Anou’s New HQ in David Beach, Morocco!

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Anou’s new HQ in David Beach. 

We’re so incredibly excited to announce our new HQ in David Beach, Morocco! This move has been a couple of years in the making. Through 2014-2015, we have been building a decentralized leadership team and structure for the Anou community.

This structure created deep bench of six artisan leaders that could help manage many aspects of Anou’s operations. However, by the end of 2015 our decentralized structure could no longer effectively meet the growing demands and complexity of Anou’s operations.

In December 2015, we launched a pilot and brought out artisan leader Rabha Akkaouai to work full-time at our office in Rabat. After the first month of full-time work, Rabha was able to get one on one attention and training that should couldn’t receive remotely. As a result, her ability and knowledge increased exponentially. For example, after one month of full-time work at Anou’s office in Rabat she was successfully managing all payment transfers that are required to send the money from a customer to an artisan’s bank account.

We eventually brought out all artisan leaders to work in full-time shifts of either two weeks or one month at our Rabat office. Like Rabha, all artisan leaders had huge jumps in knowledge and an increased ability to manage Anou’s operations.

As a result, we prioritized finding a HQ that could enable a large number of artisan leaders to live and work full-time on Anou’s operations. We also wanted a space where the artisan team and artisans from the community could receive tailored support across all critical areas that the Anou community faces.

Our new place in David Beach will enable us to do exactly that. Our new HQ includes an office, a large design studio and a dormitory that can accommodate artisan leaders, visiting artisans, and soon, leading experts from around the world. It is also only 30 minutes from Rabat and Casablanca so that the artisan team can manage our shipments and other necessary parts of our operations.

Over the next several months we will begin sharing how we will be putting our new space to use. We have no doubt that our new HQ will accelerate the growth of Anou’s artisan leaders and the rest of the artisan community in Morocco!

 

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Rabha Akkaouai of Cooperative Chorouk and Mustapha Chaouai of Association Nahda manage orders and payments from Anou’s office. 

 

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At the new design studio, designer Sabrina Krause Lopez provides visiting artisans with design support on their new product ideas. 

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Anou’s HQ is a short 4 minute walk from one of the most beautiful beaches in Morocco — a source of endless inspiration for all visiting artisans. 

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Anou’s team and artisan leaders set up a bonfire on the beach to celebrate the end of another successful work week. 

 

 

Shipping From Rural Morocco to Any Country in 5 Days

Last October, we were excited to announce that all shipments above 5kg would begin to be shipped by DHL.  Prior to working with DHL, our average shipping time to the United States was 3-5 weeks. Now our shipping average is down to just 5-13 days with shipments delivered by DHL.

Yet we know we can do much better. Our goal is to ensure that orders fulfilled by any artisan in Morocco will arrive at their customer’s address in 5 days flat. This means the waiting time for someone in Los Angeles who is buying a rug from a remote village in Morocco would be the same as if their friend sent a letter to them from New York via USPS standard mail.

To do this though, Anou and the artisans of our community have to overcome numerous, complicated, yet solvable challenges. As such, we wanted to give all our supporters a look behind the scenes of what it takes for artisans to fulfill orders and how all of us are working to reach our goal of a five day delivery timeline.

What it Takes to Ship From the High Atlas 

One reason why the logistics of shipping orders in Morocco is so complicated is that each artisan within the Anou community faces unique challenges, all of which require unique solutions. Association Timdokkals, one of the best selling groups of 2015, was in the unfortunate position of facing the majority of challenges that artisans across Morocco face when shipping products. Fortunately, their challenges make for a great case study.

Every time a customer purchases a rug from Association Timdokkals, the women receive a text message containing the address where to ship their order. Within 24 hours, the women prepare the order and package it for shipment. The women typically work in shifts at the association — half the women work in the morning and half the women work in the afternoon. So whenever a sale is made, a designated woman from the active shift packages the order.

 

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Sana, (left) is one of the weavers who helps with packaging Association Timdokkals’ orders.

 

 

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In the beginning of 2015, the president of Association Timdokkals or its members took their shipments to their local post office, about 5 kilometers away. However, their orders began to overwhelm the post office. By mid-2015, the post office, which has no paved road to it and is one of the most isolated post offices in Morocco, was shipping the highest volume of national and international shipments of all post offices in their province. In fact, many other post offices where artisans within the Anou community operate, have become the highest volume shippers in their respective provinces as well. Even better, because of these shipments, some post offices have become cash flow positive for the first time since they opened — decades ago.

However, this success brings additional complexity.  Timdokkal’s post office, since it used to ship so little, previously contracted a local taxi driver to ship out their mail. But the taxi driver could no longer fit all the shipments into his trunk. The driver eventually grew frustrated that he was no longer delivering a small bag of mail every week and eventually quit and refused to ship artisan products. Now, the Moroccan National Post Headquarters is rumored to have approved a shipping van for Timdokkal’s post office, but it may not arrive until next year. As a result, Timdokkals and two other artisan groups (The Imelghaus Cooperative, and Touda Bous-Enna) in the area that share the same post office have collectively begun paying a local taxi driver to drive their shipments to the Moroccan Post’s regional distribution center in Azilal until the new van arrives.

After the women of Timdokkals package their order, they now walk it over to their local village store and they call their local taxi driver who comes and does one pick-up per day, if the mountain weather permits.

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The local taxi driver stops by the village store to pick up people, and rugs.

 

The taxi driver then drives two hours over two mountain passes and drops the shipments off at the Moroccan Post Office’s distribution center in Azilal, the capital of the Azilal province:

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Once the order is dropped off at the distribution center, the order is then either shipped to directly to the customer or  to Anou’s office in Rabat.

Shipping Directly to Customers

If an order is under 5 kilograms, the artisans will ship it directly to the customer via standard international priority from their local post office (or regional distribution center in the case of Azilal). When an order is dropped off, it usually takes anywhere between 2-5 days for an item to arrive at the Moroccan Post’s international distribution center in Casablanca, where it is then immediately forwarded to the country where the customer lives.

Currently, 70% of the Anou community’s orders are destined for the US and this is where it gets complicated. Once orders arrive at the USPS distribution center in New York, an order can sit for a day, or weeks, and we won’t know because the USPS won’t register the shipment until they move it, not when it arrives. The reason why standard shipping takes 3-5 weeks, is because of the USPS, not the Moroccan Post as is commonly believed. Other countries, including those as far as Australia and New Zealand, only take 10-15 days to arrive.

Anou’s Office in Rabat

It is because the uncertainty of the delays with standard shipping that prompted us to begin working with DHL. Our goal in the near term future is to have all artisans ship their orders directly to DHL’s warehouse from their village, but we’re not quite there yet. As of today, all of our DHL shipments are sent to Anou’s office in Rabat instead.

Shipping from anywhere in Morocco to Rabat takes between 2-5 days. Once the shipment arrives at Anou’s office, Anou’s artisan team inspects packaging and opens up select packages for artisans who may previously have received complaints to ensure an order’s quality before it is shipped shipped on. Most importantly, routing orders through our office is enabling us to standardized our labeling process and troubleshoot problems that may clog up our soon-to-be full integration with DHL (e.g. artisans improperly weighing their items or poor packaging for fragile items).  As we find problems with a shipment, artisan leaders, such as Rabha and Mustapha (pictured below) call up the artisans who shipped the item and teach them how to fix the mistake. Because of their work, the artisan leaders are significantly reducing the amount of errors made by the artisan community.

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Artisan leaders Rabha Akkaoui and Mustapha Chaouai inspect shipments before DHL picks them up.

Once all the items have all been cleared at the office, the artisan leaders call a DHL courier, who then swings by our office and whisks off all our orders to DHL’s warehouse.

 

Abdullah, DHL's amazing courier, picks up shipments from Anou's office.

Abdullah, DHL’s amazing courier, picks up shipments from Anou’s office.

DHL normally ships a package immediately and it arrives anywhere within the world within 72 hours. However, until we’re able to standardize all artisans shipments,  DHL can only send our shipments on Saturdays. So with 2-5 days local shipping, and depending on the day it arrives in Rabat, items currently take between 5-13 days to arrive at their final destination.

With the hard work of artisans in their workshops and Anou’s artisan team, we are quickly reducing our error rate and will integrate the community’s shipment within the next couple of months. And once we hit that milestone, all items shipped by the community will reach any corner of the world within just five days!

 

 

 

 

What is the Difference Between a Flatweave, Pile Knot and Beni Ourain Rug?

A customer recently wrote in and asked us what exactly is the difference between a flatweave, pile knot and Beni Ourain rug? We thought there would be no better place than to provide a quick answer to this question than on our blog!
 
To talk about Beni Ourain rugs, we first have to sort out the difference between flatweave and pile knot rugs. Flatweaves and pile-knot refer to the way the rug is woven on the warp. The warp is the foundation for every rug and consists of the strings (often white cotton) that run the length of a rug. One of the first steps of weaving rug is getting the warp set up on the loom, pictured below:
 
Photo Credit: Association Tithrite

Photo Credit: Association Tithrite

With the warp set up, the artisans can begin filling out the rug with what is called the weft, the thread which is woven in and out of the warp. Rugs that are solely woven with the warp and weft are flatweave rugs (local dialect: hanbel). In the following picture, a weaver from Cooperative Tisseuses of Ain Leuh weaves the weft (the color thread) through the warp:

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Photo Credit: Cooperative Tisseuses

The weft is what gives the flat weave its design. Here is picture of the rug from above in its final form:

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Photo Credit: Cooperative Tisseuses

However, not all rugs in Morocco are woven this way, nor is it the most common weaving technique. The most common technique is called the pile knot, which has a little similarity with a flatweave. On a flatweave, and artisan threads the weft back and forth through the warp continuously until the rug is complete. On a pile knot (local dialect: zrbya) however, the weft is separated with rows of knots tied around the warp.  It is up to the artisan how many rows of weft they will weave between the rows of knots. Many rugs are woven with a little weft woven in between the knots, which creates a pretty dense rug. Others, like this one, have a little more weft giving the rows of knots room to breath and provides a bit more texture. This picture below of a member of the Women’s Cooperative of Imelghaus illustrates this pretty well. The woman is threading a weft between the warp before tying in another row of knots:

Photo Credit:  http://photosby.si/

Photo Credit: http://photosby.si/

To get more of a feel of this process (which we’ve drastically simplified above), you can take a look at the following video which shows a weaver from the Imelghaus Cooperative tying knots and pounding them with her taska to lock the knots with the weft:

So where does a Beni Ourain fit within all of this? Technically, it doesn’t. A Beni Ourain is not a weaving technique. In fact, a Beni Ourain is always woven in a pile knot weave as described above. What separates Beni Ourain’s from every other rug is where it was woven, who wove it, and its design.  Authentic Beni Ourain rugs are those woven by the Beni Ourain tribe or those who have lineage to the tribe that resides/resided in mountainous areas south east of Fez. Proving lineage is difficult, obviously.  I am sure every vintage rug seller has an elaborate story about their rugs or will claim personal lineage to the tribe, so take it all in with a grain of salt. As for the design, there are no set rules as to what defines a Beni Ourain design but many would agree that their designs are almost always a pile knot rug with a cream, ivory, (read: natural wool) base with distinct black geometric designs.

If you’re interested in having a custom order Beni Ourain style rug, the Cooperative of Imelghaus is becoming the go-to coop that uses Anou’s online store.

For pile knot rugs from the highest rated artisans in the Anou community, check out:

Association Timdokkals

Association Afous G Afous

For flatweave rugs from the highest rated artisans in the Anou community, check out:

Cooperative Chorouk

Cooperative Tisseuses 

For all the other groups, just do a search on http://www.theanou.com!

Have any question you’d like us to answer? Want us to go more in depth on this topic? Let us know in the comments or e-mail us at hello@theanou.com

Anou and Disaster Relief Efforts in the Philippines

Like many of you reading, our artisan team was shocked at the events that unfolded in this past week in the Philippines and we wanted to find a way to help. After a short meeting this morning, our team decided that we will be donating any revenue generated from Anou’s 10% selling fee and donate it to the Philippine Red Cross.

It is great to know that even when artisans are empowered to sell independently, they are always still willing to give back to communities near and far.

When the week comes to a close, we’ll post how much Anou’s artisans were able to donate.

To learn more about how you can best support the disaster relief efforts in the Philippines, check out the PRC’s site and this informative article.