Chemsi Bennis: A Journey Between Tradition and Contemporary
"I’m Chemsi Bennis. I live in London, but I’m originally from Morocco - and Flair came from living between those two places."
For Chemsi, this in-between space has always been a source of reflection and creative clarity.
"Being abroad made me realise how much I missed home. My family, the culture, the atmosphere, the way of life in Morocco. I always knew I wanted to work on something that would allow me to stay connected to both countries and move between them, rather than choosing one over the other."
This desire to stay connected has been central to the journey of Chemsi Bennis and the foundation of Flair.
Living Between Two Places
"Living between London and Morocco also sharpened my perspective. Distance made certain things clearer - what felt essential, what felt exaggerated, and what had been overlooked. From the outside, Moroccan design is often reduced to clichés, but from within, it’s far more nuanced."
That tension between perception and reality became a quiet motivation for Chemsi to look deeper.
At the beginning, it wasn’t about artisans or craft in a big, intentional way. It was more personal than that.
"I was curious. I wanted to see what existed, what was being created, and whether there was something interesting happening beyond what people usually associate with Moroccan design."
This curiosity guided Chemsi through early travels and discoveries.
Looking Beyond the Obvious
"So I started looking. Travelling. Meeting people. Visiting workshops, designers, studios. I wanted to understand if there were pieces that could genuinely work in modern homes, not just as decorative objects, but as real design."
For Chemsi, this meant questioning assumptions and observing with patience.
A New Generation of Moroccan Designers
"I spent months going back and forth across Morocco. Some places felt obvious, others surprised me completely. I saw a new generation of designers reworking traditional techniques in a much quieter, more refined way. Less about colour and ornament, more about form, material, proportion. Pieces that felt rooted in Morocco, but not stuck in the past." One of the artisan products that first caught her eye was a floor lamp.
"What struck me most was the confidence behind that restraint. These designers weren’t trying to prove anything or replicate what had already been done. They were comfortable letting materials speak, allowing space and simplicity to carry meaning."
That creative design approach resonated deeply with how Chemsi Bennis wanted Flair to feel.
Finding Balance Through Curation
That’s when the idea started to take shape properly.
"I realised there was a gap - not in craftsmanship, but in how it was being presented, curated, and made accessible. There was so much talent, but very little of it was reaching people abroad in a way that felt considered, edited, and relevant to contemporary living."
Flair slowly grew from there. Not as a grand plan, but as a process.
"I began curating pieces I genuinely loved and could imagine living with myself. Objects with presence, texture, and soul — but also restraint. Things that could sit just as naturally in a London apartment as in a house in Marrakech."
This careful curation reflects the sensibility of Chemsi.
"The more I worked on it, the more I understood that what mattered wasn’t just the object itself, but the balance it carried - between tradition and modernity, between function and emotion."
That balance is what defines Flair today, and it continues to guide Chemsi in every decision.
The name came instinctively.
"Morocco is sensory in a way few places are. Everything is felt - the light, the sounds, the materials, the rhythm of daily life. Flair, to me, captures that feeling. It’s not loud, but it’s expressive. It’s subtle, but it has character."
A Bridge Between Making and Living
"Today, Flair is my way of bringing those two worlds together. We work closely with artisans and designers across Morocco, producing small runs and made-to-order pieces, while holding stock in the UK to make things easier and more immediate for our customers."
This balance allows the integrity of making to remain intact, while responding to the realities of modern living. Chemsi continues to refine the balance through each of her products, from stunning walnut dining tables to the unique wine glasses.
"What I love most is seeing these pieces in real homes. On a dining table, next to a sofa, in a quiet corner of a room. Once they leave the workshop, they take on a new life - and that feels incredibly special."
"Flair isn’t about nostalgia. It’s about creating objects that feel right now, but still carry depth and meaning. For me, it’s a way of staying connected: to Morocco, to London, and to a way of making that feels thoughtful, human, and lasting."
