I suspect your solution actually cleaned the rug. Maybe the rest of the rug now shows surface dirt. I don't know of any professional willing to clean a jute rug. Water weakens the fiber and it will fall apart so no one wants the responsibility.

http://m.wikihow.com/Clean-a-Jute-Rug

I know this comment is a bit late, but you can try to color matcmatch, cover the stain with

Oh, come on! This was posted 2 1/2 years ago!

Does anyone really think it's necessary to dig up a dead thread like this?

Do you really think she's still waiting for an answer?

What you've done is bump real, current threads off the front page, where they are more likely to get answered.

So Tatts,
This thread actually helped me today with a similar issue I experienced this morning. There is no timeline for relevant problem sharing.

Same problem... looking for ways to lighten parts of the rest of the rug. It's multicolored anyway..

This thread helped me today too!!! Only post I could find about dog pee LIGHTENING my jute rug.

I was looking for this information today! I have a lightened spot on my rug also from dog urine. Thanks for sharing!

Me too just today new jute rug 😔

here is after picture using furniture crayon
you can see where the color blends well but there is a slight circular area where the coloring stops but it's better then it was. also when it dries i swept it with a broom to mend even more into the fibers..

Same! I was using Nature’s Miracle for cleanup which helped but resulted in white spots. I attributed it to dryness from the chemicals so I dabbed the spots with Boos Blocks Mystery Oil (cutting board oil) with a wet sponge and the natural color came back! try this first on a small section to be safe, but it worked for me!