InteriorDaily spoke with Richa Walia, founder and creative director of Northwest 35, a London-based artisanal rug studio, about the young brand's vision, ethos, and trajectory in the luxury interiors sector.
© Northwest 35
Richa Walia, founder and creative director of Northwest 35.
Origins of the studio
Founded in 2023, Northwest 35 emerged from Richa's search for rugs that combined modern and traditional elements while designing her own home. 'I set about designing my own, and found in Nepal the very talented artisans who could bring them to life,' she explained. With a background in architecture and global real estate, she saw the move as 'a natural next step' in uniting her professional skills with her lifelong passion for art and design.
Her work draws from experiences across India, the US, and the UK, creating rugs that carry layered cultural references. 'Our designs blend heritage with life experiences, presenting a wonderful opportunity to enrich spaces with pieces personal to clients,' Richa noted.
© Northwest 35
Chintz Fusion in Cerise.
Design language and artisan collaborations
The studio's rugs are hand-knotted in Nepal and India, blending contemporary design with techniques refined across generations. 'It's our signature style people recognise immediately, a seamless blend of modern and traditional elements that makes our rugs unique,' said Richa.
Northwest 35 partners with artisans under fair-trade conditions, working with non-profit Label STEP to ensure ethical practices, safe working environments, and transparent auditing. 'Every stage of creating our rugs is designed to protect both people and the planet,' she said.
Artisans, who Richa works with through the fairtrade manufacturer, are involved as creative partners interpreting complex motifs, relief textures, and pile variations. According to Richa, these challenges 'turn each rug into both a creative project and a piece they take pride in making.'
© Northwest 35
Perspectives in Petrol.
Sustainability underpins the studio's operations. Rugs are only produced to order, reducing waste and supporting customisation. 'Operationally, we don't hold stock. Because every rug can be customised in colour, size, shape, or material, we only produce what will be used,' Richa explained.
Material and dye choices reflect the same ethos. The use of Azo-free dyes ensures colour vibrancy while reducing harm to artisans and the environment. Where timelines rule out hand-knotted options, Northwest 35 proposes loom-knotted, hand-tufted, or responsibly sourced heritage rugs.
Storytelling as a point of difference
In a competitive market, Richa emphasises narrative as Northwest 35's defining trait. 'Storytelling has also gained prominence: people want pieces that reflect their journeys or cultural connections and spark conversation within their spaces,' she observed.
Collections such as East & West Coalesce and Jali Amara, which is part of the Glorious Gardens Collection, demonstrate this approach. The former merges temple motifs from the demonstrate this approach. The former merges temple motifs from the Kanjeevaram saree with Scottish tartan, while the latter reinterprets Mughal latticework for contemporary interiors.
© Northwest 35
Heirlooms in Black Sapphire.
Position in the evolving market
Since its launch, the brand has seen shifts in customer expectations, particularly around sustainability and authenticity. 'Sustainability has become a baseline expectation,' Richa noted, while adding that personalisation and provenance are now regarded as key markers of luxury.
Trade policies also shape sourcing strategies. 'Tariffs are obviously a key factor and something every company exporting handmade products has to manage,' she explained. Northwest 35 diversifies production between Nepal and India to navigate these pressures, while remaining competitive for US and European clients.
Looking ahead
Northwest 35 plans measured international growth, with interest in the US and Middle East. The studio is also exploring new categories, including runners, wall pieces, and select accessories. 'As we grow, the goal is simple: every step forward should strengthen the values Northwest 35 was built on,' Richa concluded.
More information:
Northwest 35
[email protected]
www.northwest35.co.uk
London
