Jute: The Natural Fibre We Are Loving

Jute is one of the most affordable natural fibres commonly used to make items such as rugs, rope, twine, textiles, and various eco-friendly products. It's known for its versatility, durability, and biodegradability, making it an environmentally friendly choice for many applications.

“As people are becoming increasingly conscious about the environmental impact of their choices, we expect to see a rise in the use of natural materials like wood, stone and jute in interiors. These materials not only add warmth and texture to a space, but they’re also sustainable.”
Alexandra Tanya Weller, Miss Amara Founder & Creative Director 


A jute rug complements various decor styles, but it particularly harmonises well with the following interiors: 

COASTAL OR BEACHY: Jute's natural, earthy texture evokes a sense of coastal charm. Pairing a jute rug with coastal-inspired decor elements like neutral tones, weathered woods, seagrass baskets, and ocean-inspired accents creates a relaxed, beachy ambience.

BOHO: Jute's organic feel aligns perfectly with the eclectic and laid-back aesthetic of bohemian decor. Layering a jute rug with colourful textiles, patterned throws, floor cushions, and vintage furniture pieces adds warmth and character to boho-inspired spaces.

SCANDI: Jute's simplicity and warmth complement the minimalist and cozy vibe of Scandinavian design. Pairing a jute rug with clean lines, light woods, neutral tones, and cosy textures enhances the inviting and hygge atmosphere characteristic of Scandinavian interiors.

RUSTIC OR FARMHOUSE: Jute's rugged texture and natural appeal make it an ideal choice for rustic or farmhouse-style decor. Incorporating a jute rug into spaces adorned with reclaimed wood, cosy textiles, vintage accents, and botanical elements creates a warm and inviting rustic ambience.

TRANSITIONAL: Jute rugs also work well in transitional decor, which blends traditional and contemporary elements. Pairing a jute rug with sleek furniture, metallic accents, soft textiles, and a mix of classic and modern decor pieces creates a balanced and sophisticated look.

Overall, jute rugs are versatile and can enhance the aesthetic of various decor styles, adding texture, warmth, and a touch of natural elegance to any space.


Jute makes a great fibre for rugs due to several key qualities:

DURABILITY: Jute fibres are naturally strong and resilient, making them ideal for withstanding heavy foot traffic and regular wear and tear. This durability ensures that jute rugs have a long lifespan and can maintain their appearance over time.

SOFTNESS: Despite its durability, jute fibres are also naturally soft to the touch. This makes jute rugs comfortable to walk on and creates a cosy, inviting atmosphere in any room.

INSULATION: Jute has excellent insulating properties, providing warmth underfoot during colder months while also helping to regulate indoor temperatures year-round. This insulation can contribute to energy efficiency and overall comfort in a living space.

ABSORBENCY: Jute fibres can absorb moisture from the air, helping to regulate humidity levels in a room. This can be particularly beneficial in areas with high humidity or moisture, as jute rugs can help prevent mould and mildew growth.

ENVIRONMENTALLY FRIENDLY: Jute is a renewable and biodegradable fibre, making it an eco-friendly choice for rugs. Its cultivation requires minimal pesticides or fertilisers, and at the end of its lifecycle, jute decomposes naturally without harming the environment.


"Working with our manufacturers we sourced the softest possible jute fibres and experimented with cotton and wool blends to create gorgeous styles that keep the beautiful aesthetic of a jute rug but with a dreamy underfoot feel." 
Alexandra Tanya Weller, Miss Amara Founder & Creative Director

We have listed many reasons to love jute rugs, but there's one more important thing we would like to cover! Due to it's natural qualities, jute is quite often thought as being a scratchy and rough fibre, which is not something you ever want your rug to feel like. Customer feedback was a really important element of our design process, and working with our rug makers directly gave us the freedom to address some of their long-held frustrations with the current rug styles on the market. For example, so many of our customers adore the look of natural jute rugs but don’t like the scratchy feel. So working with our manufacturers we sourced the softest possible jute fibres and experimented with cotton and wool blends to create gorgeous styles that keep the beautiful aesthetic of a jute rug but with a dreamy underfoot feel.