Kerala woman blends rug with rain, wins big at European product design award

A hand-tufted rug with a blend of tencel, wool and sisal, designed by Jamiya Joseph, a 24-year-old from Alappuzha, features among the winners of the coveted European Product Design Award (EPDA). The work titled 'Gilded Oasis' won the award under the Eco design category.

Jamiya submitted the rug for the award last year while working as a Senior Designer at Neytt Extraweave. “The design was meant to evoke the feeling of the first rain after a long dry spell,” she says.

“I’ve loved drawing since I was a child. I always enjoyed creating new things and couldn’t imagine doing anything else. My father supported me fully, he encouraged me to pursue art in school and enrolled me in various art competitions and courses,” says Jamiya.

Gilded Oasis is crafted entirely from eco-friendly materials. Tencel, a sustainable fibre similar to silk, and sisal form the core elements. Sisal, typically rough in texture, is not usually used in tufted rugs meant for comfort. “Sisal isn’t soft, it doesn’t feel good on the legs, but it has the shine and colour I wanted. So we increased the proportion of tencel to balance it out.”

The rug is made using the hand-tufting technique, where yarn is punched through a pre-drawn design on a fabric base using a handheld tufting gun.

“At Neytt, designers usually present new concepts every 2-3 months. I shared this design during one such session last year. I created the sketch, chose the materials, and received strong support from our owner, Nimisha Srinivas, who encouraged me and helped me apply for the EPDA,” she says.

The materials for the carpet are mostly sourced from East Africa to ensure higher quality. “I wanted to be innovative, whether through process or materials. My goal is to keep creating something new,” says Jamiya. She is currently based in Dubai, working as a textile designer at Zuma Design Consultants.

This isn’t Jamiya’s first recognition on the global stage. In 2023, she won the DNA Paris Design Award for her ‘Vallamkali’ rug, which depicted Kerala’s lush paddy fields and the rhythm and energy of boat races.

“This is a risky career, it doesn’t always guarantee stability or success, but the joy and fulfilment of seeing the final product make it worthwhile,” says Jamiya. “When people hear 'designing', they often think only of fashion. But home textile design offers a unique and innovative space. These days, many clients are willing to invest in aesthetic and original designs for their homes.”

Jamiya is an alumna of NIFT Kannur. Her father, Joseph Antony, is a retired teacher, and her mother, Salimma Joseph, is a homemaker. Her brother, Joyel Joseph, works in the merchant navy.

The EPDA, organised by the Farmani Group, recognises the best product design and innovation from entries worldwide annually.