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532 Annette St
Toronto, ON, M6S 2C2




Our mission is to design and create exceptional, original, high quality and ethically produced floor and wallcoverings

Our History

Creative Matters headquarters in a renovated 1920s Imperial Bank of Canada in Toronto’s west end.

Creative Matters headquarters in a renovated 1920s Imperial Bank of Canada in Toronto’s west end.

Celebrating more than 30 years of original design

Creative Matters Inc. was founded in Toronto, Canada in 1988, by Carol Sebert (President and now co-owner with Vice Presidents Ali McMurter and Ana Cunningham) along with Donna Hastings and Luba Huzan. Here are just some of the milestones that helped create the international reputation we enjoy today. 

 2018 Commemorated 30 years of Creative Matters with a team trip to New York. (read blog)

Carol Sebert attended her first annual general meeting of Label STEP in Istanbul.

Completed the first major project for a cruise ship.

First Creative Matters rugs handknotted in Afghanistan, in partnership with Turquoise Mountain and The World Bank. (read blog)

Created the first Creative Matters floorcoverings for the Senate of Canada.

Undertook a major project with Inuit art when we translated small felt-based artworks to large handmade wall hangings for the Iqaluit
airport in Nunavut.

Further expanded our design team.

2017          Released Creative Matters' Architexture Collection and the Arashi Collection of handknotted luxury area rugs.

                 Carol Sebert presented “Navigating ethical production in the developing world” at IIDEX in Toronto.

                 Held our first Art Day workshop series/contest at a trade show - in collaboration with COVER magazine and The Rug Show, with                      proceeds going to Label STEP.

                 Carol Sebert was appointed Honorary Ambassador to Label STEP.

                 Participated at the Domotex Asia trade show for the first time.

                 Released second Creative Matters look book: inspired 2.

                 Ali McMurter and Ana Cunningham became Creative Matters Partners and Vice Presidents.

                 We appointed our first far east sales rep.


2016          Successfully delivered our first floor-to-ceiling project for the Andaz Ottawa ByWard Market.

                  Visited all of our mill partners in Asia (3 trips).

                  Exhibited for the first time at Maison & Objet in Paris in January.

                  Carol Sebert participated in Istanbul Carpet Week as a featured speaker.

                  Expanded our design team to add greater breadth to our service offerings.


2015           Released the Creative Matters Arctic and Perennial Collections of handknotted luxury area rugs. 

                  Created 29 floorcoverings for the Canadian High Commission in London based on original works of contemporary Canadian artists. 


Released our first Natural Dye Collection of handmade rugs.

Installed the first Creative Matters custom floorcovering for a museum at the Aga Khan Museum in Toronto. (read blog)

Designed our first wallcovering for the healthcare sector at the Toronto Birth Centre. 


Celebrated 25 years in business with “The Art Day Project” – a partnership between Creative Matters and the Textile Museum of Canada which celebrated and demystified the art of rug design and fair trade weaving. (see video)

Released our XXV Collection of handmade luxury area rugs.

Launched Creative Matters’ eco-friendly wallcoverings division with the Watercolour Collection at the Interior Design Show, Canada’s largest contemporary design fair.


Invited to exhibit at Forza Tappeti: The Rug Revolution, a special curated exhibit hosted by COVER Magazine in Milan, Italy. 

Released Creative Matters’ Art Day Collection of handcrafted rugs.

More than a dozen Creative Matters designs were featured in “Characters – Carpets with Soul,” published by internationally renowned fabric and furnishings house, JAB Anstoetz.

Held our first pop-up sample sale in our 'hood.


Initiated our regular in-house Art Days to celebrate and inspire our talented team. Learn more about our Art Day process.

Released our Terra Collection of rug designs.


Became the first North American licensee of Swiss based Label STEP, an international non-profit organization committed to promoting environmentally friendly production methods, improving the working and living conditions of carpet weavers, and fighting child labour.


Our Rory Platinum won the “Best liked by Domotex Visitors” Carpet Design Award and our Nova Platinum was a finalist for “Best Modern Rug Design” at the in floorcoverings expo in Hannover, Germany. (view the award-winning Aerial Collection)

Launched the “Willow and Lace” printed broadloom carpet collection with Milliken Floor Covering (re-released in 2014).


Featured on the cover of Metropolitan Home magazine. (See Press Coverage for a selection of Creative Matters' floor and wallcoverings featured in other publications.)

Conducted our first creative workshop in Kathmandu for children rescued from forced labour. 

Released Creative Matters' Aerial Collection of rugs. The design French Wire was nominated "Best Modern Rug Design" at Domotex trade fair.

Celebrated 20 years of inspired floorcoverings by creating Hariti (Tibetan for “protectress of children”) and raffling the rug to raise more than $10,000 for fair trade organization then known as RugMark USA. 

Exclusive retailers such as Weavers Art and Modern Weave in Toronto began carrying pieces from our collections.

Installed our first carpet for Tom Ford International in New York City and then continued to provide custom carpeting for their international locations.


Participated in Domotex - the world’s most comprehensive floor coverings trade show - in Hannover, Germany, with our Caravan Collection of handknotted rugs.

Worked with Robert A.M. Stern Architects on a project for the Harvard Business School

Started working with GoodWeave (formerly RugMark USA) to ensure no child labour was involved in the creation of our carpets until 2012 when we began working with Label STEP to ensure the fair trade of all our handmade rugs. Read more about our Social Responsibility.


Moved to our current location (a historic old bank building with vault and all) at 532 Annette Street in Toronto.


Released Creative Matters' first collection of handtufted rugs - Signature - with a launch at the Domotex trade fair.


Delivered to Studio Sofield the largest handknotted rug we have ever made (72 feet/22 metres long) after its final finishing in a soccer stadium.


Transitioned from hand drawn and hand painted renderings to computer design.


Installed our first carpet for Gucci in one of their boutiques then went on to provide carpeting for Gucci International for a further 10 years.


Moved to a new location at the Nienkämper building in Toronto’s King and Parliament neighbourhood, which is now a trendy design district.


Carol Sebert, Donna Hastings and Luba Huzan established Creative Matters in a 2nd floor warehouse on King Street in what was then a gritty part of downtown Toronto.