In the Spotlight: Mushmina – A Store With a Mission

Tucked away on South Street in the Rittenhouse Square neighborhood in Philadelphia is a charming store called Mushmina.  Walk inside and you are immediately transported to the magic and mystery of Morocco.  A creation of Heather and Katie O’Neill, the store features the most wonderful array of special, carefully crafted fashion, accessory and home items.  The store is not just lovingly curated by the sisters, they work directly with artisans in Morocco and Mali to develop high quality, high style items.

Their dream began with Heather’s Peace Corp service as a small business advisor, working in rural Morocco and helping women diversify their product offering to increase exports.  Heather was joined by her sister Katie, and the two traveled and lived in Morocco and Mali.  Their commitment to help economically disadvantaged people grew into the idea of Mushmina.  The sisters work with communities to develop commercially successful products, and give them a direct sales market through the Mushmina store and retailers throughout the US.

The sisters discovered that in these countries artisans often work in their homes and have very few opportunities to generate income. They also have limited bargaining power in the local market and limited access to international markets. Despite these challenges, the artisans are full of ideas, spirit, and vision.  Mushmina creates employment opportunities for women and men in developing countries. They view their creative process as a global exchange of ideas and an opportunity to develop new relationships across cultures. In the way each one contributes to this process, the products empower all people to be beautiful and expressive.

In Morocco they work with over 9 different artisan groups, employing over 75 artisans. Some of the superstar women’s groups have been the ladies of Arazane, The Embroidery association of Oulmes, Tifaout Cooperative, L’Association D’Artisanat Des Femmes De Khenifra, metalsmiths Cherif Rismi and Ahmed El Guerch, and many more.  Mushmina also works with the women of Oued Zem who help with all the finishing, labeling, and shipment of the products.

Mushmina is a little shop around the corner with a global mission.  If you are in Philadelphia, be sure to check out the store and talk to Katie about the many beautifully crafted products in the store.   But be forewarned – once you hear the amazing stories behind each of the items, you will find it impossible to leave empty-handed!

Mushmina, 1540 South Street, Philadelphia, PA

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