About Us
What Makes Studio 321B Different
Studio 321B was built to address a gap in the industry. A non-retail approach that delivers high-quality custom rugs at fair, transparent pricing. With over 30 years of hands-on experience, we guide designers through flooring with clarity and precision, delivering rugs that are made to perform and built to last.
Our Product
All designs are developed from our Toronto Junction studio. We work with your references to create custom rugs that are specific to the needs of each project. From bold, graphic pieces to more restrained textures, every rug is designed with intent and built to suit the space.
Our rugs are produced using four primary materials: New Zealand wool, bamboo silk, organic cotton, and jute. Each is selected for its performance, durability, and application. Learn more about the materials we use.
We hold a high standard for how projects are delivered. We work with industry professionals and experienced installers to ensure every stage is handled with clarity, accuracy, and follow-through. From specification through installation, our approach is structured, responsive, and grounded in product knowledge.
Our Founder
Anthony Hellman
Founder and Creative Director of Studio 321B, Antonio is the son of Italian and Germanic immigrants who migrated to Canada when he was five years old. From an early age, he was shaped by strong values of hard work, honesty, integrity, and respect, principles that continue to guide his approach to design and business today.
With over 30 years of hands-on experience in oriental rugs and flooring, Antonio brings a deep understanding of craftsmanship and custom creation. His career spans sales, management, and rug design, supported by formal design studies at Sheridan College, allowing him to collaborate seamlessly with designers, architects, and trade professionals.
Driven by a lifelong love of colour and creativity, Antonio founded Studio 321B to introduce bold, one-of-a-kind pieces that bring warmth, emotion, and personality into living spaces. To him, colour represents happiness, and his work exists to challenge the notion that great design must live in beige and grey.