We’re thrilled to announce that Moussem Rugs, renowned for their extraordinary handwoven creations, are now available to rent on Poppy! We sat down with Sarah Allaoui, of Moussem Rugs, to learn more. Moussem Rugs has been on a mission to preserve Amazigh heritage by empowering a remarkable team of female weavers in Morocco. These artisans infuse each rug with their dreams, stories, and generations of tradition, resulting in soulful masterpieces that celebrate slow craftsmanship, sustainable practices, and the beauty of imperfection.
1. What drove you to create 'Moussem'? And what does your brand name mean to you?
I started Moussem after the passing of my grandmother, who was a weaver. Growing up in Morocco, I was always surrounded by beautiful handmade textiles that were not just functional but also deeply meaningful. The rugs she and other weavers created were adorned with symbols and motifs that told stories—expressing the weaver’s dreams while preserving cultural identity. Each rug carried the history of the tribe that created it.
When I moved to the UK at 18, I felt disconnected from my roots, and I missed that strong cultural connection. Starting Moussem was my way of not only reconnecting with my heritage but also creating a business that honours and supports the women who shape my culture. It allows me to learn from them and rediscover who I am.
The name “Moussem” comes from a Moroccan pilgrimage that takes place in each province of Morocco at varying times of the year. It’s a vibrant, colourful gathering of nomadic people who come together to celebrate their identity, strengthen community ties, and ensure the survival of the Amazigh culture. As a child, I heard my grandmother and father share nostalgic stories about their youth, and Moussems were always at the heart of those memories—where the fun, the music, and the unity happened. It’s a fitting name for a brand that celebrates culture, craftsmanship, and community.
2. Can you share some of the biggest design inspirations?
Moroccan Amazigh rug designs have always been deeply inspired by nature and the landscapes of the regions where they were created. The colours and motifs often mirror the soft and harsh elements of the environment—from the vibrant hues of the desert to the earthy tones of the mountains. Each motif carries cultural significance and tells a story, often tied to ancestral beliefs, dreams, and the land itself.
When we create new pieces at Moussem, we stay true to these centuries-old symbols while drawing fresh inspiration from the landscapes around us. We aim to create future heirlooms that continue to honour tradition and serve as a reflection of the natural world. Nature remains a timeless source of inspiration, always reminding us of the deep connection between people, place, and the stories we tell through design
3. Who do you envision as your ideal customer?
Our ideal customer is someone who truly values objects for their home that come with a story. They are often well-travelled and curious, individuals who take an interest in learning about different cultures and love sharing their experiences with others. They have an appreciation for craftsmanship and authenticity, preferring quality over mass-produced.
These are people who view their home décor as more than just furnishings; they seek meaningful, unique pieces that reflect their values and interests. They are drawn to collectables—items with history and cultural significance—that they can cherish for years to come and eventually pass on to future generations.
4. If you could share one message or feeling with people who bring your pieces into their spaces, what would it be?
When someone brings one of our pieces into their space, I want them to know that each rug is crafted by two human hands—a woman from Morocco who pours her heart into her work. Each piece is more than just a rug; it’s a labour of love, a dream that is woven into every fibre with care and passion. It’s a letter from afar, a tangible connection to a culture and a place, an invitation to one day experience Morocco firsthand and immerse oneself in its beauty and history.
5. How has sustainability influences your business? Why is this important to you?
Sustainability is at the core of everything we do at Moussem. We focus not just on the finished product, but on how it is made and by whom. Our commitment is to provide sustainable, dignified livelihood opportunities for women in rural Morocco, ensuring fair wages for their craftsmanship. We work in small batches, which allows us to maintain a high standard of quality while minimizing waste. Additionally, we make sure to reuse 100% of our natural materials, ensuring that nothing goes to waste. From the rugs themselves to our packaging, which is compostable or recyclable, we are mindful of every step of the process. For us, sustainability is a reflection of our responsibility to the artisans we work with and the world we all share.
6. What tips would you give to customers when choosing a rug?
When choosing the right rug, the first thing I always recommend is size. For a living room, aim for a rug that is at least the same width as your sofa, and ideally, half the length in width, if space permits. This will help the rug make your space appear larger and more open.
For a bedroom, make sure the rug extends beyond the sides of the bed so that you have a soft surface to step onto when you get out of bed. In dining rooms, I always suggest ensuring the rug extends at least 40cm beyond the sides of the table. This prevents chairs from getting stuck when they’re pulled out.
Style wise, I believe our taste in home decor often reflects the style choices we make in our clothing. If you prefer neutral tones in your wardrobe, consider selecting minimalist, natural colours for your interiors. On the other hand, if you love wearing colourful pieces, embrace that same vibrancy in your home. Ultimately, taste is personal, and life is too short not to surround yourself with what makes you happy.
7. What excites you most about bringing your products to a rental model? How do you see this shaping the future of your brand?
Over the past five years, we’ve seen that many members of our community love our pieces but hesitate to make an investment until they feel fully ready. London’s dynamic rental market presents a unique opportunity to make our beautiful, authentic Moroccan rugs accessible to a wider audience. This platform allows us to offer high-quality, real, handcrafted pieces to people who might not have considered investing in them just yet, giving them the chance to experience the beauty and craftsmanship of our rugs before committing to a purchase.
There’s a certain pride that comes with owning something that carries such a rich story. When people host and are asked where they got a piece, they’ll be able to share that it’s authentic, made by skilled artisans and that it carries a story—a connection to culture. For us, life is too short to settle for anything without meaning. This rental model allows people to embrace true craftsmanship and story-driven design, and I believe it will shape the future of our brand by making our heritage pieces accessible to even more people.
8. What can we expect to see from Moussem in the future?
Looking ahead, we have some exciting plans. We’re working on more design collaborations, building on the success of our capsule collection with Heals, which was such a fun and rewarding project. It continues to resonate with customers and remains a top seller.
We collaborate regularly with interior designers on commercial projects, and that close connection with the design community helps us understand the market’s evolving needs. Moving forward, we’re excited to create more future heirlooms—pieces that not only serve as stunning additions to any home but also tell powerful stories.
Ultimately, we want anyone who owns a Moussem rug to feel connected to a larger movement—a shared appreciation for craftsmanship, Moroccan culture, and design. It’s not just about having a beautiful rug; it’s about being part of something meaningful.