Last week I had an email from a customer called Kim, asking me about the steps I'm putting in place around ethical and sustainable sourcing practices, and in particular human rights in relation to how I curate the range.
It's great to know that people are investigating and questioning companies before buying from them, and I'm always happy and really proud to share the story of why Nouvelle Nomad was founded and provide transparency around my sourcing practices.
My story... After spending nearly 15 years in the global fashion industry in retailing and marketing, I'd been on the hamster wheel for years creating endless seasonal marketing campaigns for products that would sit in store for a few weeks at full price only to be destined for the sale racks and for the whole process to start again.
I founded Nouvelle Nomad in 2016 while living and working in France, after a few magical trips across to Morocco where I fell in love with the bohemian style, crazy pace and sensory overload of Marrakech. I'd discovered my appreciation for beautiful vintage Moroccan textiles and was spending my trips finding rugs and pieces for myself and friends in the markets, souks and carpet shops. Before curating the first range of 20 or so rugs on the way home to Australia the following year.
I knew there was a gap for providing a more sustainable and meaningful alternative to mass produced homewares and textiles back in Australia. My ethos has always been about re-purposing and re-homing these incredible one of a kind artworks and handwoven treasures that already exist rather than manufacturing any more. And besides - you really can't beat the quality, texture, and design work of a beautiful vintage piece - the new make textiles are just no comparison.
Since then I've continued to return to Morocco a few times a year, sometimes for moths at a time and spend time to slowly and carefully source the range, building my valued and trusted supplier network who I now call friends, experience and live the culture and learn more and more about the origins and stories of these special pieces. With so so so much more for me to still experience and learn.
I wanted to share with you the email reply I took the time to write to Kim last week - and to make it available here on the website for anyone else curious about my sustainability practices and supply chain.
Please get in contact at any time with any questions at all about the collection. I plan to share more and more of these treasures' stories and their origins this year as I continue to document and share the journey with you all. I'd love to hear what you would like to know more about and if you have any suggestions for the content you'd like to see more of from me this year.
As always, thanks for reading my long winded emails, it's a pleasure to have you along for the ride.
And I hope to hear from you soon!
Thanks so much for your email, nice to hear you love the collection, and always happy to talk about the sustainability practices and human side of the biz.
All the treasures in the collection are one of a kind vintage pieces between 30 and 100 years old - they originate from families and tribes from the various regions who have woven the pieces as art, for use in the family home, or for selling at the carpet auctions for their family business where fair and reasonable prices are paid.
I don’t produce or manufacture any new make pieces - my sourcing practices are about finding and repurposing existing items, by working with local collectors and carpet traders who’s specialty and business it is to source genuine vintage pieces, and who I pay fair wholesale prices to.
The cushions I have hand made in Marrakech by a local guy who’s business is restoring and repairing carpets. The repairs are all done by him by hand in traditional methods, which is a service I again pay fairly for.
So I’m proud to say that end to end the business model is based on fair and sustainable sourcing of beautiful art pieces that can be enjoyed in new homes for many years to come - and a more meaningful alternative to cheap mass produced textiles.
Thanks for pointing out this isn’t as clear on the website as it could be - I’ve got lots of ideas about content this year I’d love to bring to life about the origins and showcasing the regions where the rugs come from. I’ll be producing this when I’m back over in Morocco later this year which I know people will love to know more about.
I’m going to take this email as a cue to spend a bit of time making sure this is really clear on the site.
Would love your feedback if this answers your query and as a consumer what you would like to know more about.
Thanks for the email and have a fab weekend