our four children always love accompanying us on our trips to Morocco! How did we get into Moroccan Berber rugs? Soufiane himself is Berber and comes from the region of the High Atlas. During our first family trips to Morocco, we discovered the fascinating Berber rugs, especially the Beni Ourain rug, and began researching their origins in Morocco. In his own family, mainly Boucherouite rugs (rag rugs/recycled rugs) were woven, and the Beni Ourain rugs were not part of that tradition. It quickly became clear to us that the Beni Ourain rugs must come from an entirely different region.

The Search

On our journey, we came across many so-called "Beni Ourain" rugs and much that we did not want to support. It became increasingly clear that we had to seek out the original craftsmanship. Eventually, we met Mimuna, a warm-hearted Berber woman from the depths of the Atlas Mountains, in a place so remote that only the occasional trader would pass through—isolated, rugged, and untouched.

It was there that we found the truly authentic Beni Ourain rug, still crafted in the traditional way. The handmade quality spoke for itself, and because Mimuna had close ties with the local families, we quickly knew we were in the right place.

Today, Mimuna is our guiding hand on the ground. She coordinates all orders and distributes them among the families—families who would otherwise have no direct market access and who still weave their rugs at home using time-honored techniques. This is where the uniquely high quality of an original Beni Ourain rug is still preserved. Mimuna discusses patterns with the women, ensures they have the necessary wool, and regularly checks in during the weaving process to make sure everything is just right.