Azemmour is known for a distinctive style of embroidery — blue and black threadwork on white linen, producing patterns of extraordinary geometric complexity. The tradition is documented from at least the 18th century and is unique to this town; you will not find the same style in El Jadida or Casablanca. The motifs combine Islamic geometric patterns with older Berber designs and, some art historians argue, traces of the Jewish craft traditions that flourished in the mellah.
You can buy embroidered pieces — tablecloths, cushion covers, decorative panels — in the small craft shops in the medina. The prices are low by Moroccan craft standards, the quality is variable, and bargaining is expected. If you want to see the work being made rather than just sold, ask at the tourist office (when it is open) or simply follow the sound of women working in the medina's quiet corners.