Kate Judd, Managing Director at The Rug Company, and Rabah Saeid, founder and creative director of Dubai-based design studio, Styled Habitat, on the business of craftsmanship and weaving an experience beyond retail for human and brand connection.
Kate Judd, Managing Director at The Rug Company, and Rabah Saeid, founder and creative director of Styled Habitat
What do the first 30 minutes of your day look like, your morning routine?
Kate Judd (KJ): My morning routine is my time to ground myself for the day ahead. I start with a coffee and love sitting on my balcony, taking in the view of Zabeel Palace. The Arabian light never gets old for me, especially since moving from New York. Lately, I’ve been listening to business and fashion podcasts as I ease into the morning. I use this time to reflect on the person I want to be that day – and how I should dress to match that energy. Do I need to channel power in a BOUGUESSA blazer with statement jewellery, or am I dressing for a beautiful day hosting guests in The Bungalow’s garden? This routine is sacred to me, especially as my schedule becomes more demanding.
Rabah Saeid (RS): I love a slow morning. I intentionally wake up early, around sunrise, to savour my ritual. To awaken my senses, I light Palo Santo wood or a candle and practise deep breathing to cultivate calmness and ground myself. Then, I settle into a chair with a cup of tea – my only opportunity for stillness throughout the day. As an interior designer, my days are filled with varied tasks and constant interaction. From collaborating with my team to meeting clients, overseeing contractors, and visiting project sites, there is never a dull moment. The demands are endless, the pace relentless. My morning routine is a deliberate act of self-preservation in the face of a demanding day. The stillness of the early morning hours offers a sanctuary of peace, allowing me to navigate my work with greater presence and intention.
How did you start off in this industry? Talk to us through your career journey.
KJ: I started my career working for an antiques store that supplied pieces to Ralph Lauren stores, which is where I first discovered my passion for curating unique pieces to shape immersive experiences. In 2012, I joined The Rug Company in London to help launch a new concept for the Chelsea Flagship showroom. Over time, my passion for visual merchandising and showroom design led me to take on the role of Visual Merchandising Director. I then went on to create over 15 showrooms globally, from London to New York, Cape Town to Moscow, and more. Each project allowed me to blend local cultures with our brand’s identity. Naturally, I transitioned to managing The Rug Company’s franchise and distribution network, overseeing over 20 partners worldwide. This role combined my love for travel, business development, and relationship-building. In the past two years, I’ve focused on repositioning The Rug Company in the Middle East, helping shape our presence in this incredible market.
RS: Growing up, I was surrounded by intellectual conversations and diverse perspectives, fostered by eclectic dinner parties and a home filled with an appreciation for beauty and travel. This instilled in me a deep love for design. Despite this, I was on track to pursue a degree in medicine until I moved to the U.S. and discovered my passion for interior design while decorating my own space. Curating tablescapes and hosting gatherings ignited a creative spark I had never considered as a career. This realisation led me to pivot. I returned to school and earned a degree in interior architecture. My design career began in Houston, Texas, working on high-end residential projects, historical homes, and multi-family developments in Houston, Dallas, Aspen, and New York. In 2012, I moved to Dubai, where my regional journey continued to evolve – from workspace solutions to hospitality design in Marrakech, Morocco – ultimately leading to the founding of Styled Habitat in 2016.
What is the design DNA and core philosophy of the brand and how does it differ from the rest?
KJ: At its heart, The Rug Company is about artistry, craftsmanship, and storytelling. Our in-house studios in New York and London create pieces that transcend trends – each rug is meticulously handcrafted by killed artisans, taking months to perfect. It’s the antithesis of mass production. But a rug is more than just a decorative piece – it symbolises warmth, hospitality, and tradition. We understand that our creations become treasured parts of our clients’ lives, enriching the spaces where meaningful moments unfold.
RS: Design is deeply personal – at Styled Habitat, our design philosophy centres on creating spaces that are both emotionally resonant and enduring. We believe that the interplay between understated elegance, sensual allure, and a feeling of belonging is key to achieving this. Our approach is rooted in an appreciation for the richness of history, the significance of context, and the transformative power of storytelling. We create environments where people can expand their experiences and feel truly at home.
Tell us more about the concept behind The Rug Company Bungalow.
RS: Nestled in the heart of Jumeirah, The Rug Company Bungalow marks a milestone as the brand’s first standalone store in the Middle East. This enchanting boutique is a masterclass in nostalgic elegance, seamlessly blending vintage charm with contemporary sophistica- tion. Paying homage to the mid-century villas on Al Wasl Street, built in the 1980s, the design amplifies the villa’s distinct architectural characteristics. The iconic pitched roof and the connection to the outdoors are celebrated, revitalising the bohemian and eclectic style reminiscent of old-school Palm Springs glamour. This design approach gives the Bungalow a timeless and stylish charm.
“The Bungalow is a space designed to be more than just a showroom – it’s a place for conversations, collaborations, and creative exchange”
KJ: The Bungalow is a space designed to be more than just a showroom – it’s a place for conversations, collaborations, and creative exchange. We wanted to move away from the traditional retail model and create an environment that feels more like a beautifully designed home, where people can experience our rugs in a more personal way. The space also doubles as a cultural hub, hosting talks, installations, and intimate gatherings for our discern- ing clientele and the region’s design and art community. Since launching in late November, the events we’ve hosted have surpassed even our highest expectations for The Rug Company’s new home in Dubai.
How did you know it was the right time to launch this and what was the catalyst?
KJ: For many years, we were fortunate to have the amazing Arwa Hafiz from The ODD Piece representing us. When she decided to move on to her next chapter, it gave us the perfect opportunity to officially bring The Rug Company into the UAE, a market that has shown us so much love over time. It was the perfect time to establish our official presence. The UAE is such an exciting place to be, especially in the design world. The talent here is incredible – visionaries like Rabah are shaping the region’s design landscape – and we’re already seeing how much we can grow by collaborating in this inspiring space.
The space evokes the charm of 1970s architecture blended with the bohemian glamour of Palm Springs. Did you envision this aesthetic from the outset?
RS: Styled Habitat’s thoughtful design transforms the Bungalow into a warm and inviting retreat, evoking the quintessential retro lifestyle of the 1950s and ’60s. A design alchemy allowing design to unfold piece by piece material by material. Earthy tones, rich textures, and natural materials harmoniously blend, paying homage to the mid-century villas lining Al Wasl Road. The design studio me- ticulously incorporated the villa’s history and context, highlighting its distinctive architectural features. The pitched roof, a hallmark of mid-century design, is reimagined with cleverly integrated air vents. Meanwhile, arched windows frame breathtaking views of Moroccan- inspired gardens, blurring the lines between indoors and outdoors.
The space puts craftsmanship at the forefront. What are some of the design touches that make it unique?
RS: The Rug Company Bungalow transcends traditional retail, serving as a haven for design enthusiasts. This meticulously curated space invites exploration, inspiration and connection. As a beacon of style and sophistication, it brings a fresh perspective while maximising the potential of the space, further solidifying Jumeirah as a hub for luxury and design innovation. Upon entering, visitors are greeted by a sun-drenched conversation pit, a nostalgic centrepiece that embodies the essence of retro chic. The adjacent Cushion Display Room showcases an exquisite collection of hand-woven wool and silk cushions, crafted by renowned designers. Each piece reflects an unwavering commitment to quality and artistry. Creating tangible moods and moments that speak to the notion that we can all transcend the ordinary simply by stepping through a well-designed space.
KJ: Aside from our jewel-box Cushion Room and 70s-inspired sunken lounge Rabah has mentioned, my favourite design moment is the enclosed palm tree that we have. It’s viewed from most points inside the Bungalow, and it’s a testament to Rabah’s visionary yet playful design sensibility. It has become symbolic of The Bungalow and always reminds us of the Dubai beyond whenever we’re spending our day there.
How challenging was it to implement this and how did you achieve this in such a location?
KJ: The Rug Company Bungalow was definitely a labour of love. This was one of the most challenging yet deeply reward- ing projects of my career. Collaborating with Rabah’s vision was key in creating a space that feels like home – a sentiment our guests often share upon arrival. We couldn’t have asked for a more inspiring environment to showcase our rugs, helping people envision how they could elevate their own personal spaces.
RS: Renovating a space always comes with unforeseen challenges. In the case of the Bungalow, the tight timeline was the main hurdle. Thankfully, our client Kate, with her extensive experience opening showrooms internationally was very understanding and supportive. The developer, Huna Living, provided incredible support and believed in our vision and championed the project from the start. Lastly, the tireless efforts of Hannah Bower-Brooks and her team at Cherwell Interior were instrumental in transforming the dilapidated space into a stunning space. The end result is something truly unique – when you step into the Bungalow, you feel both fully immersed in the environment and transported to another time and place.
The Rug Company Bungalow is designed to be a showroom and modular creative hub. What are the services being offered?
KJ: From the moment guests walk through the door, they’re met with the highest standard of service – something Dubai expects, and we deliver. Our team takes the time to understand each client’s space or project, offering thoughtful suggestions tailored to their needs. We offer personalised consultations, a white-glove service with at-home rug approvals, and the opportunity for clients to be fully involved in creating a bespoke rug – from concept to completion. Hospitality is just as important to us as design and ensuring that every guest feels at home has been a priority from the very beginning.
This is The Design Issue – what is the first design that has left an impression on you?
RS: I have such a passion for everything under the design umbrella – art, fashion, landscaping, travel, nature, architecture, and graphic design. There are so many facets to explore. One of the most profound design impressions I’ve had was seeing the early experimental works of Charles & Ray Eames at MoMA in New York City. Their approach – that design is primarily about process rather than a final product – serves as a great reminder to stay curious and never stop questioning the design journey.
– For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram
Images: Supplied More
