Behind the brand
Emma Wilson fell in love with Morocco’s delightful simplicity over 25 years ago. She decided to make her home there, in the coastal hippy town of Essaouira. She bought her first dar (a traditional Moroccan house) and began renovating. Since then, she has bought and stylishly renovated six other houses in Morocco, two of which she rents to discerning holidaymakers via her other business, Castles in the Sand, and these, along with her own home, are regularly used as location homes for commercial shoots.
“— Emma’s tastefully decorated homes, bursting with her trademark boho-luxe aesthetic, have featured in numerous global style and travel magazines”
Her most recent project, the creation of an exclusive beach retreat nestled on the Jurassic coast, just 40mins south of Essaouira, offers clients a ‘glamping under the stars experience’ in Morocco’s first yurt, “Petit à Petit”. The yurt is decorated in Emma’s distinctive style and, of course, adorned with bohemian Beldi Rugs for comfort and laidback luxury.
Emma’s tastefully decorated homes, bursting with her trademark boho-luxe aesthetic, have featured in numerous global style and travel magazines. These homes have proved particularly popular with musicians and film stars seeking a peaceful haven from a demanding world or as a private retreat when filming on location in Essaouira. As part of her service to guests, Emma enjoys showing them around the local markets and sourcing rugs or locally made folk artefacts for them to take home and cherish.
What is Beldi?
Beldi is a Moroccan word meaning natural, rural and traditional — something organic, untouched by modernity and wonderfully imperfect. It conveys the sense of purity and authenticity we love about Morocco.
When Emma first had the idea of offering authentic, rare and unusual Berber rugs to her clients and interior design trade contacts back in her hometown of London, direct from her home in Morocco, she felt that “Beldi” captured the true spirit of the Moroccan rugs she was dealing. This simple yet wholesome concept defines the Beldi Rugs brand and our guiding ethos.
“— something organic, untouched by modernity and wonderfully imperfect”
Made by the women of Berber tribes, these rugs often feature handwoven abstract tribal motifs in arty and whimsical designs using the very finest quality sheep’s wool or recycled textiles. Each piece was created for domestic use in the weaver’s family home or for another member of their family or tribe.
Beldi’s Berber rugs are rich in tribal artistry — whether minimalist or intricate in their design — often depicting a moment in time; a personal experience, an environmental or seasonal event or sometimes unique symbolic depictions of a tribal faith or fear. As such, each one features a completely one-of-a-kind design often with delightfully organic (‘wonky’) quirks or finishing touches. Beldi Rugs are quite unlike the more symmetrical, lower grade wool rugs designed to capture the Moroccan tourist trade.
What is a “beldi” rug?
The short answer is there is no such thing! “Beldi Rugs” is a phrase we have coined — our namesake, our brand ethos, our identity. Beldi Rugs® is a registered trademark. So, if a street seller in Morocco or an online trader offers you a beldi rug, chances are they are using our name. Unless you have bought through us directly on our website, it is not a true Beldi Rug! We cannot guarantee its authenticity nor the seller’s integrity. Moroccan rugs are widely available, in the souks and online, but the really rare and very special, old authentic pieces are very few and far between – and that’s our niche.
Beldi Rugs are handcrafted from the wool of a special breed of sheep that roam Morocco’s rugged Middle Atlas Mountains, historic home of the Berbers.
“— the really rare and very special, old authentic pieces are very few and far between – and that’s our niche.”
Each rug is unique – an authentic piece of handmade folk art. Our handpicked Berber rug collection is rooted in the culture and landscape that produced them. They are vintage pieces, some dating back to the 1940’s and 50’s. If you are looking for something unique, natural and authentic, Beldi Rugs is for you. Bring a piece of the ‘real’ Morocco into your home.
Over the years, Emma has built trusted relationships with local trade professionals to develop an on-the-ground expertise that gives Beldi Rugs the edge over other companies. She prides herself on being able to spot the very best quality rugs at the best possible price. Most of the Beldi Rugs in our shop come from private collections and trusted trade sources — the vast majority of the pieces are not even available to the tourist trade or competitor buyers without Emma having seen them first. In this way, we can ensure you only have the best of the best to choose from.