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Press & Media

Why Us?

  • We source a one-of-a-kind collection of handmade Moroccan goods.
  • A portion of the proceeds goes directly to our artisans.
  • We provide the costumer service of a small company.
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Beni Ouarain Rugs

There is a craze underfoot. Crack open any shelter magazine or visit nearly any decorating blog and you will be overwhelmed with images of stylish rooms that are anchored by a singular shared object: the Moroccan rug.

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Take, for example, the resuscitated Domino magazine. In it, just about every featured room proudly boasts one of these shaggy geometric patterned rugs — it’s as if they are a prerequisite for publication. But what is it that makes these floor coverings suddenly seem as ubiquitous as sisal?

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 To be clear, the Moroccan rug designs of which I speak are from the Beni Ouarain people, who comprise 17 Berber tribes from the Atlas Mountains. These rugs have distinctive designs, which range from ordered geometric shapes to more free-form, expressive patterns. They almost always are in a neutral palette (usually they have an ivory background with brown or black geometric lines), and they have a shaggy pile. Never intended to be decorative objects, the rugs were originally woven for practical purposes: It is cold in the mountains, so they were used for blankets, shawls and bedcovers.

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Traditionally these Moroccan rugs are no wider than seven feet. You will never find a vintage piece that is wider. This is because the Beni Ouarain are nomadic, so no loom could be too large to carry from place to place. And lastly, women who had no formal training traditionally made these rugs, just like the American quilt. James French, a director of Beauvais Carpets in New York , points out that traditional Beni Ouarain tribal designs were woven from memory, not patterns, so they have an appealing “quirkiness.”

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This quirkiness is exactly what makes these rugs appealing to interior designers. “They give a room, particularly a cold modern room, warmth and patina as well as a dose of ethnicity,” says Timothy Whealon of Timothy Whealon Interiors in New York. The converse is also true: The idiosyncratic patterns of Beni Ouarain designs give more traditional rooms a much-needed shot of modernity. It is because of this versatility that Whealon, like other decorators, has used them for years. And despite their recent omnipresence, he says he will continue to use them. “I don’t see them as trendy; I see them as timeless.”

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He couldn’t be more right. Whealon, like many of us, is following a long line of designers and tastemakers who have had a love fest with these rugs. “In Paris in the 1920s and 1930s, designers used Moroccan rugs for their inherent sense of modernity and ethnographic qualities,” Ffrench says. A couple decades later, mid-century modernists, such as Le Corbusier and Charles and Ray Eames, were known to use the same fluffy piled rugs as a counterpoint to their sleekly designed furniture. In 1972, Billy Baldwin chose a room with a diamond-patterned Beni Ourain rug for the cover of his book “Billy Baldwin Decorates,” which illustrates his masterful ability to bridge style and comfort.

Although it has been a staple in the haute decorating world for almost a century, the Moroccan rug filtered into the mainstream only in the past 10 years, thanks in part to magazines such as the original Domino, whose editors drew attention to the rugs with their signature arrows and simulated handwriting typeface that said things like “try this neutral Moroccan rug as an alternative to sisal.”

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Companies caught on. Although vintage pieces are still available on the market, they are too long and narrow for many spaces. 

Please beware of Chinese, Indian and Turkish immitations. If the price is "too good to be true", it means that the rug is certainly not an authentic Beni Ouarain!


Comments (4)
  • Laura Belmont  - Large custom Beni Ouarain rug.
    I need a custom Beni Ouarain that is large enough for my living room... say
    around 11 feet wide. Is that something your company can do? I'm very
    interested.
    thanks.
    Laura.
  • Tao B.  - Beni Ouarain.
    Hi Laura,
    Yes we do make custom Beni Ouarains. The vintage pieces do not go beyond a
    7 or 8 feet in width, so we work on a lot of larger custom made ones for
    our clients.
    Email me for more info.
    Tao B.
  • Jeremy Dupont  - beni ouarain are awesome!
    I own a Beni Ouarain rug and I'm absolutely in love with it!!! It really
    ties my living room together in a very chic way.
    Jeremy.
  • Courtney Price  - Beautiful
    These rugs are beautiful, love them. love your blog.
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