Joyful Living
We’re delighted to partner with Joyful Living, a lifestyle brand that celebrates beauty in the everyday. Known for their thoughtful curation of homewares, gifts, and accessories, Joyful Living brings together pieces that inspire creativity, comfort, and joy in the home. Their passion for timeless design and meaningful living makes them a natural fit for Moroccan White, and we’re proud to see our handcrafted collections alongside their carefully chosen treasures.
Meet the brand
Can you tell us a little about your brand and what inspired you to start it?
In 2009, I had a restaurant and was selling vintage homewares alongside. I’d always had huge interest in this field and what started as a sideline soon took over in terms of sales and requests for stock. I had travelled to Norfolk for a break and saw a little building that appeared unused and abandoned, it had a tree growing up from the floor and I fell in love. I contacted the landlord immediately, sent him my CV and a moodboard of what I’d like to achieve and he said yes immediately. I gave up the restaurant and moved to Norfolk within a month and set about turning the little building into a workable space. I had £1,000 to decorate it, buy stock and get it opened. I opened on the August bank holiday 2009, I remember spending £300 on soap from the budget and feeling so sick but I trusted my gut, painted everything white, bought old tables and benches and fitted the store out.
How do Moroccan White pieces fit into the world you’ve created for your customers?
My love of neutrals and of texture has always been the core of my brand. I love the colours of nature, and green is always a neutral for me, it is at the core of every collection regardless of the season. To find such a beautiful brand to work alongside with Moroccan White is perfection for me. I love the texture of tamegroute pottery, I love that it isn’t perfect, that each mark and curve is made by hand with intention. The colour is magnificent, the range of green within the pottery is magical to me. That I can place a piece next to crisp, white linen or a beige velvet is perfection. My customers love to handle the pieces, bowls in particular, the shape and the glaze is as interesting and fascinating for them as it is for me.
What does craftsmanship and sustainability mean to you in your business?
I purchase so much stock now from smaller, more independent businesses globally. I think that as we age, we spend money more wisely in pieces that will last longer, that are more interesting and unique. We grow into our own style and no longer desire quick, disposable products, so to source from smaller makers and brands is incredibly important for me, I wanted to offer my customers practical beauty, always.
Do you have a favourite Moroccan White piece - and how would you style or use it?
I have at least one of every piece of everything in my own home, the colour sits so beautifully alongside my white and neutral linens. I love the large pedestal bowls, they are so useful but look equally beautiful when empty. The candlesticks are also amazing, a pop of bright green on a white tablecloth is everything.
Finally, what inspires you most when curating your collection for customers?
My customers, always. My customers are like me, a similar age, similar lifestyle, well travelled and with their own sense of style so I buy what I love and what speaks to me, knowing (hoping, always) that my customers will love them too. I search for items that have a story or can be part of a new one, things that can be washed, that aren’t too delicate and can move from room to room throughout the seasons, giving longevity of use, avoiding waste and single useage.