I Love this jute rug! I got it for the sunny room of my house, the one where the plants are. Just what I was looking for! 
The rug didnt quite flatten out where the inside of the roll was. But like the accompanying card said, it came from across the world and was a very long trip. All I did was take a spray bottle of water and gave it a few sprays, stood on it for a bit, and the roll wrinkles are starting to come out very well. (Still need to trim the anti-skid stuff-purchased individually, highly recommended) 
Totally love this rug!!