British artisanal rug studio Northwest 35, based in London, has unveiled brand-new handcrafted, sustainable designs, building on its reputation for creating luxury, contemporary rugs made with depth and care. The new launches, available from October, include the Jali Amara rug and a series of beautifully handcrafted runners.
Part of the Glorious Gardens collection, the Jali Amara rug features delicate flowers and flourishing trees representing vitality and renewal (Amara), and the Jali, a symbol of the past. The rug, which is available in a deep plum shade, draws on inspiration from the serene grounds and grandeur of the Mughal Palace gardens.
Hand-knotted in luxurious New Zealand wool and Chinese silk, the rug is a testament to the artistry of Northwest 35’s master weavers in Nepal. The Jali Amara rug is fully customisable in colour, shape, size and material, designed to add warmth and style to any hospitality, commercial or residential interior design project.
Also launching this autumn is a new collection of hand-knotted runners. Created to sit alongside Northwest 35’s signature designs, Jali Amara and The Chettinad, the runners carry carefully chosen details from each piece. The collection also includes a Thistle Mandala runner from the much-loved East & West Coalesce range.
Founder and Creative Director, Richa Walia, explains: “Having experienced the blending of cultures firsthand, my identity reflects shared values from both the East and West. This collection stemmed from my curiosity to combine these influences for innovative creations that go beyond aesthetics to pieces that tell stories, foster inclusivity, and express shared values. I believe design has the power to transform interiors into meaningful environments that bridge cultural divides and celebrate our collective identity.”
Committed to sustainability and artisan welfare, Northwest 35 partners with Label STEP, the fair-trade organisation for handmade carpets, to ensure artisan wellbeing, fair practices and advocacy across weaving communities. All rugs are crafted from sustainably sourced materials, with production methods that are ecologically sound. Wherever possible, organic fibres such as wool and natural silk are used, chosen for their durability as well as their beauty.
Richa adds: “Our rugs embody ethical luxury, offering robust style that works equally well in hospitality, commercial or residential interiors to add character and interest to a space.”
