For Sarah Craig, founder of Herringbone, rugs are more than decorative elements within a room. They are objects that hold history, technique, and cultural depth. Each piece is a symbol of material, maker, and place, carrying with it the quiet presence of the people and environments that shaped its creation.
Sarah’s journey into the world of rugs was inspired by her travels and curiosity about textile traditions. She spent time in India, Morocco, and Turkey working alongside artisans, where she saw the extraordinary skill required to produce each piece. The movement of the loom, the intricate hand-weaving, and the knowledge embedded within long-established textile practices all form part of this craft.
These experiences continue to guide the brand’s philosophy today. Each Herringbone collection is developed through close collaboration with artisans and follows seasonal cycles – rather than trends – resulting in rugs crafted from natural fibres that bring depth and texture to a home.
Alongside this craftsmanship, Herringbone is committed to responsible production. The studio is proud to be a member of GoodWeave International, a global organisation working to eliminate child and forced labour within global production supply chains. Through this partnership, every certified rug contributes to transparent and ethical production while supporting the communities behind the craft.
These values are reflected in Herringbone’s showroom on Bree Street in Cape Town. It’s a beautiful space where rugs unfold across calm, layered rooms and art, furniture, and objects are thoughtfully curated. Visitors are invited to move through a sequence of spaces that reveal the textures, colours, and scale of each design, all echoing Sarah’s belief that interiors should feel layered, personal, and collected.
Over time, Herringbone has naturally evolved into a broader interior destination. Many of the distinctive decor objects and furniture pieces within the showroom have been sourced by interior designer Anette de Jager, whose eye for detail and composition adds to the layered atmosphere of the space.
This is especially visible through the presentation of Herringbone’s Art Deco collection, where Anette and Sanri Pienaar, who are co-founders of Team Sook, styled the rugs within interiors and decorative objets inspired by the glamour and geometry of the era.
During Cape Town Furniture Week this year, the studio marked the launch of its Art Deco rug collection with an immersive experience that unfolded across the Bree Street showroom. Guests were invited into a cinematic room where the Story of Herringbone film, narrated by Sarah, was screened. Sculptural works by Studio de Pasquale, presented in collaboration with Team Sook, were also installed throughout the space. The evening culminated in a digital art installation by Philip van Heerden. Through projection, the building came to life with movement and light as the studio’s Art Deco rug motifs animated the exterior of the showroom.
Sarah continues to shape the Herringbone brand through collaboration, thoughtful design, and her passion for interiors that celebrate the artistry behind the objects within them.
“A rug carries far more than pattern and colour,” she says. “It holds time, knowledge and care. When it enters a home, it becomes part of a new story.”
Herringbone Rugs | 89A Bree Street Cape Town; herringbone.co.za; [email protected]
image credits
- Interiors: Anette de Jager and Sanri Pienaar @teamsook
- Photography: Inge Prins, Agent Emma, Greg Cox Photography, Tshepo Rancho
- Sculptural Art Installation: Valentina Teinitzer De Pasquale @studiodepasquale, @teamsook
