Rug Shopping in Essaouira

Last Updated on 25th January 2026 by Jessie

A few tips and tricks for buying rugs in Essaouira – including where to shop, how much to spend, and how to get the damn things home.

Essaouira is my favourite city for shopping in Morocco. Sure, Marrakech is fun and mind-blowing in its ever-evolving rolodex of things to see, buy and smell. You can find everything you could ever want in Marrakech. Plus a live chameleon and a pair of goat-hair slippers.

But if you’d prefer a more slow and considered perusal of Moroccan goods, Essaouira is the place. There’s no shortage of quality carpet stores in the city, yet the pace is gentler and the sales tactics less theatrical. If you’re in the market to invest in an authentic Moroccan rug – or just flirt with the idea – here are a few handy tips.

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Best Carpet Stores in Essaouira

Rather than one giant rug souk like in Marrakech, Essaouira has a scattering of small, family-run shops and galleries throughout the medina. Whilst these are some of the most popular, I recommend taking a wander, visiting a handful, and getting an idea of prices and styles as you go.

Galerie Jama
One of the most established rug galleries with a broad range of traditional Moroccan styles. This is a good place to get your bearings – you’ll see higher-quality pieces, clearer explanations of origin, and staff who are used to dealing with international buyers. Shops like this will often organise international shipping for you.

Zaman Berber Rugs
A favourite for their quality and professionalism. They work with weavers from different regions and are usually happy to talk through the story behind a rug – where it was made, what the symbols mean, and how long it took to weave. They can also ship rugs overseas.

Maison Berbere
A popular rug and carpet shop tucked in a quieter corner of the medina, offering a variety of handmade and vintage pieces. They’ve got a good reputation for friendly, low-pressure service and a solid range of rugs.

Souk 28
This isn’t a rug store, but a small, curated vintage shop just off the main strip in the medina. They mostly stock clothes, but they also have a small selection of vintage rugs tucked away. I found my dream rug here. A vintage woollen piece about 1.2m x 2m, for a set price of €110. Most pieces have a few tears or imperfections, hence the lower prices.

Price Guide for Buying Rugs in Essaouira

Before we get into averages, it’s worth mentioning that the first price you’re quoted in a store is rarely the price you’ll pay. Bartering is expected, and the initial prices are often 30–50% higher than where you’ll land after a friendly back-and-forth.

To give you a realistic sense of what that looks like in practice, here are a few prices I was quoted in Essaouira before any negotiation:

Rug Type	Size	Price Quoted
New wool rug	1.5m x 1m	1000dh (€100)
New wool rug	1.2m x 1.7m	1700dh (€170)
Vintage wool rug	1.8m x 1.5m	4500dh (€450)

These aren’t outrageous by Moroccan standards (and a fraction of what you would pay in Europe or Australia), but they’re opening offers, not final totals.

As a very loose guide, these are the kinds of prices travellers often end up paying after friendly negotiation:

Rug Type	Typical Price Paid
Kilim / Flat weave (small-medium)	€50 – €150
New wool rug (medium)	€200 – €600
Azilal / Boujad	€300 – €900
Beni Ourain (medium-large)	€700 – €1500+
Vintage or antique pieces	€1000 – €2500+

A reminder not to stress yourself out too much with the bartering. Ask questions, take your time, browse elsewhere, and don’t be afraid to walk away. If a price is fair, you’ll usually meet somewhere in the middle – and if not, there’s always another beautiful rug waiting a few streets over.

Types of Moroccan Rugs

Although you’ll be buying your rug in Essaouira, most rugs sold here are made inland, particularly in the Middle and High Atlas Mountains, where Amazigh (Berber) weaving traditions have been passed down for generations. Each region has its own distinct rug type, varying in design, material and weave.

Here’s a simple breakdown of the main types you’ll see.

Beni Ourain

• Material: 100% sheep’s wool
• Weave: Thick, high pile
• Weight: Heavy
• Feel: Soft, plush, insulating
• Typical price range: €700–€1,500+
• Higher prices reflect dense wool, larger sizes, and time-intensive weaving. Vintage or very large pieces can exceed this.

Beni Ourain rugs are the classic creamy rugs with simple black or brown geometric lines. They’re dense and cosy underfoot and tend to be among the most expensive Moroccan rugs due to the amount of wool used and the time it takes to weave them.

Azilal

• Material: Wool pile, often with a cotton base (warp)
• Weave: Lighter, looser pile
• Weight: Medium
• Feel: Soft but less dense than Beni Ourain
• Typical price range: €300–€900
• Often lighter and more affordable than Beni Ourain, especially when made with a cotton base or looser pile.

Azilal rugs are more expressive and colourful, often with abstract or symbolic designs. The cotton foundation makes them lighter and slightly less uniform, which is part of their charm – and often makes them more affordable than dense Beni Ourain rugs.

Boujad

• Material: Wool
• Weave: Medium pile
• Weight: Medium to heavy
• Feel: Dense and durable
• Typical price range: €400–€1,000
• Prices vary depending on colour saturation, age, and condition. Bolder vintage pieces sit at the higher end.

Boujad rugs are known for bold colours and strong geometric patterns. They sit somewhere between plush and practical – not as thick as Beni Ourain, but sturdier than Azilal. A good option if you want colour without sacrificing durability.

Kilim (flatweave)

• Material: Wool or cotton blends
• Weave: Flatwoven (no pile)
• Weight: Light
• Feel: Firm and flexible
• Typical price range: €50–€300
• Smaller or simpler designs are very budget-friendly; larger or finely woven kilims cost more but are still among the most accessible options.

Kilims are flat rugs rather than thick pile carpets. Because they use less material, they’re lighter, easier to transport, and often far cheaper. They’re great for layering, hallways, or anyone who wants something easy to roll into a suitcase.

Boucherouite

• Material: Recycled textiles (cotton, nylon, old clothing)
• Weave: Variable, often knotted
• Weight: Light to medium
• Feel: Irregular and textured
• Typical price range: €80–€400
• Prices depend on size and complexity rather than age or region. Often cheaper, but highly collectible pieces can cost more.

Boucherouite rugs are made from recycled fabrics and are completely one-of-a-kind. They’re vibrant, chaotic, and often more affordable.

How to Get Rugs Home from Morocco

Before you go rug shopping until your heart’s content, make sure you have a solid strategy for getting them home. I learnt this lesson the hard way.

Checked Luggage
This is the cheapest and easiest method. Smaller rugs and kilims can be rolled tightly, and are usually light enough to be taken as hand luggage.

For bigger pieces, you may have to purchase additional luggage for your flight. Even on a budget airline with extortionate fees, this might be your cheapest option.

International Shipping

For larger or heavier rugs, many reputable shops in Essaouira can organise international shipping. If you’re from the UK or Europe, you might get a reasonable price, but further afield (Australia or the US) can be fairly exy.

I don’t recommend shipping items yourself at a local post office. I’ve had nightmarish debacles trying to send and receive items through Poste Maroc.

You can also arrange shipping independently through courier services in town, though this usually makes more sense if you’re sending multiple items.

Once you’ve spent half your budget on rugs, check out:

• Where to Eat in Essaouira
• Bars and Nightlife in Essaouira
• Things to Do in Essaouira
• Best Coworking Spaces in Essaouira
• Marrakech Medina Guide

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