British artisanal rug studio Northwest 35 has unveiled a new collection of hand-knotted rugs and runners inspired by the majestic gardens of Mughal palaces, continuing its legacy of crafting contemporary luxury rugs that combine artistic depth, cultural storytelling, and sustainable craftsmanship.
A Tribute to Nature and Heritage
Leading the launch is the Jali Amara rug, part of the brand’s Glorious Gardens collection. The design captures the essence of vitality and renewal through delicate floral motifs and flourishing trees, while the “Jali” motif symbolizes a connection to the past. Presented in a deep plum hue, the rug evokes the serene beauty and grandeur of Mughal palace landscapes.
Meticulously hand-knotted in Nepal using New Zealand wool and Chinese silk, the Jali Amara is fully customizable in colour, size, shape, and material, making it ideal for luxury hospitality, commercial, and residential interiors.
New Runner Collection
Launching alongside Jali Amara this autumn is a new series of hand-knotted runners, which reinterpret details from Northwest 35’s signature designs, including Jali Amara and The Chettinad. The line also features the Thistle Mandala runner, drawn from the brand’s popular East & West Coalesce range.
Bridging Cultures Through Design
Founder and Creative Director Richa Walia shared that her multicultural experiences have deeply influenced the studio’s creative direction:
“Having experienced the blending of cultures firsthand, my identity reflects shared values from both the East and West. This collection was born from a curiosity to merge these influences into designs that tell stories, foster inclusivity, and express shared values. I believe design has the power to transform interiors into meaningful environments that bridge cultural divides and celebrate our collective identity.”
Ethical Luxury and Sustainable Craftsmanship
Dedicated to sustainability and artisan welfare, Northwest 35 collaborates with Label STEP, a fair-trade organisation promoting ethical practices and wellbeing within global weaving communities. The studio uses sustainably sourced organic fibres, such as wool and natural silk, and follows eco-friendly production methods that respect both people and the planet.
“Our rugs embody ethical luxury,” Walia adds. “They offer enduring style and substance — pieces that enhance hospitality, commercial, and residential spaces with timeless character and warmth.”
