The carpets from the Azilal district of the Atlas Mountains are a considerable amount more expressive. Utilizing a similar velvety fleece as the Beni Ourain, the free moving reflections and creeping designs are thick with imagery. Every floor covering recounts to its own story. "They consolidate images like the Hand of Fatima or a stink eye for assurance," says Elad-Echariti. The colors of fleece are colored utilizing locally accessible plants and berries.
Comparatively, the Boucherouite rugs are a more universal weave and not necessarily attributed to any one Berber group. "These are one of the few rugs that don’t use wool," New Tribe, which sells rugs sourced from Morocco and produced in direct collaboration with Berber weavers. "Instead, they use recycled textiles. These are made all over the country and come from areas where it’s not as easy to get hold of wool." Jones has been working with Berber weavers ever since she started her own rug brand, The Rug Trade, in 2013. She goes to Morocco twice a year to work with the weavers and buy rugs. "I buy way too much," she says, laughing. "Last time I bought 60 rugs when I was meant to buy 40."
