The Story of Nouara
Ayoub El Ghaziri's journey began amidst the vibrant colors and rich textures of his Moroccan upbringing. Surrounded by the rhythmic hum of looms in his small village, Ayoub's curiosity for weaving and wool sparked at a tender age. Venturing into the bustling souks of Marrakech, he embarked on a quest, seeking treasures at Berber auctions and hidden gems in remote village markets. From these humble beginnings emerged "Nouara" – a radiant beacon inspired by the sunflower, weaving together heritage, passion, and the warmth of Moroccan tradition.
In 2019, I moved to Austria and brought a piece of this heritage with me. What started as collecting a few rugs soon became a passion: searching for authentic hand-knotted and hand-woven pieces, learning their stories, and sharing them with people who appreciate true artisanal work. Every rug at Nouara is unique – whether vintage treasures or newly made pieces – handwoven by women in Morocco with techniques passed down through generations. The designs are not just decoration; they reflect mountains, rivers, villages, and everyday life.
Nouara is more than a shop. It's a bridge between cultures – a way to honor the weavers, to keep traditions alive, and to bring warmth, authenticity, and soul into modern homes. When you choose a rug from Nouara, you are not only decorating your space – you are inviting a story, a tradition, and a connection that stretches across continents.
I'm Ayoub El Ghaziri, the founder of Nouara. My journey from Morocco to Austria has been driven by a passion for preserving and sharing the beautiful traditions of Moroccan rug making.
Each piece in our collection is carefully selected for its authenticity, quality, and story. I work directly with artisans and families in Morocco to ensure that every rug carries the genuine spirit of Moroccan craftsmanship.