Behind the scenes with Kitty Joseph and Floor Story..

You've seen our award-winning luxury rug collection but have you visited behind the scenes? Floor Story is East London's friendliest rug dealer and their key values go way beyond aesthetics..

Community, Expression, Integrity and Craftsmanship; the four pillars of the Floor Story brand. 

Boasting GoodWeave certified status, all Floor Story designed and manufactured rugs bear the GoodWeave label. GoodWeave are the leading international institution working to stop child labor in global supply chains through a market-based system and holistic approach.

Craftsmen in India working on our Chroma Primary rug in collaboration with Floor Story.

"We take our making incredibly seriously, working with only the most ethical weaving centres to create rugs of exquisite quality. Using only the finest wools, silks and viscose, they tuft, hand-knot and hand-weave rugs with a meticulous attention-to-detail only possible because of their experience and understanding of rug craft." - Simon Goff, Founder of Floor Story

The process of hand tufting our Sky Optick rug.

Did you know you can order your own Kitty Joseph x Floor Story rug in your own choice of colourway? And in a custom size too?

Just reach out to the wonderful team at Floorstory to find out how to make your home or project sing with customised hues.