Mission & Values
At Tchidite, our mission is to preserve heritage, encourage authenticity, and pay it forward. Beyond being a brand, we aim to reclaim our culture and serve as an educational platform to celebrate and share Tuareg culture. Furthermore, Tchidite strives to be an ethical brand and a means to invest in the Tuareg people. Tchidite does this not only by working directly with Tuareg artisans, but also by donating a percentage of all proceeds to NGOs doing work to improve health, education, and living conditions in the region as well.
Read more about our story in a featured article on BU Today.
Tuareg Class with a Modern Touch
Inspired by the emergence of Tichumaren as a tool to reconnect the Tuareg people and redefine the Tuareg contemporary cultural identity, Tchidite strives to apply the same concept to other aspects of Tuareg culture (including but not limited to jewelry). With the exceptional ability to adapt centuries-old techniques developed on traditional instruments, and use them on the modern amplified electric guitar, Tichumaren molds tradition to fit perfectly into the cavity of modern times. At Tchidite, we aspire to contribute to the imperative practice of cultural preservation through applying the philosophy created by Tuareg musicians, integrating tradition with modernity. Challenged by imperialism and later border formation, Tuareg culture is often threatened by the rapid evolution of our times. However, the Tuareg people are a resilient people and one thing we will not allow is for our culture to disappear. The culture is in the resilience.
Read more about Tichumaren in an article written by our founder for Amazigh World News.
