A home in Denmark featuring a classic Beni Ourain rug, which Cassie sources for Kulchi. Image by Gaelle le Boulicaut. Beni rugs on display in Kulchi's Marrakech showroom.
The studio in Marrakech, where Cassie is now based.
Not only does she source rugs and textiles but ceramics and earthenware too.
Cassie with locals in Morocco.
Cassandra Karinsky was trying to find some relief from the heat, and sipping mint tea, when she called me from Morocco last year. She was responding to a query about a Beni Ourain rug that I had spied on her Instagram feed for Kulchi, a textile and homewares business she set up after moving to Marrakech about six years ago. I had expected an email response after a few days, but without hesitation Cassie called from the other side of the world to talk rugs. When we met a few months later on her return to Sydney, I was intrigued about this woman who was raised in Sydney but has spent large parts of her life living in America and, more recently, Morocco. Life there seems to suit her - not only does Cassie source rugs and textiles for clients all over the world, but she also develops products such as tables and stools. Her story is one I had to share, and it was in many ways the catalyst for restarting Daily Imprint.
Which five words best describe you? Wow, that's a hard one to answer for myself - energetic, passionate, loyal, adventurous.
How did you get your career start and what path have you taken since? I have had my hands in a few different careers (restaurants, fashion) but the one that led me to creating Kulchi was working with photographer Gaelle le Boulicaut, shooting interiors all over the world for the ED Group. We were introduced by a mutual friend, Amanda Mahoney, in Marrakech back in 2006.
Working with Gaelle was amazing; she has a such a great eye and opened a whole new world of design to me. We were shooting many homes around Morocco, which I loved as I got to see these amazingly interesting modern homes that incorporated local artisan designs.
This led to me taking on my first interior job - decorating a good friend's apartment in Tanger. He was great, allowing me to take full control of the space and do whatever I wanted - the perfect client! Rugs were a big part of this project, which took me on a hunt for the perfect pieces. And that hunt has not stopped yet!
Kulchi is the result of this passion - sourcing beautiful handmade Berber rugs from the villages scattered all over Morocco, and being able to share them with my international clientele. It really is a dream job, I love it.
What’s the best lesson you’ve learnt along the way? Where to start? There have been many lessons, especially when it comes to doing business here in Morocco. I think the main one I have learnt is from the Moroccan people, to really live in the moment and be grateful for everything I have.
What’s your proudest career achievement? I would have to say getting Kulchi off the ground. Having a vision and goal of what I wanted to achieve and see it come to life - it is so rewarding on both ends, meeting the Berber women who I buy from and then seeing the rugs find a new home in different parts of the world.
What’s been your best decision? Packing up my life in Sydney and moving to Marrakech - I have not looked back. I am loving where Kulchi has taken me - Kech, Madrid, NY and Sydney.
Who inspires you? Oh there are so many - family and friends who have followed their dreams, who have taken risks and challenges to get what they want and share with others.
What are you passionate about? Living my life to the fullest, spending time with family and good friends, seeing and understanding as much of the world as I can.
Which person, living or dead, would you most like to meet? I would have to say that I am content with meeting the people who I encounter in my everyday life, through work and play. I have been so fortunate to travel to so many wonderful places and meet some truly amazing individuals - we all have a story to tell, we just need to take the time to listen.
What dream do you still want to fulfil? Creating my own line of contemporary rugs. I am working on some new designs now and hopefully starting up our own co-operative very soon with a group of Berber women in the Middle Atlas Mountains.
What are you reading? I am tackling a book at the moment that was given to me by my sister in Madrid - Rulers and Victims: The Russians in the Soviet Union by Geoffrey Hosking. My father's family is from Russia. We have a trip planned for next year with three generations (brother, sister and nephews form NY and Madrid), so thought it was a good time to polish up on some Russian history.
