Miss Amara unveil their most luxurious and premium rugs to date. Introducing the Forma collection – a new series of handcrafted rugs that celebrate the artistry of traditional rug-making through natural fibres, sculptural forms and rich, tactile textures.
Representing a significant evolution for the brand, the Forma collection has been designed for customers seeking investment pieces that bring warmth, character and craftsmanship into the home. Featuring handwoven wool constructions, organic silhouettes and deeply textured finishes, the collection reflects a growing shift towards natural materials and thoughtful, long-lasting design.
“Miss Amara has built its reputation on making rug shopping more inspiring, seamless and accessible,” said Alexandra Tanya Weller, co-founder and creative director. “This collection represents a new chapter for us. We wanted to create pieces that celebrate craftsmanship at its highest level – rugs that showcase the beauty of natural materials, honour the artisans who make them, and bring a greater sense of texture, character and luxury into the home.”
Every rug has been handcrafted by artisans using traditional techniques that cannot be replicated by machine. Working with natural fibres including wool and other sustainably sourced materials, makers spend hours creating the distinctive textures, depth and movement that define each design.
Subtle variations in pile, finish and texture make every piece unique – a reflection of the human hands behind its creation. The result is a collection that feels deeply tactile, highly considered and designed to age beautifully within the home.
“Our customers are increasingly seeking spaces that feel warmer, softer and more connected to nature, which is why natural fibres and handcrafted pieces are becoming more desirable than ever,” Alexandra continued.
The Forma Collection
The collection introduces a range of handcrafted styles, from timeless rectangular designs through to contemporary irregular silhouettes.
Sancha ($549-$2,299)
Handmade in India from 100% wool, Sancha is a refined flatweave design in a soft natural ivory tone. Finished with a full perimeter fringe, it delivers understated texture and timeless versatility.
Gellica and Savita ($1,099-$3,999)
These handcrafted premium New Zealand wool shag rugs feature a plush 80mm pile and sculptural, cloud-like forms that create remarkable softness and visual depth. Made from 80% wool and 20% cotton, each piece is individually shaped by hand, making no two exactly alike. Available in biscuit and warm oat.
Bethany Irregular ($999-$3,299)
A statement-making premium New Zealand wool shag rug in a rich truffle colourway. Its deep pile and organic silhouette bring warmth, movement and a distinctly sculptural quality to bedrooms and intimate living spaces.
Minerva, Oracene and Varessa ($1,199-$4,199)
Among the most luxurious designs in the collection, these handcrafted shag rugs feature a dramatic 150mm pile that creates an incredibly soft and immersive underfoot experience. Available in mocha, warm beige and muted olive green.
Rannis, Janisa and Yosefa ($1,099-$3,999)
Hand-knotted in India from 90% premium New Zealand wool and 10% cotton, these highly textural designs combine thick wool piles with artisanal craftsmanship to create pieces rich in depth, dimension and individuality.
The collection is available exclusively at missamara.com.au. As with all Miss Amara purchases, it’s is backed by the brand’s complimentary styling service and customer-first shopping experience.
About Miss Amara
Founded in 2014 by Alexandra and Aaron Weller, Miss Amara is an Australian-born rug brand redefining how consumers shop for rugs through a digital-first, design-led approach. Now one of the country’s leading online rug retailers, the business has scaled globally with a team of more than 70 across Australia, New Zealand, Hong Kong and the United States.
Driven by customer insight, Miss Amara design and develop their own in-house collections, including their fast-growing washable rugs and cult-favourite Rollie Pollie playmats – categories built in direct response to how customers live and use their spaces.
