Rugs by Roo
Rugs by Roo brings GOTS- and GoodWeave-certified, machine-washable rugs to North American homes — including Tuft Love, founder Sandy Wong's own line and the world's first washable rug to carry both certifications. A curated catalog (Lorena Canals, Organic Weave, Jaipur Living) plus a women-owned, founder-led story built around what's actually safe for kids and pets to crawl on.
About
Rugs by Roo started in 2018 when Sandy Wong — a Vancouver mom of three, former CPA, and wedding photographer — couldn't find a single rug she felt good about putting under her kids' feet. She tracked down the brands that already made what she was looking for: natural fibers, non-toxic dyes, hand-woven by people earning a fair wage. None of them shipped to North America. So she built the shop that brought them here.
In 2024 she launched Tuft Love — her own line, designed in Vancouver, hand-woven in India, and the world's first washable rug to carry both GOTS and GoodWeave certifications. Today Rugs by Roo is a women-owned, founder-led catalog of curated brands (Lorena Canals, Organic Weave, Jaipur Living) plus the Tuft Love line — built for families who want to know exactly what's underfoot.
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Key Features
A women-owned, founder-led shop with one of the most rigorously vetted material standards in the kids' rug category. Tuft Love — the in-house line — is the only washable rug in the world certified by both GOTS and GoodWeave, and the catalog as a whole is curated to a single standard: nothing on the floor that you wouldn't want a baby breathing six inches above for the next decade.
1st
Washable Rug with GOTS + GoodWeave
14+
Vetted Brands in Catalog
100%
Women-Owned
2018
Founded — Vancouver, BC
Why Choose Us
Rugs are one of the largest soft-good surfaces in a home, and most of them are loaded with chemistry no one ever signed off on — synthetic latex backings, formaldehyde finishes, PFAS stain treatments, azo dyes. Sandy Wong started Rugs by Roo because she couldn't find a clean answer to a simple parent question: what is my kid actually crawling on? Every brand in the catalog has had to answer that question first.
World's First Washable GOTS + GoodWeave Rug
Tuft Love — Sandy's in-house line, launched October 2024 — is the first washable rug to carry both Global Organic Textile Standard and GoodWeave certifications. Hand-woven in India in a vetted, child-labor-free supply chain.
No PFAS, Phthalates, Formaldehyde, or VOCs
The Tuft Love line ships with explicit, documented absence of synthetic adhesives, stain treatments, and the chemistries that make conventional 'easy-clean' rugs problematic. Verified at the certification level, not just in marketing copy.
Curated, Not Commodity
Every brand in the catalog — Lorena Canals, Organic Weave, Oh Happy Home!, Jaipur Living — is vetted on materials, dyes, backings, and labor practices before it gets shelf space. Sandy's standard, in her words: 'If a supplier cannot demonstrate ethical standards or certifications, we do not engage with them.'
Built for Kids, Sized for Families
Heavy emphasis on nursery, playroom, and kids' bedroom collections — playmats, round ABC rugs, washable cotton — because kids are the buyers Sandy started this for. Adult living rooms, runners, jute, and outdoor are catalog deep-cuts, not afterthoughts.
100% Women-Owned, Founder-Led
Sandy ran the company solo for the first three years and personally fulfills orders today. Many supplier partners (Organic Weave's all-women weavers in rural India) are women-led too. Talk to the company and you talk to the founder.
Featured Products
A snapshot of what Rugs by Roo carries — from Sandy's own Tuft Love line to the curated brands she's vetted over seven years. Every product on the site is selected against the same standard: natural fibers, non-toxic dyes, transparent supply chain, and where possible, third-party certification.
Lorena Canals Vichy Matcha Washable Rug
Sage gingham, 100% cotton, machine washable, natural dyes — a kids'-room staple from the catalog's most-shopped brand.
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Lorena Canals Reversible Duetto Runner
Sage runner shown in a wood-and-concrete kitchen — washable cotton holds up to real cooking traffic without synthetic stain treatments.
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Jaipur Living Lucia Natural Jute
Honest natural jute — no chemical treatments, woven texture, earth-toned. The catalog's anchor for adult living rooms and entryways.
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Lorena Canals Swan Playmat (GOTS)
Padded play mat in GOTS-certified organic cotton — for the floor a baby actually spends the day on. One of the few playmats with full organic certification on the market.
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Lorena Canals Round ABC Color Rug
Tufted ABC round in washable cotton — built for the playroom floor a kindergartner is going to spill juice on by Wednesday.
Learn MoreServices List
In-House Line
- Tuft Love — Washable Organic Cotton Rugs
- Tuft Love — Custom Sizes Available
- GOTS + GoodWeave Certified Construction
- PFAS / Phthalate / Formaldehyde Free
Curated Catalog
- Lorena Canals — Washable Cotton & Wool
- Organic Weave — GOTS Hand-Woven Rugs
- Oh Happy Home! — Cotton Berber
- Jaipur Living — Natural Jute & Rug Pads
- Naturepedic — GOTS/GOLS Organic Mattresses
- Playmats, Cushions, Poufs & Blankets
- In-House Design Consultation
Sandy Wong
Founder & CEO
Service Area
Headquarters
Vancouver, British Columbia, Canada
Markets Served
Coverage
Online direct-to-consumer across the United States and Canada. In-house design consultation available remotely. Manufacturing partnerships in India (Tuft Love); curated brands sourced from Spain, India, and beyond.
Credentials
GOTS Certified — Tuft Love & Organic Weave Lines
Global Organic Textile Standard — the world's leading processing standard for organic textiles, covering both ecological and social criteria.
GoodWeave Certified — Tuft Love & Organic Weave Lines
GoodWeave certification verifies no child, forced, or bonded labor in the rug supply chain. Tuft Love is the first washable rug to hold this certification.
Naturepedic GOTS + GOLS — Organic Mattress Range
Naturepedic baby and kids' mattresses sold by Rugs by Roo carry GOTS (organic textiles) and GOLS (organic latex) certifications.
Featured in The Globe and Mail
December 2025 profile feature on Sandy Wong's small-business response to U.S. tariffs on India-manufactured rugs.
Host — Healthy Home Summit
Sandy hosts the Healthy Home Summit, bringing together practitioners and brands focused on non-toxic family living.
Platinum Member
Healthy Building Alliance
Manufacturer ·