Folks and Tales - Moroccan weaving in the spotlight, between ancestral techniques and contemporary design
At 27, Dounia embarked on an entrepreneurial adventure and founded Folks & Tales. A textile decoration brand that brings together all her passions: social impact, design and culture.
In this article
- Video
- Can you introduce yourself?
- Can you introduce Folks & Tales?
- How did you come up with the idea of founding Folks & Tales?
- What categories of products do you sell?
- What are the steps involved in manufacturing a Folks & Tales product?
- What raw materials do you use? Where and how do you source them?
- What is your best-selling product?
- What are your sources of inspiration for your collections?
- Who are the men and women behind Folks&Tales?
- What is your favorite decorative object?
- A little decorating advice for our community?
- If you had to describe yourself in 3 words?
- What drives you on a daily basis in what you do? Or rather your motto?
Video
Can you introduce yourself?
My name is Dounia Bounahmidi, I am 30 years old and I am the founder of Folks & Tales. I embarked on the entrepreneurial adventure three years ago with a project that brings together all my passions: social impact, design and culture.
Can you introduce Folks & Tales?
Folks & Tales reinvents traditional textile craftsmanship by blending ancestral know-how with contemporary design. We build lasting partnerships with different artisan communities in several cities and rural areas across Morocco. Each piece is the result of collaborative work with a group of weavers, combining traditional techniques and patterns, natural materials and modern design.
How did you come up with the idea of founding Folks & Tales?
Back in Morocco after a few years spent in France for my higher education, I wanted to get involved in a project that made sense. The craft sector immediately attracted me, because the country is full of ancestral know-how of exceptional diversity. The choice to focus on textiles seemed obvious to me, as this category with strong development potential is under-exploited, and the communities of artisans affiliated with it remain isolated. The project was then born from this observation, with the firm ambition of creating virtuous ecosystems while highlighting a forgotten cultural heritage.
What categories of products do you sell?
Textile decoration: cushions, rugs, bath linen, table linen.
What are the steps involved in manufacturing a Folks & Tales product?
All Folks & Tales products are handmade using an ancestral weaving technique. Each of our collections highlights a particular technique, and is developed in collaboration with a community located in a region of Morocco known for this know-how. Our artisans work with ancestral looms and use natural and local raw materials such as wool or cotton. Each piece is handmade and requires from a few days to several weeks of work to be ready.
What raw materials do you use? Where and how do you source them?
Folks & Tales gives pride of place to natural raw materials. All our products are made from natural fibers such as wool, cotton, linen or silk. In terms of supply, sourcing our raw materials locally is favored, but the priority always remains the quality of the fiber and its natural character. Thus, some materials are imported because they are not available locally, as is the case for linen for example.
What is your best-selling product?
The Udad cushion cover, available in three colours.
What are your sources of inspiration for your collections?
Each collection is a mix of traditional and modern influences. I am therefore inspired by Moroccan cultural heritage, through its techniques, patterns and textures, as well as by current decorative trends, with their color palettes and refined style.
Who are the men and women behind Folks&Tales?
Folks & Tales currently collaborates with 200 artisans spread across five different communities across Morocco: The Atlas Mountains, the Marrakech region and the old medina of Fez. Each of these communities presents a different know-how and history, transcribed on the final product.
What is your favorite decorative object?
I find that cushions easily add character to a room and you can change them often as you wish.
A little decorating advice for our community?
You should not hesitate to express your personality, your passions and your memories when decorating your living spaces. I particularly like the philosophy of designer Beata Heuman who advocates a playful and very personal decoration.
If you had to describe yourself in 3 words?
Passionate, curious and tenacious.
What drives you on a daily basis in what you do? Or rather your motto?
What drives me above all is my desire to be useful to my community and the society in which I am. My primary ambition is that my work generates a positive impact in an increasingly complex world.
