Background

Jaunty Inc. is a renowned supplier of handcrafted area rugs, celebrated for redefining industry standards with their pioneering 18-inch square sample program and commitment to supporting brick-and-mortar designers and retailers—by purposefully avoiding online discount channels.

Challenge

Though Jaunty had a strong heritage and respected clientele, their website didn’t reflect the elegance of their craftsmanship or the clarity of their values. With hundreds of rug collections and trade-focused offerings, the site needed better structure, product visibility, and an online experience that honored their trade-first business model.

Solution

We collaborated with Jaunty to redesign their site—focusing on refined browsing, precise messaging, and showcasing their signature trade tools like the sample program. Here’s how we elevated the digital experience:

Key Highlights

1. Trade-First Messaging

We emphasized Jaunty’s commitment to protecting traditional trade accounts and showcased their core value of “business with integrity.”

2. Flagship Sample Program

The 18″ square rug sample program—Jaunty’s industry-changing innovation—was brought front and center, demonstrating how it enhances client confidence and merchandising return per square foot.

3. Elegant Rug Catalogue

The rug inventory was streamlined into intuitive collection categories, including indoor-outdoor, discontinued, new introductions, and rug pads, making exploration both intuitive and visually appealing.

4. Artisan Credibility

Expanded on why Jaunty rugs are handmade and ethically crafted using tufted wool and curated textures, reinforcing both quality and craftsmanship.

5. Testimonials & Trust

Selected client praise—like Furnitureland South calling Jaunty a “go-to source”—was integrated to build confidence and reinforce trade relationships

6. Trade-Exclusive Features

We made it easy to open a trade account and explore sample program perks, and included showroom and contact information for their High Point and Las Vegas locations.

7. Flexible Backend Structure

Built on a flexible CMS, the system lets the team manage collections, new introductions, resources, and marketing content (like catalogs and display options) without friction.

Results

• Brand Clarity: The new site clearly communicates Jaunty’s trade-first positioning and craftsmanship values.
• Feature Visibility: The well-structured catalog and spotlighted sample program improve product discovery and storytelling.
• Built for Growth: With intuitive backend tools and structured collections, the site is primed for easy updates and expansion.

Conclusion

The revitalized Jaunty Inc. website showcases the brand’s craftsmanship, values, and innovation—more clearly than ever. With elegant navigation, persuasive trade messaging, and an efficient backend, the new digital platform supports Jaunty’s legacy while setting them up for continued trade-focused growth.