Mushmina & the Eve Branson Foundation
September 10, 2018
The Learning Place-Threads of Empowering Dreams
The rhythmic whirring of sewing machines can be heard from outside the craft centre, practically singing in tranquil unison. The chatter behind the doors is animated, lively and productive-the cheerful force behind this festive clatter is remarkable and distinct. These are the gifted artisans of the Eve Branson Foundation; the force, the strength, the heart of this unique women’s group.
One could say that the warmth of the Berber people, and particularly the women in the rugged High Atlas Mountain region of Morocco, is the catalyst for this thriving ensemble.
This is something that Eve Branson, Founder of the Foundation, recognized, 12 years ago, on a trip to Morocco by chance. It was a quintessential moment. The spirit was already present in these incredible women. They just needed someone to bring out their light. And it’s been shining fiercely ever since. Ms. Branson, who has dedicated her life to challenging the status quo and going against the grain, so to speak, is a sprightly 94-years old and is showing no signs of slowing down.
This fire, this phenomenon, began on a whim when Ms. Branson stumbled upon the magical Kasbah Tamadot in the depths of the High Atlas Mountains. Immediately mystified and charmed by the achingly beautiful landscape and the radiance of the Berber people, Ms. Branson felt it was her calling to help Berber women, in particular.
Photo by @charliedailey
Women depend on sewing, stitching, and creating, often meticulously by hand, in their homes or on ancient wooden looms. The artisanal industry is thriving in this mystical country and is essential to the Moroccan economy. Many handcrafted products such as rugs, table covers and napkins, so incredibly popular with tourists, are made by women in rural provinces.
From the Eve Branson Foundation website, ‘Tansghart was the first of our craft houses, and it was established to train young women who had dropped out of school. We now proudly run five craft centers in the area, with each center encouraging the production and sale of artisan goods. This allows the young people to generate a small income for themselves and their families.’
In addition to these essential skills-training centers, the Foundation partners closely with several different innovative organizations that allow them to assist vital community programs supporting access to education, environmental issues, healthcare, and wellness.
The Foundation has, from the start, worked faithfully with the team at Kasbah Tamadot, ‘who employ over 90 per cent of their staff from the local community to enhance living standards in some of the most impoverished communities surrounding the property.’
Photo by @charliedaily
It just so happened that a few years ago, EBF was looking for collaborators who could guide, lead, and teach these extraordinary women; to take them further than they ever could imagine. Someone who knew authentic Morocco at its core, who understood the artisans + women’s groups. They also sought someone with a specific passion for empowering the female population and creating sustainable, reachable employment for rural Berber women, the often-marginalized population in the jagged High Atlas Mountain terrain of Morocco.
Eve and her expert team were looking for someone with business savvy who would not compromise the integrity of the Berber culture and artistry. Those who had equal heart as they did. Someone with creativity, ingenuity, passion and unequalled talent.
Heather and Katie O’Neill of Mushmina were also seeking fulfilling, sustainable collaboration at the time. They were looking to expand their mindful reach with gifted female artisans throughout Morocco. The business-savvy sisters were looking for women with compassion and spunk.
On a cold, rainy ho-hum day in winter of 2016, surrounded by the rustic landscape of the High Atlas Mountains, this unique collaboration between Mushmina and the Eve Branson Foundation was born. The Foundation welcomes new connections to help scale and strengthen its impact in the region and through a mutual contact, met with Heather and Katie from Mushmina.
Katie and Heather were graciously invited up the enchanting, rugged mountain of mystic red peaks and endless fruit tree valleys to meet Barbara De Bastier, the experienced and wise Coordinator of the foundation’s home. The meeting sparked a friendship and subsequent partnership leading to design and color workshops focused on improving the quality and style of products being crafted.
Asni, the bustling Berber town where the flourishing foundation is based, and several surrounding villages, are now the home to five successful artisanal centers that are funded by the Eve Branson Foundation.
As Heather thoughtfully explains, ‘From the initial samples to this last round of beautiful custom Fedowa Tunics, we are delighted to work closely with the women who hand-embroider this stunning collection with traditional Moroccan stitching. Carefully led by Amina, the teacher at the Tamgounssi Weaving Center, the women learn pattern-making, intricate Rhonda stitching, and striking embroidery.’ Heather continues, ‘We also made capes and jackets with the younger trainees at the Tansghart Craft Center, led by their teacher, Rachid, who patiently listens as Katie diligently and thoroughly walks him through her designs.’
The dedication on behalf of the Mushmina sisters is one of energy, expertise, warmth and grit. Katie and Heather will spend hours going over color swatches, potential patterns, cross-checking and brainstorming ideas for future projects with the seamstress team. It is truly a productive collaboration on all sides.
Asni Embroidered Flower Top in eggplant/ Photo by Ingrid Pullar for Mushmina
And the future? Katie and Heather are always hopeful to continue their ethical partnership with the Foundation. The sisters intend to create more unique clothing collaborations, continued custom work opportunities for these talented women, as well as reaching out to global markets. Heather and Katie have brought several groups of North American women to meet the seamstresses in Asni and anticipate engaging in more of this type of cross cultural exchange. Over couscous, of course!
In the meantime, the calloused, soft hands of these brilliant seamstresses carefully persist with their precious work. And the quiet, invaluable guidance of the Eve Branson Foundation and the Mushmina Sisters endures.
By Tara Fraiture, Mushmina Blogger and Director of Social Engagement
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Please join us on Saturday September 29th for a Mushmina Fall Trunk Show in Marrakech. 11am-4pm @Cafe Clock 10% of the sales will benefit the Eve Branson Foundation. Please RSVP here
Shop the complete Mushmina and Eve Branson Collection on www.mushmina.com
The Fantastic Mrs. Foodie-A Highlight of Amanda P. Mouttaki
August 28, 2018
A simple girl from Wisconsin with a nomadic soul, a love of family and a passion for food.
Amanda Mouttaki has built two wildly successful businesses around her love and appreciation of culinary adventures. They have led her to Marrakech, the food-soul of Morocco, along with her husband and three sons. Her feet are now firmly planted in Marrakech. Amanda is single-handedly the ‘go-to’ when it comes to all things Moroccan travel, culture and gastronomy.
At Mushmina we feel empowered by supporting and encouraging other female entrepreneurs. We wanted to find out more about the bold woman behind these two small businesses. How did she create her businesses ‘from scratch’ and build them to their enormous social media success today?
You could say that this dream started 19 years ago when a young American woman with a globally nomadic spirit from the Midwest ran into an equally youthful Moroccan man on the mystical streets of Marrakech. They immediately fell in love. The rest was like a lovely cup of minty Moroccan tea-sweet and uniquely perfect.
Fast forward a few years and Amanda and Youssef were now living in the US; finishing up their studies, struggling as many new couples do to make ends meet.
Amanda had never intended her little idea to take off into a prosperous business, let alone two booming companies. Her original intention behind creating a website of Moroccan food tips and recipes evolved after curious family members continually asked her for food suggestions and dish ideas.
The future Moroccan food + travel maven started blogging around the same time but back then, it was just as so many other informal bloggers do-a savvy mother simply writing about deftly raising her children, food creativity, lifestyle tips, and rearing kids bi-culturally.
Quickly, Amanda realized that more and more, people were using her public forums in a good way. Her audience was becoming vast-those who had never been abroad but always dreamed of that exotic vacation and the ever-astute traveler who was interested in improving the authenticity and creativity of Moroccan fare.
Even more so, she saw that her posts were getting more traction, the more she wrote about Morocco. By now, she had become an expert on everything and anything Moroccan. MarocMama, her intrepid and playful website, was born. As Amanda puts it, ‘We saw the traffic on my sites ticking up and we realized at that moment that I had made something special.’
By 2013, the Mouttaki family decided to take the plunge-they would move to Morocco and try to live the dream of sharing their Moroccan adventure with the world.
It was then, only natural, that Amanda’s audience started asking for her recommendations for the best places to eat in Marrakech. Instinctively, Amanda and Youssef had a vision-they wanted to share the most authentic places for tourists and visitors to eat in enigmatic Marrakech. Amanda explains, ‘Marrakech is a mecca of divine cuisine. However, often groups and just shuffled back and forth from the main tourist square, which is not where one can find the best Moroccan dishes. The most interesting, genuine food can be found in the little backstreet and tiny alleyways.’
On a whim, the pair decided to invest just $50 into a domain name and website-‘Marrakech Food Tours’. They spent one Friday setting up a simple site and then the couple went away for the weekend, thinking that they would focus on advertising upon their return. Lo and behold, when they got home, they were astonished to see that they already had four bookings. Amanda chuckles and explains to me, ‘We thought it was my Mom, playing a joke on us! But it wasn’t. And that was that. Our business took off from there.’
She goes on to talk about their devotion to the company-‘We want our guests to see the extraordinary side of Marrakech. The behind the scenes-fascinating Moroccan flat bread hearths and enchanting tagine ovens. She adds, ‘We also mix quirky, authentic storytelling in with our tours-the history behind the dishes, personal testimonials from our guides. This creates an expedition that is whimsically unparalleled and family-friendly each time. There is nothing like it around.’
Speaking of family, it is Amanda’s driving force. Luckily for her, Morocco is a country where much of the traditions are based around kin. However, as self-proclaimed workaholic, it is difficult to find that work-life-home balance. She continually asks herself, ‘Am I doing enough for my children?’ I reassure her that it is a struggle, I strongly believe, that every mother feels. Particularly when you are running two thriving companies as a female entrepreneur.
Amanda graciously clarifies, ‘Moroccans have many layers. They are lovely, wonderfully warm people, but it is sometimes very challenging for men here to understand that I am the boss. It has taken me years to develop this peer-relationship with certain people but once I established this trust, it works. It’s something that makes me incredibly proud.’
Speaking of which, I ask Amanda what inspires her and she ponders, ‘ Food!’ And then we both laugh. But then she continues thoughtfully, ‘Food is how I experience the world, connect with people, understand humanity.’
Lastly, I had to ask Amanda-what would be your last meal if you were held at fork-point? I had to chuckle at her answer. ‘Stuffed cheese ravioli’s with a great marinara, grilled corn on the cob, and of course, a huge slice of chocolate cake. At heart, I’m a Mid-Western girl.’ Because, of course. Simplicity equals perfection.
By Tara Fraiture, Mushmina Blogger
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Coming to Morocco? Book a food tour with Amanda at Marrakech Food Tours.
Also be sure to check out MarocMama for all your trip planning.
The Imagination Queen-A Highlight of Mushmina Co-Founder and Creative Director, Katie O’Neill
August 1, 2018
The creations are timeless; simple but extraordinarily beautiful. The earrings are meticulously created in striking mixed metals of brass and silver that sing of the earth’s natural textures. The necklaces, whimsically inspired by nomadic wanderings and unique lands, are ever-evolving and spirited in their playful inspiration. One might think that the genius behind these gorgeous compositions is a wizened elderly savant, but in fact, this gutsy brilliance belongs to Katie O’Neill, Co-Founder and Creative Director of Mushmina.
Katie’s breathtaking talent is unparalleled. It is rare that one finds a female master metalsmith, let alone one with such a fierce fervor to continue learning and honing her intricate, luminous skills. Katie is not only an accomplished metalsmith, she is also a textile and clothing designer.
Soft-spoken and with a dazzlingly genuine smile that shines with compassion, Katie is a force with which to be reckoned when it comes to her passion-creating enchanting, enduring art in all forms.
Katie treks the earth, seeking illumination. She has traveled to the Sahara desert of Mali to study the famed Tuareg ‘Blue Men’; well-known for their mastery of crafting spirited jewelry. She walks the walk, one could say. She sits with local artisans. She teaches them. She learns from them. She is constantly changing, growing, advancing herself, and searching for understanding and self-betterment. And she does all of this in the most humble of ways.
What inspires her? She pauses and is reflective. ‘ That special visceral reaction that happens when people “connect” in the world.’ Katie explains, ‘ I found that what inspires my interest in craft is its relationship to cultural anthropology and the deep rooted connection to our ancestry or childhoods,’ She continues mindfully, ‘It’s a nostalgia, a comfort, a trigger. It is important to me that we be reminded of the origin and integrity from which art is created, its roots; the force behind the innovation and craftsmanship.’
Katie also has a passionate appreciation for unique storytelling though artistry. Luckily, this mindful mission is embedded in the soul of Mushmina. ‘I do what I do in order to allow other artisans to tell their story through our collaboration. As artists we have been given the duty of continuing to carry out these traditions. I think in a past life, perhaps I was a metalsmith or weaver and decided that in a future life, when I was in a position of freedom and opportunity, I would come back and use my skills to empower the fascinating stories of others. It is truly a gift to be creative.’
Katie and Heather have been honing authentic, reciprocal, learning relations with their team of skilled Mushmina artisans for almost 10 years. It is deeply rooted in their philosophy to support and employ local artisans from all over Morocco. It’s taken years to establish and the genuine rapport between the Mushmina Sisters and their team of experts is something of which they are extremely proud.
Katie looks to her own spirituality for guidance. Simplicity, earthiness, and the pure beauty in nature. Blending the unexpected. Mixing metals. Who creates striking earrings inspired by the lovely historical Art Deco period in Casablanca? Katie does. Who hand-draws and designs a best-selling line of handbags ingeniously taken from a vibrantly upholstered Moroccan couch? Katie did. Katie sees color and light in everything.
Fortunately, Katie has the best of collaborators in her adventures. She explains pensively, ‘Heather and I just mesh. We fit perfectly as sisters and work partners. There isn’t anyone who knows me better. Mushmina is not an actual word but rather, the nickname my sister gave me as a child. It doesn’t technically mean anything, but in Algerian Arabic, we’ve been told “Meshy mna” (spelled phonetically) means “Not by us”. I loved learning this as we often say the that the work happens “through” us. My creations are inspired by a myriad of things and are largely due to the people with whom I have the honor of working. This is what makes our items unique. They tell stories. The fact that the results are often a collaboration leaves room for the element of surprise…I then combine old and new, so it’s relatable.’
Lastly, I have to ask Katie what her favorite Moroccan food is. ‘All of it!’, she says without missing a beat. She explains with enthusiasm, ‘I actually love Moroccan food so much that Heather says she’s never seen me eat so much as when I’m in Morocco. I think it’s possible that I finish one meal and then start talking about the next one immediately afterwards. It’s a constant joke with Heather. ‘The food is yet another sensory stimulating combination of Morocco’s magic that makes you want to come back for more.’
You will often find Katie in the tiny, rugged workspace of Mushmina’s master jewelry mallum, Ahmed, in Tiznit, southern Morocco. Or in the high Atlas Mountains designing clothing with the women of the Eve Branson Foundation. Katie will be there, sitting with women’s co-ops and artisans, studying and participating, guiding and advising, and becoming enlightened herself. And of course, laughing with her peers. Because Katie is a friend to everyone. Her warmth glows as her gorgeous metals clink gently against her strong stride.
Luckily for us, enchanting Morocco has this bold, visionary woman to tell its beautiful story.
By Tara Fraiture, Mushmina blogger
The first time Heather and I spoke on the phone, I was immediately struck by the radiance and warmth of her voice. It glowed through our conversation and I knew right away that I had come across someone special.
Heather, I discovered soon after, is the heartstrings of Mushmina and so much more.
Running a successful small business is one thing. However, running a flourishing small business, as a strong female CEO, with a mindful mission from Morocco is an entirely different situation. All of these challenges could bring even a strong person down. Heather, despite these obstacles, chooses to ‘run into the storm’ as she has expressed to me in the past. And she is one storm-strong woman.
Heather describes successfully owning a business in Morocco as ‘rolling with it, no matter how crazy things may be.’ She is a firm believer in karma and the universe backing her up. And she should; her work ethic and her incredible human spirit are unmatchable.
On top of it all, Heather is a loving mother to two wee people-Hiba, four years and Youssef, one year. And she is as hands on as a mama could be-I often call her and she’s been out for a nature walk with her kids. Or she brings the gang with her to our informal meetings at my house. Which I love!
The pressure, however, of being a thriving small business owner and an effective mother, can be stressful. Particularly working from home; where chaos can reign with two little ones. However, Heather manages to find the light in the chaos. She claims that flexibility is the key to positivity. She explains earnestly, ‘To me, this has so much value. I love that each day is different and I can take a sick day with my daughter if I need to.’ She continues, ‘Hiba loves to play in the workshop next to me and tries on all the latest clothing and bags. My son goes right for my toolbox. It does get a little chaotic but I have a wonderful helper and a door that I can shut when necessary; this is how I find my sanity. I also work at midnight when everyone else is asleep.’
Peace seems to seek out Heather. This girl just doesn’t get flustered! I’ve called her more times that not when a product order has been lost in the Moroccan mail (it happens quite often) or Hiba has dumped applesauce all over Youssef’s head. And she goes with the flow! She frequently tells me that the universe has its way of sorting things out.
She’s also pretty darn humble. She’ll be the first to give credit to her fab sis and Co-Founder, Katie, as well as the incredible team of Mushmina artisans. As well as her family and husband, Mohamed. Her nature is one of caring for others.
At the same time, this Mama rocks the fashion accessories world with her innovative, creative, supportive mission. But Heather is no wallflower! She says she has learned to be assertive and firm living in Morocco and running a business here. She explains, ‘You have to have boundaries. There is a balance in being patient but also being productive. Things take more time here, but I have found a rhythm.’ She laughs good-naturedly. ‘Most of the time.’
Heather’s connection to Morocco and its people is exceptionally remarkable. The best part is that it comes so naturally to her. Heather learned Darija, one of the local languages of Morocco, when she was a Small Business Peace Corps Volunteer from 2003-2005 in rural Bejaad, Central Morocco. As she fittingly describes, ‘People’s heads turn when they hear that I can speak the language and also that I am an experienced negotiator.’ Clearly, the respect is there.
Working closely and diligently with women’s groups, co-ops, and artisans inherently allowed her to easily pick up the language fluently. Heather’s bond with those with whom she comes in contact is extraordinary. While most expats do not speak Darija, Heather defies the odds and does all of her work in the language. Watching and listening to her work is an art-a fascinating, back-and-forth of gentle grit and perseverance. Yet she manages to have a kindness and warmth to her that is incredibly affable and approachable.
The close link that Heather has with her long-term team of loyal artisans is palpable. Trust and relationships take time to develop here in Morocco and Heather has dedicated years of her time to this labor of love, Mushmina. She has earned respect, appreciation, and most importantly, affection and admiration from her body of artists. As she often says, ‘I learn from them as much as they learn from me.’
This mutual admiration and respect comes from years of getting to know her artisans and their families, a key part of Moroccan culture. Heather describes it best-‘My leadership style is very personal. I am particularly invested in our team, I know their families and they know mine. This is also how business is done in Morocco and I love this about my adopted home.’
After I spoke to Heather on the phone for the first time, we decided to meet in Casablanca. We realized quickly that our vision was similar. We both were former Peace Corps Volunteers, gravitating towards empowering and supporting women in particular.
As soon as I walked into the café where we had arranged to meet, Heather’s charmingly genuine smile greeted me from across the bustling Moroccan tearoom. I knew at that moment, I was meeting my future boss. Even more essentially, my steadfast friend.
Perhaps one might agree that Heather is in fact, the thread of Mushmina. And if the universe has its way of sorting things out, then I consider myself unbelievably fortunate to be a part of Heather’s cosmos.
By Tara Fraiture, Mushmina blogger, ‘among other things!’
Ramadan Kareem from Mushmina
May 17, 2018
Morocco is buzzing with festive, colorful Ramadan preparation; the Islamic holiday that follows the lunar pattern and begins today. For my family and I whom arrived last summer to Rabat, it’s our first Ramadan in Morocco, and we are sharing the excitement and flurry of our adopted home.
This past Sunday as my girls, my husband Sacha and I drove to a family outing through the bustling downtown streets of Rabat, we came upon the most strikingly beautiful mural on the side of an unassuming, crumbling apartment complex. I had been meaning to photograph this particular fascinating fresco for a couple weeks as part of a recent uniquely popular international annual street art festival in Rabat called Jidar, Toiles Des Rues, or Roofs of the Roads. I was drawn to this specific mural with her message of female empowerment and spirit!
Mural by Peruvian artist, Decertor
As we slowly pulled up to the gargantuan wall painting, I caught my breath. She did not disappoint. I was mesmerized. And sitting underneath this gorgeous collage of vibrant color was a gaggle of men ranging in ages from early 20’s to mid 60’s. All joyfully eating juicy slices of fresh watermelon, chatting, talking, laughing with each other. I greeted them cheerfully in my broken Darija and immediately, their reaction was one of warmth and inclusion. Without missing a beat, they handed me a piece of the fruit. I gladly accepted. It’s watermelon season here in Morocco!
Soon after, my middle daughter curiously popped out of the car and was immediately gifted a tasty segment of sweet watermelon. And then my third daughter appeared. My husband patiently parked the car and he joined the fun along with my oldest girl. We all stood there, laughing, conversing in Darija, Arabic and French, and relishing the moment. All thanks to a mural and some watermelon.
Reflecting on that spontaneous incident afterwards with our girls in the car, my youngest daughter, only eight, pointed out that Moroccans are ‘so friendly and they love watermelon as much as I do.’ And that’s just the point. Moroccans are some of the friendliest people in the world. And they will immediately share, no matter how little they have. This is the simple beauty of the Ramadan season.
Ramadan is intended to be a time set aside for self-reflection; particularly gratitude for all that one has in life. It is also an occasion to give back to those who are less fortunate. For Moroccans and Muslims around the world, Ramadan is about family, love and peace. And for my family, it will always be about a slice of watermelon and an extraordinary painting in the simplest of settings. Ramadan Kareem!
By Tara Fraiture, Mushmina blogger
Sister Center- Soul of Marrakech
May 1, 2018
In honor of May Day, ‘International Workers Day’ Mushmina is pleased to share with you the story of an amazing training center dedicated to the employment and empowerment of women. Read on for Tara’s interview with the American born founder who created a beacon of hope for disadvantaged women in Marrakech.
xo Heather
Sister Center- Soul of Marrakech
My oldest daughter, Mia and I pull up in our battered, sputtering taxi to the The Amal Women’s Training Center and I feel an immediate calm come over me-the Center is a tiny oasis of peace and sisterhood in the heart of the charming pandemonium of Marrakech.
I had heard of Nora Fitzgerald Belahcen and the Amal Center and I was immediately drawn to its story of training underprivileged women to cook and find work in the restaurant industry. The center is truly an institution of change and inspiration.
What better way to reach people’s hearts than with delicious Moroccan-European fusion food? From heavenly tagines to tempting tartes aux fruits, everything is home-made daily with the freshest of ingredients and lovingly prepared with heart.
Nora tells her profound story to us over the most divine fresh juice smoothies. Perfect on a hot spring day in southern Morocco.
Her parents moved to Morocco from California in the 70’s and Nora grew up in a mix of Moroccan and American cultures. Her roots are now permanently in Morocco.
Moving back to Morocco and down to Marrakech after her studies in the States with her husband and two small children, Nora started to wonder about the street women who begged on the roads daily, many with babies and small children-who were they? What were their stories? And how did they get to this place of such despair? As she went on to explain to us, ‘Beggars have become such a part of our landscape. They are sadly normalized and we have become indifferent to their suffering. I see it, though, as the opened wounds of society.’
Nora then met a young woman, Amina * who was 28 years old, the exact same age as she was at the time. A young street mother of two. It was at that moment that Nora had an epiphany. ‘I decided that I needed to know her story. There is such a cynicism and mistrust towards beggars in our world.’
Nora went to see where the young woman slept with her children and was stunned. As she speaks to me, her voice cracks with emotion, ‘We have created a world where we can buy a juice for 30 dh (about $3) and we don’t even drink it all and we leave the rest. Yet there are people out there who sleep on cardboard boxes, who don’t have shoes, whose children go to sleep hungry for lack of that 30 dh. This can’t be.’
However, after living a life on the streets, it is often a challenge to adapt to a different lifestyle. And change was just not possible for Amina without motivation from Amina herself, as well as proper training. As Nora puts it, ‘I’m not a social worker. I was not equipped to help at this level. I hadn’t really made a sustainable difference in Amina’s life. I had used compassion, but I really needed to use my intellect in a smarter way.’
Nora realized that she wanted to help women who displayed a continued, authentic desire to better their lives and she needed to find a trade that would allow them to enter the work force and find success. She explains, ‘Very quickly, it became clear that these women were agents of their own lives and the leaders of their empowerment journey.’
She began with a tiny, yet genius pilot project. Baking American-style sweets at the school where her husband taught. She then chose two women who demonstrated both a will to better their situation and genuine need. Nora then taught them basic recipes such as cheesecake, cupcakes and brownies. Nora explains, ‘Keep in mind that these women were illiterate. But they took the recipes, tried them one time, and they were so, so good. It was like they were born to bake and be entrepreneurs. It was magical.’
The project was an instant hit and soon the women were earning 1,200 dh/month each, which is about $130. Nothing for some but an absolute fortune for these women.
This was the tiny seed that eventually flourished into the Amal Women’s Training Center, which opened in April of 2013. Amal, meaning ‘hope’ in Arabic, is a place of promise for hundreds of women who would not normally have a chance. These women represent the force of going against the grain of an embedded stereotype.
The center targets women with two essential traits: self-motivation and vulnerability. Widows, divorcées, single mothers, orphans, and women below the poverty level, ages 18-35 years.
The goal of the center is for its graduates to enter into the formal economy with an official work contract. To provide stability and sustainability. The Amal team has created a large network of employers in the restaurant business in Marrakech. It is a win-win for everyone involved.
Nora had hoped she could help a few women when she first created her vision. Little did she know that today, the center has graduated over 170 trained chefs and utilizes 25 full-time employees in the restaurant and catering service. Now that’s sisterhood.
There is so much joy here; the center is bursting with the thriving force of this strong tribe of women. Nora finds herself truly humbled by the women’s strength and determination, and hopes that the Center will continue to open doors through the love and comfort of scrumptious food.
* Amina’s name has been changed to protect her privacy
By Tara Fraiture, Mushmina blogger
The Amal Women’s Training Center and Moroccan Restaurant in Marrakech is open from 12-4 pm daily for lunch, dinner with a reservation, and also offers cooking and baking classes. yum!
Amal Gueliz
Rue Allal Ben Ahmed et Rue Ibn Sina
Gueliz, Marrakech, Morocco
The Evolution of the Mushmina Hobo
April 18, 2018
The Evolution of the Mushmina Hobo –From Couch To Camel
Flashback to almost 10 years ago and the beating heart of Mushmina was just beginning to flourish. Heather and Katie knew they had something special; the custom Mushmina Hobo handbag; the essence of their unique small business. This was Katie’s epiphany-why not take gorgeous, striking fabrics inspired by Moroccan tiles and upholstery and turn the textiles into stunning, vibrant bags? Who says you can’t turn a couch into a stunning bag!?! No one had ever done it before. And the classic Mushmina Hobo was born.
Although the soul of this rockin’ bag stays the same; the ingenious idea behind the creation and the Mushmina mindful mission is still firmly in place today. But this innovative product has evolved with time, changing with Katie and Heather’s whimsical, playful imagination. As the sisters have grown, adapted, matured and thrived, so too, have their Hobo bags. But the heart of this bag, as is the heart of Mushmina, is fiercely everlasting.
So what’s the story here?
Mohammedia is a town where you if blink on the auto-route, you might miss it. Not exactly a stop on the tourist circuit for international travelers here in Morocco.
Nestled, however, in the midst of this working class town, is a cozy enclave of buildings. At the focal point of these bustling structures is Mehdi’s textile factory; the producers of Mushmina’s signature fabrics. The creative process, however, is one that began many years before.
In the dawning years of Mushmina, Heather and Katie would source imaginative, vibrant fabrics from all over Morocco for their distinctive handbags. Drawing inspiration from traditional and vividly colorful upholstery (typical in Moroccan homes), the sisters would search in hundreds of shops in Casablanca, Khouribga, and beyond for the quintessential 3-4 textiles per collection. The quality lining of the handbags required the same endless trips to fabric shops. It was exhausting and incredibly time-consuming.
As Mushmina grew and expanded, so did its clientele, and after a few years, requests started coming in for larger quantities of fabrics from wholesalers. Great for business, bad for tired feet! It was becoming impossible to continue trekking into textile stores (no matter how much they loved it!).
Lo and behold, the sisters were introduced to this small, custom textile factory in sleepy Mohammedia, north of Casablanca. It was, a perfect match, one could say. Katie had brilliantly envisioned and designed (by hand) their first pattern…a Camel Repeat. Heather chuckles heartily and explains, ‘Any other wholesale factory would have laughed at the idea; putting camels on upholstery!’ But it was perfectly, quirky, heart-felt Mushmina, with a touch of Morocco.
And yes, Mehdi laughed. But in the best of ways. In fact, Mehdi and his loyal team immediately meshed flawlessly with the Mushmina sisters. Mehdi himself, having a great appreciation for hip, quirky new styles and global trends, heads his squad of loyal staff: Mostafa, talented designer, imports the Mushmina creation after it has been intricately worked on by Mehdi’s design team in Marrakech. Then Mostafa attentively places the design into a special textile program that relays it to the looms. Rachida and Malika, technician assistants, are the eagle eyes, so to speak, to be sure that the looms are working at their optimum. A small but fiercely clever and accomplished team.
Walking into the building, you feel the energy and purr of the machines at once. The jacquard looms are gargantuan, hypnotically pushing out gorgeous custom fabric. Katie will often stand meticulously at the looms and play with the color options as Malika, trusted staff, aids her to deftly switch out the threads. Shades of vibrant colors, shiny or matte, large prints or tiny ones, the Mushmina sisters have done it all. It’s a fine dance to find perfection.
So where does Katie find her revelation? The ingenious process is typically galvanized in Morocco; energized by stunningly diverse landscapes, vivid mosaic tiles, intricate wrought iron detailing, electrifying upholstery and of course, fabulous carpets of every look and fiber. Occasionally, she finds illumination in the simplest of places…on Heather’s sunny rooftop or late at night in the colorful, funky Mushmina studio. Katie incredibly still hand-draws all of the handbag patterns to this day.
Heather and Katie have, in the past, created everything from whimsical Beni fabrics (inspired by the bold, linear designs of the famous Beni Ourain carpets), to light-hearted camel prints with cheerful backgrounds. The Beni fabrics were such a popular, classic pattern that the sisters are bringing them back this fall. Stay tuned for this upbeat collection. Always inspired, continually evolving, forever fierce and fashion forward. The sisters even did a 1970’s-inspired hot pink print called ‘Wildflowers’. Playful, occasionally mischievous, true Mushmina.
Mushmina has proudly collaborated with QVC USA, inspirited by striking Moroccan vistas, blooming pomegranate farms, vibrantly fragrant jasmine flowers and the ceaseless Mediterranean Sea, which borders much of this incredible land.
One often says here that Morocco is a never-ending land of awakenings, complete with endless possibilities for inspiration. Our signature Mushmina Hobos have emerged, over the years, as a symbol of the resourceful, spirited vision of this small business. And spunky camel patterns to boot.
Our latest fabulously charming collection will air on QVC Germany this Friday April 20th @3pm EDT. The sisters are thrilled with this line. The custom textile available in four bold colors, is called ‘The Gardenia’, and is already a hit with pre-sales. Keep an eye out for more details.
What would you like to see u do next? Have a cool, unique fabric idea? Email katie@mushmina.com
By Tara Fraiture, Mushmina blogger (among other things!)
Images from Mushmina’s 2018 Spring Photoshoot, @Kasbah Tamadot
Model Ghizlane Safsaf /Photographer Ingrid Pullar
Spirited Wanderers
March 21, 2018
This month in honor of ‘International Women’s Month’ the Mushmina blog brings you the story of Aurelia Tazi, the woman who walked 372 miles to the Sahara Desert with her three daughters. We are inspired by the amazing journey of this determined mama. Read on…
Spirited Wanderers
Aurelia Tazi’s free spirit radiates from her as we meander into, of all places, a Starbucks in the city of Casablanca for our interview. My daughter, Zoë, 11-years-old, and my keen assistant, spots her immediately. ‘Mumma, she looks just like she does in the movie!’ Zoë exclaims excitedly. And she does. I think I am just as eager as my daughter.
I see Aurélia’s dazzling red shoes first. She is dressed like a gorgeous, brightly colored bohemian flower; long flowing dreadlocks are the finishing touch. Her warm smile, though, reaching all the way to her friendly eyes, is what greets us.
My collaborator is timid at first. I brought Zoë with me, though, for a purpose. Aurélia’s three fiercely independent daughters Yoko, Maya and Lila, ages eight, six and four, are as much the heart of this story as she is. And therefore, I need a child’s perspective. My girl, Z, is a gifted writer and dreamer herself. I am happy to let her do the interviewing. She jumps at the chance to drive to Casa with me.
So who is this wonderful, quirky family and what is their story?
Aurélia is a non-conformist French native who has lived in Marrakech since marrying an equally unconventional Moroccan, Sadek in 2004. The couple owns a plant nursery where their precocious girls run free and life is perfectly whimsical.
This trailblazing woman did something astonishing-she decided to walk from Marrakech through the rugged High Atlas Mountains of Morocco to the Western Sahara Desert and the famed Dunes of Lihoudi. With her three young girls and their trusty dog, Loulou. And a cheeky mule named Gypsy. Alone. Filming their documentary, ‘Wild Mama’ (translated from French and subtitled in English) along the way.
600 kilometers or 372 miles. Two months of intense, harsh conditions and incredibly rural, precipitous countryside. Days of not seeing anything but the great blue sky, innumerable puffy white clouds and beyond. Approximately 60 days of pastoral scenes and uncommonly gracious, kind people in distant villages along the way.
Why embark on this epic trek?
Humanity and tenacity. As Aurélia explains to me over a cozy coffee and cheesecake, ‘There is compassion everywhere you look in our world. In the most remote of Berber villages, these lovely people who have the least will give the most. We were welcomed into these homes and immediately treated like family. It was important for me that my girls see kindness in the littlest of things.’ She continues earnestly, ‘I was determined to show my girls that they are strong. I wanted them to see that they can do whatever in life they want, if they have conviction and self-confidence. They wanted to come on this journey with me.’
She goes on, ‘Just look at what they have done here on this walk. If they can do this, they can accomplish anything!’
I feel honored to be there, listening to Aurélia’s story. With my own daughter. For Mushmina, this is what we seek-real stories of regular people doing extraordinary things in this incredible country. It is part of our mission this year, to share these stories with you.
Back to Zoë’s first professional interview. Within five minutes, my bold, pioneer girl is chatting and giggling with Aurélia’s equally individualistic daughters. They immediately connect. I wonder, fascinated at their quick bond. And I swiftly connect with the lovely Aurélia. It’s easy as she is so incredibly affable and open.
Zoë has meticulously prepared her questions on the day of our big interview and she even has a recording device with her. This is the real thing for her. I am thrilled to give my girl the chance to feel empowered.
She discovers that Lila, Aurélia’s oldest daughter, is the most comfortable answering questions. Lila talks enthusiastically about working together with her sisters on their adventure and her delight in seeing the wide, open mountain range as she fearlessly trekked on their journey.
Zoë immediately asks Maya about her love of their lush garden at home in Marrakech; which Maya, wise beyond her lovely six years, misses terribly. Maya is shy at first, but Zoë soon puts her at ease. Soon, Maya is laughing and giggling and cautiously telling her story.
Lastly, wee Yoko, just four years old at the time, is a free thinker like her Maman. Yoko clearly provided the humor on this incredible expedition, and Zoë is able to pull that joy out of her during our interview.
I realize, though, as I begin to chat with Aurélia, that I have placed her on an unobtainable pedestal. Before I had heard of her riveting story, I decided that she must be the perfect person. The ideal mother. I mean, what woman in their right mind decides to walk alone across a rugged mountain range with three young girls?!? I have three girls. Let’s just say, I would never….I might just duck and roll gleefully off the side of mountain on the first day. On purpose. To get away from my kids yelling at each other.
Then, I have an epiphany as I am watching this gorgeously honest, raw documentary. Aurélia is just as flawed as you and I. She is not the perfect mother and this is what makes her beautiful. There are moments when her children scream and yell in frustration on camera and Aurélia is clearly overwhelmed. It shows a vulnerability and humanness that brings tears to my eyes. I am oddly relieved watching her struggle with her girls; it makes me feel less alone in my trials with my own daughters.
Zoë and I traveled to Casablanca to interview a fierce, groundbreaking family about their amazing odyssey. We walked away from that intimate conversation with some lifelong friends. Along with a whole lot of inspiration from a captivatingly tenacious mother and her three irresistibly bold daughters.
By Tara Fraiture, Mushmina blogger
Want to watch her documentary? We do too! Follow Aurelia on her website, www.aureliatazi.com for news about the public release.
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Sands of Cameroon-Grains of My Heart
March 6, 2018
This week as we celebrate International Women’s Day, we honor the brave and talented women of the world. Today we would like to give a shout out to Mushmina blogger and copywriter, Tara Fraiture whose birthday happens to be on International Women’s Day, March 8th. Tara tells the story of her days as a young Peace Corps Volunteer in Cameroon, how she organized a bike race on the sand with Fulani ladies, and why she loves telling stories about ’empowering her tribe, women.’ Read on….
Sands of Cameroon-Grains of My Heart
I was a 23-year-old, wide-eyed Peace Corps Volunteer in remote Far North Cameroon, Central Africa. Close to Lake Chad, villagers survived on dried fish and millet grains; this was the endless sandy drifts of the Sub-Saharan African desert where even coveted cooking gas was in short supply. Locals cooked over open fires outside and inhabitants lived in basic, mud-brick structures. This was my home for two years.
My parents jokingly told me after the end of my Peace Corps service that they hadn’t expected me to last two weeks. I might have actually agreed with them; I even surprised myself. Living with no running water, a dubious pit latrine that worked in addition as an even more questionable outdoor shower + frequent electricity outages was, let’s just say, rough.
I learned quickly to wash my long, thick hair (a small victory) with just a small bucket of well water; I became a seasoned expert at the ‘bucket bath’. I didn’t have much to eat besides stale bread, egg salad sandwiches and I’d stock up on Nigerian pasta-a real treat was sautéed tomatoes, green peppers and onions. Powdered milk was a must for my instant coffee and millet beer was a hush-hush moonshine secret, served in huts just outside of the village outskirts.
The seemingly ceaseless dry season was stiflingly hot and humid and the rainy season hit like a smack in the face and the bumpy, pot-hole ridden roads were easily washed out. This would leave a relatively easy (albeit harrowing) drive on a desolate dirt passage to a several hour, harrowing trek. The roads would become rushing rivers. There is nothing, I recall, to this day, like an African rainstorm. It comes down like a herd of trampling of elephants; no mercy, no relief.
Yet through all of these severe circumstances, I thrived. This tiny, isolated, strictly Muslim village, Bogo, welcomed me like a long-lost sister and daughter. These historically nomadic Fulani people of the far north province became my support, my friends, my dear family.
The relationships that I developed and fostered; those were the real lessons of the Peace Corps. They are the memories that remain with me today, over 20 years later. These friendships, the bonding; realizing that there wasn’t much difference between myself and a young Muslim village woman from this itty-bitty village in far-flung Cameroon, three days travel from the capital of Yaoundé.
My best friend and colleague, Leila and I-we came from different worlds, literally across the globe from one another. But really, we were alike. We had the same cheeky sense of humor. Perhaps even the same raucous laugh. The same gift of gab. The same hopes and dreams for ourselves and our families. For our futures. We were, deep down, sisters.
The mud-brick ‘house’ where I lived was in a compound that was cared for by an elderly couple; Asta and Nouhou. Asta was nearly blind and Nouhou hobbled around with a makeshift cane fashioned from the sturdy branch of a baobab tree.
I immediately became like a granddaughter to them. I would spend my evening hours sitting, laughing, talking, and chatting with the pair. No use at all speaking French in Bogo; particularly with the women and children. I did all of my work in the local Fulani language. Asta and Nouhou became my teachers. The villagers, neighbors, vendors, were all my teachers. The children who came to my house daily became my teachers.
It was those human connections that became the ones that mattered the most. These are the memories that still resonate today.
International Women’s Day happens to be on my birthday, March 8th. The first year I was in Bogo, I organized a bike race for the local women. On the sand. Because why not?!? Traditional Fulani women, gracefully tall and elegant, dressed in brightly colored ‘pagne’ or African wraps, on bikes. It was the best moment ever. Many of these women had never been on a bike before. We laughed till we cried. It was such a wonderful day.
Since then, working with women’s groups and co-ops has been something that I inevitably gravitate towards. After all, women and children are often marginalized in developing countries. And I have lived in many developing countries. I therefore feel a pull towards writing about empowering my tribe, women.
I want to tell the stories of women; those who are most often not heard. I can be their voice. I share these stories with my three daughters. I feel grateful to work for Mushmina; a company so dedicated to working with women’s groups and so focused on empowering women that this often becomes the focal point. The story is just as important as the product. And luckily, the products are beautiful. But the women who make our products are really the heart of who we are. And for me, this is what I envisioned for myself, years ago as a young woman in Central Africa. Those heart connections.
-By Tara Fraiture, Mushmina blogger
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Halima’s Vision-Through the Eyes of A Weaver
February 17, 2018
Halima’s house in Bejaad is modest and tiny; we gingerly walk up the narrow staircase into her small living room and on into her workspace where she has carefully cleared out an area for our visit.
As we make our way up the stone stairs into her humble abode, her lively children run up and down the stairs around us. The street below is busy and bustling with little ones playing, neighbors chatting, and curious by-standers gazing at us, wondering whom we were.
Halima is a master weaver in rural Bejaad, Central Morocco. She is the head contact for a small but mighty group of female weavers in this quiet town; known for its beautiful, unique rugs. For female weavers here and all over Morocco, these carpets symbolize a tiny slice of independence.
Just as importantly, though, Halima is Mushmina co-founder Heather O’Neill’s loyal friend. Their friendship has evolved from Heather’s starting days in Morocco as a galvanized, determined Peace Corps Volunteer almost 15 years ago. She has also been Heather’s most trusted rug weaver and much-needed informal ‘consultant’ ever since.
Halima, whose infectious smile lights up a room and whose eyes twinkle with clever humor and intelligence, is an example of the strength and inspiration of the small but Herculean business of the Mushmina sisters, Heather and Katie.
Halima’s calm temperament and warmth radiates from her when she hugs me and welcomes us into her home.
Halima has not had it easy, however. As a woman, mother and wife in a tiny traditional Moroccan working-class town, it is often seen as taboo for a woman to be earning a salary. Finding a balance is difficult. Maintaining a busy home, where most women still wash laundry by hand and toil in front of teensy gas stoves for hours, as well as caring for her three young children, takes up most of her time.
Halima’s work ethic is unmatchable; her energy and vigor are unstoppable; her motivation is ceaseless. She has something inside her that is different-she takes initiative with her trade. She wants more for herself. She demands better for her children.
Halima’s heartwarming story is a fascinating one. An incredible woman who never had the opportunity to go to school as an uncle suddenly passed away and she was sent to care for the family, Halima speaks no French; typical of most rural Moroccan people. Luckily for me, Heather flawlessly translates Halima’s heartfelt story for us from Darija, the local language.
And then there is her actual physical weaving. Halima, like most Moroccan weavers (most are female, as it’s an ideal trade handed down from mother to daughter), has the family loom in her cramped kitchen. The lighting is dim and the elements can be brutal; summers are stifling hot and winters are brutally frigid. Heating and cooling systems are unthinkably too expensive.
Luckily, Halima is still young and her eyes and hands haven’t failed her. But she weaves at night after her incredibly long work hours at home are finished. Inevitably, the day will come. Her mother sadly had to give up weaving because it was too hard on her vision.
Weavers depend on their knowing hands for their work; these are their tools. Halima’s hands are her lifeline; soft and calloused from years of physical toiling at her basic wooden loom. Her loom, a simple wooden structure with two beaten-up, rudimentary cans placed precariously on either side as well as a spoon tied right in the middle for balance, is the heart of her income.
The ancestral wooden looms on which these women weave, amazingly, have not changed over the years. Although electrical looms exist, they are not used as a result of cost and maintenance.
While we talk and work and she shows us her gorgeous weaving, her children periodically come in and out of the room, asking questions, scrambling all over her. She handles them like a pro; not skipping a beat in continuing our work and caring for them.
We watch her as she weaves rhythmically, mesmorized.
Halima’s talent is quite magical. As Moroccan weavers do, their trade is innately in them-she doesn’t use any conventional tools. Halima uses her hands and her arms to measure the rugs. The rest, is almost divination-all of the stunning symbols that make the Bejaddi rugs so famous throughout Morocco and beyond, come from within Halima. Her patterns are so exact, so perfect, such excellent quality, one might think that they are factory-produced. This is a real, pure, raw gift.
Astonishingly, weavers work with their textiles facing outward from the loom; the women have to essentially do everything backwards. It is intricate, difficult work. When I ask Halima where she finds her inspiration, she tells me that her revelations come to her in various ways. It can be as simple as the outline of a grain. Or the peaks of the majestic Atlas Mountains. Nature and agricultural motifs are often woven into Moroccan textiles. Each region has its own trademark patterns.
We got a sneak peak of creative director, Katie working closely with Halima on designs that will later be sewn into Mushmina’s trademark handbags.
As the afternoon wanes and the evening appears out of nowhere, we stop our work for a tea. The pocket-sized room, all of a sudden, is cold. We fill ourselves with minty, heavily sweetened Moroccan tea, cakes and toasty flat bread. And when our bellies are satisfied and our hearts are warmed, we hit the road. Feeling grateful to have been enlightened by this incredible woman. And to have shared a little bit of her world.
-By Tara Fraiture, Mushmina blogger
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