We create home and lifestyle products with a story.
Founder Rachida El-Abbd is of Moroccan origin, born and raised in Belgium.
On annual family visits to her homeland, she became fascinated by the craftsmanship of local creatives.
In 2011, she decided to start CHOUFMOI. CHOUFMOI stands for "See Me", "See what I can do", mainly referring to the craftsmen who make beautiful things.
The CHOUFMOI collection is made from natural materials, locally handcrafted in Morocco, thereby supporting local communities.
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