Thank you for choosing a hand-knotted piece from the High Atlas. This page is your companion — everything you need to settle your rug into its new home, plus the story of the hands that made it.
Step 01 — The first hour
First, Let It Breathe
Your rug was rolled tightly for the journey. Wool has memory, so a few small creases or waves are normal on day one — they disappear naturally. Here is how to speed things along:
01
Unroll on a flat, dry surface
Roll it out the opposite way it was packed. Let it relax for a few hours before stepping on it.
02
Reverse-roll any stubborn corners
If corners or edges curl up, gently roll that section the opposite direction for 15–30 minutes. They will relax.
03
Weight down persistent creases
Place heavy books, planters, or furniture on stubborn marks overnight. Most creases settle within 24–72 hours.
04
Add a rug pad underneath
A non-slip pad helps the rug lie completely flat, protects your floor, and extends the rug’s life by years.
Please avoid: ironing the rug, using a steam cleaner, or leaving it in direct hot sun for long stretches. Heat and wool pile are not friends.
Step 02 — What you may notice
What’s Normal — and What’s Not
A hand-knotted rug is woven by a person, not a machine. Small differences are not flaws — they are the signature of authentic craft. Here is what to expect:
✓ Completely normal
Slight variation in shape or size (±2–3 cm)
Small color shifts between wool batches
Asymmetry in motifs, lines, or borders
Loose or extra-long fringe strands
A faint natural scent of wool (it fades)
Light shedding for the first 2–4 weeks
Small knots or thread tails on the back
✗ Reach out if you see
Damage clearly caused in transit
Tears, holes, or unraveling sections
A strong chemical smell that doesn’t fade
Dimensions far off from what you ordered
Colors or patterns clearly different from photos
Email us within 7 days of delivery and we’ll make it right.
Step 03 — For the long term
Care That Lasts Generations
Wool is one of the most resilient fibers in nature. A well-cared-for Moroccan rug will outlive you — these are the simple habits that get it there.
Weekly
Vacuum, gently
Use suction only or set to high pile — no beater bar, which pulls at the knots. Flip and vacuum the back occasionally to release trapped dust.
Every 3–6 months
Rotate it 180°
This evens out foot traffic and sun exposure. If you can, air it out in indirect sunlight for a few hours — wool refreshes naturally.
For spills
Blot, never rub
Use a clean, dry white cloth. Work from the outside of the spill inward. For tougher marks, dab with cold water and a touch of wool-safe detergent.
Every 2–3 years
Professional wool clean
Avoid steam cleaning and standard carpet shampoos — they strip the natural lanolin that gives wool its sheen and softness.
About shedding: All new wool rugs shed loose fibers for the first few weeks. The rug isn’t losing material — it’s settling. Vacuum lightly and shedding slows dramatically within a month.
Behind your rug
Woven by Hands We Know by Name
Your rug was made by a woman in a cooperative deep in the High Atlas mountains. Not in a factory. Not by a machine. She spent weeks — sometimes months — tying every single knot with 100% virgin live wool from local sheep.
NURA works directly with these weavers. No brokers, no exporters, no middlemen — which means the largest share of what you paid goes straight to her household, not to a chain of resellers. Your rug supports her craft, her family, and an ancient art form that risks being lost.
Every rug has a second life once it finds its room. We love seeing where ours end up — and so does the woman who wove yours. Share a photo or leave a review, and we’ll pass the love back to the High Atlas.
