Armadillo | Handcrafted luxury rugs | Natural, Ethical and Sustainable.

Our Story

Founded in 2009, we are driven by ethics as well as aesthetics. Our rugs are made with natural materials and sustainable processes, designed to counteract today’s throwaway culture and stand the test of time. We hold ourselves to the highest standards of transparency, environmental performance and social responsibility to make a lasting difference in both your home and the world around us.

We are a truly sustainable company – for the good of the world we live in and all who journey with us.

Our rugs lie lightly
on this earth.

Our rugs help keep a timeless artisan legacy alive.

Our rugs are crafted by hand for an enduring beauty and impeccable quality that promises to age gracefully over time. Each intricate knot and weave is a gesture in patience, honouring the raw integrity of natural materials and a sustainable tradition of timeworn processes. In doing so, we uphold Fair Trade practices and are members and supporters of the Care & Fair program. This painstaking craftsmanship results in an authentic rug with the rigour to accompany you through the moments that matter, from one generation to the next.


We stand for sustainability in action.

We strive to leave as little impact on the earth as possible. Each rug is made from carefully sourced natural fibres such as jute, wool and linen and crafted using energy efficient processes – resulting in a product of quality, longevity, and hence sustainability. In 2019, we partnered with the International Living Future Institute to affix our collections with a Declare Label, outlining exactly how our rugs are made, what they are made of and where they will go at the end of their life to give you greater manufacturing transparency and the confidence to know that you are investing in a truly sustainable product.


Every Armadillo rug helps support a village, build a school and educate a child.

The Armadillo Foundation is a not-for-profit organisation established in 2017 to improve lives in underprivileged communities. For each rug purchased, we donate 10% of net profits towards educational, healthcare and environmental initiatives, including full funding of the KVM School in India attended by many of our artisans’ children. By bringing an Armadillo rug into your space, you’re creating opportunities they otherwise would not have.


Our Founders

Jodie Fried and Sally Pottharst are the visionary thinkers and entrepreneurial spirit behind Armadillo. Together they share a lifetime passion for artistry, sustainability and social change.

All expressions of the Armadillo brand draw from their bold and instinctual approach to creativity. With Jodie working from Los Angeles and Sally from the Adelaide Hills in Australia, they continue to envisage and design every Armadillo collection together.

Inspired by originality and led by instinct, their work not only embodies the curation of art and culture, but also helps to sustain the legacy and livelihood of traditional artisans and support philanthropic endeavours through the Armadillo Foundation.

Jodie and Sally’s commitment to sustainability is infused throughout their business, with their driving mantra at its heart to ensure our rugs lie lightly on this earth.