Founded by Ella Jones in 2016, A New Tribe offers a globally gathered curation of beautiful objects for your homes. Putting sourcing and a desire to offer an original selection of authentic and crafted homewares at the forefront, Ella has spent the past decade building up an international network of independent designers and artisans, and has gained a reputation for sourcing statement ceramics and Moroccan rugs.

With a background in Fashion Design, Ella spent the first decade of her career working as a designer both for high-end and high-street fashion brands. In 2014 Ella took a leap of faith and left her full time role in the search of finding a more fulfilling career. With a longstanding appreciation for interiors and homewares, paired with a love of travel and design, Ella decide to focus on her love of the beauty and craft of Moroccan rugs and artisanal products. Through both designing rugs which were made in Morocco, and through sourcing one-of-a-kind products, the natural next step was to open a shop.

In 2016 A New Tribe was born, and housed at its original location on Chatsworth Road in Hackney, London. As A New Tribe grew Ella moved the physical store to Hackney Road, London and more recently on North Street, Bristol. In more recent years the landscape of retail and running a physical store has evolved, as has Ellas life. Today, the focus of A New Tribe has moved back to becoming more aligned with where the heart is, allowing more time for creativity and design, alongside running the online shop which showcases our offering of beautifully crafted products that A New Tribe is know for.

Alongside the online store, a new offering of our creative services can be found, which includes Bespoke Sourcing, Interior Design & Styling, and Bespoke Rug Design. We welcome any enquiries to work with us on any projects like this. Pop-up shops will also now become a regular feature, enabling us to continue to share our beautiful products in a physical space and to meet our incredible community of treasured customers.