I built my career on a simple but powerful idea: offering timeless, sustainable flooring that feels at home anywhere. It all started in England, working as a carpet layer, where I found myself drawn to a unique woven coconut fiber carpet. It was challenging to install and entirely different from the traditional Axminster or Wilton carpets that dominated the market, but something about it captured my imagination.
In 1988, I took a leap and moved to Australia. With no shortage of determination and some hard-earned experience, I found work with a company specializing in natural fiber carpets. Six years later, a respectful parting of ways with my employer led me to found International Floor Coverings in 1994. It was a risky move. I mortgaged my house to finance the first shipment of stock, ordered goods I wouldn’t see for months, and leased a warehouse that stood empty for a time. To stay afloat, I continued laying carpets until the business found its footing.
The real turning point came with an advertisement in House and Garden magazine. Featuring my face framed by my then-signature red Elton John-style glasses, the ad marked the beginning of a flood of inquiries that established our place in the market within just six months. From there, the business grew steadily, supported by a growing public interest in natural and sustainable products.
The appeal of natural fibers like sisal, coconut, jute, hemp, and abaca goes beyond aesthetics. These materials are genuinely sustainable, requiring little water and no pesticides. They offer significant health benefits too, being naturally anti-microbial and resistant to dust mites, making them an ideal choice for people with allergies. Unlike synthetic alternatives, they add layers of warmth and texture without compromising indoor air quality.
Over time, technological advances have refined the production process, resulting in more stable and beautifully crafted carpets. Yet the essential charm of these materials remains the same. Their neutral tones and natural textures fit effortlessly into any setting, from traditional country cottages to sleek, modern homes, even onto the decks of boats where they manage humidity with grace.
Looking back over three decades, I realize the heart of our success lies in staying true to a product that never goes out of style. We adapted when necessary, expanded when opportunity called, but always maintained the same foundation. I wouldn’t change much about the path we’ve taken. Every challenge taught a lesson; every risk was carefully calculated. Today, International Floor Coverings stands as a testament to the enduring appeal of timeless style, crafted from nature itself.