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About Us

Every home tells a story. We create the feel-good stories.

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.

Our Values

Writing a new story for the rug industry.

From Fair Trade Certified™ products to rugs woven from responsible wool, we put people and the planet first.

Care for People

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. 

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.

Care for the Craft

We make things the right way.
As the maker, manufacturer and retailer, we drive the entire process and ensure this unparalleled level of care comes at no additional cost to the customer.

From the craftsperson to the customer, we put people and planet first. Our rugs lay the foundation for more feel-good stories to come.

Versatile By Design

We offer balanced assortments that provide options for everyone’s personal style.