At Lamsa, our social mission is built on the idea that craftsmanship is more than just a livelihood—it's a way to preserve culture, history, and a meaningful connection to the land. However, a growing economic discrepancy is threatening the survival of this art form. In Morocco, the rise of industrialization and the lagging wages behind the cost of living are creating an environment where traditional craftsmanship struggles to survive. This imbalance is further exacerbated by a global shift toward a disregard for the intricacies of design, favoring functionality over beauty and soul. In architecture, design, and daily objects, we see this depreciation of detail, where quality and craftsmanship are overshadowed by mass production and convenience. Unfortunately, craftsmanship was one of the first victims of this soulless trend.
In light of these challenges, Lamsa is committed to reversing this trend by empowering artisans and supporting their craft. We recognize that every hand-crafted piece is not just a product, but a piece of history—one that carries stories, tradition, and culture passed down through generations.
Take, for example, Khadouj Ahrroush, one of the last Amazigh potters ("taqddart") in the Tazgha region. In her village, where pottery is an exclusive craft practiced by women, only two potters remain. Despite the fame of her work, including a widely shared video* about her craft, it is uncertain whether she is still able to sustain herself through this craft. Khadouj’s story is not an isolated one, as many artisans face the threat of their traditions fading into obscurity, unable to support them in the face of modern economic pressures.
At Lamsa, we are committed to providing artisans like Khadouj with new opportunities and markets, offering them a pathway out of despair and enabling them to continue their craft with dignity and respect, earning fair wages for their craftsmanship in a world that often overlooks the value of their skill. By connecting these artisans with global markets, we aim to provide them with the tools and opportunities to keep their craft alive, ensuring that craftsmanship is not viewed as outdated but as an integral part of a sustainable and thoughtful future.
At the same time, Lamsa works to promote a shift in the way we view handmade goods. We aim to encourage consumers to value the story, tradition, and artistry behind every handcrafted piece. By embracing the beauty of craftsmanship, we can reinstate the value of quality and detail in a world increasingly obsessed with mass production and efficiency. Through this mission, we hope to inspire a cultural revival where the richness of handmade artistry is appreciated and actively supported, ensuring that it remains a vibrant part of our shared future.
This bridge we are building holds no value if it is not crossed. It is not enough to offer opportunities and create pathways for artisans like Khadouj to succeed; the real transformation happens when we, as a community and as consumers, actively engage and support these efforts. The bridge becomes meaningful only when people step onto it—when we choose to value and invest in the beauty of craftsmanship and the stories behind each handmade piece. Our mission can only truly thrive when you join us in crossing that bridge, making a conscious decision to empower and preserve these traditions.
*The story of Khadouj can be found on YouTube under the title: IDQQI, A-step-by-step guide to making amazigh pottery.