In a market flooded with mass-produced goods, the essence of ownership has become diluted—a unique sensation of possessing an item crafted with genuine love.
Yemma Goods offers distinctive, original items across various crafts (Wood, Brass, Zellij, Rugs, Leather, Ceramics and Pottery), meticulously handmade in diverse regions of Morocco by skilled artisans. These treasures are then shipped and warehoused in the USA, ensuring swift and seamless delivery of your order, with returns or exchanges conveniently managed within the US.
At Yemma Goods, we endeavor to render your home distinct, imparting the ambiance of an ancient Moroccan Riad. Our brand transcends the mere physicality and allure of an item; it encapsulates a multitude of emotions: Nostalgia, Warmth and comfort, Authenticity, Connection to History and Heritage, Appreciation for Craftsmanship, and Aesthetic Pleasure. Each piece evokes a sense of admiration through its unique design, intricate details, and old-world charm.
Our brand logo draws inspiration from the iconic Moroccan traditional door shape, symbolizing the artisanal essence woven into our collections, seamlessly melded with the word “yemma” in Arabic calligraphy. “Yemma” translates to “Mom” in Moroccan Arabic (Darija).
In February 2017, we were students at separate universities in Agadir, a picturesque coastal city in Morocco. Both passionate about travel and camping, our paths crossed en route to a mountain cave—Oussama with a friend, and I on a bicycle adventure with mine. For two nights, we camped, captured moments with Oussama’s camera (his lifelong obsession), shared meals, stories, and laughter.
How it led to the spark of inspiration ?
Following this encounter, we didn’t meet for over a year. One day, while I pedaled to school, Oussama called out to me, camera in hand, waiting for the bus. That day marked the exchange of phone numbers. Months later, we reunited and decided to share an apartment where creativity could flow freely.
January 2019 marked a pivotal moment as we secured an apartment atop an elderly woman’s house, merely a 3-minute walk from Souk El Had, the LARGEST urban market in Africa. Encompassing over 13 hectares, this bustling market hosts 3000+ shops spanning an array of goods from food, clothes, spices, cosmetics, fruits, and vegetables to home decor and furniture. Among these treasures lay Moroccan handmade artisanal decor and furniture, a category that deeply inspired us to commence Yemma Goods and bring this beauty to American homes.
Oussama moves to the United States…
In May 2019, Oussama’s acceptance into the US DV Lottery program led him to Marrakech—the vibrant heart of Moroccan artistry. While earning funds for the move to the US, the city further ignited his inspiration.
Upon immigrating to the US, Oussama undertook various roles like Ubering and cashiering, leading to a temporary loss of contact between us. With the onset of the COVID-19 pandemic, our reconnection sparked conversations about our diverging life paths. Unexpectedly, we explored sourcing discounted items from US retailers for resale.
For two years, we pursued this venture with very little success.
The decision to show the world (especially the USA) the treasures of our country…
December 2022 saw Oussama’s visit to Morocco. We embarked on a journey across cities like Marrakech, Essaouira, and Agadir, rediscovering the remarkable artisanal industry we’ve always admired. Motivated by this realization, we made a decisive shift—forsaking our prior pursuits to delve into this industry. Instantly, we began retailing handmade Thuya wood jewelry boxes on Etsy.
Fast forward to April 4, 2023: Yemma Goods LLC officially became a registered company in Massachusetts.
