In Style: Jodie Fried, Armadillo & Co

To talk about treading gently on the earth is one thing.  To actually live it, is another. Through their business Armadillo & Co Jodie Fried and business partner Sally Pottharst, manufacture fair trade, eco-friendly rugs crafted from sustainable natural fibres including pure wool, jute, cotton and hemp. All rugs are handmade on looms by traditional weavers in India, and carry the ‘KALEEN’ label to ensure there is no child labour used in the making of these rugs.  And all rug purchases benefit local Indian schools in the weavers villages.

All that, and the rugs are warm, honest and earthy.  Just the thing to have underfoot. See Jodie and three new Armadillo & Co collections at Life Instyle in Melbourne next week. In the meantime, here’s a chat we had with Jodie last week…

Armadillo Co rugs at Life Instyle
How did you end up where you are today?
I started Bholu in 2005 (Armadillo&Co’s sister brand) and one thing led to another…….the rest is history.

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What’s the best thing about what you do?

I love working with like minded people, our amazing artisans in India and seeing people happy with our beautiful products in their homes.

When did you start exhibiting at Life Instyle?
We started in one of the very first shows in Sydney 2005 with Bholu, and have been with Life Instyle pretty much every year ever since!

Armadillo Co at Life Instyle


Why do you exhibit at Life Instyle?

It attracts high-end, savvy buyers who look for beautifully well made products and quality products and allows us to show our product to the exact right market which fits our product the best. Less is more.

Armadillo Co at Life Instyle
What has been your Life Instyle highlight?

We love every show when we get to see all our loyal stockists and we especially love catching up with other designers in the industry.

What can we expect from you at the next show?
We have 3 new hand woven collections from our hemp earth range and some secret new products, which you will just have to just come and see at the show!

Right now I’m:
Eating… my Gran’s banana cake
Drinking… homemade soy chai
Reading... The White Tiger
Hearing… Sufjan Stevens
Planning… our next trip to India, too many ideas
Buying… fresh market produce
Enjoying… cooking up a storm

Armadillo Co Jodie Sally at Life Instyle(Sally on the left, Jodie on the right)
To get the full Armadillo & Co story, visit: Armadillo & Co

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