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Rabat – A celebration of Amazigh craftsmanship has begun with the inauguration of Afus Art, a shop dedicated to preserving and promoting the rich heritage of Amazigh art and crafts.
The store officially opened its doors on Saturday in the picturesque town of Tinghir, located in southeastern Morocco.
Meaning “the hand” in the Amazigh language, “Afus” represents the essence of this new social enterprise, which is “offering crafted artistic creations that showcase the richness of Amazigh symbols and patterns,” indicated a press release.
This venture, the brainchild of Luna and Muha Tawaragit, aims to not only offer a diverse range of meticulously created products but also to provide a platform for local artisans and artists to showcase their work.
Renowned for its vibrant cultural landscape and deeply rooted Amazigh heritage, Tinghir serves as the perfect backdrop for Afus Art’s debut.
The store is a treasure trove of Amazigh creativity, featuring an array of items, “from locally woven textiles, through rugs, to delicately crafted jewelry, and unique pottery,” indicated the statement.
Read also: Amazigh Identity and Morocco’s Multicultural Challenge
Afus Art’s journey began in 2016 with a mission to uplift and empower Amazigh artisans. After eight years of dedicated research and preparation, it has opened its doors to a haven of creativity and heritage.
“We are thrilled to open our doors and offer everyone the opportunity to explore our products,” said Luna and Muha Tawaragit, co-founders of Afus Art.
“Every piece we present tells a story – that of the artisan and the artist who created it. We firmly believe that Amazigh art and crafts have a lot to contribute to local economic development, and we are proud to help in preserving and promoting this unique culture through our store,” they added.
Afus Art hopes to stand as a bridge between tradition and modernity, harmonizing ancestral techniques within a contemporary setting.
Afus Art envisions itself as not just a store, but a cultural space where the symbolism of Amazigh heritage is honored, and art and craftsmanship are celebrated.
