A New Tribe offers globally gathered curation of hard to find beautiful objects for your home. Founded in 2016 by Ella Jones, with a desire to offer a truly original selection of homewares, sourced from independent designers and artisans from around the world. Every object that we sell has been carefully considered and is loved by us - not only for its beauty, but also for the ethos and care that has gone into each item and designer that we work with. Alongside a wide selection of interior accessories, A New Tribe specialises in sourcing rare and one-of-a-kind Moroccan Rugs, with our large collection of vintage and new Boujad, Azilal and Beni Ourain rugs.

We opened our first store on Chatsworth Road in Hackney, London in the Spring of 2016, which was our home for 4 brilliant years. In 2019 with our lease coming to an end and finding that we had outgrown the space, we found a beautiful new location on Hackney Road, which we have been proud to call our home ever since.