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About Us

We are disrupting the rug industry, bringing good value and elevated design to conscious consumers. As the maker, manufacturer and retailer, we are able to guarantee our luxury rugs are fairly-made and fair to the planet - without adding additional costs to the customer.

Our Values

Writing a new story.

NuStory is disrupting the rug industry – bringing authenticity, creativity and care to the craft. As the manufacturer and retailer, we guarantee our rugs are made at the intersection of high quality and value, all while prioritizing sustainability. From the craftsman to the customer – our story is one to feel good about. And we know when our rugs lay the foundation in a home, more feel-good stories are to come.

Care for the Craft

We make things the right way.
We drive the entire process and ensure an unparalleled level of care comes at no additional cost to the customer.

Designed and tested in NYC, our rugs are developed in boutique assortments. Working within smaller batches allows us to provide a streamlined shopping experience to our customers, while consistently delivering the highest quality products.

Care for Communities

We make things ethically.
NuStory leads the end-to-end product story, ensuring best-in-class working conditions. We carry the SA 8000 Standard, the leading social certification for factories, along with Fair Trade, GoodWeave, Woolmark and Responsible Wool Standards. 

We are the bridge between NYC-based designers and global artisans. As we forge our way as a leader in modern design, we will always lean on our heritage in handcraft. Supporting and engaging with the communities on both sides of our business is core to what we do.

Care for the Planet

We make things sustainably.
NuStory manufacturing sites reduce water consumption by 90% compared to conventional textile manufacturers. We color our rugs by sourcing rice husks to generate steam – making the dying process 100% biofuel powered. From powering our operations with renewable solar energy to using recycled or sustainably sourced fibers, we meet the highest environmental standards.

What We Know to Be True

People today are more conscientious than ever. We want to feel good about what we buy and support businesses that align with our values. We seek timeless styles, fair prices, and a home that tells our story.