Julie Dasher Rugs

What Julie Dasher Rugs does

Julie Dasher Rugs is a Scottsdale, Arizona-based custom designer-rug company founded in 2008 by designer Julie Dasher and her husband, President Thomas Dasher. The firm designs handmade rugs custom-sized and custom-colored to the specifications of interior designers, drawing on a library of more than 400 design templates and offering construction types that include hand-knotted (60, 80, 100, or 150 knots per square inch), flat weaves and dhurries, hand-loomed, looped, shag, and patchwork. Rugs are produced in Nepal, India, Turkey, and Afghanistan using premium fibers such as Tibetan wool, New Zealand wool, Chinese silk, recycled silk, hemp, aloe, nettle, cactus, nylon, cashmere, and mohair, with eco-friendly Swiss Ceiba dyes; the company cites a typical 9x12 hand-knotted rug as representing roughly 1,500 hours of labor and over 1 million knots. Finished pieces are delivered in approximately three months — about half the industry-standard lead time — supported by an overtime weaving option.

The company operates a trade-only B2B go-to-market, selling exclusively to interior designers at wholesale pricing. Its direct-sourcing model hires women weavers in Nepal, India, Turkey, and Afghanistan, eliminating broker layers; women comprise 100% of its Afghan weaver workforce and 60% (and growing) of its Nepal workforce, with reported wage gains of 10-25% tied to its procurement. GoodWeave International certification and a partnership with Label STEP provide third-party ethical-sourcing validation, and a Fiber Seal R&D relationship supports fiber-quality testing. The firm is 100% women-owned and founder-led.

Revenue mechanics rest on one-time custom-rug purchases priced on the basis of construction, knot count, size, and fiber, with a 60% deposit at order placement and 40% on shipping. Ancillary revenue comes from strike-off samples (1'x1' or 2'x2') and rug pads. Marketing runs through the company website (juliedasherrugs.com), Instagram, a quarterly email newsletter, and video content, while distribution is direct to designers globally. The portfolio extends beyond the eponymous line into named collections (Lily Dasher, Elizabeth Scott, Marlaina Teich, Elements by Studio Brunstrum, Sylvie & Mira, and Hide Rugs), a Private Label Program for designers, and stock galleries of 100-knot wool/silk rugs and cowhide patchwork.

Name

Julie Dasher Rugs

Legal name

Julie Dasher Rugs

Website

https://juliedasherrugs.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Julie Dasher Rugs is a Scottsdale-based, 100% women-owned custom designer-rug company that designs and hand-knots handmade rugs in Nepal, India, Turkey, and Afghanistan, selling exclusively at wholesale to interior designers across more than 26 countries.

Ownership category

akta.pro rank

Product category

Custom Designer Rugs

NAICS

Carpet and Rug Mills (314110), Carpet and Rug Mills (31411)

SIC

Carpets & Rugs (2273)

akta.pro primary industry

Area Rug Manufacturing (IMAOAJAC)

akta.pro secondary industry

Woven Floor Coverings Manufacturing (Axminster/Wilton/Flatweave) (IMAOAJAF)

Keywords

• Custom handmade rugs
• Hand-knotted rugs
• Designer area rugs
• Tibetan wool rugs
• Trade-only rug supplier

Headquarters

HQ city

Scottsdale

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Custom Hand-Knotted Rugs: One-time sale of custom-made hand-knotted rugs. Pricing based on type of construction, knot count, size, and fiber content. 60% payment required at order placement, 40% at shipping. Wholesale pricing available exclusively to interior designers.
2. Rug Pads and Accessories: Sale of high-quality rug pads available for an additional charge.
3. Strike-off Samples: Nominal fee charged for 1' X 1' or 2' X 2' strike-off samples to verify design and color before full production. Samples take 4-6 weeks to deliver.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Julie Dasher Rugs designs and produces custom handmade artisan rugs, primarily hand-knotted in Nepal, India, Turkey, and Afghanistan, using Tibetan wool, Chinese silk, New Zealand wool, and other specialty fibers. Rugs are custom-sized and custom-colored for interior designers, with over 400 base designs, variable knot densities (60-150 knots per square inch), and multiple construction types including flat weaves, dhurries, hand-loomed, looped, shags, and patchwork. The company sells exclusively to the interior design trade at wholesale pricing, with retail customers referred to working with a designer.

Product overview

Julie Dasher Rugs is a custom designer rug company that creates handmade artisan rugs custom-sized and custom-colored for interior designers. The core offering consists of custom-made rugs available in multiple construction types: hand-knotted rugs (60, 80, 100, or 150 knots per square inch) with 3-month lead times, flat weave/dhurrie rugs (8-10 weeks), and hand-loomed rugs (6-8 weeks). The company also maintains two stock galleries with 100 knot wool and silk rugs and cowhide patchwork rugs made in Nepal. Rugs are hand-knotted in Nepal, India, Turkey, and Afghanistan using Tibetan wool, Chinese silk, New Zealand wool, and other fibers (hemp, cactus, nettle, silk, recycled silk, aloe, nylon, cashmere, mohair). Additional services include strike-off samples (1' X 1' or 2' X 2'), color matching via pom samples, and a private label program for designers. The portfolio includes named collections such as Lily Dasher, Elizabeth Scott Collection, Marlaina Teich Collection, Elements by Studio Brunstrum, Sylvie & Mira, and Hide Rugs.

Differentiator

Problem solved

Functional benefit

Brands

• Lily Dasher Collection: A branded rug collection featuring specific design aesthetic.
• Elizabeth Scott Collection
• Marlaina Teich Collection
• Elements by Studio Brunstrum
• Sylvie & Mira

Products and services

• Hand-Knotted Custom Rugs Custom hand-knotted rugs made in Nepal, India, Turkey, and Afghanistan at variable densities (60, 80, 100, or 150 knots per square inch), custom-sized and custom-colored for interior designers. Higher knot counts offer greater durability.
• Flat Weave and Dhurrie Rugs Flat weave and dhurrie rugs custom-sized and custom-colored for interior designers, offering textural dimension using fibers such as hemp, cactus, and nettle, delivered in 8-10 weeks.
• Hand-Loomed Rugs Hand-loomed rugs custom-sized and custom-colored for interior designers, delivered in 6-8 weeks, including options for looped rugs, shags, high and low pile rugs, and patchwork rugs.
• Stock Rug Galleries Two stock rug galleries featuring 100-knot wool and silk rugs and cowhide patchwork rugs made in Nepal, available for designers seeking ready-made options.
• Lily Dasher Collection A branded designer rug collection in the rug gallery, available custom-sized and custom-colored to interior designer specifications.
• Elizabeth Scott Collection A branded designer rug collection in the rug gallery, available custom-sized and custom-colored to interior designer specifications.
• Marlaina Teich Collection A branded designer rug collection in the rug gallery, available custom-sized and custom-colored to interior designer specifications.
• Elements by Studio Brunstrum A collaborative branded rug collection with Studio Brunstrum, available in the rug gallery for interior designers.
• Sylvie & Mira Collection A branded designer rug collection in the rug gallery, available custom-sized and custom-colored to interior designer specifications.
• Hide Rugs Cowhide patchwork rugs made in Nepal, offered as part of the stock rug gallery for interior designers.
• Hand-Tufted Rug Collection Hand-tufted rugs made with 100% New Zealand wool, offered as a collection to interior designers.
• Strike-Off Samples 1' X 1' or 2' X 2' sample rugs available for a nominal fee, delivered in 4-6 weeks, allowing interior designers to approve design, color, and quality before placing a full custom order.
• Private Label Program A private label program for interior designers that allows them to brand Julie Dasher Rugs products under their own design firm label.

Quantifiable outcome

• Rugs delivered in 3 months (half industry standard)
• +4 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• GoodWeave InternationalcoreStrategic or Co-development PartnerJulie Dasher Rugs donates a percentage of profits to GoodWeave International, a nonprofit dedicated to ending illegal child labor in the rug industry. All weavers in Nepal, India, and Afghanistan receive child care and education services through GoodWeave. The company produces a video 'Stand with Sanju' in partnership with GoodWeave showcasing the importance of child-labor-free rug purchasing.
• Label STEPcoreStrategic or Co-development PartnerLabel STEP provides child care and education services to weavers alongside GoodWeave certification, supporting the ethical supply chain model.
• Rhodec School (London)minorOthersFounder Julie Dasher received formal design training from the Rhodec School in London as part of her design education.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Loloi Rugs: Designer-driven rug company producing custom and stock rugs across multiple constructions, selling heavily through interior designers and home furnishings channels. Closely comparable in trade-focused GTM, designer collections, and construction variety (hand-knotted, flat weave, hand-loomed).
• The Rug Company: Premium hand-knotted rug maker with designer collaborations and trade showrooms globally. Closely comparable on hand-knotted construction, premium positioning, designer co-signs, and custom sizing/coloring.
• Stark (Stark Carpets): Long-established high-end rug and carpet manufacturer and to-the-trade distributor with showrooms across major US design markets. Comparable on premium positioning, trade channel, and custom rug manufacturing.
• Surya: Rug and home accessories company with a large catalog across hand-knotted, hand-tufted, and machine-made constructions, sold primarily through designer and retailer channels. Comparable on breadth of construction types and designer-channel GTM.
• Jaipur Rugs: India-based artisan rug manufacturer emphasizing direct-from-weaver sourcing and handmade constructions. Comparable on ethical/artisan supply chain, hand-knotted manufacturing, and natural fiber use.
• Annie Selke: Design-led home textiles and rug brand with designer collections and broad designer-retail distribution. Comparable on design-forward aesthetic, named collections, and trade/retail hybrid channel.
• Marc Phillips: Boutique high-end rug showroom and designer trade source offering hand-knotted and custom rugs with ethical sourcing emphasis. Comparable on premium trade channel, custom capability, and artisan manufacturing.

Broad incumbents

• Nourison: Large-scale rug and broadloom carpet manufacturer covering hand-knotted, hand-tufted, and machine-made constructions across mass and premium tiers. Comparable on construction diversity and rug manufacturing, broader in category and price tier.
• RH (Restoration Hardware): Large home furnishings retailer with a substantial rug assortment spanning machine-made and handmade constructions. Comparable on premium home furnishings category and rug distribution, broader portfolio scope.

Others

• West Elm (Williams-Sonoma): Home furnishings retailer with a notable rug assortment including designer collaborations. Comparable on designer-channel rug distribution, broader product portfolio with rugs as a sub-category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Pinterestpinterest.com/pin/424675439840276514
• Xx.com/rugdesigner

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Julie Dasher Rugs