How We Source Artisan Products at Flair
Sourcing for Flair starts in Morocco, on the ground.
It begins with presence, time, and attention - the foundations of sourcing artisan products with integrity.
Before anything makes it into a collection, I spend time travelling across the country, moving slowly between regions, visiting workshops, studios, and production spaces. Sourcing artisan products cannot happen remotely. I want to see how things are made, handle the materials, understand proportions, and experience each piece in person. It’s essential to observe the process firsthand - to see how an object is shaped, finished, and handled before it ever becomes part of a home.
Seeing objects in context matters. A table will always look different in the studio and in your home. I look at how a piece feels in the hand, how it holds weight, how light moves across its surface. I think about how it will live in a real space, not just how it photographs or appears in isolation. This approach to sourcing artisan products prioritises longevity and use, not just visual appeal.
Sourcing Artisan Products Through Presence and Process
Flair didn’t begin with a fixed list of suppliers or a predefined sourcing strategy. It grew through exploration, curiosity, and time spent on the ground, creating an ethical sourcing method. I looked closely at what already existed within Moroccan craftsmanship - what felt relevant to contemporary interiors and what could genuinely translate into modern living without losing its origin. Many beautiful objects never make it into Flair - not because they lack quality, but because they don’t fit the balance I’m looking for when sourcing artisan products for a considered collection.
That balance is essential. Each piece must feel rooted in Moroccan craftsmanship, yet restrained enough to work in contemporary homes across different contexts. Materials, scale, and function matter as much as aesthetics. When sourcing artisan products, I pay close attention to proportion and usability. If something feels too decorative, too traditional, or too trend-driven, it usually isn’t right for Flair. The goal is not to chase novelty, but to build a collection that feels timeless and grounded.
Building Long-Term Relationships with Artisans
Over time, relationships form naturally through this sourcing process. Some workshops I return to regularly, building trust through repeated collaboration. Others I discover only once, perhaps for a single piece that feels right in that moment. Sourcing artisan products for Flair is first and foremost about curation - I don’t redesign or over-direct most pieces, I choose them. The majority of the collection is sourced as it exists, selected for quality, material integrity, and how naturally it fits into modern interiors.
Rugs and runners are the exception. These are designed by Flair, working closely with workshops to translate specific ideas into woven pieces. Even here, the approach remains collaborative. The designs are informed by the rhythm and techniques of the artisans, not imposed upon them. This is an extension of the same philosophy behind sourcing artisan products: respect the process, understand the craft, and work within its strengths.
Artisans are chosen for the way they work and the consistency of what they produce, not because they fit a particular narrative. What matters is the material, the finish, and the attention given to each object. Some workshops follow techniques passed down through generations, others take a more contemporary approach - both can belong within Flair if the result feels considered, balanced, and lasting. Sourcing artisan products is never about romanticising the process; it’s about recognising skill, discipline, and material intelligence.
Sourcing artisan products in this way requires patience and discernment. It means understanding when to step back, when to return, and when to let a piece exist outside of a commercial context. Not every discovery needs to become part of a collection. Sometimes the most responsible choice in sourcing artisan products is to observe, learn, and move on, allowing craftsmanship to remain authentic rather than overexposed. This measured approach ensures that every object selected for Flair carries intention, balance, and a sense of quiet confidence.
Curating with Restraint and Material Integrity
Once pieces are selected, we hold stock in the UK to make them accessible and practical for our customers, while still respecting the pace and nature of handcrafted production. This allows us to bridge two realities: the slower rhythm of making in Morocco and the expectations of modern living abroad. Thoughtful sourcing artisan products means finding this balance - honouring craft while ensuring usability and availability.
Sourcing at Flair is an ongoing, evolving process. Collections are not fixed; pieces are revisited, refined, or quietly retired. New discoveries continue to shape the brand over time. Nothing is rushed, and nothing is chosen for the sake of volume. Every object is selected with care - not only for how it looks, but for how it will live, age, and feel over years of use.
In the end, sourcing artisan products for Flair is about trust - in materials, in makers, and in time. It is a slow practice rooted in observation and restraint, where each piece earns its place through integrity rather than excess.
