Weaving tradition
Weaving tradition into British homes, the business began in 2001, when its founders started a mail-order operation from their home in Wales. Inspired by a friend from Minnesota who had introduced them to the plaited wool-mix rugs associated with early American settlers, the couple printed a small catalogue and took orders by phone, long before the company had a website. They later took their stock on the road in a converted horse box, selling at country fairs, horse trials, and flower shows across Britain.
A turning point came in 2011, when an internet search connected them with a family-run manufacturer in Bangladesh already producing braided rugs from organic jute. In 2021, production moved into a new, solar-powered factory certified to BSCI Amfori standards, reflecting the company's continued commitment to ethical, fair-trade manufacturing.
Today the range spans rugs and runners alongside tableware, tote bags and pouffes.
Jute: the golden fibre
The company leans heavily into jute as an eco-material. Jute is nicknamed the "golden fibre" and is Bangladesh's national emblem. It matures up to three times a year, needs no fertiliser or pesticides thanks to natural UV protection, is fully biodegradable, and is naturally fire-retardant.
The company is a member of ECOTA, the National Fair Trade Network of Bangladesh (part of the World Fair Trade Organisation) and the factory mostly employs people from the surrounding local community, so the area has visibly grown around it, new shops and homes, since the factory opened.
The company sells directly through its own website and its shop in Aberdovey, Gwynedd, and also operates a trade-accounts scheme, supplying independent homeware and interiors retailers across the UK on a wholesale basis.
