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Q&A: How Miss Amara transformed the rug shopping experience

Rug shopping has traditionally been uninspiring, with little choice for customers, but online retailer Miss Amara has turned that around with a focus on education and style advice. And last year, as shoppers shifted their focus to nesting, the business’ sales were up by more than 380 per cent year-on-year. Here, we chat with co-founders Alexandra Tanya Weller and Aaron Weller about maintaining the momentum, how empathy training helped their staff and the one thing their copycat competitors str