Australian Richard Christiansen has built a wholesome brand inspired by his LA hilltop home. Now, the company is rolling out Moroccan rugs.
Since starting Flamingo Estate at the height of the COVID-19 pandemic in 2020, Richard Christiansen has had to get better at saying no. The brand, which is named after his 1940s Spanish-style house in the hills above Los Angeles, started as a side hustle to his main job running an advertising agency.
Its touchpoint is the brand’s namesake, his rather unique house and garden in Eagle Rock. “I personally just want to feel warm and happy and loved at home,” he says. “It’s what I have made all the products for and what I hope people feel when they use them. So if you view it through that lens, we can do that in the kitchen and we can do that in the bathroom and we can do that in the garden.”
Wright and Lobo-Navia founded Beni Rugs in 2018 after careers in marketing. Their idea was to reinvent how Moroccan rugs are sold while maintaining the centuries-old craft. Beni Rugs aims to be “the first fully integrated Moroccan rug company”; it directly employs its weavers, designs the rugs in-house and sells them through its own e-commerce store and showrooms in Marrakesh and New York.
All Beni rugs are made from wool that is humanely shorn from sheep in the Atlas Mountains and cleaned, spun and dyed in state-of-the-art facilities. The rugs are also all made to order to minimise overproduction and wastage. The respect for its workers and the craft of rug making were attributes that immediately piqued Christiansen’s interest.
In 2021, Christiansen gave equity in Chandelier to his employees and stepped away from the agency’s day-to-day operations to focus on developing the Flamingo Estate brand. Last year, he took on an investment in the brand so that he could scale it.
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