Story of Ruggie
Ruggie was born out of curiosity, a longing for freedom, and a love for handmade and vintage objects. The journey has taken us from the winding roads of the Atlas Mountains to founding an online store — but at its core, our mission remains the same: to celebrate authenticity, respect, and the power of craftsmanship. Every rug tells a story, and Ruggie is here to pass those stories on.
How Ruggie Was Born
Ruggie (formerly MADesign) was born over a decade ago out of curiosity, a passion for adventure, and a love for meaningful objects. It all started with travel—by motorcycle or an old van—hunting for vintage treasures, art, and handmade items along the way. At the time, we were living in Spain, which became the base for many journeys to Morocco. Our first trip in 2010 was a turning point: we bought a paper map from a small kiosk and set off toward the Atlas Mountains, with no clear idea of what to expect.
In the stifling heat of the Moroccan summer, sweat pouring in a dark, non-air-conditioned van, we wound our way up endless mountain roads. And yet, we couldn't have been happier. This was the adventure we were looking for. Far into the mountains, we found something we hadn’t even known we were searching for—authentic Berber rugs, radiating centuries of history and craftsmanship. In that moment, we knew there was no turning back.
The rugs opened a whole new world. For Berber women, weaving is a form of cultural expression—filled with symbols that reflect stories, beliefs, and observations of nature. Their work is infused with passion and joy, crafted using natural materials, simple tools, and traditional methods. Each rug is a deeply personal creation, made with care and intention.
Encounters and Cultural Respect
During our travels, we met artisans who were genuinely moved to learn that their handmade pieces were appreciated and purchased all the way in Finland. From the very beginning, it’s been important for us to work directly with local makers—without middlemen. We buy finished pieces or co-create designs, always ensuring fair compensation for their skill and labor. This isn’t just commerce—it’s collaboration, trust, and mutual respect.
At the heart of Ruggie is a simple idea: Support the Makers! We believe in empowering artisans—especially those whose everyday life is shaped by challenge and resilience. We’re constantly seeking ways to provide work to those who need it most, bringing sustainably and ethically made pieces into our store and into your home.
Life on the Road and in Mountain Villages
After years of traveling through Morocco by van, we built a tiny home into the back of the vehicle—allowing us to stay longer and more comfortably on the road. Life on the move is surprisingly ordinary: simple, yet fulfilling. When all excess is stripped away, you live more fully in the moment.
We’ve cherished the time spent among locals, despite the language barrier. Playing with children, sipping mint tea, and observing everyday life—these moments have stayed with us. Children are naturally curious, and play becomes a shared language. Gifts from Europe have been especially appreciated, as toys are rare in remote villages.
The hospitality of local people has made a lasting impression. There’s something powerfully unifying in gathering around a shared meal—tagine or couscous, eaten from a massive clay dish with handmade bread. In that moment, language doesn’t matter. Everyone is equal. Everyone is respected.
Living among the Berbers has offered us a deeper understanding of their way of life. In the small mountain villages, life is slow, modest, self-sufficient, and closely connected to nature. We’ve learned valuable lessons from them—about presence, gratitude, and the beauty of simplicity. These are values we carry with us and hope to pass on through our work.
Design That Lasts
Ruggie follows in the footsteps of Aino and Alvar Aalto, making timeless, authentic art and design rugs accessible to everyone. We aim to preserve Moroccan craft traditions, encourage creative reuse, and promote the appreciation of vintage and handmade objects.
Respect for the maker, the effort to seek out and repurpose old items, and the desire to give them new life—these are not things to take for granted. But they are exactly what give our work meaning. We want to bring into your home objects that combine beauty, utility, and a story worth telling.
Authentic vintage rugs carry history. They invite you to slow down and experience centuries of craftsmanship and storytelling passed down through generations. These timeless pieces add soulful contrasts and harmonious depth—creating a space where it feels good to live and work.
Vintage rugs are our specialty. Everything we know, we’ve learned through hands-on experience—often the hard way. We are proud to share our knowledge so that every customer knows exactly what they’re buying. Every handmade and old item has a unique character and soul. They bring depth, contrast, and personality to a home—qualities that can’t be mass-produced.
Shaping a Better Future
We believe we all have a responsibility for the choices we make—how we treat ourselves, each other, and the planet. For us, it’s an honor to uphold valuable craft traditions and encourage conscious, lasting consumption. We want to inspire our customers to choose products that hold meaning and stand the test of time.
Today, we’re grateful to collaborate with inspiring artisans, designers, and customers who value quality, ethics, and individuality. It’s a privilege—and a driving force that keeps us moving forward.
"When you’ve spent hours sweating in an old, boiling-hot van and finally reach a remote village in the breathtaking Atlas Mountains—where the scent of wool and spices greets you through an open door—you know you’ve arrived."
– Anniina, treasure hunter, Ruggie
