The Founders' Tale: A Literary Listicle of Their Journey

I’m Chemsi Bennis, based in London and originally from Morocco. I am a curator, designer, and the founder of Flair, a brand dedicated to bringing Moroccan craftsmanship into modern interiors. I work directly with artisans across Morocco to create soulful, handcrafted pieces—from furniture and home accessories to unique decorative objects—that can enrich any contemporary living space.

Neo Beldi Chic—a fusion of traditional Moroccan techniques with refined, modern aesthetics—is the foundation of every collection at Flair. Experiencing the talent of Moroccan artisans firsthand inspired me to launch Flair, making these creations accessible worldwide while preserving their story, warmth, and artisanal integrity.

1. The First Glimpse

The idea of Flair started with a simple realization: Moroccan craft is not only about colorful, traditional objects you find at the souk. There is a new wave of Moroccan designers and architects, many trained abroad, who take century-old techniques and reimagine them with modern palettes, refined materials, and contemporary forms. Their creations are artful, design-forward, and globally relevant, able to stand out in the international design world while fitting beautifully in a modern living room.

Seeing their work made me understand that Morocco’s craft heritage is not just decorative—it is sophisticated, meaningful, and full of creative potential. I wanted to bring this vision to life, showcasing objects that carry story, culture, and modern relevance.

2. The Question

Why should these creations remain hidden in Morocco? Why shouldn’t they travel into homes abroad, where people could experience their depth, craftsmanship, and soul? I wanted to shift perceptions: to show that Moroccan design is not only colorful and traditional, but also refined, artful, and contemporary.

Many of these creations are made to order and don’t exist in stock—but with Flair, we hold pieces in the UK, making them accessible without losing their handcrafted essence. The idea of Flair was born—a bridge between Moroccan craft and modern living, bringing heritage to the forefront of today’s design world, while also meeting the needs of today’s world: offering online access and worldwide shipping so that anyone, anywhere, can experience the warmth, story, and artistry of Moroccan design.

3. The Name

Flair celebrates Morocco’s sensory richness:

• Sight: intricate zellige tiles, contemporary ceramics, and vibrant souks.
• Smell: spices, orange blossom, and the aroma of traditional cuisine.
• Sound: the call to prayer, the hum of workshops, and the rhythm of markets.
• Touch: handwoven wool, carved wood, smooth marble, and tactile ceramics.
• Taste: mint tea, layered Moroccan dishes, and traditional sweets.

To have Flair is to feel Morocco fully alive. Each piece we create carries this spirit, designed to awaken the senses and bring warmth, sophistication, and a touch of Moroccan soul into homes worldwide.

4. The Leap

Flair began with curiosity and a desire to fill a gap in the market. Bringing Moroccan craft to a global audience required courage, resilience, and deep belief in the value of heritage. Our mission is to shift perceptions, demonstrating that Moroccan craft can be modern, artful, and globally admired.

5. Homes We Enter

The joy of Flair lies in seeing our pieces in homes—living rooms, dining spaces, and intimate corners of reflection. Each object carries a story: of heritage, skill, and imagination. Every home becomes part of our story, and every connection celebrates culture, craft, and beauty.

6. Why I Created Flair

Having lived abroad, I reconnected deeply with my Moroccan roots. I discovered a generation of artisans and designers whose talent, innovation, and respect for tradition is extraordinary. I realized their work deserved a global platform—not as souvenirs, but as design objects that stand out, have meaning, and enhance modern living. Flair was born to empower artisans, celebrate Moroccan heritage, and share our culture’s soul with the world.