About Us

Mushmina is a vibrant, ethically global shopping experience. Proudly home to our gorgeous custom-designed brand of unique handmade Moroccan accessories, clothing and rugs, our mindful calling is one that is deeply aligned with cultural integrity and soul. 

Mushmina was founded by two creative sisters and their love of authentic travel and a genuine passion to promote the extraordinary stories of global artisans. Our mission is to create beautiful, inspiring products that promote artistic dignity and substance. We carefully collaborate with over 150 loyal artisans in Morocco; mostly from rural regions to joyfully bring you our stunning collection of plush fabric and quality leather handbags, hand-hammered mixed metal jewelry, hand-dyed scarves, handloomed rugs, and our fabulous new clothing collection.
 
We are committed to the preservation of traditional craft and the sustainable employment of artisans in developing countries. We are also devoted to the empowerment of women; those who typically do not have a voice. More then 80% of the skilled artisans with whom Mushmina proudly collaborates are female. We have honed loyal, mutually-respectful relationships for years with these incredibly gifted people. These uncommon unions pay homage to the beauty, traditions and culture of Morocco in the most authentic of ways. We are proud of the partnerships and friendships that these extraordinary collaborations have brought over the years. 
                                      
Join us on this meaningful, dynamic adventure... think blue water, Mediterranean rooftops, trekking the High Atlas Mountains, rustic lunch with the nomadic Tuaregs of the Sahara, feasting on couscous and dates, and a warm welcome from generous and talented people with an ever-courageous spirit.
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OUR TEAM

Katie O’Neill, Co-founder and Creative Director  
Katie O’Neill, co-founder and creative director, has a BFA in Crafts from the University of the Arts in Philadelphia. She started her career as a visual merchandiser for H&M and Ibiza Boutique in New York City. Katie has a strong interest in anthropology and designs fashion and accessories inspired by ancient techniques. She has a love of travel and uses her sense of humor to interpret nostalgia, culture and spiritual essence in her work. After returning from a trip to Mali and Morocco, Katie decided she wanted to start a fashion brand with integrity creating a "feel good" emotional reaction for the wearer. Katie feels a connection to global artisanal craft and believes that there is energy inherent in products that are handmade. With 18 years of experience in the retail industry, Katie serves as Mushmina's creative and retail visionary. Katie calls West Philadelphia home but is envisioning a home in the south of Spain in her near future. 
Read more about Katie on the Mushmina blog.
Contact: katie@mushmina.com

Heather O’Neill, Co-founder and CEO 
Heather is a designer and social entrepreneur. She has a BFA from the School of Visual Arts and a Masters Degree in Global Affairs and International Business from New York University. She started her career working as a materials and design specialist for Material ConneXion in NYC and then served as a volunteer small business adviser with the United States Peace Corps in Morocco. She lived in a rural region of Morocco and helped women diversify their line of products for the export market. Since her experience in the Peace Corps, it was her dream to start a company to employ women both in the US and in Morocco. Heather is fluent in Arabic and lives in a rural region outside of Casablanca with her husband, son Youssef, and daughter Hiba, whose name means 'gift' in Arabic. In their free time they enjoy country drives, beach picnics, and spending time in fields of wildflowers.  
Read more about heather on the Mushmina blog here.
Contact: heather@mushmina.com
  
     
Tara Fraiture, Mushmina Blogger & Director of Social Engagement

Tara, an American-British national, is perhaps not your typical ho-hum writer. She has a passion for food (especially if someone else is cooking and cleaning up) and is even more fervent when it comes to guacamole, her favorite pastime. Yes, it can be a pastime. As a mother of three young girls (ages 8, 11, and 13), this is, however, wishful thinking. Throw in a blasé orange cat, plus one husband and this is even more delusional dreaming. As you may be able to see, Tara uses humor in her words. Her go-to mantra is, ‘Writing is cheaper than therapy.” Combining humor with a touch of poignancy is what drew Tara to writing in the first place. After all, she believes if one can laugh, one can survive. Tara and her intrepid family have lived all over the globe from Egypt, Senegal, El Salvador to Qatar. They now call beautiful Morocco their home. She and her husband met as Peace Corps Volunteers in rural Cameroon, Central Africa. Tara leans towards writing about women, particularly stories of empowering those who might not typically be able to tell their tale. She finds inspiration in real stories of real people. In her free time, Tara can be found dancing with her girls, telling bad jokes (the cat thinks she’s funny) and having a Belgian beer with her husband. She is honored to be a part of the Mushmina Team.

Read a story about Tara's experience in the Peace Corps here.

For PR Inquiries Contact: tfraiture@yahoo.com

 

Cindi Raimondo, Sales Ambassador

If you have visited the Mushmina shop in Wayne PA you likely have met the fabulous Cindi. Pictured here in red, Cindi is a world traveler, henna artist, boutique owner, and stylist. Always looking laid back and fabulous, Cindi owned 'Ruka' one of the first 'global lifestyle' shops in downtown Philadelphia. With a degree from Moore College of Art + Design in Philadelphia, Cindi brings her years of experience in design, retail, and global goods to the Mushmina team. We are grateful to have Cindi as a Mushmina sales ambassador, colleague, and mentor.

Allie Feldman, Fashion + Textile Design

Allie joined the Mushmina team as a freelance designer. With a Bachelor’s Degree in Fashion Design from Drexel University,  Allie is interested in global influence and unique clothing for the modern woman. She is passionate about the environment and sustainability and wants to bring people's attention to who is making their clothing. She wants people to see that it can be made in an ethical manner. Allie is a wiz at creating specs for our unique Mushmina designs. In her spare time Allie enjoys drinking coffee, reading books, getting lost in the mountains, or doing yoga. Originally from the Philadelphia area,  Allie now calls sunny California home.  

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Maryalice Carroll, Order Fufillment Multitasker + Sales Associate

Maryalice is the newest member of the Mushmina team. She is a ceramic artist with a degree in crafts from the University of the Arts and loves all things handmade. Originally from the Jersey shore Maryalice is now based in Doylestown PA, near the Mushmina studio.

 

Kari Dawson, Global Sales Ambassador

Kari was the first Mushmina Global Sales Ambassador. We met Kari in Casablanca, Morocco when she was teaching art and interested in starting her own business. She joined the Mushmina team in 2017 and is currently a global sales ambassador based near Denver, Colorado. Kari also created her own brand, Lovely Things LLC and reps items handmade in both Morocco and Uganda. 

Teresa Groshans, Global Sales Ambassador

Teresa adventured with us & Aluna Adventures to Morocco for the first time on our 'Into the Mystic Retreat' in 2018 and has already returned twice since. A local pilates instructor in our old town of Wayne, PA you can find Teresa working with us as a Mushmina Sales Ambassador at Clover Market as well as other Mainline and Philadelphia markets. We are happy to have her adventurous spirit and first hand love of Morocco on our team! Come meet Teresa to hear of her travels and stories about the Moroccan culture and artisan communities.