as unexpected as it is beautiful

Our Story

Armadillo & Co is inspired by collaboration, a search for the uncommonly beautiful, and most of all, the human touch. All of our products are infused with the rich history and artisanship of the hands who have created them.

our founders

Jodie and Sally met in 2007, and were inspired to create elegant simple and quality rugs which they could not find for their own homes. What they couldn’t find, they decided to make, founding Armadillo & Co to fill this niche.

jodie fried

Jodie grew up in Australia and now lives in Los Angeles. She holds a Bachelor of Design from NIDA and has a background in film costume and production design. Jodie was working on Bollywood films during the 2001 earthquake and spent time rebuilding villages in devastated areas. Jodie started her first business employing and empowering Indian women to create textiles using traditional techniques. Jodie is a recipient of the Australian Telstra Business Award and was acknowledged by TIME Magazine as one of 100 Top Green Most Influential Designers.

sally pottharst

Sally was born in Zimbabwe, educated in South Africa and now lives in the Adelaide Hills. Sally has a passion for beautifully made products and traditional crafts. After emigrating to Australia, she became a Chartered Accountant. Her financial background and logistical mind are invaluable to the Armadillo & Co operations. Her experience and appreciation of textiles evolved while building her family’s floor-coverings business. Having worked with India for many years, Sally has strong ties with communities of weavers and artisans and is committed to social responsibility and giving back.

our ethos

Our goal is to sustain and elevate these age old methods through a contemporary design process. Armadillo & Co products are 100% handmade, using Fair Trade practices with natural and sustainable fibres. Our rugs lie lightly on this earth.

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our vision

Our vision to establish a company committed to ethical production gained momentum after seeing an opportunity in the market for simple, handmade, quality rugs.

We fervently believe in the cornerstones of our brand. Our commitment to social responsibility, sustainable practices and to helping to support the community of artisans who hand make all of our products is what separates us from traditional rug manufacturers and retailers.

our rugs lie lightly on this earth.


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