Emma Martin curates handmade rugs and homewares for her brand, Bohzali

It was four years ago that Emma transitioned from being a midwife to operating Bohzali full-time. The idea for the homewares brand had been slowly brewing, with Emma deciding to finally take the leap after years of travelling, experiencing and being inspired by Moroccan design.

“I had a particular idea of what I wanted for my own home and when I couldn't find it in New Zealand, I decided I would bring it in,” shares Emma.

“I have always loved to travel and Morocco is such an amazing place – rich in art and history, I found more and more that I loved about it.”

From here, she says the idea for Bohzali snowballed into being a way for her to bring one of her favourite parts of Morocco back to New Zealand: handmade floor rugs.

“People have just been really drawn to them and I am so thankful.”

On each trip to Morocco, Emma tries to meet more and more of the artisans responsible for crafting the beautiful products.

“Each trip to Morocco I try to meet as many makers and artisans as I can. On my last trip in 2019, I met the weavers of our beni mrirt rugs as well as the men in charge of the finishing, which involves washing and brushing them out.

“My problem is when I meet them I am such an introvert and so overcome with the magic and amazement of watching them work that I don't ask nearly enough questions,” laughs Emma. “The language barrier can be an issue, though I like to sit quietly and watch in awe and take it all in.”

She says the next trip will involve meeting with more weavers and potters that contribute to Bohzali’s stunning repertoire.

As well as hand-tufted rugs, Emma has curated a selection of furniture, art, lighting, vases and other home decor – all intended to bring colour and unique style to interiors.

“I love that our rugs and products fit no one style in particular. Whatever your taste, we have something that will work for everyone. I love so many different styles – my home is a little eclectic for that reason. With each piece I source, I always have a vision of how I would style it or see it used. I always love seeing the amazing ways other people style Bohzali pieces in their homes.

“I love the homely aspect and the feeling they give to a home, creating a space that feels lived in and loved. Each piece is carefully curated. I have seen a lot of our vintage rugs go into new homes and they add such a presence, not so much of the ‘show home’ feeling.”

Of course, running a business is certainly quite different to working in the medical profession, so what has Emma learned in the past four years?

“A recent learning has been the importance of creating the best team around you – you can't do it all yourself,” she says. “Cherish working relationships and other small businesses; love what you are doing; always be big on amazing customer service; and learn that great photography is key.”

And as for her favourite part of it all?

“The people I meet in Morocco, my customers, other business owners and people I meet through Bohzali.”

Words by Cassie Birrer