Beth went to Morocco and fell in love. Really. With the country, the customs, the stillness, the history, the sense of life lived in the present moment.

She was ready to launch her own brand after working as a Brand Strategist, Photo Director and Creative Director on projects for major American brands including Miramax Films, Condé Nast and Sears, and with food and retail brands such as Rug & Kilim and DoughRayMe Fine Baked Goods.

So what would any active and creatively stimulated New Yorker designer do? This one jumped in and created products that access Morocco’s ancient, resonant customs, foods, art, and architecture and their non-industrialized historic traditions – and fused them with her contemporary, high-spirited American sensibilities.

As we say in Morocco – Voilá, semiprecious!