About Us

Loops by LJ, rooted in India, specializes in crafting contemporary, handmade rugs and textile art that transforms your living spaces. Our ethos revolves around handcrafted, locally sourced, and responsibly produced products. The goal is to create unconventional statement pieces that redefine home decor and serve as pieces of art. Rather than focusing on mass production, Loops by LJ aims to provide tailored service to customers who understand and appreciate high-end products. We believe that the brand has a refreshing, creative, yet unconventional approach to home furnishings and decor. At Loops by LJ, we envision rugs and home decor as more than mere items- they could become tactile paintings that allows us to push past 2D limitations, adding warmth, comfort, and joy to any space. Our versatile designs cater to a wide range of projects, from expansive hospitality and commercial ventures to intimate residential spaces.

With love for every detail

ABOUT THE FOUNDER

Loops by LJ is the creative brainchild of Latika Jagwani, a young designer from Lucknow, a culturally rich city in Uttar Pradesh,
India. Her design journey begun through fashion design at Pearl Academy, Mumbai, and culminated at Torrens University, Australia. The onset of the COVID-19 pandemic and subsequent lockdowns during her final college years led her to pivot from pursuing a master's degree to starting Loops by LJ in January 2022. This venture began as a small Instagram page, which has since evolved into a growing brand with a dedicated audience and a unique market position.

Latika's journey with Loops by LJ was fuelled by a desire to infuse creativity and a sense of 'madness' into area rugs, making
them affordable yet eye-catching decor pieces.

Production Techniques

These methods are the cornerstone of our brand, allowing us to create a diverse range of textures and designs. Every rug in our collection is a testament to these traditional techniques, reimagined through modern design to bring beauty and craftsmanship into your home.

Hand Tufting

Hand-tufting stands out as one of the most flexible rug-making techniques, offering limitless possibilities in terms of shape, size, design, and texture. This method begins with a prepared inked canvas and carefully dyed yarns, setting the stage for the creation of the rug. The canvas with pattern outlines acts merely as a basic guide. The true artistry lies in the artisan's ability to interpret these guidelines, skillfully manipulating pile height, direction, and whether the yarn is cut or looped. These artisans possess an extraordinary level of expertise, allowing them to navigate and bring to life even the most challenging and intricate patterns.

Shop Hand Tufted Rugs
Dunes Rug displaying its unique embossing, capturing the essence of wind-swept sand dunes with a soft, inviting texture.

Cut Pile

Rugs are most commonly cut-pile, where the tufts of yarn loops are cut, creating dense, soft rugs that feel great under bare feet.

Yin and Yang Rug showcasing its abstract design inspired by Japanese philosophy, adding character and balance to home decor.

Loop Pile

When the tufts of yarn are left uncut, the rug is known as a loop-pile. Loop-pile rugs are generally more durable than cut-pile rugs, and are ideal for high-traffic areas.

Angle view of the Timber Waves Rug laid out, showcasing its ability to transform any space with its serene vibe and natural elegance.

3D Relief

A dramatic 3D effect can be created while playing with the pile heights of the rug. Pile height refers to the length of the yarn on a rug's surface. Low pile rugs are shorter in length than high pile rugs. Low pile rugs, because of their shorter length, are often very durable and offer reasonably even wear over time. High pile rugs are softer and more fluffy, and can easily help your rug to be the show stopper of the space. By skillfully combining cuts and loops with varying pile heights, it's possible to craft a rug with a distinctive texture that not only caters to your functional requirements but also aligns with your aesthetic preferences information

Detail shot of the Oasis Rug, highlighting the texture that mimics an oasis of hope, bringing a piece of the outdoors inside.

Hand Knotting

Hand-knotted rugs are exquisite works of art, crafted with unparalleled skill and patience. Each rug is intricately woven by artisan hands, knot by knot, using traditional techniques passed down through generations. Made with the finest natural materials like wool and silk, these rugs are renowned for their durability, intricate designs, and luxurious texture.The most telling sign of a hand-knotted rug is its back. The knots will be slightly uneven and not perfectly uniform. You'll see the same design as on the front, but in a more muted tone.

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Nomadic Odyssey Rug displaying its detailed tribal pattern and vivid colors, embodying a blend of cultural heritage and art.