Richard Penna

Humanitarian Intro

Humanitarian

Before establishing Larusi in 2000, Souad worked in human rights for over a decade at Amnesty International. On her travels throughout the Middle East and Maghreb she became very aware of the hardships encountered by many of the communities. This background has influenced her approach to business and philanthropy to this day.

From the start, when sourcing for Larusi took her to Morocco, she has made time to help her home community in Fes. She was the first woman in her wider family to study for a university degree in the seventies so naturally she is interested in promoting the life changing ability of education. This is reflected in her support of a small local charity library which gives children much needed access after school to books and other activities. In addition to books, Souad personally distributes donated clothes and shoes and, in eagerly anticipated sessions, enjoys reading to the children and teaching them educational games. Recognising the importance of health education, Souad’s lively sessions on oral hygiene and the distribution of free toothbrushes, something of a novelty, are also well received!

After the 2023 6.8 magnitude earthquake devastated towns and villages in the Atlas Mountains killing over 3000 people, Souad felt that direct action and using her own initiative would create the most immediate, meaningful results, particularly for some of the weaver families affected. She approached businesses, designers and clients of Larusi to make contributions and, through their generosity, was able to personally organise the distribution of money, essential clothing, footwear and utensils to the small communities and hamlets she knew.

Charity also starts closer to home; Souad donated a rug to The Felix Project when Ilse Crawford, one of Larusi’s long standing clients, designed a welcoming community kitchen in south west London. She has also donated three rugs to a library and community space in Peterborough empowered by All in Awe.

If you feel you can help in any way with these humanitarian endeavours please do contact Souad:  info@larusi.com or call +44 20 7150 9910