Hello everyone!
I’m thrilled to share some exciting updates with you as we step into a new chapter for Tajmi. As the crisp autumn air approaches, it feels like the perfect time to unveil the evolution of our brand—one that has been brewing quietly behind the scenes since spring. Tajmi has always been a reflection of my personal journey, and as my life has shifted, so has the essence of the brand.
To truly understand where Tajmi is headed, it’s important to take a step back and look at how it all began.
How Tajmi Started: Life Before Tajmi
Before Tajmi, my life was quite different. In my mid-20s, I was deeply immersed in the world of photography. I had co-founded an artist rep agency in Toronto, primarily working in advertising. It was a fast-paced environment, full of creative energy and incredible projects. I loved the people I worked with, but the grind, coupled with the harsh Canadian winters, began to weigh heavily on me.
That’s when I knew I needed a change. I’ve always had a deep love for travel. From a young age, I never hesitated to hop on a plane and see where the adventure would take me, often traveling solo. Those solo trips were when I felt most alive, constantly adapting, problem-solving, and discovering new parts of myself.
In 2018, I made the bold decision to leave the agency and focus on a new direction. It was a scary, but freeing experience that led me to La Serena, Chile, where I learned to drive a manual car (on the day I rented it, no less!) and embarked on a long road trip into the Atacama Desert.
This is where I stumbled upon the vibrant flat-weave rugs that, ultimately, changed everything. People back home began messaging me, asking if I could bring one back for them. Before I knew it, I was hauling giant bags of rugs back to Canada—and the seeds of Tajmi were planted.
The First Collection and A New Journey
By 2021, I had moved to Barcelona and had been patiently waiting for travel to pick back up, but I was never good at being patient. I spontaneously flew to Morocco for a week to connect with local weavers, hoping to source materials for Tajmi’s first collection. Of course, life had other plans—the day after I arrived, Morocco shut all its borders due to COVID. What was meant to be a short trip turned into several unexpected weeks of navigating flight cancellations and detours through Dubai and Turkey, just to get back to Barcelona.
But it was during that time, despite the chaos, that I dug deeper into the incredible craftsmanship of the hand-knotted wool rugs from the Atlas Mountains. That first collection launched later in 2021, and it was the beginning of something far bigger than I had anticipated.
Embracing Change: The Inspiration Behind "Tajmi 2.0"
Now, I find myself entering a new personal chapter in Barcelona. This city found a way of grounding me and inspiring me in ways I didn’t expect. Being surrounded by people from different walks of life has opened up doors to new possibilities, and that’s reflected in where Tajmi is headed next.
Many of you have been part of this journey from the very start, which is why I want to share these changes with you. After a year of new collaborations and creative exploration, we are moving into "Tajmi 2.0"— an exciting new phase that celebrates the intersection of beauty, history, and functionality.
The Story of the Bowl: A Symbol of Full Circle
One of the key inspirations for this next phase came from an unexpected source: a 10th-century bowl I first encountered at the MET in 2018. I was captivated by its intricate yet simple design, and over the years, it kept reappearing in my creative process.
Little did I know, this ancient script known as Kufic would come to symbolize so much more. As I reflect on my journey, from brainstorming ideas in the Chilean desert to stepping into the world of antique rug artistry, this bowl has come to represent the cyclical nature of life—how everything connects in ways we can’t always predict.
Tajmi 2.0 is not just a rebrand; it’s a manifestation of years of experiences, ideas, and inspiration coming full circle.
What’s Next for Tajmi
As we move forward, we’re shifting our focus to an ongoing collection of modern artefacts that celebrate timeless design and craftsmanship. From rugs to objects that can be carried with us throughout our lives, Tajmi will be about creating pieces that speak to both beauty and utility, while respecting the artistic process of its maker.
I’m incredibly proud of what we’ve built so far, and I’m even more excited for what’s to come. This new phase feels like a natural evolution of everything Tajmi stands for—rooted in travel, art, and human connection.
Thank you for being part of this journey. I can’t wait to share Tajmi’s next chapter with all of you!
- Nettika xx
