Sally Pottharst and Jodie Fried shared more insights with WLLW
WLLW: What does it mean to be sustainable exactly?
Jodie Fried: To us, being a sustainable brand means leaving the world better than we found it. It’s something that flows through every facet of our operations and is front of mind for every single team member. One of the things we’ve been doing is tracking our carbon emissions. It has given us a greater understanding of our footprint and helped us put in place reduction and offset strategies that will make a notable difference in the long run.
Sally Pottharst: Transparency is important, too. I think it’s great to implement sustainable measures, but being open is what will help spur others in our community to be part of the change. Later this year, we are excited to share our first Impact Report, outlining all of Armadillo’s commitments and goals across the planet, people and philanthropy.
WLLW: Can you tell us a bit about your Foundation and the good it is doing in underserved communities?
JF: This is something very close to our hearts. Armadillo donates 10% of net profits from every rug sold to charitable partners that share our mission of giving underprivileged children a brighter future. Here in the States, we work with Girls Inc. which runs programs for young women to develop a love of learning and build life skills. We also sponsor a school in India called KVM, attended by many of our artisans’ children, awarding scholarships to the top-performing girls to finish their education. This year we also started working with a charity in Nepal called Sunrise Children’s Association Inc. and in Australia, we work with the Stars Foundation, which provides support to Aboriginal and Torres Strait Islander communities.
WLLW: How long was the process to become a B Corp?
JF: Armadillo became certified as a B Corp in 2021. It was a rigorous process that took several years and required us to look at every aspect of the business – from governance to employees, customers to the community, and our impact on the environment. While it was definitely one of our biggest milestones, the reality is that being a B Corp is an ongoing journey of continual learning and improvement as we need to be reassessed every three years to maintain that status. We’re just about to kick off the process with the aim of being recertified early next year.
WLLW: What would you tell someone looking for a rug for their home, someone who wants to be sustainable and environmentally conscious?
SP: With everything you bring into your home, do your research. Look at the brand’s accreditations so you can be confident that you are investing in a truly ethical product. For example, all our rugs come with a Declare label from the International Living Future Institute so you know exactly how they are made, what they are made from and where they will go at the end of their lifespan, as well as verifying that they meet the highest standards for being free of toxic VOCs and Red List chemicals.
WLLW: What is next for Armadillo?
JF: We have several exciting new collections on the horizon, and we’re also launching our new Los Angeles flagship in the La Cienega Design Quarter. The space is incredibly elegant, tactile and welcoming and will take the experience of shopping for a luxury rug to a whole new level.