How Fairness Became Our Design Principle

Fairness isn’t our slogan. It’s the system that holds everything together.

In a world where “ethical” can sound like decoration, we built My Chakchouka to prove that fairness can be designed, measured, traced, and lived through every object made in Tunisia.

Fair Trade Beyond the Label

Fair-trade design isn’t only about paying fairly. It’s about balance; between maker and buyer, tradition and innovation, material and meaning.

In Tunisia, this logic is centuries old. Potters, weavers, and beekeepers have long worked in cooperative rhythms where trust and skill shaped value. We didn’t invent fairness; we re-designed it for today.

Each partnership in our network follows transparent pricing, direct communication, and zero hidden intermediaries. What you see on My Chakchouka is what the artisan earns from — without distortion or middlemen.

Learn more in How We Work.

A System That Protects the Maker

What makes a brand truly fair trade? Predictability.

Every artisan in our system knows the price before production, the quantity, and the time window for delivery. There’s no last-minute pressure or arbitrary cuts.

We use written agreements, shared calendars, and honest dialogue — not hierarchy — to protect work rhythms.

This model restores dignity in daily life: knowing that effort will meet respect.

Transparent Craftsmanship

Fairness also means visibility. You can trace each creation to the person who shaped it.

We publish artisan profiles, studio photos, and process details.

When you read Meet the Artisans, you’re seeing the real chain of value: who made it, how, and under what conditions.

Transparency is the architecture that keeps a fair-trade design system in motion.

Sustainable by Structure

Sustainability is often treated as an outcome. For us, it’s a starting condition.

Fair systems reduce waste by aligning production with real demand.

When every batch is planned and paid fairly, artisans don’t overproduce or compromise materials.

The result: objects that last, and a slower, healthier rhythm of work.

See related story: Ibn Khaldun and Fair Trade: How Tunisia Wrote the Rules.

Tunisia’s Quiet Standard

Ethical production in Tunisia is not a new idea, it’s a continuation of community values.

From Sejnane’s clay to Kairouan’s wool, craft has always carried fairness within it.

Our role is to make these values visible again, showing that North Africa can lead global ethics in design.

Explore UNESCO’s Intangible Heritage on Sejnane Pottery.

FAQ

What makes a brand truly fair trade?

A fair-trade brand builds equality into its system: transparent pricing, predictable work, and no hidden intermediaries.

How do artisans benefit from fair systems?

They gain financial stability, creative control, and long-term partnership instead of dependency.

Is fair-trade design more expensive?

It’s priced for value, not volume. Paying fairly ensures quality and continuity.

Why is Tunisia suited for fair-trade design?

Tunisia’s cooperative traditions and small-scale craft culture provide the ideal foundation for transparent production.