PART II. FROM TORONTO TO MARRAKESH: CHRONICLE OF A MOROCCAN RUG BUYING VOYAGE

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PART II. FROM TORONTO TO MARRAKESH: CHRONICLE OF A MOROCCAN RUG BUYING VOYAGE

On August 30, Mellah sent senior correspondent John Honeyman from Toronto, Canada to Marrakesh, Morocco on a rug buying trip. Over the next 4 weeks Mellah will be publishing his dispatches from the cities and souks of Morocco. See below for Part 2 or click here for part 1.

MEDINA

Medinas in Moroccan cities are walled medieval labyrinths. Outside of the main roads they are free of cars, but that is not to say there are without traffic. Two-stroke motorbikes whine as they spew exhaust and stain the ramparts with smudges of black. Donkeys bray and shit and toil under their burdens. Skinny men pull overloaded rickshaws. Overweight tourists in large groups get in the way of it all. The souks of the medina are commercial centers, where shops line either side of the street and vendors call out to tourists in a dozen languages. But the medina is not only a place to shop, it is also a place where things are made. Metalwork, leather tanning, basket weaving, wool dying... the medinas are what a pre-globalized—or even industrialized—world looks like. Moroccan medinas are mainly authentic, but, like all things—especially authentic things—they must be viewed with a skeptical eye.

Taking a taxi outside the Marrakesh medina. On the way to the rug shop.

Mustafa and I are ripping through the medina on a motorbike. After having driven with him in a car, it does not surprise me how he handles a bike: dangerously, and with little regard for himself, his passenger, or anyone else on the road. We are on our way to his cousin's carpet shop. It's a large four story building, that, like many buildings in the medina, looks nondescript on the outside. It is a Marrakshi pink slab of concrete with no outward facing windows or exterior architectural details. There are men in djellabas outside the modest doorway who gossip, smoke, and drink mint tea. Inside, a courtyard ascends to a glassed-in roof, where a mighty stained glass chandelier hangs from a twenty foot chain. The floors are tiled with zelliges, and the walls are sheathed with suspended rugs. Sheafs of folded carpets cover every available area of the floor. Palms, flowers and more carpets deck the roof, their colors fading and radiating under the midday sun. A mosque stands tall in the foreground, the Atlas mountains hazily looking on from behind it. I later learn there are 18,000 carpets in this store.

Big stack of Beni Ourain Berber rugs, some headed to Toronto, Canada.

Big stack of Beni Ourain Berber rugs, some headed to Toronto, Canada.

I am introduced to Choukri, the fifth-generation owner of the shop. He looks like a cross between Dick Cheney and Suge Knight, but he is friendly and has an endearing laugh that begins life as a chuckle before metamorphosing into staccato squeals. We sit down on a divan to a tray of mint tea and make small talk for a few minutes. He has two boys at the University of Ottawa. He chose Ottawa, he tells me, because of its boring reputation—he didn't want them partying too hard at a university in Montreal. Choukri is a wealthy man, and a devoted dad, but he is far from a liberal. He is a devout Muslim who often leaves our meetings for prayers at the mosque. He treats his staff kindly and runs his business professionally. He asks me if I am ready to look at some rugs. I am ready.

Choukri has four m'taalams showing me the rugs. M'taalams are the men who pull out the rugs the salesman has chosen to show the customer. The rugs are heavy and stacked high. The men are strong and perform their task with stoicism and grace. One tiny, wiry man named Hafid wears a t-shirt that says "Love what you do." I take a picture of him smiling in the sun and post it to Instagram. We start with new rugs. The vintage Berber rugs, although artistically superior to the contemporary ones, do not come in many sizes. The looms were narrow and the houses long and skinny, so the rugs are not any wider than six feet. Choukri makes modern rugs of any size in a weaving collective outside of Marrakesh in both classic and contemporary styles. They are good quality and attractive, but aesthetically banal. I choose several of these new ones in runner and room size, both rarities in the authentic vintage rugs. The m'taalams fold up my selection and bring out the vintage pieces. Choukri gauges my appreciation as the men roll out the solemn and ponderous Beni Ourains, the shimmering red Rehamnas, the crude, hamfisted Boujaads, the jagged Zaianes, the jolie laide Boucherouites... they have the beauty of things imperfect, impermanent, and incomplete. Choukri has chosen well.

I am back every day for a week. Selecting through even a small percentage of 18,000 rugs takes time, and Choukri and the m'taalams are patient. Every day we eat lunch together, Choukri, the m'taalams, the salesmen, and me. Lunch is prepared by a happy woman in a hijab. We sit on rugs around a large tagine in a hidden room upstairs and eat with hollowed out pieces of bread. On Friday we eat couscous. Aziz, the boss of the m'tallams, speaks French and tells me he wishes to move to Canada. I show them the picture of Hafid on Instagram. They laugh and say he is famous in Canada. Choukri translates "Love what you do" to Arabic—this gets an ironic laugh from the m'taalams. Choukri and I work out the final selection, the price, the repairs necessary, and the shipping. We shake hands, close the deal, and the men get to work right away rolling and packaging the Moroccan rugs to ship to Toronto.

Hafid the mt'aalam offering some solid life advice.

Hafid the mt'aalam offering some solid life advice.

In next week's installment of FROM TORONTO TO MARRAKESH: CHRONICLE OF A MOROCCAN RUG BUYING VOYAGE, John Honeyman enjoys a seaside sojourn in Essaouria.

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FROM TORONTO TO MARRAKESH: CHRONICLE OF A MOROCCAN RUG BUYING VOYAGE

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FROM TORONTO TO MARRAKESH: CHRONICLE OF A MOROCCAN RUG BUYING VOYAGE

 

On August 30, Mellah sent senior correspondent John Honeyman from Toronto, Canada to Marrakesh, Morocco on a rug buying trip. Over the next 4 weeks Mellah will be publishing his dispatches from the cities and souks of Morocco. See below for Part 1.

MUSTAFA

Mustafa and I are driving down the new toll highway from Casablanca airport to Marrakesh at 140 kilometers an hour. Mustafa chain-smokes Marlboro Reds, and he steers with his knees. We are in a shaking Dacia Logan—a Moroccan assembled piece of machinery from the Romanian subsidiary of Renault, that, in the words of former Renault CEO Louis Schweitzer, was designed to be “modern, reliable and affordable—everything else is negotiable.” We go as fast as a Dacia Logan goes.

A Dacia Logan in all its utilitarian glory

A Dacia Logan in all its utilitarian glory

Mustafa had offered to pick me up the airport. My flight from Montreal arrives at 7:00am, so that means he must leave Marrakesh before 5:00am to meet my flight on time. I had tried to decline his offer and take the train instead, but he insisted. By the time I clear customs, immigration and a long wait for my luggage, it is 9:00am. He has been waiting. He greets me with an embrace and a kiss on each cheek, and carries my suitcase to the car.

I do not know Mustafa very well. He’s a vendor who owns a small shop in the Marrakesh medina who my wife and business partner Mir and I met on the last day of our first buying trip, back in January. Mir, who has a superior eye to mine, was attracted to the herringbone patterned, lamb's wool pom-pom blankets that hung in his front window. We were worn down from battling hustlers and tough negotiations on that trip, so we were quick to warm to Mustafa’s laid-back and trustworthy vibe. The blankets sold well, so we re-ordered a few times over Whatsapp, the lingua franca of modern traders.

Mustafa is a Moroccan, but he is also a German. After he graduated from the American school in Marrakesh, he moved to Berlin to study linguistics. This was in early 1990, just a few months after the fall of the Berlin Wall and the reunification of Germany. He lived there for 26 years before moving back to Marrakesh to be closer to his mother.  His two brothers died unexpectedly within a year of each other and he did not want her to be alone. 

Mustafa’s apartment in the modern, European part of Marrakesh is cluttered but clean. Black and white ethnographic portraits of tattooed Berber women wearing jewelry are hanging on one wall. On another, a framed and yellowed front page of the Chicago Tribune. The headlines from that day seem historically unimportant, but I never ask Mustafa of the artifact's significance. Above the newspaper, there is a print of a John Lennon painting and a stiff artist’s jacket with Pollock-like tendrils of color. The second bedroom is full of antique tribal rugs, capes, dresses, and wooden doors stacked high. Mustafa is a true scholar of his Berber heritage, and, like all scholars, is obsessed. Before I have even put my bags down he begins explaining the pieces in his living room. His accent when he speaks English affirms the years in Germany—the effect is rather like a film about Berber rugs narrated by Werner Herzog, in which Werner Herzog will try sell you the rugs at the end.

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In next week's installment of FROM TORONTO TO MARRAKESH: CHRONICLE OF A MOROCCAN RUG BUYING VOYAGE, John Honeyman delves deep into the old city of Marrakesh.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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Moroccan Rugs - Zaiane Confederation Edition

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Moroccan Rugs - Zaiane Confederation Edition

When people think of Moroccan rugs, a few tribes instantly come to mind. By far, the 3 most common are Beni Ourain, Azilal and Boucherouite. There is scads of information online about all of the above mentioned tribes and styles of rugs, which I will leave you, dear reader, to peruse at your leisure. Today, your scholars here at Mellah—aka Knotty Boy Rug Company—will be discussing the weavings of the Zaiane Confederation—a group of a dozen or so tribes who occupy the areas surrounding the Middle Atlas town of Khenifra.

What's interesting and different about them is that the pile side is on the back of the rug, and the front looks like a flat weave. This weaving technique gives a flat, no pile appearance, but the weight and density of a higher pile carpet, which essentially means the rug is heavy enough so the frigging thing won't slip all over the floor without an under pad. The weavings were not only made to be floor coverings, they were also used as tent walls, and even saddle covers.

We fell in love with these rugs right away. They are really different from the usual Berber rugs in that they have the geometry and symmetry of Oriental rugs, but the wackiness, artistic naïveté, and handcrafted warmth of the best tribal rugs. They have a timelessly chic art deco vibe— you could picture one in Coco Chanel's living room, maybe underneath a mother of pearl and camel bone inlaid commode, or placed against a wall adorned with Royal Pineapple Krane Wallpaper. Zaianes are exotic and clean. They rail against the dull and cowardly whitewashed minimalism trend that has taken over.  

The response to Zaiane rugs has been tremendous. We have sold a lot in Toronto, but also shipped all over Canada and the US. The appetite for Moroccan rugs in Canada is definitely growing, and we're thrilled to be a part of that. Could these rugs one day supplant the beautiful yet ubiquitous Beni Ourain as the "it" Moroccan rug in Canada? Will Zaianes appear in the salons and drawing rooms of Montreal, Vancouver, and Toronto? Do people still have those rooms in their homes? Who will make the first mass-market Zaiane? Pottery Barn, West Elm, or some other basic-ass chain store? Why are we all here anyways? Stay tuned for the answers to these questions and more!

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