Sometimes sustainability isn’t a strategy

Sometimes sustainability isn’t a strategy.
It’s a responsibility.

When the 50% tariffs hit, the first thing I thought about wasn’t orders or margins.
It was our weavers.

For generations, they’ve stood by our family.
They’ve kept our designs alive, our looms running, and our legacy intact.
So when times get difficult, the least we can do is stand by them.

That’s why we decided to produce 250 intricate hand-knotted rugs
not because a client asked for them,
not because there’s a market demand right now.

But because our weavers deserve steady work and dignity, regardless of policy decisions happening thousands of miles away.

We’re using all the raw material already in our warehouses – wool, silk, mohair
so nothing goes to waste.
Every cone, every bundle, every colour will find its place in these rugs.

For the next 2–3 months, every loom stays active.
No one loses work.
No one goes home uncertain.

Every piece being woven is a reminder that sustainability isn’t just about eco-friendly fibres, it’s about economic stability and craft preservation.

These will be some of the most special rugs we’ve ever produced –
designed with intention, made without rush, and created purely to support the hands that have supported us for generations.

Craft survives when people do.

And sometimes, the most sustainable thing you can do…
is keep the loom running.