This Ethical E-commerce Site Sells Lifestyle Goods Solely Made By Local Moroccan Artisans

The sustainable lifestyle space is over saturated with online marketplaces that are created and operated by a dominant white culture who are selling ethnic sustainable goods. In understanding that sustainability is inherently a Black and Brown Indigenous concept - it’s imperative for profits from these goods to go back to local economies of color to really close the loop in the supply chain. Now more than ever, we have to change the often white washed narrative of sustainable living back in the hands of artisans and curators who have been left out of the marketing, conversations and solutions of sustainable development.

Similarly with the Indian brand IKKIVI, MyTindy is selling luxe goods by all local Moroccan artisans and designers to elevate fair trade, local, circular economies. This is an important aspect of equitable sustainability that needs to be discussed. We are excited to feature, yet another e-commerce platform that’s looking to globally build wealth that will locally expand economy and community.

Check out this beautiful interview with founder Aida Kandil:

When and why did you start Tindy Moroccan Collective?

Mytindy.com was launched in November 2018. When I came back to Morocco, I wanted to find a way to contribute to the development of my country with my set of skills. I had previous experience in ecommerce and digital marketing. I quickly realized that in Morocco, we had so much talent in all areas, but they were hard to find online. That’s how MyTindy was born I wanted to create a space where people could shop Moroccan products made by local artists in the most convenient way possible. We are less than a year old, but the adventure so far is great, and I am very grateful for all the joy it brings to everyone. We received many messages from customers saying that they were very happy to find a place where they could shop soulful and original items that are made in Morocco. As of today, we are now working with 10 artisans and are planning to expand soon with more artists joining the team.

To create the best experience possible, we teamed with Fedex to offer fast delivery and are now also introducing other shipping options that are more affordable for our clients. Also, we try to make the experience for everyone authentic, so they really feel a part of our #tindytribe, because in the end that’s what really matter. More than a website, we want to create a community of people passionate about finding high quality products with a story and an impact.

MyTindy is also about giving back, Morocco is important to us, so we plan on donating to selected charities that help children get better access to education because we want to invest in our countries’ future.

How do you define sustainable? How is your brand an ethical one?

To me, and I think to all our artists, sustainability means respect: respect for the products used, respect for the quality of the product, respect for the art and effort that is taken to produce their article and most importantly respect for the artist. We want that all our artists and artisans live off their art and continue to work with their philosophy. It’s all about quality and creating an environment where the price paid is more than just a simple number, it’s also a commitment to sustainable pricing

You are the first marketplace for Moroccan craft made by young and talented artists - what does this mean for the lifestyle market globally?

I think today there is a shift in how people consume products, before it was all about the product and people didn’t ask question about where it came from or how it was produced. Today, I believe that this is the beginning of a shift in the mind of consumers, they are starting to think different, people are starting to realize that the story behind the product is as important as the product itself, if not more. People want to feel good about what they buy and most importantly, they want to feel that they contributed to something by doing so, and that they are part of a community whether it is the conscious buyer community or the Tindy Family

Tell us a bit more about the artisans you work with!

Sure! As of today, we work with a handful or artisans and we are looking to expand, But we want to make sure that we are ready.

All our artisans create and produce in Morocco. We have Maison Bagan that creates these unique trays. Also Zey Fashion is an amazing and talented designer that is all about showcasing our African roots. Fragin is a unique brand of home fragrances, they. Have been there for. 3 generation and have developed their own blends of scents. That are made with the upmost respect for the ingredients and their customers. Selman and Khalid are our wicker artisans, we design with them all the. Wicker baskets on our website, they both are from a family of artisans and are very fun to work with. They both know a lot and have been in this realm for many generations

And last but not least, we have Idyr, this brand is all about upcycling and making breathtaking men and women accessories from upcycled leather, suede and textile. They are using. Among other techniques. The boucharouette technique that is one. Of our most ancient techniques. Maybe you don’t know the name but I’m pretty sure you have seen it somewhere. This technique was created out of necessity in the Atlas Mountains of Morocco where the winters are cold. In the less fortunate families, buying rugs, covers and other winter accessories was not an option as it was very expensive. So, to remediate to this issue, the women started weaving from upcycled textiles of all colors.

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As a young person of Moroccan heritage - how does this instill pride in your culture?

As a Moroccan, it took me time to really realize how lucky we are to have such a rich heritage. We have so many techniques but somehow the art is getting lost in Morocco. People who can afford it will buy from abroad, when brands actually come here to create their collections. We have one of the best leathers that is mostly produced for international brands. It’s important that we realize that. We have a duty to buy local and help our artisans so that our c craftsmanship is not lost.

I am very proud in our culture and its richness, and if I have to keep only one positive aspect from this adventure it’s that it allowed me to get to know our heritage in a deep and meaningful way.