In the third instalment of our new series Natalie Walton, creator of the recently relaunched Daily Imprint, revisits Jodie Fried, pictured above, to find out where her creative journey has taken her since the original interview.

It's been almost eight years since Daily Imprint was launched. During that time I have published more than 1000 posts on people in the creative arts - from artists to designers, photographers to writers and architects to florists. After relaunching the site recently, I thought it would be interesting to revisit some of the interviews from the early days and learn how these people have progressed on their creative journey.

Meet Jodie Fried, designer and co-founder of Armadillo&Co. She was originally featured on 24 October, 2007.



You were one of the first interviews on Daily Imprint and at the time we were talking about your business Bholu. How did you move from that to launching Armadillo&Co?
Armadillo&Co was started when Sally Pottharst - now my business partner with Armadillo&Co - approached me to create Bholu rugs. Sally had a background in rug manufacturing and I had the Bholu designs - it was a very fulfilling partnership creating Bholu rugs before we were inspired to create Armadillo&Co. We decided to make what we couldn't find on the market for our own homes, which was simple, earthy, good quality classic rugs. Et voila! Armadillo&Co was born. I had a great seven years with Bholu but it was so exciting working in a creative partnership, and in addition applying all the ethics and morals in which I had strived so hard to achieve with Bholu. I closed Bholu in 2007 to concentrate solely on Armadillo&Co.



What were your goals for Armadillo&Co when it launched, and how have they changed over the years?
Our intention was to create a beautiful and durable classic rug for the home, which was sensitive to being simple in design, high quality of weaving, fires and finishing and to be able to withstand the traffic of a busy family. We both have homes full of kids and we simply couldn't find a product like this on the market. Most of all, it needed to be affordable. Our goal was to create a product which was also made with the highest ethical standards of fair trade, using sustainable and natural fibres and giving back to the communities we work in. We have stayed true to this mission and I am extremely proud to say we have achieved all this and more.



How far removed are you now from the process of creation given that the business has grown so much? Is creativity still a big part of your daily life or are you more interested in other aspects running Armadillo&Co?
I am still very much involved at the grass roots level of the product development and creative direction/branding of the company. I wouldn't have this any other way. Sally and I together create the products with our weavers from the yarn and the loom up. We are inspired by what magic we see created on the looms in India, and it is imperative that we stay true to this in order to keep the products' integrity and uniqueness to what else is out there on the market. This process takes time and development, some products taking up to two years for us to really be happy and confident with. We have really great people now heading up all aspects of our company, which is such an inspiration to work with such talented people who whole-heartedly believe in our vision and make things happen.



What influences your design and business decisions these days? Where do you go to for ideas and inspiration?
Being based in LA, I find myself in awe of other businesses here in the US or in Europe which have a very strong branding presence, customer service and a really great product. We travel a lot and it's always a great source of inspiration to see anything from a painting, to fabric, architecture, or an incredible landscape which can seed an idea for a new collection. Having a young family in the last few years has certainly influenced my designing, which has come out of necessity: where are great, simple, durable, good quality rugs for kids?



There are many homewares businesses but Armadillo&Co has really made a mark, and continued to grow and stay relevant, how have you managed this?
We have grown extremely quickly over the last six years, but Sally and I always made sure that we never got ahead of ourselves. Although at times we felt like we were running, we made sure we had sure footing and stepped carefully. We always make sure that our products are of high quality, fulfilling a need in the market, and we listen to what consumers want and respond accordingly. Of course, we took a few risks along the way, which is always exciting, but the main aim of our business was to be a "go-to" company that consumers can trust for a good quality and beautiful rug.

Branding and our story has been a big part of our growth. We wanted to make sure we communicated with our consumers everything that was behind our rugs, how they were made and how the local communities are impacted because of a rug purchase. Many of our consumers are as passionate about this as we are. I am also a firm believer that if we create a great company culture then others will want to be a part of it too. So I guess we work from the inside out and trust that the rest will follow.

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