Jelliot began with a simple belief: that the objects in our homes should tell stories of the hands that made them. Founded in 2005, we set out to bridge the gap between traditional craftsmanship and contemporary living, creating a platform where artisan skills could flourish in the modern world.

Our founders were inspired by a transformative journey through Morocco, where they witnessed the extraordinary skill of local artisans whose work was undervalued in global markets. They returned with a vision: to create direct partnerships that would honor traditional techniques while providing fair compensation and sustainable livelihoods.

Today, Jelliot represents more than just beautiful homewares. We are custodians of cultural heritage, champions of sustainable production, and believers in the power of conscious consumption to create positive change in the world.

Founder's Words

With care and respect for traditional craftsmanship, we design, source, and co-create with our partners abroad to bring our concepts to life. Our priority is building strong, long-term relationships founded on trust and reciprocity throughout every step of our supply chain.
All of our manufacturing partners are independently audited twice a year by Qualspec, one of the world’s leading social compliance standards. This certification ensures adherence to key standards, including the prohibition of child and forced labour, safe and healthy working conditions, and the right to freedom of association and collective bargaining.
“We believe in treating all people with respect and dignity, and are committed to ensuring that working conditions across our supply chain remain fair and safe.”

Timeline

1998

Foundation

  • CDSI Pty Ltd established as a family-run wholesale business
  • Initial focus on home textiles and soft furnishings
  • Built early relationships with independent retailers across Australia

Early 2000s

Establishing the Business

  • Expanded product range into bedding, cushions, throws, and basic home décor
  • Strengthened overseas supplier partnerships
  • Developed a reputation for reliable supply and value-driven ranges

2005–2009

Growth & Range Expansion

  • Broadened distribution beyond Australia into International Markets
  • Introduced seasonal programs and coordinated range drops
  • Warehouse operations scaled to support higher volumes

2010–2014

Brand & Capability Development

  • Greater emphasis on design-led products
  • Improved quality control and sourcing standards
  • Investment in product development and trend research

2015–2017

Strategic Evolution

  • Transition from a purely transactional wholesaler to a category and range-planning partner
  • Introduction of coordinated collections rather than one-off items
  • Strengthened internal team structure and operational processes

2018–2019

Birth of Jelliot

  • Launch of Jelliot Home
  • Clear brand positioning focused on:
  • Contemporary design
  • Lifestyle-driven collections
  • Accessible price points
  • Expanded into furniture, rugs, wall art, and lifestyle products

2020–2021

Resilience Through COVID

  • Navigated global supply-chain disruptions
  • Maintained strong relationships with retailers during uncertainty
  • Refined inventory management and range discipline
  • Focused on core ranges and proven categories

2022–2023

Rebuilding & Refinement

  • Post-COVID reset with tighter range architecture
  • Rationalisation of suppliers to improve consistency and margins
  • Increased focus on branding, packaging, and presentation
  • Strengthened team across buying, design, and operations

2024

Brand Consolidation

  • Clear separation of:
  • CDSI as the wholesale backbone
  • Jelliot Home as the consumer-facing lifestyle brand
  • Improved visual identity, catalogues, and product storytelling
  • Enhanced seasonal planning (Winter, Mother’s Day, Christmas)

2025

Strategic Growth Phase

  • Expansion of wall art category
  • Stronger use of data, analytics, and AI tools
  • Focus on:
  • Margin improvement
  • Operational efficiency
  • Market penetration by region
  • Reinforced company culture and long-serving team recognition

2026

Present & Looking Ahead

  • Positioning CDSI as a comprehensive home fashion solution provider
  • Ongoing expansion of:
  • Home textiles
  • Furniture
  • Rugs
  • Wall art
  • Exploration of new categories and future brands
  • Continued focus on design, quality, and long-term retail partnerships

We believe that exceptional products begin with responsible sourcing. That’s why every factory we work with is carefully selected, assessed, and regularly reviewed to ensure ongoing compliance with globally recognised certifications and best-practice standards.

How We Choose Our Factories

Our manufacturing partners are chosen based on a rigorous evaluation process that considers:

  • Ethical and responsible labour practices
  • Environmental management and sustainability initiatives
  • Consistent quality control and safety standards
  • Transparency and traceability across the supply chain

We work only with factories that demonstrate a genuine commitment to continuous improvement and responsible production.

Quality, Safety & Compliance

Our partner factories operate under internationally recognised ISO-certified quality management systems, ensuring consistency, reliability, and product safety across all stages of production.

This includes strict controls around:

  • Material sourcing
  • Manufacturing processes
  • Product testing and inspection

Workplace health and safety

Sustainability & Environmental Responsibility

Sustainability is a core focus of our sourcing strategy. Our manufacturing partners align with recognised environmental and material standards, including certifications relating to:

  • Responsible cotton and fibre sourcing
  • Recycled and blended recycled materials
  • Forest management and paper traceability
  • Chemical safety and textile testing
  • Reduced environmental impact across production processes

These standards support lower environmental impact, responsible resource use, and safer products for both people and the planet.

Ethical & Social Accountability

We are committed to working with factories that uphold strong social compliance standards, including:

  • Fair and safe working conditions
  • Compliance with international labour laws
  • Independent audits and third-party verification
  • Supply chain security and transparency

This ensures our products are made with integrity, care, and respect for the people behind them.

By partnering with factories that hold globally recognised certifications and accreditations, we ensure our products meet the expectations of modern retailers and conscious consumers alike—without compromising on quality, design, or performance.

At J.Elliot Home, responsible manufacturing isn’t an add-on—it’s built into everything we do.