Meet the Maker – Jodie Fried from Armadillo&Co

Armadillo & Co was founded three years ago by Jodie Fried and Sally Pottharst. During the search for the uncommon these two realised they had something in common. A passion for honest and earthy rugs for their own home. A vast search did not find what they were looking for and they decided to build a business around their shared philosophy.

Sharing 30 years’ experience in design and textiles, they combined forces not only with each other, but with what we now consider our extended family of artisans in India. We take ten with their creative director, Jodie Fried.

George Takes Ten

1. What did you want to be when you grew up?
A roller skating rink owner.

2. When and what was the moment that prompted you to start your own brand?
Being faced with the loss, devastation and strength of humanity, in the aftermath of the 2011 Gujarat earthquake in India.

3. In 3 words, describe your occupation.
Inspiring. Adventurous. Gratifying.

4. What is the best piece of advice you’ve ever received?
Always have something to do, someone to love and something to hope for.

5. What is your favourite creative outlet to get the juices flowing?
Traveling and cooking.

6. Where do you see yourself and the brand in 10 years time?
Expanding our Armadillo&Co adventures to new countries and cultures and continuing the magic with my business partner Sally Pottharst.

7. If you could invite any 5 celebrities to dinner, who would be on the guest list?
Larry David for his awkwardness and social ineptitude, Nelson Mandela for his philanthropic inspiration, Jon Stewart for some comedic value, Jamie Oliver for some great food, Emma Watson for her prowess and inspiration

8. What was the last rule you broke?
My son and I fed the goats at the petting zoo right by the sign that said “DO NOT FEED THE GOATS”

9. Do you have any hidden talents?
I can break dance with my 3 and 2 year old boys like there’s no tomorrow.

10. What was the last movie you saw and was it any good?
Ferris Buellers Day Off and Dirty Dancing: a back to back movie marathon on a flight from LA to London. These movies only get better with age.

Why We Love Them

All Armadillo Rugs are meticulously made by hand and produced to the highest ethical standards, every piece embraces Fair Trade practices, is crafted from sustainable natural fibres including pure wool, jute, cotton and hemp, and all purchases benefit local schools in our weavers’ villages. Plus their rugs just look amazing in any space!

They are also part of Care & Fair, which is an initiative against illegal child labour in the carpet production industry in India, Nepal and Pakistan. Armadillo&Co are ardent supporters and vocal advocates of this cause.

Armadillo&Co voluntarily collaborate with this vitally important organisation.  They are consciously active when it comes to community involvement and evolvement and contribute financially to the local education of the weaver’s children. Absolutely no child labour is in any way employed in their rug making.

When purchasing any rug or carpet made in India, look for the ‘KALEEN’ label. Issued by the Carpet Export Promotion Council  of India, it guarantees that child labour was not used in manufacture. Naturally, all Armadillo rugs made in India carry this label.

Visit care-fair.org for more information.

Meet the Maker Radio

Studio Space Playlist by Jodie Fried
“Studio Space” was created from some of my favourite tunes for when I get into my studio and am alone, and able to focus on my work undistracted by little people! It’s lovely to get some energy from music but then also have some more melodic, acoustic tunes to work to. A bit of Milky Chance helps get me started on my day and anything from Gregory Alan Isakov makes me drift off into a calm and easy space.

“Studioace” Milky Chance – Stolen Dance