Zid Zid Kids is home to fantastical creations for those who see the world from below the table. Based in Morocco, Zid Zid offers modern and whimsical kid-sized products children (and adults) will find irresistible and imagination-provoking. From pillows to poofs, Julie Klear’s designs are completely delightful. Julie, along with husband and co-creative Moulay Essakalli, founded Zid Zid Kids with the purpose of creating something wonderful and worldly for kids. They use resources with care, and honor the people who work for them.

LIME: Where did the name Zid Zid come from?

JULIE KLEAR: It is a Moroccan word that I heard during my first month in Morocco, in the mountains outside of Fes. An old man was walking alongside his donkey and repeating this phrase over and over, “Zid zid…!” I thought, what is that? It sounded very musical and I loved the beat of the repeated words. I was amused to learn it means “let’s go” or “get moving.” And it became the perfect name for our business, as we are always on the move and so are children!

LIME: What was the inspiration for Zid Zid Kids?

KLEAR: The inspirations are plenty. On one hand, it’s all about Morocco and its style, rhythms and ancient traditions. On another, it’s about the wonderful energy of a child and seeing life through their eyes. But I believe the main inspiration has been to produce something for a child which holds magic and endless stories. Children love details and can get lost in little worlds. I want to give them something they can hold on to, be inspired by and get lost in.

LIME: You design everything?

KLEAR: I do most of the designing and all of the illustrations. Zid Zid is a collaborative effort with my husband who is a graphic designer. Our two children are usually the final say!

LIME: What is Zid Zid’s mission?

KLEAR: The Zid Zid mission is to give children something of quality, something handmade and something a bit different, otherworldly, yet familiar. Our aim is to give something new with an old soul.

LIME: Do you think small, eco-minded companies are making a difference in the way commerce is taking shape?

KLEAR: I think small movements made by innovative groups have the potential to make the big guys think differently. It is our responsibility as artists and small manufacturers to make a better product and educate the consumers, to let them know there is a difference in the end product they buy. What materials go into the making, who is making the product, and what are the morals behind the products? For me, those are important questions. Consumers need to be educated in their choices, especially when it comes to children’s products. The large companies will follow suit, as consumers are now asking the questions when making their purchase, and demanding better products that have a conscience. That mental shift is a wonderful one for the environment.

LIME: What do you think Zid Zid is doing for the planet?

KLEAR: We are a small company, but do our best to play our part for the environment and for children. We make an effort to use all natural materials, such as local wood and 100% natural fabrics. We use 100% recycled cotton to fill our Mini Poof's instead of a more chemical based material, such as small Styrofoam balls. We don't flame treat our fabrics, as these chemicals can be very harmful for small children and breastfeeding mothers. We use fabric remnants that are abundant in the marketplace instead of buying new at every turn. As an artist, I enjoy being inspired by the materials around me and I try to tap into available resources around me.

We also try to use every last scrap of fabric we have! What is left gets turned into stuffing or small projects (cushions for the home, clothing, etc) for our team. We make everything by hand and stay away from industrial manufacturing. We provide good working spaces for our production team and support them in any way we can.

LIME: Why Morocco?

KLEAR: We chose Morocco mainly because my husband is Moroccan. My husband had left Morocco for many years, became an American citizen and was fully integrated in the American way of life at the time we met. Ironically, it was me that decided that it was time to return.

Morocco has been an amazing platform in many ways. As artists, we were looking a more creative way of life as our job responsibilities in the USA were not allowing for that to happen. Marrakech has allowed for much creativity. As new parents at that time, we wanted our children to see the world at an early age; eat new foods, learn more languages than one and become multi-dimensional, world citizens. And as adventurers we love to travel and felt it was time to go and take a few chances!

LIME: How does working in Morocco affect the way the products are produced?

KLEAR: As an artist, I love working in Morocco because I have instant access to artisans, to countless materials and to endless inspirations. I revel being out of my element and am drawn into worlds that are not my own. Marrakech gives me a chance to let my guard down, as I am around a community that understands me in a creative, ‘making things with my hands’ kind of way that I felt was lacking in my life in the U.S.

We made a clear and strong decision to commit to working and producing in Morocco even though we are at a distance from our clients and market. At first, it felt to be a disadvantage to be cut off from direct contact, but we wanted to make the commitment to our team, the product and the spirit in which it is produced. We fully embrace our manufacturing responsibilities and its daily process.

We were never interested in creating our products remotely; developing the specs and sending them off to factories in China, for example. Being here with the artisans and the people that make our product is an amazing part of what we do and we hope that comes across in the final product. You can see the hands that go into the making.

LIME: What are the difficulties working this way, and what are the advantages?

KLEAR: The difficulties would be that we need to make sure quality is always upheld. With a handmade product, nothing can ever be perfect, and we are always making sure that even though it is handmade, it is not sloppy. There can be a real fine line! The advantages are being a direct part of the process.

LIME: Do you have some great Zid Zid suggestions for the holiday season?

KLEAR: I remember there was one particular Christmas where my family didn’t have enough money to celebrate fully. As a result, during the preparations for the season, my mother brought in an empty tree branch for us all to decorate. At that moment, I thought to myself, ‘what a funny looking thing! That could never be a Christmas tree in a million years!’

But much like a little Charlie Brown Christmas tree, lo and behold, it turned out to be the prettiest tree of all. Saving money was one reason why my mom brought in this branch and I also believe she wanted to use what was around her, not just buy a tree to throw away a few weeks later. Ever since then, we have been decorating branches and I incorporate them into my work whenever I can. My suggestion for this year is to decorate a plain simple branch with what you have around you. You will be surprised and pleased with what you come up with.