dream weavers
Jodie Fried Armadillo
Origin story When Jodie Fried and Sally Pottharst founded Armadillo in 2009, sustainability and philanthropy were far less prominent in the rug sector than they are today. “Our ‘for purpose’ model was part of the business from inception,” says Jodie (left). The company continues to lead the way. In 2020, it became the first Australian rug brand to gain B Corp certification.
Signature style “We have a tight yet comprehensive selection that is unique to the brand,” says Jodie. Specifically, Armadillo focuses on single colours, natural fibres and engaging weave patterns for a low-key luxe aesthetic. Bestsellers include the Agra, a hand-knotted wool rug with a deep cut pile, and the Malawi, a hand-knotted wool design with a distinctive ‘ribbed’ look.
Words of wisdom “For many of
