Born and raised in Casablanca, Morocco, Chama Lahlou has always been immersed in Moroccan culture and art. She has spent a great part of her childhood in Casablanca, Marrakech, and Fez markets. Very early, She learned how these unique items are made and started to differentiate between high and bad quality products. Very early also, she realized that Moroccan handcraft has lost its authenticity and has been modified to make more money, especially in touristic souks of Casablanca, Marrakech, and Fez. For instance, wool rugs started to be mixed with cotton and sold to tourists for the same price.
In her twenties, she moved to Ifrane, a city in the Middle Atlas Mountains. During these years, she had the chance to travel a lot in the region and to get to know families of artisans making authentic 100% natural wool rugs. Because they live in remote rural villages, they do not have the means to target potential customers and are underpaid. she knows exactly how each rug is made and in which conditions.
The reasons that made her start Baboosh are numerous. First of all, she wants to empower Moroccan women artisans by giving them back their dignity. They are the real artists, are not recognized for their work and are underpaid by Souks' salesmen. Also, she wants to make the Moroccan culture known for its beauty and craft in North America by offering only high-quality craft handmade in Morocco.