We want to show you the real people behind Dubai’s businesses: our neighbours, friends, relatives, community members - they are Dubai and our life in Dubai.

Today we shine a light on Maha, the owner of Afouss, a Moroccan decor boutique who gave us a tour of her showroom in Al Quoz.

Maha is a city child but she has always loved driving around Morocco with her family to explore remote villages and artisans. Afouss means "hands" in the Berber language, and that's what her little venture is about - the handmade products of local artisans, mostly from the Atlas mountains. Afouss is an important stream of revenue for these regions, especially now that Covid has restricted travel.

Weaving is a traditional craft transmitted from generation to generation, and producing a large rug takes up to 3 months. It's made of innumerable little knots! Morocco is mostly known for the black and white Beni Ourain rugs which have gained popularity in recent years...

...but there are more modern styles. And did you know real Moroccan rugs only had fringes on one side?

Every tribe and region has its own styles and colours. A connoisseur can classify them all!

Maha has had to face many challenges in the past year, from the artisans to the customers. She communicates directly with the weavers, which is a challenge because they don't speak the same dialect. In addition many of them are illiterate which is a real issue when it comes to custom sizes, patterns and colours. Customers in Dubai on the other hand are used to perfect products and are sometimes surprised to find small irregularities in these rugs, forgetting they are handmade.

A smaller selection of Maha's rugs are sourced from cooperatives in the city, as is indicated in the orange authenticity certificate at the back. Some of these specifically hire vulnerable people, for example divorced women with children.

Some rugs bought from cooperatives are more than 50 years old and have been in storage until Maha found them.

Besides rugs Maha sells cushion covers made of the same material...

...and others made of "sabra" or agave fiber.

She also has a small selection of ceramics, some of them embellished with silver...

And of course poufs in all colors!

We truly enjoyed our guided tour of Moroccan decor! It was eye-opening to hear about the struggles of such a little business, from communicating with local artisans to logistical nightmares. These products are not cheap but Maha does her best to keep prices as low as possible. She has brought authentic Moroccan decor to a region where rugs are widely appreciated but mostly come from Iran and other nearby countries while Moroccan rugs and in particular their variations are little-known.

If you're into Moroccan decor and ready to invest into a rug which may live in your home for decades, make sure to pass by Warehouse 9, the showroom Afouss shares with 2 other small businesses. Afouss is also the best address in Dubai to get a custom made Moroccan rug whether it's a specific color, pattern or size!

All the best dear Maha, we'll be back soon!