We recently commissioned 250 hand-knotted…

We recently commissioned 250 hand-knotted rugs without any client orders in place.

Not as a collection launch.
Not as a marketing experiment.
But as a responsibility.

The past year has been tough on the industry.
With 50% tariffs, high-end rugs became harder to sell, and demand slowed especially for finer qualities like 11/11 knotting.

For us, that raised a serious question:
What happens to the weavers who specialise in this level of craft if the work stops?

So we made a decision.

Instead of letting our 11/11 looms sit idle, we commissioned rugs ourselves.

This ensured continued work for nearly 1,000 highly skilled weavers – people who’ve spent years mastering this craft.

These weren’t rushed pieces.
They weren’t downgraded in quality.

In fact, 95% of this production was done in 11/11, specifically to protect that level of weaving and the people behind it.

This wasn’t the easy choice.
It was a financial risk.

But legacy businesses don’t only protect margins.
They protect people.

P.S. This is Part 1 of a series on One of A Kind – a collection born from responsibility before demand.