Khadija Kutani is the president of the association. She hopes that through her work she will be able to improve the lives of the association’s members and raise the standards of her association's work so it can compete on national and international markets. Through the income the association creates, she hopes that she will be able to teach and educate a whole new generation of girls from her village.
The designs made by the association are rooted in the long weaving history of the region. Many of these rugs, known as Taznakht rugs, are made distinct by bright reds and yellows, colors that represent the landscape in which the rugs were made. These bohemian style rugs have a contemporary feel while incorporating traditional Moroccan designs.