When we started Azulike, we weren’t backed by investors or business degrees. We didn’t have a Shopify store or a clear roadmap. What we did have was an obsession with Moroccan craftsmanship — the kind of work that feels genuine, intentional, and of course beautiful.

Like a lot of people, we thought, “There’s got to be a way to bring this to more people.” But wow, getting started was not easy.

There’s a lot of gatekeeping when it comes to import businesses. People don’t want to share how they found their artisans, how they ship products, or even advise on where to start. And honestly, I get it — it takes so much time to build relationships, and a lot of trial and error. But we also believe there’s room for more people to do this the right way — with fairness, transparency, and heart.

This is the first post in a new series we’re writing from the middle of our journey — not the end. We’re not pretending to have it all figured out. But we want to start sharing a few things we have learned — like how we chose what to focus on first, what mistakes we have made, and why we decided to work only with artisans using traditional methods and natural materials.

Whether you’re dreaming of starting your own shop, working with international makers, or just curious how something like this even begins — we hope this gives you a peek behind the curtain.

Next time, we’ll share how we navigated our very first buying trip in Morocco (spoiler: nothing went as planned — and we almost bailed on the idea all together).

Until then, thank you for being part of this journey with us. The dream of Azulike wouldn’t exist without you.