We talk to Jodie Fried, co-founder of Armadillo&Co, about having a purposeful ethos in design.

Armadillo&Co is no ordinary rug company. They are not only focused on creating beautiful products, but also ensuring that each rug they create supports their company and personal ethos. Their handcrafted rugs utilize traditional weaving techniques that are built to withstand the test of time. These rugs not only keep your home warm, but behind under each rug is a story?a story about the local craftsmen that have been weaving for generations and the children that benefit from Fair Trade practices. We recently chatted with Jodie Fried, one of the co-founders, to learn more about how she combined a passion for design with social purpose to create Armadillo&Co.
Tell us a little more about yourself and who you are. 
I am the Creative Director of Armadillo&Co and I live in Venice, Los Angeles with my husband and my three young children. I grew up in Australia and have a background as a theatre/film designer before I embarked on starting my first homewares business after living and working in India for 3 years. I fell in love with India, its people and the incredible traditional craftsmanship.

I later met Sally Pottharst (co-founder of Armadillo&Co) in 2009 and we were inspired to create elegant, simple and quality rugs that we could not find for our own homes. What we couldn?t find, we decided to make.
We wanted to combine aesthetics with ethics and h...