Chafiq Ennaoui and Aimee Bianca—the couple behind the online store BELDIi— started the store in an effort to showcase authentic Moroccan design and Beldi ("country") crafts. Their goal is to preserve the gorgeous, unique, and handmade designs and traditional products of Morocco, a way of life that is in danger of being replaced by cheap, mass-produced imported goods.
Unlike other Moroccan home stores emphasizing "Arabian Nights fantasy and bling of the souks," BELDI focuses on lesser-known Moroccan items, including boucherouite rugs, hand-carved lemon wood utensils, and glassware from one of the last remaining Marrakchi workshops to use recycled glass.
Chafiq and Aimee buy directly from the artisans to ensure fair prices, and donate 20% of all profits to charities in Morocco.
Image via BELDI
- Founded by: Chafiq Ennaoui and Aimee Bianca