A Family Legacy Woven Since 1973
Our story began in 1973, when Boujemaa Jouti started a lifelong journey through the world of Moroccan rugs. He created his first wholesale carpet shop under the business name "Le Cadeau Berbère". More than a trade, rugs became his passion, his field of expertise and a way of building lasting relationships with weaving communities, collectors and professionals across Morocco and around the world.
For decades, the Jouti family has travelled through Morocco's weaving regions, discovering rugs directly from their places of origin and learning to recognise the distinctive materials, techniques, colours and visual languages of each community. From the Middle and High Atlas Mountains to the Haouz plains, the southern oases and the Sahara, every rug revealed a different part of Morocco's cultural landscape.
Over time, the next generation joined the family business, helping to share Moroccan rugs with international professionals through Jouti's Rugs, our B2B activity. This experience gave our family an intimate understanding of the rug's entire journey — from the hands of the weaver to collectors, designers and homes around the world.
Dlala Rugs was born as the natural continuation of this heritage, created to bring our family's expertise directly to individual customers. The name Dlala refers to the traditional Moroccan rug auction, a place where rugs were presented, examined, discussed and passed from one owner to another. It evokes the human connection, knowledge and storytelling that have always surrounded the Moroccan rug trade.
Every Dlala rug is selected individually. We look beyond perfect lines and uniform patterns, searching instead for authenticity, character and emotion. We value the spontaneous choices of the weaver, the subtle irregularities of the handmade process and the unexpected details that make every rug a unique work of textile art.
Our role is not to redesign the Moroccan rug, but to preserve its soul. We believe its beauty lies in the freedom of the artisan, in the traces of the hand and in the story woven into every knot.
From our family to your home, each Dlala rug carries a piece of Morocco — and a story that continues with you.
Woven History — Our Family Museum
Our family's relationship with Moroccan rugs extends far beyond commerce. Over more than five decades, Boujemaa Jouti assembled an exceptional collection of carpets, kilims, textiles and traditional weaving objects from across Morocco.
This lifelong collection became Woven History, our family museum dedicated to preserving and sharing the extraordinary diversity of Moroccan weaving. Founded in Marrakech, the museum brings together remarkable pieces representing traditions from the Middle Atlas, High Atlas, Haouz, Morocco's urban weaving centres, the Sahara and the country's eastern regions. Public descriptions identify it as a private museum founded by Boujemaa Jouti and dedicated specifically to Moroccan carpets and kilims.
Each piece is more than a decorative object. It is a record of a region, a community and a woman's personal expression. The colours may reflect the surrounding landscape, the materials reveal local resources, and the symbols carry memories, beliefs and stories transmitted from one generation to the next.
Through its collections, traditional tools and presentation of weaving techniques, Woven History invites visitors to understand the complete journey of a rug—from preparing and spinning the wool to dyeing, knotting and weaving. The museum is both a tribute to Morocco's women weavers and a commitment to protecting knowledge that could otherwise disappear.
The Woven Story digital experience is an extension of this museum. It allows the history, regional traditions and stories preserved within the family collection to reach a wider international audience. Together, the physical museum and its digital platform form a living archive of Moroccan textile heritage.
Woven History, Jouti's Rugs and Dlala Rugs are three expressions of the same family journey: collecting, understanding, preserving and sharing the art of the Moroccan rug.