Some stories start with a plan. Ours began in a maze of colour, sound, and sunlight — the Marrakech souk.
It was the spring of 2010. I had come to Morocco to meet my boyfriend’s family for the first time — nervous, excited, and completely unprepared for how deeply that visit would change my life.
At the time, I had what most would call a dream job: designing women’s fashion and traveling the world in search of trends for a large retail brand. I’d spent six years immersed in that fast-paced industry — but somewhere along the way, something inside me felt out of sync. The constant turnover, the disposable nature of it all — it didn’t sit right anymore. I was craving more creativity, more connection, more meaning.
Then came Marrakech.
The souk was pure magic — an explosion of colour, texture, and craft. Everywhere I looked, I saw beauty made by hand: woven rugs, intricate ceramics, embroidered pillows. Each piece told a story, a human one. It was everything my world of mass production wasn’t.
At first, I was just shopping for myself — or so I thought. Rugs, poufs, cactus silk pillows — I wanted to bring it all home. But my Marrakchi boyfriend stopped me at every turn, smiling:
“Don’t buy this here, honey. I know the artisans who make them. We can buy directly from them.”
That’s when it clicked.
He had grown up in this very market — his family part of the artisan community. He knew every alley, every maker, every workshop. Suddenly, what began as a shopping trip started to feel like something bigger.
“If I love these handmade crafts so much,” I thought, “surely other people will too.”
I had a degree in graphic design, a fearless streak (and let’s be honest, a touch of naïveté), and a deep love of beautiful things. So I started dreaming of a space that could bring these treasures to others — a place where craftsmanship, creativity, and connection could live side by side.
That dream became Baba Souk.
What Baba Souk Means to Me
I’ve always been a treasure hunter — the kind of person who finds joy in the details: the perfect rug, the handmade bowl, the pattern that makes your heart skip a beat. The Moroccan souks are my playground, and sourcing among their endless colours and textures still makes me happy every single time.
This journey has never been easy, but it has always been worth it. I believe in supporting artisans, in fair pay, in products that last, and in surrounding ourselves with objects that carry meaning. I love working with indie designers and makers who share that same belief — people who create beauty with their own hands.
A Note to Fellow Dreamers
I don’t believe in overnight success.
Keep going.
Keep creating.
Keep doing what you love.
— Stephanie XO