We didn’t find our first partners through a directory or trade show. We found them by getting lost in Marrakech, asking questions and showing up.. probably more often than was ideal!
“How do you find your artisans?”
“Do you use an agent or sourcing company?”
“Can you just Google them?”
Our relationships have come from being there, in person. Face to face with the people behind their work and we wouldn't want it any other way.
We Didn’t Start With a Map
When we first traveled to Morocco, we didn’t have real intentions to make moves as quickly as we did. There actually wasn't a solid plan for a business at all. We were thinking we would cruise around and ask a few questions to people who seemed approachable.
We spent a couple of days exploring souks, talking with vendors and following leads that sometimes went nowhere and others that lead us to where we are now.
What Makes Someone a Good Fit for Us?
Not everyone we met became a long-term partner and that was mostly about alignment probably on both sides. We looked for people who:
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Welcomed conversation and collaboration
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Were proud of their work and its heritage AND willing to share their stories
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Were open to small-batch orders since we were just starting out and unable to make lofty sales promises
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Valued fair and transparent pricing
Sometimes the connection was instant. Sometimes it has taken multiple conversations building trust and really getting to know each other before anything business related was really even discussed at all...
Building Trust Takes Time
We had to earn trust. We were strangers at first with no way to show that we were the right fit to work with either other than our conversations. We didn’t lead with contracts or promises to become their biggest retailer, we authentically led with curiosity, respect and transparency.
One of our first contacts had huge promises but eventually, the big name and reputation did not live up to the hype at all. We would personally rather hear realistic expectations than over promised, under delivered.
A Few Lessons We’ve Learned
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Don’t make assumptions. What you see in a market may not be made by the person selling it. Ask where the items are made and how they were acquired.
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Be flexible. Sometimes the artisan you were “sure” about isn’t the right fit and someone unexpected is.
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Relationships > speed. The best work comes from trust, not pressure.
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Pay fairly. Always. Especially when you’re just starting out.
These Aren’t Just Vendors They are Your Partners
We don’t just work with artisans. We grow with them. Their traditions shape our brand.
One of my favorite things is watching one of our main contacts growth in the short time that we have known each other. Each time we visit Morocco, he has continued to build his own family, brand and business, all of which are thriving. It is so amazing to watch the incredible things he has done just over the past few years with insane amounts of hard work and determination.
In the next post, we’ll share how we grew Azulike from an idea into a brand people are actually starting to recognize. Building something beautiful doesn’t have to mean building something big.
Thanks for reading, and for caring about where things come from
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