Richard Penna

Larusi was founded by Souad Larusi, a passionate curator of textiles and handcrafted homewares, inspired by her Moroccan heritage and a lifelong love for craftsmanship. Born and raised in Fez, Souad grew up surrounded by the rich traditions of textile-making. After moving to the UK and working in human rights at Amnesty International, she followed her creative calling and established Larusi in 2000 to bring the artistry of Berber rugs and tribal weavings to a global audience.

Through her deep appreciation for modernist and contemporary design, and how this chimes with the haptic qualities of indigenous craftsmanship, Larusi has become a trusted source for exceptional vintage and contemporary rugs, textiles, and home accessories.



Souad personally selects each piece, working closely with artisans and Berber families to ensure authenticity, quality, and ethical sourcing. From rare vintage Beni Ouarain rugs to bespoke commissions for renowned designers and architects, every item in the Larusi collection tells a story of tradition, artistry, and timeless beauty.

Beyond rugs, Larusi has expanded into home furnishings and one-of-a-kind decorative objects sourced from Morocco, Sub-Saharan Africa, India, and beyond. Each piece reflects a commitment to quality, sustainability, and the belief that well-made, handcrafted objects bring warmth, texture, and soul to a space.