But this story started long before SOUK.

Morocco has been part of my life for as long as I can remember. My grandfather was already importing from Morocco in the 1950s, and I grew up with that connection long before I could ever have imagined it becoming part of my own professional story.

For years, I travelled to Morocco simply because I loved being there. I collected rugs and objects for myself, wandered through souks, learned about materials and craftsmanship, and — most importantly — built relationships with people along the way. Some of those friendships, like the one with Ahmed, go back to long before SOUK in the CITY existed.

In 2016, that personal passion gradually became professional when I started sourcing for ESCAPE, my travel-inspired concept store for colourful handmade home décor and gift items, which opened in 2017. 

I was no longer only buying what I loved for myself; I was selecting pieces for others, developing ideas with makers and discovering how much I loved the entire process behind a product.

In 2022, that part of the story finally became a story of its own: SOUK in the CITY.

Today, I still source personally and work directly with makers and small workshops in Morocco. I know many of the people behind our pieces, I know where they are made, and I choose what becomes part of SOUK with the same instinct that started it all: I have to love it first.

Because SOUK was never created around a trend. It grew from years of travelling, collecting, friendships and a genuine love for Moroccan craftsmanship — and that is still at the heart of everything we do.