Benisouk is brought to the world by Ayman and Youssef — themselves coming from nomadic Berber families, they are the ninth generation of their kin to be immersed in this beautiful craft.

Ayman inherited his knowledge of Moroccan rugs from his grandmother, while Youssef was introduced to Moroccan artisanal work from his father, who was a master leather worker.

With their shared ancestral knowledge, Ayman and Youssef have spent their entire adult lives building bridges of trade between the colorful souk markets of Morocco, and competitive retail and wholesale markets throughout the world.

The idea of starting Benisouk came four years ago when they visited the villages of Taznakht in South Morocco. That’s where they met artisans of the Berber villages who told them about their financial struggles — the villagers had immense collective knowledge in their crafts, but had no real way of turning that into income for their families.

With a collective desire to connect those Berber people with a better life, they have embarked on their most exciting project yet — making the world’s finest Moroccan artisanal goods.