Behind every rug, there is far more than just a decorative object.
There is a woman, a story, a craft passed down through generations. Berber weavers carry the memory of their people, and each of their creations is a fragment of identity and freedom.
But one question remains: how do these treasures reach us?
This is where the challenge of commercialization begins.
Many weavers still work in the shadows. They live in remote villages, sometimes without direct access to the market, dependent on intermediaries who set the prices. The result: they are not always fairly compensated for their work, even though their rugs require weeks, sometimes months, of patience and meticulous effort.
On top of that, globalization plays a role: industrial production copies their patterns, sells them cheaply, and blurs the perception of genuine artisanal pieces. Yet what the weavers offer is truly unique: creations woven with meaning, culture, and authenticity.
At YAAS, we believe it is time to give weavers the recognition they deserve.
This is also why our name means freedom. Inspired by the Amazigh flag, it embodies these women’s right to make a living with dignity through their art. It also resonates with my own name, Yasmine, which is part of the soul of this project.