History

The Jouti family started at the beginning of the 40’s of the last century, during the colonization of the country, the trade of Berber weaving in particular the traditional clothing (jellaba,
bornoss (capes), saddle bags and other textiles).
The late haj Ahmed Jouti used to get the weavings from the villages and tribes renowned for their know-how in order to trade them to the tribes that did not have them. The exchange of carpets at that time was quite limited, because families considered carpets to be long term investments that they would only trade when needed. His eldest son, Haj Boujemaa, subsequently developed the first centre for the collection/grouping of tribal carpets in the whole of Morocco in the 1960s. He criss-crossed the 4 corners of the country to gather the different productions of Morocco, washed them and then repaired them to make them available in warehouses located in Marrakech. The latter served as a source for a large number of Moroccan traders, international importers, collectors and museums throughout the world.
Due to the evolution of the demand, it was seen as organized productions in the high Middle Atlas and the Haouz of the ochre city.  Nowadays, this activity has prospered thanks to the continuity of two of his sons who have modernised the production tools by adapting to their time and to the demand of the design of the moment. All this while keeping the authenticity of the Berber textile.
The modernisation has also affected the production methods, the distribution partnerships and the customer service.
Today the Berber gift is a modern organised structure with roots well anchored in time.