About the brand
Loops by LJ is a contemporary rug and textile art brand with roots in India and specializes in creating unique, expressive pieces for the home. With its unconventional rugs, the company combines traditional craftsmanship with modern design, redefining interior design and making each piece a work of art. The fusion of design and functionality evokes emotions and adds character to every room. What started as a small Instagram page has since developed into a growing brand with a dedicated audience and a unique market position.
About the founder
Loops by LJ is the creative brainchild of Latika Jagwani, a young designer from Lucknow who started her design career with fashion designing at Pearl Academy in Mumbai. The outbreak of COVID-19 and the subsequent lockdowns during her final years of college prompted her to deviate from a master’s degree and start Loops by LJ. She was driven by a desire to bring creativity and a touch of ‘madness’ to carpets. A story of passion meets opportunity, Jagwani founded Loops by LJ to create tactile masterpieces. The brand reflects her unique aesthetic of avant-garde home decor and fills a gap in the market with exclusive, bespoke creations.
Design philosophy
Blending traditional techniques with contemporary aesthetics, Loops by LJ embodies a design philosophy that focuses on creating statement pieces that are not only functional but also serve as works of art for spaces. A highly collaborative design process makes each rug a unique creation that reflects both the heritage and modernity of Indian design. Skilled artisans from Uttar Pradesh bring their expertise and creativity to each piece, making each rug a testament to the intricate craftsmanship of local artisans. Its unique selling point remains its diverse textures and innovative designs that stand out in any space.
