The illi Story

Read between the looms…

Crafting an illi rug is more than a skilled process; it's a journey that intertwines culture, heritage, and a deep love for the craft—a journey that mirrors the remarkable story of our founder, Afaf Majid.

Growing up in a vibrant Amazigh family in Morocco, Afaf's childhood was adorned with the intricate designs of Berber rugs that adorned her grandmother's home. These weren't just floor coverings; they were living stories, pieces of art that transformed every room into a masterpiece. The passion and appreciation for these cultural treasures took root early in Afaf's heart, setting her on a path that would later become the essence of illi.
Venturing beyond borders, Afaf's entrepreneurial spirit led her to London, where she founded a successful interior design and real estate company. Yet, her roots remained firmly grounded in the Amazigh heritage that shaped her. The enduring memory of the cherished rugs in her grandmother's home fuelled Afaf's vision, inspiring the birth of illi in 2021.
illi is more than a brand; it's a bridge between the rich, magical tapestry of Berber craftsmanship and the contemporary design sensibilities of today. Afaf's dream is to share the appreciation she feels for these exceptional pieces of art, each rug carrying the legacy of generations past.

Beyond aesthetics, illi carries a profound sense of responsibility. We proudly support the talented women weavers of the Atlas Mountains, ensuring the preservation and flourishing of their livelihoods and traditions. It's a commitment to sustainability, cultural heritage, and a future where the art of weaving continues to thrive for generations to come.

Welcome to illi, where every rug is a testament to heritage, craftsmanship, and a journey that spans generations.
The Process