Rabat – Growing up in a vibrant Amazigh family in Morocco, Afaf was surrounded by the intricate patterns of handcrafted Moroccan rugs in her grandmother’s home.
More than mere floor coverings, these rugs told stories, woven memories, symbols of culture, and art that transformed every room into a living masterpiece.
This early exposure to traditional craftsmanship would later become the heartbeat of her entrepreneurial journey.
After moving to London, Afaf built a successful interior design and real estate company, yet her connection to Morocco’s Amazigh heritage remained steadfast.
Inspired by the eco-friendly rugs of her childhood, she launched Illi in 2021. The brand that fuses the timeless artistry of Berber weaving with modern design sensibilities.
Today, illi offers a curated collection that includes Traditional, Geometric, Abstract, and Contemporary rugs, as well as customizable designs, flatweaves, kilims, and even kids’ rugs, each piece carrying the legacy of generations past.
She is and wants to be a bridge between heritage and contemporary lifestyle.
Every rug supports women weavers from Morocco’s Atlas Mountains, ensuring their craftsmanship and traditions continue to flourish.
This commitment to sustainability, cultural preservation, and social responsibility defines illi’s identity, setting it apart in the luxury home décor market.
As the brand grows in the UK and beyond, Afaf’s vision remains to share the beauty, story, and artistry of Moroccan rugs with modern interiors around the world
