Assiya is currently working closely with her father and learning the ropes in order to take charge of the family business. Her father used to specialise in hand-stitched embroidery work, however, as cheaper machine-made alternatives emerged in the markets he adapted to using embroidery machines in order to 'keep up, increase production to survive in the industry. Needless to say, these aren't comparable to the quality of hand-stitched embroidered work. Assiya took on the challenge to bring back the art of hand-stitching embroidery and is encouraging other young women to rebuild their relationship with this complex but beloved and exquisite method. Moroccan embroidery is well known globally and we are delighted to work with Assiya in preserving this age-old indigenous artisanship.