limala offers handmade rugs from villages in the atlas mountains fabricated by small family businesses. however – and most importantly – limala is much more than a consumer-focused brand.

limala is rooted in cultural storytelling. based in berlin, yet deeply connected to their moroccan heritage, the husband-and-wife-duo samira mahboub and zaid charkaoui started the project with the desire to share their understanding of morocco with the world and to traverse the journey of coming home. understanding the responsibility that comes along with engaging with moroccan artisans, limala’s core mission is to have a mutually uplifting work relationship with the artisans and finding ways to deconstruct the postcolonial economic dependency of these rural communities.

limala means ‘why not’ in classic arabic. asking ‘why not’ inherently calls into question ideas or things that we might have taken for granted. asking ‘why not’ feels powerful and liberating. asking ‘why not’ raises important questions that can guide us through our mission. why not celebrate moroccan artisanship? why not celebrate the beauty of slow manual labour? why not celebrate other cultures and traditions? so let us ask you… why not join samira and zaid in their pursuit to build an inclusive, mindful and conscious community that tells ancient stories and safeguards old traces from cultures that should never be forgotten?

www.bylimala.com