In the bustling markets and tranquil alleyways of Morocco, where the air is thick with the scent of spices and the sounds of life, there’s an art form that has been passed down through generations: Rug making. Enter Maison Shukr, a newly launched prayer rug brand from the heart of Morocco’s Chichaoua province. Co-founded by French-Moroccan entrepreneur Karim El Fatih, the conceptual brand is poised perfectly as Ramadan approaches. The ninth month of the Islamic calendar is a time when even the most secular Muslims find themselves drawn to prayer, thus Maison Shukr’s launch of luxury, perfumed prayer rugs couldn’t be more timely.
“I wanted to find a gift idea for people who already have access to all kinds of luxurious objects,” shares El Fatih. “That’s when I thought of prayer rugs, which not only guide the recipient towards a spiritual path but also allow the giver to feel the joy of initiating a meaningful and virtuous gesture.”
A celebration of gratitude—shukr in Arabic, El Fatih launched the brand on the principles of sustainability, craftsmanship, and deep human connection. Each rug is carefully handcrafted by Moroccan artisans who are masters of their trade. These artisans employ ancestral techniques to spin cactus silk, dye vibrant hues, and craft each piece with attention that speaks of centuries-old traditions. “I gave my weavers complete creative freedom; the only guideline in the specifications was to maintain a fairly thick rug and preserve an essence of Moroccan spirit,” El Fatih states.
In Muslim culture, prayer rugs are foundational to daily prayer, one of the five pillars of Islam, physically and spiritually connecting us to our faith. These rugs have historically been central to Muslim households, with many families even having dedicated rooms or spaces for the spiritual ritual. In this context, Maison Shukr’s rugs aren’t merely gifts of luxury but of thoughtful contemplation.
Each rug—a striking piece with a bold geometric motif resembling a mihrab set against a rich color palette—is nestled inside a beautifully crafted wooden box engraved with the intended recipient’s initials—an experience in itself. The box isn’t just pretty; it’s infused with delicate scents like rose, jasmine, or orange blossom. Maison Shukr has reimagined the prayer rug as a multisensory experience. Each time you unroll your rug and kneel, you’ll be greeted by a calming hint of jasmine when your forehead touches the mat.
Maison Shukr’s commitment goes beyond the product. The brand stands for sustainable practices and ethical craftsmanship. By purchasing one of their rugs, you are supporting local artisans, and ensuring they can continue their craft and support their families, all while keeping ancient traditions alive. This thoughtful approach doesn’t just appeal to those looking for eco-friendly options but also with anyone who values authenticity and the story behind what they purchase. “Four crafts are involved in the process,” explains El Fatih. “We have the weavers, the dyer, the carpenter, and the engraver, and all these crafts are carried out exclusively in-house.” What’s more, Maison Shukr allocates a portion of the profits to support the craftspeople in case of medical emergencies and unforeseen hardships.
With his brand, El Fatih shows us that true luxury is about the quality and intent behind a product, not just its lavishness. “We do not wish to be a fleeting trend, but rather a lasting reference for prayer mats, a brand that carries meaning and intention,” said the co-founder.
With Ramadan right around the corner, the importance of prayer intensifies. It’s a time when those who might not pray regularly are drawn to the ritual. So as the holy month inches closer, if you’re looking for a thoughtful gift, a Maison Shukr prayer rug offers more than beauty—it offers a spiritual investment. In Islam, as El Fatih notes, gifting a prayer rug means earning “hasanat” (good deeds) every time it’s used. It’s a gift that keeps on giving, both to your loved ones and to yourself.
