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High in the Atlas Mountains, in the village of Armed—nestled between Imlil and the peak of Mount Toubkal—Mohamed Ait Mbark appears in his traditional djellaba and «razza» (turban), wrapped proudly around his head, as if he were part of the serene mountain landscape. But behind his ever-present smile lies a long journey, from guiding tourists on a mule to becoming an e-commerce entrepreneur.
Born in 1978 in this remote, mountainside village—then without a school or training center—Mohamed nurtured an unusual dream for the region: to learn English. It wasn’t a luxury but a necessity, driven by the reality of Imlil, where tourism was already the main source of livelihood.
At 15, Mohamed began accompanying tourists through the mountains, carrying their luggage and guiding them silently. He didn’t speak their language, but he listened—and learned. These treks could last two weeks or more, and it was amid nature and silence that his passion for languages and cultures quietly took root.
«In Imlil, if you don't speak languages, you won't find a way to live. Tourists don't look down on you if you make mistakes; instead, they give you the confidence to speak and improve», he told Yabiladi in a phone interview.
Years of guiding and interaction made him fluent in English, a skill he channeled into his own venture. He founded a carpet-weaving cooperative called Adrar—the Amazigh word for «mountains»—and began introducing visitors to the symbolism behind each design and color, weaving the rich heritage of the Amazigh people into every rug like a story told in threads.
His vision soon went beyond traditional tourism. When the COVID-19 pandemic hit and visitors stopped coming, Mohamed had to adapt. Though he couldn’t write at the time, he turned to online sales. With the help of foreigners he had previously worked with, he learned to read and write, eventually managing digital accounts and selling carpets with a unique storytelling style. His pieces gained popularity both inside and outside Morocco.
«Even if COVID lasts for 40 years, I'm not afraid, as long as transportation still works to deliver my goods», he joked to Yabiladi.
Today, around 50 women—mostly local mothers—work in the cooperative. But Mohamed didn’t stop at providing employment. He also created a training space, bringing artisans from other villages to teach the craft to anyone willing to learn, in a workshop he established in the village of Id Aissa.
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At home, his eight children speak English fluently, as do his siblings. With pride, he shares:
«One of my sons left school in the first year of middle school. After working with me for four years, he became fluent in English and is now a tour guide. I encourage my children to learn languages and pursue commerce—those are the tools of the future».
Despite his connection to the world, Mohamed remains deeply attached to his Amazigh roots. He proudly wears his traditional attire and razza, a symbol of identity and cultural pride. He ends his story with the same smile that never left his face:
«It would be a shame if the men of the region stopped wearing this. I hold on to it because it’s part of who I am. Today, I see it as an identity before it is a tradition».
