A Spotlight on Salam Hellos' New Rug Collection

To begin, please tell readers about your Salam Hello. 

Salam Hello is a Morocco-based rug company that partners directly with local Amazigh women artisans to design and create exquisite, one-of-a-kind, made-to-order rugs. We prioritize full-price transparency while giving back to the artisans’ communities.

The Moroccan weaving tradition dates back to 600 B.C., representing generations of artistry, symbolism, and cultural heritage. While these rugs remain beloved, much of their rich history and meaning has been lost over time through translation and transaction. At Salam Hello, we believe these stories deserve to be preserved and shared.

We meet with every artisan, listening to their stories and learning about the labor and dedication behind each piece. As part of our commitment, we reinvest 10% of our profits back into the artisans’ communities to support their continued growth and well-being.

Salam Hello aims to celebrate the craftsmanship, culture, and stories of these women, ensuring that their work reaches homes that appreciate its beauty and deeper significance.

Please tell us about this new collection, “Neutral Ground.”

Neutral Ground is a collection where artful design meets simplicity, bringing warmth and balance to your space. Each rug reflects a blend of heritage and modernity and is infused with traditional Moroccan craftsmanship. Soft, broken stripes, fluid curves, and abstract patchwork designs come together as a calming counter-trend to maximalism, creating spaces with understated elegance.

Inspired by Morocco's serene landscapes and picturesque cities, the collection draws from the earthy tones of the desert and the coastal hues of seaside towns, adding depth and character to each piece.

Light and warm, yet accented with thoughtful pops of color, the collection helps you create a timeless space—evoking a nurturing atmosphere grounded in simplicity yet rich in legacy.

Please tell us about the artisans with whom you partner to make your beautiful textiles.  

For our one-of-a-kind pieces, we source from artisans across Morocco. Each region specializes in its own unique weaving techniques.

For our made-to-order pieces, our network includes four Salam Hello-owned workshops spread across the Southeast and Northwest of the country. Since our founding, we’ve grown to collaborate with over 80 women artisans—and counting.

In the Southeast, many artisans live and work in the same locations where they weave and sell their goods. Building these relationships takes time and trust, as meeting the women is often a fluid, organic process. We began by traveling to villages with a deep-rooted history in weaving, speaking with locals who guided us to the families or associations still practicing the craft and seeking to sell their work.

When we meet these artisans, we spend hours together, ensuring they’re comfortable with us while we learn about their backgrounds and the rich histories behind their works of art. Most of the women speak Tamazight, the Amazigh language, and having a co-founder who is part of their community has been instrumental in fostering these connections and the growth of our business.

The artisans we work with have truly become part of our extended family. On a personal note, from March 2021 to May 2022, I commuted between my home in Marrakech and my childhood home in Southern California to care for my father during his declining health. Not a week went by without artisans checking in on how my dad and I were holding up.

After my father passed away in May 2022, my first trip back to visit the artisans was deeply moving. They invited me to share couscous with them, even preparing an extra plate for a family in need—a Moroccan ritual of grief and generosity. Their support during such a difficult time meant the world to me and underscored the deep, familial bonds we’ve built with these remarkable women.

What in your mind, makes your brand sustainable? 

Our materials are thoughtfully sourced to ensure sustainability and quality. Each rug is made from 100% live wool, ethically sourced from the Atlas Mountains. The wool is dyed with the finest ingredients by a third-generation dyer and washed using a proprietary system that ensures exceptional quality, durability, and minimal water waste.

We’re proud to offer six distinct made-to-order weaving techniques, each crafted in the regions where these traditions originated, preserving the rich heritage of Moroccan craftsmanship:

• Medium-to-High Hand-Knot: Crafted in our Middle Atlas Mountains studio.
• Low Hand-Knot, Zanafi, Flatweave, and Intricate Hanbel: Made in our Southeast studio.
• Rabati/Extra: Created just outside Rabat with a collective of artisans (launching in 2025).

As a brand committed to the sustainability of Moroccan weaving, we believe in honoring and maintaining these techniques in their places of origin. Each piece reflects the legacy, artistry, and cultural significance of its makers.

What motivated you to start your brand, and what initially drew you to Morocco to collaborate with artisans?   

I’ve always been drawn to creating a home filled with meaning. I wear my dad’s ring to keep him close and treasure a mirror from my grandmother. When I search for new items, I’m inspired by the story and the maker behind each piece. This connection to meaningful objects has become a driving force in my life.

For years, I dreamed of starting my own business even as I worked my way up in the advertising world. After an extremely demanding year with barely a day off, I took a two-week trip to Morocco that changed everything. I felt an immediate sense of belonging. As I wandered through streets, villages, and medinas, I naturally gravitated toward textile shopping. At that moment, Salam Hello began to take shape.

Back in NYC, I immersed myself in the history of Moroccan textiles. I was captivated by the Amazigh women who have been handweaving since 600 BC, passing the craft down through generations. Each knot tells a story, reflecting their traditions and lives. These women dedicate months, sometimes years, to creating these intricate works of art while managing households and raising families. Yet, when it comes time to sell, the stories behind these pieces are often lost, and artisans face significant challenges. Bulk buyers and middlemen dominate negotiations, leaving women without fair compensation for their time, materials, and expertise.

In August 2019, Salam Hello was born as a transparent and empowering outlet for Moroccan artisans. 

Is there anything else you would like to share with readers? 

Salam Hello also offers a fully-guided tour experience where you can meet the artisans from our community and share in their traditions first hand – even weaving alongside them. It’s a first-of-its-kind, unique, and intimate experience where we’ll pull the curtain back on what makes these pieces so special, as well as visit some of the country’s most iconic sights and experiences, from riding camels in the Sahara to eating homemade meals with weavers.

It’s an experience we’re able to uniquely offer because of our ties to the community – ties that go beyond anything you can find in a guidebook.

And lastly, for those interested in placing an order, what is your MOQ on opening orders? 

There is no minimum order quantity; however, higher quantities result in reduced costs per square meter. We also offer the ability to custom-make and source pieces tailored to the client’s specific needs.

Thank you, Mallory! 

Contact: 

For more info, please visit: https://salamhello.com/