Our story
I came to Essaouira because of a calling. There is something magical about this place, something that draws people here like wasps to jam. The sublime and ethereal call to prayer echoing on the breeze, the colours, the spices, the sounds and smells of the medina, the glorious hustle and bustle of everyday life. Essaouira has so many layers. Yoga instructors, digital nomads, schoolchildren in their uniforms, mothers buying vegetables in the souk, the guy at the print shop who is teaching me Darija, the Sunday flea market, and the familiar faces at the supermarket.Â
In this coastal pearl, created from both the sand and the friction of time, the mystical and the mundane coexist. It's this frisson, this spark that creates the environment in which creativity thrives. Essaouira has inspired rock stars, Gnawa musicians, artists, dancers and visionaries. It calls the devout, the rebellious, the broken, the lost, the mad, the wonderful, the divine and everything in between. Residing here is an honour and a privilege that I cherish deeply every single day.
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Madame Tanit
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why tanit?
Tanit was an ancient Goddess of fertility, protection and strength, worshipped across North Africa. Her main cult centre was in Carthage, now modern-day Tunisia and thanks to the adventurous Phoenicians, her popularity spread from the Mediterranean to the Atlantic.
Today, her name lives on in a new expression in Essaouira, a city where history, cultures and influences continue to diverge.Â
For centuries, traders, tribes and travellers have crossed paths here, leaving their mark on a city where languages mingle, traditions overlap and individuality thrives. Essaouira is known throughout Morocco as a centre of creativity and a home of artists, musicians and artisans, where inspiration is a part of everyday life.
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why turbans?
Anyone who has spent time in Essaouira knows about the wind.
It blows along the ramparts like a celestial hairdryer and attracts surfers from around the world to the Atlantic coast.Â
It also does absolutely terrible things to your hair.Â
And so Tanit's Turbans were born.
Inspired by the force of Essaouira's famous winds, we wanted to create something that was both practical and beautiful - something that could tame the wind without taming the woman wearing it.Â
Our turbans are handmade locally by an Amazigh cooperative of artisans, using locally sourced fabric which is a carefully chosen blend of cotton and polyester to ensure breathability, structure and ease of styling.
Each turban contains a concealed flexible wire, allowing the fabric to be shaped, folded and sculpted into countless different looks.Â
Elegant or dramatic. Understated or extravagant. There is no single way to wear a Tanit's Turban.