Sustaining The Tradition & Quality of Handcraft

We make things by hand.
In a world defined by speed and mass production, we choose hand craft. Every NuStory rug honors a lineage of over 500 years of weaving tradition—quality that cannot be replicated by machines. Each piece carries a unique soul, evoking connection and lasting value. 

At the same time, our New York roots keep us firmly in the present. By collaborating with interior decorators, textile designers, and merchandisers, we ensure our collections feel fresh, relevant, and ahead of the curve. We are the bridge between global artisans and NYC creatives—leading modern design while remaining anchored in storied heritage.  

Making Elevated Design Accessible 

We make things that are luxurious yet attainable.

Handcrafted rugs have long been considered investment pieces—but “investment” doesn’t have to mean inaccessible. We believe no one should have to compromise between great design and luxury value. As a vertically integrated business, we eliminate costly middlemen and pass those savings directly to our customers. By managing every detail in-house, we deliver craftsmanship and care without added cost—making elevated design part of everyday life.

Supporting Creativity from the Center 

We make things in New York.

New York is more than where we’re based—it’s the heartbeat of our brand. The city’s energy and creative community shape how we design, collaborate, and innovate. From partnering with local artists to fueling conversations in the design world, we embrace our role as both maker and convener.  

As a brand, we champion creativity at every level—connecting global artisans with New York designers, and ensuring artistry, quality, and innovation are at the core of every collection.