Nature as a
common ground

The common ground of every vision and every rug is Nature. Nature provides us with the finest raw materials, such as wool, natural silk, Belgian linen, mohair, and cotton. With its sophisticated colours, muted shades and soft textures, Nature is also the main source of inspiration for every design. Inspiration through imagination.

The unique qualities of the materials combined with the imagination of natural elements give each rug its strong, pure and beautiful heart.

Made to last and be loved for generations

While our production is based in Europe, we source our materials across the world, carefully selecting the best quality and the most eco-friendly suppliers.

Our experience results in rugs of exceptional quality, with thoughtful patterns, exciting colour variations and refined natural textures all designed to evolve and withstand the pressures of time, and made to last and be loved for generations. Timeless designs, made in a traditional way for contemporary living.

With respect for our earth

JOV’s rugs go beyond beautiful. We believe in products that are unique and durable. Timeless elegance and long-lasting comfort are at the heart of everything we do. Since sustainability is also a part of JOV’s philosophy, it is naturally incorporated into all processes: from carefully choosing our suppliers, manufacturers and materials, to informing customers about how to care for products to prolong their lifespan.

The selection of a wide range of sustainable and innovative materials results from a continual research activity, capable of achieving high performance while preserving the quality and durability of the products.

Learn more about our yarn qualities


The mercerising process adds strength as well as shine to the cotton. It is a soft yarn and is known to be strong and durable. It is also a less sensitive quality for people with allergies.

belgian linen

A unique shine is created in Fame by the yarn being wet spun into a stiff strong thread, which gives it a beautiful texture. Fame is made out of strong
linen, from Belgian origin. This 100% linen quality ages beautifully, with a very unique and inevitable patine.

new-zealand wool

Refined and thin wool from the New Zealand sheep. The wool is mat and resilient, the little yarns are able to bounce back up. Wool fibers are coated with a natural thin layer of waxy grease (also called Lanolin), which prevents water, dirt and stains from immediately soaking in.


Mohair is a noble material, spun from the wool of young goats. It’s an etremely soft yarn, with a beautiful and subtle natural shine. The yarn is very fine
and stiff, but also strong and resilient.

Tencel lyocell

This yarn is TENCELTM certified and is a natural yarn made from cellulose, extracted from the eucalyptus wood pulp. Lyocell is an anti-bacterial material. The short fiber is very fine, it has a nice softness to it and it has a beautiful natural high gloss.


A rich blend of very fine wool and natural silk in one single high quality yarn. The silk brings a beautiful shine to this quality and
makes it very soft.

Merino wool

Merino wool is very soft and resilient, made of the refined wool of a Merino sheep. Wool fibers are coated with a natural thin layer of waxy grease (also called Lanolin), which prevents water, dirt and stains from immediately soaking in.