In 2008, Abury founder Andrea went to Marrakesh to renovate an old house in the Medina. On the site and while working with the craftsmen she found herself captivated by the immense handicraft heritage of the Moroccan people. These men and women passionately and skilfully carved, tinkered, blew, sewed and embroidered their way into, frankly, what can only be described as magic. Sadly though, some of these skills were vanishing as a taste for fast consumerism reached their shores. With them, the beauty, wisdom, identity and stories were also at risk of being lost to the past. Andrea realized that these cultural gems could be revived if explored in a new way – by infusing the old world appeal of handicrafts with a spunky twenty first century spirit.
Doing so would allow many to earn their sustenance practicing their heritage and thus allow for a more inclusive and harmonious world economy. The aim for this collaboration is to pave a way for tradition to find not just relevance, rather delicious appeal on an international stage. And a dream was born.
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