Celebrating a Thousand Moroccan Rugs: A Journey of Passion, Craft, and Discovery
It all began in 2012, on a trip to Morocco. I discovered something that would forever change the course of my life and business. Whilst on a trip with friends, I stumbled upon the timeless beauty of Moroccan rugs. The intricate patterns, the rich textures, and the deep cultural heritage woven into each piece left a lasting impression on me. These weren’t just rugs; they were stories—stories of ancient traditions, skilled artisans, and centuries of craftsmanship.
Fast forward to 2025, and we are thrilled to announce we’ve just sourced our 1000th Moroccan rug as part of our latest collection. It’s an exciting milestone, one that reflects not only the growth of our business but also the relationships, challenges, and adventures that have shaped A New Tribe. We wanted to take a moment to share a bit more about our journey of a thousand rugs, how we’ve grown, and the incredible experiences we’ve had along the way.
Picture by Kane Hulse, from a trip in Morocco in 2024
I’m Ella Jones, founder of A New Tribe, and the beginning of this journey takes me back to a trip to Morocco with two friends back in 2012. Little did I know, that adventure would lead me on this life changing journey.. We were staying at a beautiful Riad when the owner introduced us to a collection of Boucherouite rugs. I was immediately drawn to their abstract designs and the way the mix of materials came together in such a haphazard, yet beautiful, fashion. The craftsmanship was unlike anything I’d ever seen before. I was hooked.
In 2013, I launched my very first collection of rugs—designed by me and made in Morocco using the traditional Boucherouite technique. At the time, I had no idea what to expect or how to get these rugs out into the world, so I decided to try something new: a pop-up shop. In 2015, I booked our first pop-up on Redchurch Street in Shoreditch. But with just three rug designs, I knew I had to offer more. I booked another trip to Morocco to meet my contact and source additional rugs and objects for the shop. That’s when I found my first collection of vintage, one-of-a-kind rugs. Rug 0001 marked the start of something much bigger than I could have ever imagined.
Picture in Morocco by Barbara Bazso - 2023
Now, nearly a decade later, we’ve reached a significant milestone—Rug 1000. That means that we’ve sold nearly 1000 Moroccan rugs, each one handpicked with care, love, and attention to detail. Every rug I source brings me immense joy. I love traveling to Morocco, immersing myself in the history and craft of each piece, and learning about the different techniques and styles of weaving, which vary depending on the tribe that creates them. It’s the perfect combination of tradition, art, and storytelling, all woven into every rug.
As trends have evolved, so too has our collection. In the early days, I focused on Boucherouite rugs, but as the popularity of the Azilal and Beni Ourian styles grew, I shifted focus to these more minimalist designs. These rugs, often featuring a soft cream base with linear black patterns, became a staple of our collection. More recently, we’ve seen the rise of Boujad rugs, with their sun-faded, washed-out colour palettes and abstract designs that look like stunning pieces of art. I’m always on the lookout for the next unique style, and I can’t wait to see where the next trends take us.
Picture by Sarah Bates - Hackney Road Store - 2024
Sourcing these rugs has taken me on many unforgettable trips to Morocco. From Marrakech to the Ourika Valley and the Atlas Mountains, I’ve spent years working with local artisans and learning about their craft. These trips, though often short, have become a vital part of our journey. In fact, last year, we were fortunate enough to spend six weeks in Morocco, allowing me to fully immerse myself in the culture and way of life. Morocco’s vibrant energy and welcoming people are what make every trip unforgettable.
Today, as we launch our latest collection, things have certainly evolved, but the essence of what we do is remarkably similar to those early days. We still have our shop—now located on North Street in Bristol—where people can come and view our rugs in person, or they can shop online. Our current collection is focused primarily on Boujad rugs, but we’re always discovering new and exciting styles. This collection, however, marks a first for us—our introduction of premium Beni Mrirt and Taznakht rugs, which are simply breathtaking.
Picture by Kane Hulse in The Agafay Desert - 2024
The journey of getting these rugs from Morocco to our store has also become much smoother over time. While we once had unplanned truck deliveries showing up at my doorstep late at night, we’ve now established a more reliable and predictable process for importing our rugs. But even as the logistics have become more streamlined, the excitement and passion for each rug we receive still feels as fresh and meaningful as when we first started.
Reaching our 1000th rug is more than just a business milestone for me. It’s a reminder of the joy I feel every time a customer finds the perfect rug for their home. Each rug is special, unique, and full of history, and knowing that these pieces are being loved and treasured in homes around the world brings me immense fulfilment. Whether it’s a timeless Beni Ourian, a stunning Boujad, or a rare vintage find, I’m proud of the collection we’ve built and the journey that continues to unfold.
To everyone who has supported us along the way—thank you. Your love for these beautiful Moroccan rugs has made everything we do possible. Here’s to the next 1000 rugs and the incredible stories that each one will tell.
GIVEAWAY
To celebrate our 1000th Rug milestone, we're launching our biggest ever giveaway...