As powerful interior design elements rugs form the foundation of a space from the ground up, texturally activating the senses and setting the tone. However, their high-impact potential makes selecting the right one for the particular space even more integral. Launched in 2014, Miss Amara was co-founded by Aaron Weller and Alexandra Weller, who is also a trained architect. Weller’s architectural experience and insight is a key driver of the brand’s creative focus, with all collections designed in-house in Australia. As a designer, she considers the holistic design vision of architects, stylists or developers when crafting a collection. “Architecture taught me that every element in a space has a job to do. A rug isn’t simply something you place on the floor—it’s often the piece that connects architecture with furniture, softens a room and influences how people experience a space,” Weller emphasises.
Weller’s training also gave her insight into the challenges of specification, including tight timelines, budgeting and having to make design decisions without always being able to preview the big picture. As Weller explains, “When we created Miss Amara, we wanted to remove the uncertainty that surrounded buying rugs online. As we grew, we realised designers were facing many of those same challenges when specifying rugs for clients. Miss Amara Trade is our response to that.” Providing reassurance and foresight, Miss Amara’s online testing platform, the Virtual Rug Visualiser, allows photos to be uploaded of a specific space so that the size, colour, pattern and placement of a rug can be tested effortlessly.
The Trade program offers the design community access to Miss Amara’s team of in-house design and styling experts. Each designer engaging with Miss Amara Trade is given a dedicated contact who collaboratively streamlines the decision-making processes from conceptualising to installation. Reducing risk, these creative collaborators source diverse sample options across budgets and ensure availability and monitor the lead times of selected designs. Founded on the belief that everyone should have access to great design, the Trade Studio program offers designers trade pricing to improve the affordability and accessibility of premium designs, alongside early access to new or limited collections.
Miss Amara has built a reputation for placemaking that considers the entire project and rugs as a key ingredient in uplifting the spaces set for life, work and play. “Our collections are always designed with the finished space in mind,” Weller says. “We think about how people move through a room, how materials perform in everyday life, how colour influences atmosphere and how a rug can bring balance to a space without competing with it,” Weller highlights.
Beyond the visual design, practical considerations underline the durability and quality of Miss Amara rugs, with the brand acknowledging that, underfoot, they bear the brunt of everyday life. Their team are versed in material needs across residential, multi-residential, commercial and hospitality settings. Working with the designer’s brief, they offer guidance that considers slip-resistance, pile height and cleaning or care considerations, allowing designers to specify confidently from both an aesthetic and functional perspective.
At the heart of the brand is a deep sense of the holistic nature of good design. With sustainability front of mind, Miss Amara’s collections include recycled fibres and PET, which is derived from plastic bottles. Any unused samples are donated to charities including ReLove, which helps to furnish the homes of families experiencing domestic violence or crisis.
A design authority in rug design and fabrication, the Miss Amara team has expanded across Australia, New Zealand, the United States of America, and Hong Kong, while maintaining an exceptional online-only or pureplay experience. Accolades recognising the experience they provide include being awarded the Australian Retail Innovator title for Best Customer Experience 2025, being listed at thirty-nine on the Australian Financial Review’s AFR Fast 100, and sixty-six for the Financial Times Asia-Pacific High-Growth Companies.
Miss Amara Trade replaces uncertainty with genuine collaboration, signalling the brand’s next chapter in supporting the Australian design community in bringing to life enduring and expressive spaces.
Miss Amara
missamara.com.au
