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Marrakech has Always been the Real Jewel when it Comes to Shopping

Today’s next generation of designers is combining the city’s rich craft heritage with an understanding of modern design and technology, along with an openness to reference points beyond Morocco’s borders. Now a new type of product is emerging: heirloom rugs you design yourself, handcrafted tiles in millions of configurations, haute couture caftans in boldly contemporary prints. The independent brands that make these things have become synonymous with the city’s identity. Most of their founders have spent years living in Marrakech, cultivating relationships with their partners, scaling their ateliers to offer better environments with attractive pay and benefits. For women, especially, many of whom work on a per-item basis, this approach has been a game changer, giving them greater financial autonomy as they hone their innate savoir faire into a more modern aesthetic.