Chouf is Arabic for Look & Moi for Me in French, with which Rachida mainly refers to the craftsmen who make the beautiful products. (Look at what I can make)
Every beautiful object has an equally beautiful story.
Rachida regularly travels to Morocco and carefully chooses the workshops she works with. Her conditions are strict but fair: the product should give women more opportunities, be made from recycled or sustainable raw materials.
Thanks to her Moroccan roots, Rachida speeks the language and has a close relationship with the country and culture. As a result, she manages to carefully monitor the working conditions of the employees and the quality of the products.