Modern Moroccan Ivory/Taupe Wool Area Rug, "Elra"

Designed and made by hand, these modern rugs by JRF Collective exemplify the versatile meaning behind modern styling. From minimalistic to whimsical, these rugs look great in a mid-century bungalow, contemporary high-rise or any space in-between. Whether bold, or muted, these patterns can be mixed with sleek furnishings or antique treasures giving you comfort and style for many years.

One vision, two looms, and an impressive journey. Jaipur Rugs and the JRF Collective started with a vision of connecting people around the world with the talents of the artisans throughout India. Through the coming years two looms would turn to twenty, then two hundred and beyond due to the attention gained from the artistry and craftsmanship.

Our overall work mandate is to reach out to remote rural areas and transform the lives of underserved communities, especially women, thus enabling them to start weaving not just rugs but also their own lives. This business philosophy goes beyond merely selling rugs; one of the company’s main goals has always been to improve the standard of living, education and income for its 40,000 weavers and artisans throughout India. Since most of the artisans involved are women, increased income will make meaningful contributions in alleviating poverty. We bring income generating opportunities to the door steps of artisans residing in the remotest of the locations and create sustainable livelihoods with the aid of our strategic partners.

We are a team of people that works to support rug crafting artisans to gain a greater sense of ownership and become small entrepreneurs. We encourage our artisans to be creative not only with what they are doing but also with their imaginations. We all had the same dream: to take each rug crafting artisan by hand and prove to them that they can sustain a dignifying life. Your purchase is a beautiful piece for your home and a beautiful blessing for the artisan.