About ChoufMoi

ChoufMoi was founded in 2011 by Rachida El-Abbd. 'Chouf' means 'look' in Arabic and 'Moi' means 'me' in French, which Rachida mainly uses to refer to the artisans who make the beautiful items. 'Look what I can make.' Every beautiful item has an equally beautiful story. Rachida regularly travels to Morocco and carefully selects the workshops she works with. Her conditions are strict but fair: the product must provide more opportunities for women, and be made from recycled or sustainable materials. Thanks to her Moroccan roots, Rachida speaks the language and has a close connection with the country and the culture. This enables her to monitor the working conditions of the employees and the quality of the products. HONEST, SUSTAINABLE, AND AUTHENTIC ARE THE KEYWORDS OF ChoufMoi!Read their story