October marked a defining moment for the Loomah team as we officially unveiled our new sister brand - Avalon by Loomah - at Decorex 2025. Proudly designed and made in Britain, Avalon represents a new chapter in our story: a celebration of craftsmanship, colour, and creativity, born from over 30 years of experience in bespoke rug design.
A New Chapter in British Design
Avalon by Loomah was created to bring the beauty of bespoke to a wider audience - combining the artistry and quality we’re known for with a simplified, time conscious approach. Every rug is hand tufted in Britain using the finest worsted wool, a sustainable natural fibre chosen for its strength, softness, and longevity, delivered in just six weeks.
Debuting the Ethereal Collection
The Ethereal Collection made its debut at Decorex and was met with an overwhelmingly positive response from designers, architects, and interiors professionals alike.
Inspired by the rich tapestry of British myth and legend, the Ethereal Collection features eight original hand tufted designs - each one weaving storytelling into contemporary craft. With 21 stocked colours, the collection offers endless design possibilities without the long lead times traditionally associated with bespoke pieces.
Visitors were particularly drawn to The Avalon Box, our hands-on design tool featuring sample qualities and colour poms, allowing clients to create and customise their own rug combinations with ease.
Looking Ahead
We are deeply grateful for the enthusiasm and support received during our launch at Decorex. This is only the beginning for Avalon by Loomah, and we look forward to sharing more developments and behind-the-scenes insights in the coming months.
Follow our journey on Instagram @avalonbyloomah and explore our debut collection at avalonbyloomah.com.
