Loomah collaborate with Elephant Family

Loomah have taken their expertise in producing the highest quality rugs and carpets and applied them to an amazing collaboration with Elephant Family.  The partnership has produced a unique collection of distinctive, limited edition hand tufted wool rugs that are being sold in support Elephant Family’s work to save Asia’s elephants.

The Irate Elephant

The collaboration is inspired by the vibrant paintings of the Gond tribe of Madhya Pradesh, India.  The designs are based on original paintings by Gond artists Santosh Parte and Suresh Uikey and reflect the Gond fascination with the interconnectedness of nature.

“Originally, the designs were painted in vegetable and mineral colours on the mud walls of the village houses as symbols of good fortune. Today, the artists work in acrylic on canvas, putting a contemporary take on old traditions,” explains Frederick Mark who was privileged to visit the local Gond tribal communities while working in India. It was as part of his ongoing support for international NGO, Elephant Family, that he brought the artwork back to London, inspiring the current collaboration.


The four eye-catching and an unique designs depict a broken tusked elephant striking a grumpy pose; an ethereal Ghost Tree displaying the pinkish hue of the monsoon season while shading an elegant spotted deer; an all-seeing owl presiding over the forest and an elaborate patchwork composition depicting the symbiotic link between cows and mynah birds.

“The collaboration with Elephant Family has created an opportunity to express traditional handcraft in a new medium,” adds Andrew Cotgrove, Managing Director of Loomah. “All the paintings were closely analysed by our design team and the final four were chosen for their striking visual interest and ability to translate clearly in hand tufted rugs.”

Friends of Fields

The rugs, along with a collection of original Gond artwork and a chance to bid on a custom made Loomah rug, will be launched at a special event on the evening of Tuesday 24 April in central London.  The rugs will be available to purchase from Loomah, with a continued donation to Elephant Family from any sales.

Loomah, 592 Kings Road, London, SW6 2DX.

Elephant Family –

The Ghost Tree

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