At just 24, Jamiya Joseph, a textile designer from Alappuzha, Kerala, has carved a niche for herself on the world stage. Her creation, a stunning hand-tufted rug titled Gilded Oasis, has earned her the European Product Design Award (EPDA) under the Eco Design category, a rare and proud moment for Indian craftsmanship in sustainable home design. The design, both elegant and rooted in nature, draws from the emotional rush of the first rain after a long dry spell. This isn't just a rug; it's a story told through texture, color, and innovation.

Designing Dreams: From Alappuzha to Europe

Jamiya’s story is grounded in a passion nurtured from childhood. Her father, Joseph Antony, a retired teacher, played a key role in encouraging her artistic journey, enrolling her in competitions and courses that sharpened her vision. After graduating from NIFT Kannur, Jamiya found herself at the crossroads of creativity and tradition. Unlike many peers who gravitated toward fashion, she chose to explore the lesser-known yet powerful domain of home textile design. Her journey reflects a growing recognition that interiors, like garments, deserve artistic expression.

The Making of ‘Gilded Oasis’: When Rain Meets Rug

Created during her tenure as Senior Designer at Neytt Extraweave, the Gilded Oasis rug is a triumph of innovation and sustainability. Crafted using the hand-tufting technique, the rug is a blend of tencel, wool, and sisal materials selected not just for their aesthetics but also for their environmental friendliness. Tencel, a fibre similar to silk, adds softness and luxury. Sisal, usually rough and rarely used in comfort-based rugs, brings shine and earthy tones. The balance was achieved by increasing the tencel content, making the rug both elegant and pleasant to touch. This unique combination reflects Jamiya’s thoughtful design approach, where visual beauty, eco-consciousness, and user comfort coexist. 

At Neytt Extraweave, Jamiya was encouraged to pitch new concepts every few months. It was during one such session that ‘Gilded Oasis’ was born. With guidance from Nimisha Srinivas, the owner of the company, she refined her concept, gathered high-quality materials mostly sourced from East Africa, and submitted her work to the EPDA. The entire journey was not just about winning an award. It was about a young woman finding belief in her vision and being supported by those around her. 

Celebrating Sustainability in Design

Winning in the Eco Design category was no accident. Jamiya’s design philosophy centers on sustainability, innovation, and aesthetic honesty. In an era of increasing environmental awareness, her choice to use eco-friendly fibres like tencel and sisal stands out. More than just ticking the boxes of green design, she challenges the norm, repurposing a material like sisal, typically avoided in comfort items, and turning it into a feature. 

Her work speaks to a generation of consumers and designers increasingly focused on mindful living, where what we bring into our homes reflects our values. This is not Jamiya’s first international recognition. In 2023, she won the DNA Paris Design Award for her Vallamkali rug, inspired by Kerala’s lush paddy fields and the vibrant rhythm of traditional boat races. Her deep connection to her roots continues to shape her designs, giving them authenticity and cultural richness. 

A Proud Moment for India and Kerala

Jamiya Joseph’s success is not just her own; it’s a win for Indian design, for sustainable innovation, and for every young artist who dares to dream differently. She represents the vibrant creative potential of small-town India and showcases how regional stories can find global resonance when told through design. From the paddy fields of Alappuzha to the polished design floors of Europe, Jamiya Joseph’s journey is a beautiful blend of heritage and hope. 

Her rugs are not just pieces of decor; they are woven expressions of culture, climate, and courage. With her unique vision and relentless spirit, Jamiya is not just designing products; she’s designing a future where art, sustainability, and storytelling walk hand in hand.