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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 in the Bollywood film industry during the 2001 earthquake and spent time helping to rebuild 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 immigrating to Australia, she became a Chartered Accountant, developing an appreciation for textiles while building her family’s floor-covering business. Having worked with India for many years, Sally has strong ties with the artisan communities and is committed to grassroots social responsibility. Together, she and Jodie received an InStyle x Audi Women of Style Award for their philanthropic work

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Armadillo strives to leave as little impact on the earth as possible. Their products are crafted from natural and recycled materials, which not only have an inherent respect for the environment but also speak volumes with their organic tones and honest textures. Each rug is made consciously and responsibly, designed to counteract today’s throwaway culture and stand the test of time, both in their aesthetic and unquestionable quality.

Armadillo is inspired by collaboration, a search for the uncommonly beautiful and, above all, the human touch. All of their products are infused with the rich history and artisanship of the hands that created them.

Armadillo & Co was founded in 2009 by Jodie Fried and Sally Pottharst, driven by a desire to elevate age-old methods of craftsmanship through a uniquely Australian contemporary design process. They are driven by ethics as well as aesthetics. Each rug is made by hand from natural and sustainable fibres, using Fair Trade practices. Our rugs lie lightly on this earth.

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Socially Responsible

We believe in giving back to the community. We are ardent supporters of Care & Fair, an initiative against illegal child labour in the carpet industry in India, Nepal and Pakistan. We proudly embrace Fair Trade practices, ensuring fair wages and safe working environments for our artisans. Proceeds from each sale are donated to The Armadillo & Co Foundation, building a brighter future for children in our weavers’ villages.

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