Jodie Fried is in awe of natural materials. Whether it’s the raw earthiness of clay or the organic fibers in a pure wool rug, the London- and Los Angeles–based ceramist and co-founder of B Corp rug company Armadillo draws inspiration from nature’s tones and textures. “The multitudes are impossible to fully replicate, but I try to capture a sense of it in my work,” she tells Business of Home.
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An artist for as long as she can remember, Fried grew up in Adelaide, Australia, and began drawing and sculpting at a young age. In her late teens, she enrolled in Adelaide Central School of Art to study printmaking and sculpture before transferring to the National Institute of Dramatic Art in Sydney and earning a degree in film design.
After graduation, she embarked on a career in costume and production design, working in theater, opera, dance and film for nearly a decade until a trip to Ahmedabad, India, immersed in traditional craft culture. “I was inspired by how artisanal craft is part of their way of life,” she says. “It centers their communities, and at every turn, I was exposed to a diverse range of skills.”
Motivated, she launched Armadillo in 2009—alongside co-founder Sally Pottharst—with a selection of sumptuous, handmade rugs fashioned from sustainable fibers using centuries-old weaving techniques. “At the time, rugs were fussy [and] lacked quality and simplicity, and we wanted to change that,” she explains. “We set out to create rugs that were timeless and versatile, amenable to modern-day living and exceptionally crafted.”
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In her downtime, Fried carved out a small pottery studio inside her home and practiced sculpting. When the pandemic hit, she spent her days honing her ceramic-making skills. “It is very humbling not being very good at something,” she says. “Working with clay requires your complete attention, and it becomes a wonderful way to slow down and find calm.”
Each of Fried’s pieces is hand-thrown on a wheel—a process she describes as simultaneously “challenging and meditative.” Material-wise, she gravitates toward earthy, textured clays in natural tones that change colors when fired in the kiln. “I often mix clays to give them continuity as a collection yet with subtle differences,” she says. “The result becomes a beautiful grouping of hues.”
Neutral glazes play a pivotal role in her ceramic designs, which evoke the crude forms and tactile finishes of archaeological vessels. “The glaze reacts differently depending on the clay, kiln position and temperature, which always brings an element of surprise,” she explains. “I’ve come to embrace the little imperfections that come naturally in the process—often, these quirks are what give the pieces their special character.”
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Fried, whose ceramic works are on display at Armadillo’s Los Angeles and Sydney showrooms, says sculpting stoneware is a lot like designing heirloom-quality rugs. “Both crafts are driven by a love for natural materials and their inherent imperfections,” she says. “With rugs, I seek out fibers with shifts in texture—such as Afghan wool—that will hold the dye organically, much like how I work with earthy, raw clays in ceramics.”
Currently hard at work on a new collection of ceramic vessels, as well as an array of soon-to-be-launched designs for Armadillo, Fried hopes to partner with an American gallery to showcase her works stateside in 2025. “Both rug-making and ceramics are ancient arts that I feel a deep connection to, and I strive to honor those traditions while creating pieces that feel meaningful. Ultimately, I want my work to give back—through its design, its usefulness, or its ability to be shared with and enjoyed by others.”
For more information on Jodie Fried, check out her Instagram or Armadillo’s website.