AREA Fall 2014 by ORIA

AREA T H E O F F I C I A L P U B L I C AT I O N O F T H E O R I E N TA L R U G I M P O R T E R S A S S O C I AT I O N , I N C .

DESIGN FOCUS

Bunny Williams

FALL 2014

CHANGING. GROWING.

REDEFINING. Freshen your product selection to drive more sales at the most comprehensive furniture, home décor and gift market in the Western US.

Las Vegas Market Furniture | Home Décor | Gift

January 18 - 22, 2015

www.LasVegasMarket.com

RUGS

BEDDING

ACCENTS

rugs are like life...

...they have a history and wouldnâ&#x20AC;&#x2122;t be the same without the people in them.

erin

dreamer | artist | rug designer

rachika

craftsman | mother | rug weaver

kent

expert | golfer | sales rep

edder

sports enthusiatist | customer service rep

feizy.com

From the President’s Desk

Dear Members and friends,

and important. At the recent Atlanta market

As summer winds down, it’s a good time to

we importers were very pleased to see those

review, assess and plan for fall—traditionally

dealers back on our floors buying rugs.

our industry’s strongest selling season.

We invite our retail partners to join us at

Economic indicators are overwhelmingly

our industry’s two major fall events. In

positive. More tellingly, sum-

September, the NY-NJ metro

mer rug markets were strong

area will be the site for Metro

and customers were generally

Market

upbeat about the economy. If

Show@ Javits and NYICS in

nothing else, the recession has

the Metropolitan Pavilion.

forced us all to make changes

These three shows, held con-

to our staffing, marketing and

currently,

sourcing. Those of us who sur-

designed to showcase the ori-

vived the recession have

ental rug market from which

become more efficient in all

our association was created.

aspects of our businesses. So

The second event is the

Week,

are

The

Rug

particularly

if you are still out there, congratulations: you

October High Point Market—the classic

are stronger and more competitive than ever.

home furnishings market in which all sectors

We are also seeing an improved retail

of supply and distribution, both domestic and

environment—at every level. In particular,

international, meet to do business. Let’s keep

many family owned and operated stores have

the momentum going and our businesses

made changes to their product lines so that

vital by exhibiting and visiting these impor-

their business are better able to compete with

tant events. Wishing you all a happy and successful

the Big Box chain stores, ‘dot-coms’ and other discount outlets. The success of the

fall selling season,

‘mom-and-pop’ stores is especially notable

Sincerely,

REZA MOMENI President - Oriental Rug Importers Association, Inc.

6 Fall 2014

AREA

Fall 2014

Published by The Oriental Rug Importers Association, Inc. 400 Tenafly Rd., #699, Tenafly NJ 07670 • 201-866-5054 • www.oria.org

President Vice-President Treasurer Secretary Executive Director AREA Advisory Committee

Editor-Emeritus Editor-in-Chief Editor Contributing Author Contributing Author Production

Reza Momeni Kami Navid Behrooz Hakimian Ramin Kalaty Lucille Laufer Reza Momeni, Chrm. Dennis Dilmaghani Archie Cherkezian Lucille Laufer Sally James Carol Milano Ellyne Raeuber Artistic Color Graphics

Contents From the President’s Desk 6 14

In the News

New Product Gallery

Around Market

Design Focus: Bunny Williams ”The Rug Is The Magic Of The Room”

History & Heritage When The Dutch Painted Rugs

Merchandising Building Brand Identity With Outdoor Ads

48 52 52

Directory Calendar Index to Advertisers

Cover: A bold silk-and-wool chocolate-and-cream striped rug infuses the Victorian period sofa sitting atop with a fresh contemporary look. Courtesy of Bunny Williams, Inc. Photography by Francesco Lagnese. Material submitted for publication will not be returned unless specifically requested. No article shall be reproduced in any form without the express written consent of the Oriental Rug Importers Association, Inc. Subscription price (for the trade only) is $30 for one year and $40 for two years in the United States. In Canada and Mexico the price is $35 for one year. The price for all other countries outside the U.S. is $60 for one year, payable by check drawn on a U.S. bank. Remittance must be attached to subscription order. Individual copies are available at $10 per issue.

AREA 7

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9 Y 7N r In be s em tU t si ep Vi , S S C YI N

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Utterly clean. You’ll smile when you see and feel the difference. Revita is a new technology using ultra-purified water and purely organic additives to restore the life and vitality of area rugs, even the most delicate, antique silk Persians and Orientals. Miraculously, Revita costs about the same as traditional rug washing. But technology is always like that, isn’t it? Giving us safe, affordable solutions that were impossible only yesterday. Learn more at

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Learn more about our process online.

SEPTEMBER 7â&#x20AC;&#x201C;10 2014 JAVITS CENTER NYC We look forward to seeing you this fall at our third annual event showcasing classic, contemporary, antique and one-of-a-kind designs from some of the industryâ&#x20AC;&#x2122;s most renowned producers and wholesalers. Held in conjunction with Metro Market Week 11 and NYICS.

www.therugshow.com The Rug Show is a non-profit organization. For more information, visit www.therugshow.com

its Y N av In @ J 0 s -1 t U how r 7 si e Vi g S b m u R pte Se

e Th

LEADERS IN UNIQUE

DESIGNS IN A GLOBAL

MARKETPLACE

NewJersey Delhi

Shanghai Dubai

Melbourne

In The News UPCOMING MARKETS

WHERE 125 West 18th Street, Ground Fl.oor WHEN

Near 6th Ave.

HOURS Sunday & Monday: 9-6, Tuesday: 9-1 September 7-9, 2014

Start your New York Fall Market at NYICS…wake up and smell the coffee on Sunday, Monday, and Tuesday mornings with a delicious catered breakfast buffet on the show floor. Linger longer among your friends, top dealers and spectacular collections that’ll knock your socks off! Relax in the lounge area and enjoy Happy Hour at NYICS from 4-6pm on Sunday afternoon. Thirty

top

vendors,

from Amadi

Zollanvari, are currently confirmed as contracted exhibitors for the exciting 10th anniversary trade show. They include: Amadi Carpets, Amer Rugs, Asha Carpets, Bespoke Tibetan Rugs, Concepts

The third annual Rug Show @Javits is the place to be, Sept. 7-10, 2014. This non-profit Rug Show brings together a group of the most creative and cutting-edge rug producers in the world, gathering under one roof to exhibit their most beautiful, daring and unparalleled handmade works. Exhibitors for this year’s show will include: Amici Imports, Anadol Rug Co., Afghan Made Carpets, Ariana, Art Resources, Ayka Designs, Azad Rug Co., Azad USA, Caravan Modern, Caravan Rug Corp, Eliko, HRI, James Opie, Kashee & Sons, Lawrence of La Brea, Matt Cameron, Michaelian & Kohlberg, Mobayen, Momeni, Nalbandian, Nasiri, Pasargad, Robin Gray Design, Rugzy, S & H Rugs, Samad, Slocum Rug Gallery, Tepp Team, The Creative Touch, Thibault Van Renne, Tissage and Wool & Silk Rugs. For more information, visit: www.therugshow.com.

International, Creative Matters, D&K Wholesale, Ebisons Harounian, Eliko Decorative carpets, French Accents, Global Craft Rugs, Interior Resources Design Studio, Jade Carpet Pads, J.D. Staron Galleries, Kooches, Lapchi Handwoven Carpets, Mia Muratori Rugs, Michaelian & Kohlberg, New England Collection, New Moon Rugs, Pacific

Since its debut in 2004, Metro Market Week has

Collection, Pasargad NY, Revita Rugs, Sahar Carpets,

enjoyed participation from every important area rug

Shalom Brothers, Stile BK, Tibet Rug Company,

importer on the East Coast. Buyers will be treated to

Woven Concepts, Woven Legends and Zollanvari.

an unmatched selection of the most innovative rugs in

The New York International Carpet Show

every design and construction from around the world.

pioneered this trade show in Manhattan for high-end

Convenient, complimentary transportation will link

handmade carpets. For 10 years, without missing a

all exhibitor showrooms in the metro area. For special

beat, it has served the industry as a distinctive mar-

Market-only promotions, contact your favorite

ketplace for design-driven, decorative carpets and a

exhibitors. Metro Market Week buyers are encour-

catalyst for good business.

aged to pre-register by Friday, Aug. 15, 2014. For

For more, visit NYICS.com.

14 Fall 2014

more, visit www.Metromarketweek.com.

XAVIER collection

SEP. 15 – 18 | NEW YORK: TEXTILE BLDG STE 1006 OCT. 18 – 23 | HIGH POINT: IHFC D-320

loloirugs.com

In The News PEOPLE

FEIZY announced that Kim Vance has been named vice-president of Marketing and Communications, according to Leah Feizy, Executive Vice President, to

KAS Rugs is pleased to welcome Kevin Welch as National Sales Manager,

Yarlagadda, president. “Kevin joins KAS as a longtime veteran of the rug industry.

tories alongside our expansion into new product lines,

this position Ms. Vance

licenses, and web,” said Yarlagadda.

will be responsible for

Welch has held various

leading the development

sales management posi-

of brand strategy, product

tions at Karastan and

marketing and corporate

Oriental Weavers, and

communications for the

most recently was the

company. “Kim’s extenboth digital and tradition-

tion to Feizy,” said Ms. Feizy. “She is a terrific creative and strategic thinker which will be invaluable in today’s ever changing home accents industry.” Prior to joining Feizy Rugs, Ms. Vance was the president and founder of Trugenius Marketing where she spent more than a decade as a consultant for a broad array of clients including Dr. Pepper Snapple Group, Solomon Associates, RiseSmart and Reachout Home Care. FEIZY also reported that Rita Karmiol has joined the company as vice president of Business Development. She will also focus on Key Accounts and will also be responsible for assisting in the growth of business across regional territories, especially in the Northeast. She will report to Cameron Feizy. A veteran of the rug industry, Rita began her career at Macy’s, then worked for Nourison for more than 20 years. “Rita’s vast experience in both the retail and wholesale sides of the industry has given her an almost second nature understanding of what the retailer needs to be successful in the accent and area rug categories,” said Cameron Feizy, Senior VP. “She is a customer favorite, and is a welcome addition to the

16 Fall 2014

National Sales Manager

Kim Vance

al marketing mediums makes her a tremendous addi-

Feizy Rugs Sales Team.”

His management

and sales experience will help KAS develop the terri-

whom she will report. In

sive experience across

according to Rao

for Rizzy Home. “I have long admired both the Kevin Welch

KAS product line and the company as a whole,

commented Welch. “I am extremely excited to now be a part of the KAS team and to contribute to not only meeting, but exceeding our goals.” MOMENI has announced the promotion of Hadi Sattari to the position of National Sales Manager, according to Reza Momeni, President of Momeni. Sattari has over 14 years of professional experience in the rug industry and has been with Momeni since 2005 working in different sales capabilities. “This broad experience Hadi brings with him in his new role as National Sales Manager is invaluable for Momeni’s continuously growing busi-

Hadi Sattari with his son

ness,” said Reza Momeni. Sattari has seen the industry from both retail and wholesale perspectives. Most recently, Sattari worked with Momeni as an independent agent handling international and flash sale ecommerce business.

New Product Gallery From KAS’ Donny Osmond Home Timeless

Collection: 8010 Silver Wood Grains, one of 12

sizes, the Timeless Collection is machine-made of

new designs in this collection. Available in seven polypropylene in natural colors and

Donny Osmond Home also includes a new

features a very plush pile with sheen accents. Harmony. See KAS’ complete line this fall during

handtufted and multi textured collection called

the NY Home Fashions Market in their showroom

at 295 5th Avenue, suite 819 and in their new High Point space, IHFC Green Wing 270 during Market.

KAS www.kasrugs.com

FAR LEFT Created in collaboration with Kris Ruff, the Nova

Collection celebrates Kris’ penchant for bright colors and graphic motifs with 9 hand-tufted 100% wool rugs from India. The bold

designs lend themselves best to contemporary interiors looking for a punch of color. LEFT Hand knotted in India of wool and

viscose, the Ashton Collection is a fashionable reinterpretation of traditional design. The

patterns feature well worn, purposeful details while the color palette is fresh and reflects knotted rugs, Ashton is a collection that will

today’s interiors. And like all of Loloi’s hand last a lifetime.

LOLOI www.loloirugs.com

AREA

In The News PEOPLE

NOURISON is pleased to announce the appointment of Dale Logie and Sheri Miller to Account Executive positions in the Southern California region. Logie will cover Southern Los Angeles up to San Diego, including Orange County and the Desert; while Miller will cover Los Angeles North, including the Valley and North to Santa Barbara. Logie and Miller will be responsible for managing and developing business

within

these

important West Coast territories. They will promote Nourison’s extensive rug line that includes

said Gerard O’Keefe, Nourison’s VP-Sales. “Both Dale and Sheri are proven and well-respected in the area, and we are confident they will have immediate and lasting success.”

SHOWROOMS As of June 1, a distinguished group of wholesalers relocated to a new office/showroom complex at 3901 Liberty Ave., North Bergen, NJ 07047. The new location is approximately five minutes from the former ORICA building and is easily accessible from I-95 or Route 3. The new tenants are: TEPP TEAM, Bichoupan Rug Co., Nasser Hakimian Rugs, Mihan Rugs, Yadid Dardashti, Pacific Collection, Banilivy & Nabavian Rug Co., Hasan’s Rugs, Trans Orient, Yashar Rug Co. and LOTFY & SONS, INC.

and a strong portfolio of

KALATY RUG CORPORATION has opened its

licensed brands, includ-

first West Coast showroom, a 3,779-square-foot loca-

ing Calvin Klein Home,

tion in Building B, at Las Vegas Market Center. “We

Kathy Ireland Home, Barclay Butera Lifestyle and

are anticipating a very positive response to our new

Waverly. They will also

showroom presence in the western United States as

handle both the Nourison

part of our continuing commitment to providing cus-

and Nourtex broadloom

tomers with excellent handcrafted products and

and runner lines, which

unparalleled service,” declared Ramin Kalaty, VP.

include

“Kalaty Rugs has built a reputation for offering area

SKU’s of unique, coordi-

rugs that portray ‘tradition for today,’ and we are

nated patterns with deep

looking forward to bringing our unique colors and

custom capabilities; as

designs to the retailers, interior designers and hospi-

over 75 active collections Dale Logie

thousands

well as the Mina Victory Line by Nourison.

Sheri Miller

tality specifiers shopping the Las Vegas Market.” “We are pleased and proud to welcome

Logie is a proven sales executive with

Kalaty as the newest addition to the growing roster of

decades of industry experience in high-end decorative

better home décor and accessories suppliers in the Las

wool carpet. Most recently, he held the position of

Vegas Market,” said Dorothy Belshaw, president of

account executive for Godfrey Hirst. Miller is also an

Gift & Home Décor, International Market Centers,

accomplished and seasoned industry veteran, having

“We are entering phase two of our three-year strategic

spent the over a decade as a territory manager for

growth plan to position Las Vegas as the leading fur-

Moda Carpet.

niture, home décor and gift market in western United

“In restructuring this critical region, we’ve had the great fortune to add not one, but two accomplished sales professionals to our West Coast team,”

18 Fall 2014

States.

New Product Gallery Taking inspiration from the intricate geometrics of design, the Luminance Collection will complement antiquity, with a modern approach to color and

a variety of décors, both traditional and modern.

These rugs have a rich texture and silky sheen that imbue each design a sense of warmth and vintage affluence—but with the exceptional color retention of modern day fibers. The traditional designs have the look of authentic antiques that have been passed down from generation to generation, while the transitional pieces exude elegance, depth and refinement. This collection will instantly transform and beautify the décor of any space.

NOURISON www.nourison.com

New from Momeni: The Casa Collection.

Machine-made in Turkey of 100% polypropylene, variations in color provide a subtlety and elegance while the beautifully crafted transitional designs will enhance settings from the most

traditional to mid-century modern. Shown here: CAS-05 Orange.

MOMENI www.momeni.com

AREA

In The News NOURISON has launched their first iPad app, available to their customers and consumers alike. This interactive platform allows users to browse through over 16,000 SKU’s of area rugs, broadloom and pillow collections; share product information and images; and allows Nourison dealers to purchase. “Our company is vastly expanding our digital efforts to communicate with our present and future cus-

APPS

Coordinator of Nourison. “It is easy to navigate through, you can see the details of the construction of each product, and stay connected with new products.” The app is available now in the iTunes store.

MARKETS

LAS VEGAS MARKET hosted its 4th annual gala charity event benefiting Gift For Life, the sole charitable organization for the gift, stationery and home décor industries, during the Summer 2014 Las Vegas Market. “Las Vegas Market’s ‘Up on 10’ reception puts the “fun” in fundraising, with 100% of proceeds from this special event benefitting Gift For Life,” stated Dorothy Belshaw, president of Gift & Home Décor, International Market Centers. This year’s “Las Vegas experience” silent auction featured a variety of Vegas-themed items that can be redeemed during the Winter 2015 Market. Items include hotel stays; restaurant vouchers; VIP services at top nightclubs; a helicopter ride over the Grand Canyon; tickets on the High Roller, the new Las Vegas observation wheel; horseback riding or rock climbing lessons in Red Rock Canyon; spa packages and many more. Gift for Life, the gift and home décor industry’s volunteer group raising funds for AIDS assistance and research through DIFFA: Design Industry Foundation Fighting AIDS, was founded in 1992. Since then, Gift for Life has raised nearly $5 million through special events, cause-related marketing, promotions, and from corporate and individual donations. For more information visit www.giftforlife.org.

tomers,” said vice president of Nourison, Andrew Peykar. “The goal is to make searching our products easier, and create platforms, such as this app, that allows users keep coming back for more information on our products.” “We made this app with our customers in mind,” said Brooke Feldman, Digital Marketing

20 Fall 2014

TIBET RUG COMPANY announced that it will be introducing its newest gradient-rich collection of Tibetan rugs and oversaturated high-end NZ IndoGabbehs at NYICS Sept 7-9 at the Metropolitan Pavilion during Metro Market Week. Don’t miss these stunning new introductions!

PRODUCTS

New Product Gallery

The Saphir Rubus Collection features transitional and

contemporary designs power loomed in saturated raspberry tones and cool hues of gray. Power loomed in Turkey with a multi-textured art silk pile and woven in Feizyâ&#x20AC;&#x2122;s best-selling Saphir construction, the incredibly soft, high-low designs are at once striking and comfortable and suited for settings that range from the super casual to the super chic.

FEIZY www.feizy.com

For more information regarding the fine products offered in our

ANTIQUES & NEW PRODUCTS GALLERY please consult the Members Directory in this issue of Area Magazine.

AREA

In The News ATLANTA REVIEW

The Atlanta International Area Rug Market at AMERICASMART wrapped on Saturday, July 12, 2014, after a four-day market highlighted by new and expanded spaces, engaging programming, and celebrations of excellence.

Designer Doing With That Rug?” about innovative, outside-of-the-box ways to use rugs. AmericasMart’s exclusive programming in partnership with the Oriental Rug Retailers of America, Inc. (ORRA) featured rug expert Phil Menendian, director of education for ORRA Programming, moderating a discus-

The Market yielded consistent positive buy-

sion of numerous pieces in “Knot to be Missed,”

ing traffic to AmericasMart’s industry-leading rug

reviewing current appraisal techniques in “Enhancing

marketplace. Updates to showroom collections

Your Rug Appraising,” and leading a tour of

include the debut of Neman International, Inc. and

AmericasMart’s four-floor rug marketplace in

Rizzy Home, expansions from Pasargad Carpets and

“Walking the Marketplace.” Menendian also moderat-

Couristan and a complete renovation for Kaleen.

ed the CRA Examination.

The rug center also is home to the new

The global rug industry will again convene in

Market Club lounge. The expertly appointed space

Atlanta for The Atlanta International Area Rug

was designed by renowned Atlanta designer Kerry

Market® featuring the National Oriental Rug Show

Howard with furnishings and accessories from across

Wednesday, January 7 - Sunday, January 11

the Marketplace as a haven for AmericasMart’s top

(Temporaries: Thursday, January 8 - Saturday,

buyers—those representing buying companies that

January 10). Attendees of the market will see the

have attended at least five Markets in the past five

launch of Building 1 new Floor 15, according to

years. The space officially opened with a ribbon cut-

David Savula, Executive Vice President of leasing.

ting by Howard, Executive Vice President of Leasing

The Floor 15 development signals a major expansion

Dave Savula, Senior Vice President of Leasing for

for AmericasMart’s home furnishings product mix

Building 1 Mark Furlet, and Vice Presidents of

through the addition of more than 100,000 square feet

Leasing Kevin Malkiewicz and Karen Greaber.

of space created expressly for design-led furniture,

Area rug and home accessories manufacturer

lighting and accents.

Surya was celebrated for its groundbreaking social

The expansion expresses AmericasMart’s

media marketing with the 2014 Innovation Honors for

broader mission of delivering a product-rich market

Technology Innovations at the fifth annual ICON

experience for designers, specifiers and specialty

HONORS celebration on Thursday, July 10. With a

retailers needing the significant advantages of a sin-

goal to build the largest social media community in

gle-source destination offering the full spectrum of

the home industry, Surya employs multiple social

lifestyle home furnishings merchandise in a sophisti-

media channels to help grow sales. Consistent mes-

cated setting.

saging across all platforms—combined with innova-

“This expansion is the true nexus of demand

tive cross-channel marketing unifying its website,

and performance,” adds Jeffrey L. Portman, Sr., Vice

email and print material—delivers a strong brand

Chairman and President. “Our continuing growth in

voice and sustained customer engagement. Surya also

the home sector, particularly over the past four years,

earned the AmericasMart Visual Display Award for

positions us to address space requirements both from

outstanding showroom design.

existing exhibitors seeking larger footprints and new

Rug buyers also enjoyed the Market’s signa-

lines tapping AmericasMart’s global buying power.

ture educational programming. Designer Brian

Those are the pivot points driving the Floor 15 mis-

Patrick Flynn lead a lively seminar “What Is That

sion,” Portman adds.

22 Fall 2014

Around The Market

ATLANTA - July 2014 AREA

Around The Market

ATLANTA â&#x20AC;˘ July 2014

24 Fall 2014

Around The Market

ATLANTA - July 2014 AREA

From ORIA HQ ORIA Officers

General Membership Meeting July 10, 2014 - Atlanta

26 Fall 2014

ORIA CHARITABLE FUND 2014 DONOR HONOR ROLL GOODS & SERVICES Rugs and services for this year’s Silent Auction were graciously donated by the following companies: AmericasMart Atlanta Amici Bashian Caravan Capel Chaman Antique Rugs Explore Airtrans Services

ORIA

PLATINUM $5000 + ABC Carpet & Home (Wooster House) Nourison

Jaunty Kas Kalaty Loloi Lotfy & Sons Momeni Nourison Oriental Weavers Tamarian Tibet Rug Co. Revita Rugs

CHARITABLE

FUND

GOLD $2000-4999 + Safavieh

DONATION

Name

Total Amount of Donation:

Company

Paid by:

Address

Check # (Enclosed)

FORM

Credit Card (Mastercard or Visa Only) Phone

Card #

E-Mail

Signature

Date

Expiration Date

Type of donation (select one): K Unrestricted Donation to be used where it’s most needed K Restricted Donation for use in... K India

K Pakistan

Mail to:

ORIA Charitable Fund 400 Tenafly Rd., #699 Tenafly NJ 07670

Thank you for your generous donation!

K Nepal

K Special Project

The ORIA Charitable Fund is a 501 c(3) Tax Exempt Organization - IRS Tax Exempt #20-1090669

(Please Specify)

It’s New. It’s Snazzy. And It’s Launched. Visit ORIA.org.

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Design Focus

For Legendary Designer

Bunny Williams Rugs Are The ‘Magic’ Of Every Room

“Rugs are the magic of every room,” states the Virginia-born but Manhattan-based interior designer and author Bunny Williams. “They have been in my life forever. There has never been a time in my life when I have not been around them.” Renowned for her prestigious interiors that artfully fuse the classical with the contemporary, the grande dame of decorating fondly recalls growing up with her mother’s pale woven cotton plaid rugs, viewed as virtually avant-garde at a time when oriental rugs and broadloom were the norm. Her passion for decorative rugs blossomed during her 22-year tenure at the legendary New York interior design firm Parish-Hadley, which exposed her to the market’s most exquisite pieces. Since establishing Bunny Williams, Inc. in 1988, she has always awarded a pivotal role to handmade decorative carpets in her work located all over the country and abroad including in France, England, and the Dominican Republic. Indeed, in addition to being the historical genesis for all carpets, they are “the heart of the room.” While the designer is unapologetic about using broadloom for specific needs, she is also fervent in her apprecia-

Alternating dotted mustard bands and aubergine zebra stripes in a silkand-wool ivory ground flatweave set a contemporary tone in this dining room that features traditional architectural elements. Courtesy of Bunny Williams, Inc. Photography by Fritz Von der Schulenberg.

STORY BY ALIX G. PERRACHON

AREA

Design Focus tion of handmade decorative rugs’ uniqueness. “What

struck by its color. “If the color is not appealing, there

I like about handmade rugs are their irregularities and

is no point in pursuing it,” she comments. Once the

imperfections,” continues Ms. Williams. “The

colors pass muster, she goes on to assessing the rug’s

warmth and the character of antique rugs particularly

design. Is it too busy for the pattern of the room?

resonate with me.”

When coordinating rugs with fabric patterns, she

Ms. Williams, who owns related businesses

ensures that the fabric “sits gracefully on the rug.”

including Bunny Williams Home, always starts the

She avoids juxtaposing floral-patterned rugs with flo-

design process with the rug. “It sets the tone of the

ral fabrics. Instead, she might prefer to work with a

room,” she comments. “Starting with a beautiful rug

floral-patterned rug with a fabric displaying a tight

is like starting with a painting. Early on in the deco-

geometric repeat and vice versa. “Rugs and fabrics

rating process, you need to make a design decision

must be complementary,” she insists.

whether you are going to have interest on your floor or not.”

“I can’t imagine a room without a special rug!” exclaims Ms. Williams who uses them everywhere

So deep is Ms.Williams’ passion for rugs that she

from the living room to the bathroom. People should

has used all kinds. When shopping for a rug, it’s less

not be afraid of using them even in the most unlikely

a matter of its type than finding the right piece for the

of areas. “There’s nothing more forgiving than a

project. Since her first job at the prestigious Stair &

handmade patterned rug in a mud room,” she notes.

Co. Antiques, she has nurtured an unabated interest in

Moreover, she loves placing rugs over wall-to-wall

antique pieces. Among her many favorites are

sisal carpeting. “It’s a wonderful way of using small

Oushaks, Sultanabads, Agras, and European needle-

rugs,” she notes. However, she feels that a small rug

points. Meanwhile, she has also been very active on

on its own in a small space will make the space

the new rug front namely with hooked rugs, Tibetans,

appear even smaller. “The larger the rug, the larger

ikats, Moroccan pieces, and the vast range of transi-

the scale of the room,” she comments. On the other

tional rugs. She loves the new abstract-patterned

hand, two rugs can anchor seating areas in a very

pieces with the “erasure” look and enjoys custom

large space to create a more intimate ambience.

making rugs with the increasingly sophisticated com-

When coordinating rugs from one space to the

binations of fibers (such as linen and silk) now avail-

next, color is the connecting thread rather than style.

able. She has also recently designed rug collections,

In one instance, the yellow accents in a contemporary

one of transitional-style carpets for Doris Leslie Blau

geometric wool-and-silk geometric flatweave in a

and another of indoor/outdoor carpets for Dash &

dining room connects with the same hue in the

Albert. When advising clients on what to choose, she

adjoining room’s antique Oushak. Ms. Williams

says: “Whatever the type of rug selected, make sure

enjoys the thrill of mixing up and playing off antique

it’s a quality piece that you will want to keep for a

rugs and furniture with their modern counterparts and

long time.”

vice versa. For instance, a Victorian sofa took on a

When looking for a rug, Ms. Williams is first

fresher, younger look sitting atop a bold striped con-

Right The soft buff-colored accents in this unusual Chinese carpet are echoed in the walls while the luminous midnight blues in the dragon figures and border are played up in the upholstered chairs. Courtesy of Bunny Williams, Inc. Photography by Francesco Lagnese.

32 Fall 2014

Design Focus

ABOVE The mocha ground in this transitional carpet, featuring a soft rose arabesque-like pattern, is the springboard for the wall's rich saturated tones. Courtesy of Bunny Williams, Inc. Photography by Pieter Estersohn RIGHT The neutrally colored carpet with its geometric repeat sets the up-to-date eclectic tone in this bedroom featuring antique and traditional furniture. Courtesy of Bunny Williams, Inc. Photography by Pieter Estersohn

temporary rug. “I enjoy mixing things up,” she com-

As for the upsurge of online sales, Ms. Williams

ments. “ It’s the juxtaposition of the contemporary

states: “You have to go with the trend as it’s here to

with the classical that makes things interesting!”

stay.” Although interior designers need to inform

Even the wariest client is thrilled with the results—

themselves on what is available online, they must

one of the most gratifying elements of her work. “I

seek out unique rugs that are not mass-marketed if

like pushing the envelope with my clients,” she con-

they are intent on creating distinctive interiors. She

tinues. “It’s fun to get them out of their safety zone.”

urges them to shop for rugs in person at reputable

While Ms. William is sensitive to the “green”

dealers and auction houses which is the only way to

aspect of handmade decorative rugs and prefers

properly educate yourself on the artistry of rugs.

organic fibers, she also advises: “Don’t buy a rug just

On a personal note, the designer admits that

because it’s “green.” Passionate about world affairs,

resisting the temptation of buying that next rug can

she is attuned to the socio-economic benefits of pur-

sometimes be daunting. Once when traveling in

chasing handmade decorative rugs. In effect, she

Morocco, she had sworn off buying more rugs but

points out, by purchasing new rugs, you are provid-

was somehow lured into a store whose offerings she

ing a livelihood to weavers around the world who

could not turn down. “I love rugs!” exclaims this leg-

might not otherwise be able to practice their craft.

endary designer.

34 Fall 2014

About The DESIGNER

Design Focus Design award from House Beautiful, placed on the ‘A’ list by Elle Decor, and was the recipient of the

Born in Charlottesville, VA, Bunny Williams’ early

Timeless Design Award from the Royal Oak Society.

appreciation for interior design and the decorative

The Edith Wharton Restoration recognized her with

arts stems from her upbringing and appreciation for

the Design and Business Award which honors women

gracious southern living. Her talent blossomed at the

of outstanding achievement. Ms. Williams was

New York-based Stair & Co. Antiques Co. and her

inducted into the Interior Design Hall of Fame in

22-year experience at the venerable interior design

1996, received the Giants of Design award from

firm Parish-Hadley. She founded Bunny Williams

House Beautiful, placed on the ‘A’ list by Elle Decor,

Inc., the interior design arm of her companies, in

and was the recipient of the Timeless Design Award

1988 and Bunny Williams Home, her ever-growing

from the Royal Oak Society. Ms. Williams received

home furnishings collection in 2008. She also owns Treillage Ltd., a unique decorative home and garden shop in New York with her husband, renowned antiques dealer John Rosselli. Among her numerous licensing partnerships are for a transitional rug col-

the Design Innovator Award from CT Cottages & Gardens and was also named to the AD 100 list. She

is featured in The Decorative Carpet—Fine

Handmade

Rugs

Contemporary

(Random House/Monacelli Press, 2010).

Interiors

lection at Doris Leslie Blau and indoor/outdoor rugs for Dash & Albert. Internationally recognized for her modern vision, sense of history, and classic yet unpredictable style, Ms. Williams’ projects have spanned the country and France, England, and the Dominican magazines around the world including Architectural

Republic. Her work is regularly featured in top design Digest, Elle Decor, Veranda, and The New York

Times; on television; in film; and on a variety of webbooks: On Garden Style with Nancy Drew (Simon &

sites and blogs. In addition, she has published four Schuster, 1998), An Affair With a House (Stewart,

Tabori and Chang, 2005), Bunny Williams’ Point of

View: Three Decades of Decorating Elegant and

Comfortable Houses (Stewart, Tabori and Chang, 2007), and Scrapbook for Living (Stewart, Tabori & Chang, 2010).

Ms. Williams was inducted into the Interior Design Hall of Fame in 1996, received the Giants of

LEFT The luscious cream hues in an exquisite Khorassan are enhanced in the walls creating a light airy ambience in this opulent living room.Courtesy of Bunny Williams, Inc. Photography by Pieter Estersohn. ABOVE Bunny Williams. Courtesy of Bunny Williams, Inc. Photography by John Bessler

AREA

History & Heritage

Dutch Painted Carpets

When The by Ellyne Raeuber

Three paintings by three mid-17th-century Dutch artists were paired with three rugs from the same period in a recent, elegant show, Carpets of the East in Paintings from the West, at the Metropolitan Museum of Art in New York. The show was spare and focused; the effect was intense. ABOVE: The Newborn Baby, 1675, Matthijs Naiveu (Dutch, Leiden 1647-1726 Amsterdam). Oil on canvas, 25.25”x 31.5.” The Metropolitan Museum of Art, Purchase, 1871 (71.160) Image: © The Metropolitan Museum of Art, New York. RIGHT: Floral and Cloudband Carpet, Iran, 17th century. cotton (warp and weft); wool (pile); asymmetrically knotted pile; 97.5”x 56.25.” The Metropolitan Museum of Art, Gift of Ralph Dudley, 1953 (53.214) Image: © The Metropolitan Museum of Art, New York.

38 Fall 2014

History & Heritage The paintings—all of which are from the from the Dutch Golden Age: Gabriël Metsu’s A Museum’s European Paintings Department—date

Musical Party (1659); Cornelis Bisschop’s A Young

Woman and a Cavalier (early 1660s); and Matthijs

Naiveu’s Newborn Baby (1675). The related carpets

displayed, from the holdings of the Department of Islamic Art, were of the “Lotto,” Indo-Isfahan, and “Chessboard” types. Deniz Beyazit, curator of the exhibit, chose paintings from the 17th century because carpets from that time still survive; and The Met has several examples in excellent condition. “For earlier periods we often

don’t have the real carpets anymore,” she said, “and the only information we have for certain types of carpets comes from European paintings, which often are the only trace of a given carpet type.” DUTCH GOLDEN AGE The Italians controlled carpet commerce until the Portuguese, English and Dutch started direct trade with Asia; and predate the Dutch as far as ‘carpets in art.’ “In the 14th and 15th centuries,” said Ms. Beyazit, “carpets are mainly depicted by Italian artists. They only appear in religious paintings and thus are related to the religious and pious world, for

led to an intense cultural change. Science flourished,

example at the foot of the Virgin or as altar cover. The

including the invention of the microscope; and art

depicted examples are usually Anatolian carpets.”

flourished, too. Carpets, not only from Anatolia, but

Once the Dutch maritime industry began explod-

from Persia, India and other lands were to be found in

ing—at the same time as the Dutch, from 1568 to

the marketplace and in paintings: an everyday item

1648, were engaged in fighting and winning a war of

used in a practical manner in its place of origin trans-

independence from Spain—everything changed. The

formed into an exotic luxury. “In the Near East they

Dutch East India Company usurped a large share of

were used on the floor to protect and to decorate. In

Portugal’s trade with the Near and Far East and the

17th century Northern Europe they appear on tables

new and robust Dutch merchant class began enjoying

as luxurious cloths,” said Ms. Beyazit. The rugs were

its success. A period of great prosperity, The Dutch

both illustrated and documented; and in turn, so were

Golden Age, had begun.

the material blessings of the times.

This economic shift, coupled with the Protestant

Dutch artists turned to secular-based painting,

Reformation born of the schism in the 1500s between

using the realism of early Netherlandish art for inspi-

the Catholic, Rome-based, church and the Protestants,

ration. With artists no longer totally dependent on the

AREA

History & Heritage Church and the nobility for patronage, they began to

The McMullan “Chessboard” carpet that was

paint for the new consumers of original art. In the

matched to the painting features a vermillion ground

1600s the up-and-coming Dutch middle class was

and a grid-like arrangement of hexagons—eight-

interested in small, easy to move, slice-of-life pieces

pointed strapwork stars, here in alternating colors—

of art. They wanted natural portrayals, but with a fine

each in a square compartment outlined by the vermil-

craftsmanship the like of which had not been seen in

lion band that typifies “Chessboards.” Radiating tre-

Dutch art until this time.

foil ornaments resembling fleur-de-lys, cypresses and

These factory owners, merchants, and craftsmen,

rosettes surround the stars. The border framing the

among others, wanted individual portraits and genre

central compartment holds medallions alternating

scenes set in the homes of wealthy citizens, as well as still life and landscape paintings: works that showed nature or were a reflection of the buyer’s standing in the community. “In 17th century Dutch painting,” said Ms. Beyazit, “carpets appear to decorate interiors as symbols of wealth, together with expensive silverware, instruments, and rare maps hanging on the wall. These paintings show Dutch social and cultural life in context.” Decorative objects were displayed harmoniously; but there was also a need to acknowledge the sins of vanity and human desire; sometimes portrayals of charity were used to offset the riches on display. A RARE CHESSBOARD The Dutch artist Gabriel Metsu used carpets in some thirteen paintings, including some minutely depicted floral and cloudband carpets and Lotto designs. He was also, however, one of the few European artists to include rare “Chessboard” carpets—perhaps as few as 30 still exist today, probably because only small quantities were woven for export to the West. According to Ms. Beyazit the pattern was

with cartouches. As common to this type of carpet, the

In Metsu’s The Musical Party, a “Chessboard”

corner of the border is carefully articulated, even at

carpet is draped over a table, drawing the viewer’s eye

Although sometimes attributed to Cairo because

to a particular spot where a musical instrument rests

of its complex geometric design and the vermillion,

on it and figures are placed next to it. The musical

light blue and green color scheme reminiscent of

gathering was a popular subject to paint, especially in

Mamluk carpets, the red dyes and weaving techniques

the 1650s and 1660s; and here a man and woman in a

differ. “Chessboards” were probably made in Syria

prosperous and cosmopolitan Amsterdam, have been

and are often called Damascus rugs; but controversy

painted in Metsu’s vibrant style, playing music.

continues over where these rugs originated.

not common in the Islamic world.

40 Fall 2014

the expense of cutting off motifs in the field.

History & Heritage

ABOVE: A Musical Party, 1659, Gabriël Metsu (Dutch, Leiden 1629-1667 Amsterdam). Oil on canvas, 24.5”x 21.37.” The Metropolitan Museum of Art, Marquand Collection, Gift of Henry G. Marquand, 1890 (91.26.11). Image: © The Metropolitan Museum of Art, New York. LEFT: “Chessboard” Carpet, probably Syria, late 16th or early 17th century. Animal hair (warp and pile), wool (weft); asymmetrically knotted pile; 73.5”x 51.” The Metropolitan Museum of Art, Gift of Joseph V. McMullan, 1969 (69.267) Image: © The Metropolitan Museum of Art, New York.

AREA

History & Heritage were religious in nature; Bisschop and his contemporaries, in contrast, paint the secular. Also, the central surface of the 17th century rug that was displayed in the exhibit, with its motif of vegetal arabesques, shows additional hooks and curls giving an overall, more decorative impression. These rugs, known as “ornamental Lottos,” are found in the work of a small group of artists, among them Jan Brueghel the Elder, Peter Paul Rubens, Gabriël Metsu,and Cornelis Bisschop. In this type of carpet, borders may display alternating medallions or cartouches, floral motifs, or pseudo-kufic inscriptions. In the carpet on view, a border design of cartouches and rosettes alternates on a deep blue background. “Lotto” carpets are usually attributed to Ushak in Anatolia and were woven from the 16th through the 18th centuries. FLORAL AND CLOUDBAND Ms. Beyazit noted that 17th century Dutch art Matthijs Naiveu painted The Newborn Baby in 1675

shows “the different rituals and habits of the wealthy.” “Ornamental Lotto” Carpet, Turkey, 17th century. Wool, symmetrically knotted pile, 69.25”x 48.75.” The Metropolitan Museum of Art, The James F. Ballard Collection, Gift of James F. Ballard, 1922 (22.100.112) Image: © The Metropolitan Museum of Art, New York.

(shown on page x) when the artist himself became a father for the first time, not only to document his own life, but also to show the social ritual known as kraambezoek, or “lying in visit.” A “Floral and Cloudband” carpet appears in the

YOUNG WOMAN MEETS CAVALIER

foreground of the painting where its placement and

In Cornelis Bisschop’s work, a returning cavalier,

warm colors, together with the light shining on it,

still wearing his hat and sword belt, is about to

make it stand out. Finely woven in Isfahan, this type

embrace a young woman who greets him with wine

of carpet was exported in quantity to Europe and was

and candlelight—and a “Lotto” carpet. Her red top

often represented in paintings.

and the comparably-colored carpet are bathed in

Complementing the painted carpet image was a

Carravagio-like light, drawing the viewer’s attention.

17th century Safavid carpet. A high knot count

A bold repeated pattern of stylized vegetal

allowed for beautiful, complex detail work in the

arabesques in yellow on a red ground characterizes

symmetrical designs: arabesques of cloudbands, styl-

“Lotto” carpets, named after a famous altarpiece by

ized peonies, lotuses and other flowers, curvilinear

the 16th century Venetian Renaissance painter

scrolling vines and palmettes. The various motifs are

Lorenzo Lotto in which there is a similar carpet. The

woven using a rich palette, with two to three different

small Turkish village rug that Lotto depicted a centu-

tones per color. Ground colors—rich red in the field,

ry earlier has changed, however: Lotto’s paintings

and the dark blue of the border—create vibrancy.

42 Fall 2014

History & Heritage

ABOVE A Young Woman and a Cavalier, early 1660s, Cornelis Bisschop (Dutch, Dordrecht 1630-1674 Dordrecht). Oil on canvas, 38.5”x 34.75.” The Metropolitan Museum of Art, The Jack and Belle Linsky Collection, 1982 (1982.60.33) Image: © The Metropolitan Museum of Art, New York.

SYMBOL OF WEALTH

The viewer will know, however, that whichever carpet

It will be interesting in future, when viewing

is depicted, it acts as a symbol of wealth in a time of

other paintings from the Dutch Golden Age, to

expansion and prosperity; a time when the middle

“name-that-carpet:” Lotto, Chessboard, or Floral and

class as well as the aristocracy could own an Oriental

Cloudband; From Anatolia, Persia, India, or Syria?

carpet, just like today.

AREA

How To Make Your Building

A Brand-Builder

by Carol Milano

Merchandising Are you ever concerned that a competitor has built a

essential.

very strong brand? Take advantage of a little-used tool to strengthen and maintain your own brand: utilizing

* Look carefully at your competitors. It’s important to

your store’s physical outdoor space.

assess how they brand themselves, so that you can dif-

“Branding is not about promotion,” explains

ferentiate your own store. Marketing is so crowded

Peter Levinson, president of Levinson-Block, a

now that it’s vital to find ways to look, sound, and feel

branding an marketing firm in Brooklyn NY. “It’s the

different.

background music of your company. It’s always on.” Branding’s visual elements include both your logo

* Recognize the attributes of your brand and store.

and your store’s color palate. Usually, these are first

Know who you are. What merchandise are you most

applied to your web site. That’s where a brick-and-

likely to display—what do you feel comes closest to

mortar store “has a big advantage over retailers sell-

expressing your view of your company? Sometimes

ing only on-line: you can apply your visual image and

there’s a gap between what a store owner and manag-

color palate directly to your building,” Mr. Levinson

er think, and what a potential customer thinks. This

attests. “This brings valuable repeat delivery of your

kind of analysis is the foundation for different kinds

brand.”

of branding.

Go outside. Take a serious look at your store’s

Applying your image and color palate to your

building. That’s the exterior face of your company, he

building’s exterior can have an effect similar to a bill-

stresses. “Consider ways to express who your com-

board. Each is an outdoor medium, and relies on

pany is. Can you do graphics based on your logo, by

being repeated often. Yet they’re very different tech-

simply using the color palate that’s part of your visu-

niques. “Billboards are designed as a one-sentence

al branding? Make sure the color you want to be asso-

medium, perceived quickly, as someone passes by,”

ciated with is visible outside. You don’t need to make

explains Mr. Levinson. They’re effective for general

actual architectural changes, but consider accessoriz-

branding or specific sales. “When using your building

ing the outside of your building.”

for brand-building, repetition is as essential as it is

Branding is not only visual. Part of it is your mes-

with a billboard. Especially if you have several stores,

sage, too, Mr. Levinson stresses. “What do you need

repetition is the key to branding, which requires lot of

to say consistently about your company, to build the

exposure. When your store locations keep repeating

business? Branding is about consistency.” He sug-

your brand attributes, that’s where consumers’

gests three steps for fortifying your store’s brand.

impressions start to build.” Home furnishings stores have an advantage.

* Understand your audience. What is your market

“Your brand can be expressed by which products you

segment’s perception of your store? How do they feel

choose to show, and how they’re displayed,” he notes.

about you? “Home furnishings are an emotional prod-

For instance, ABC Carpet & Home in New York City

uct,” Mr. Levinson explains. “People buy from the

“delivers their brand message, inside and out. They

gut; they either like it or don’t like it.” Getting a sense

want to be perceived as quirky, exotic, and often lux-

of how your customers feel about your business is

urious, with unusual offerings.”

OPPOSITE Specially enclosed, weather resistant outdoor ePaper sign. Photo courtesy of E Ink.

AREA

Merchandising What are the best ways to utilize your building’s outdoor space for brand-building?

because it’s a big part of the welcome a consumer experiences. Make sure yours is inviting.” It’s very valuable for branding to make sure that

Banners and Fabric Banners and fabric work well with a Pottery Barn kind of sensibility, but not for stores with a modernist

people see your logo as they enter the store.” This should be a strong, striking visual element as they come in,” Mr. Levinson stresses.

aesthetic, says Mr. Levinson. It’s important that they match your brand and, especially, your brand colors.

Choose a Moving Image

Banners—generally perceived as festive—are easily

Look at ways to add motion outside your build-

changeable, and can shift with each season. “They’re

ing, he suggests, because it attracts attention. “Video

another way to enhance your seasonal decorations

is powerful—people are not used to seeing movement

throughout the year,” Mr. Levinson notes. “They can

on building exteriors. Increasingly, stores are doing

simply say the store name, or show images: people

projections on the outsides of their buildings. Do you

buy rugs and furniture to fulfill an emotional need. A

have a large blank outdoor wall? Consider project-

banner can set a mood, or make a suggestion, by pre-

ing,” Mr. Levinson recommends. Any video must be

senting a visual message that creates a feeling. Think

well-lit. A light-colored surface is needed for back-

of them as a stage set.” For example, in winter, show

ground, but it doesn’t necessarily have to be smooth:

a fireplace scene; in summer an outdoor patio, invit-

“an uneven surface might add interest.”

ingly furnished.

Whatever you’re showing works best when it’s

Here’s good news: “Banners are less costly now.

relevant to your business. For instance, do you have

They used to be expensive, requiring silk-screening

any video of product shots? Explore ways of project-

done one banner at a time,” Mr. Levinson recounts.

ing them, Mr. Levinson suggests. “Find opportunities

Now, prices are lower, thanks to royalty-free stock

to turn the outside of your building into a more the-

photography and ink-jet printing. “You can order 10

atrical experience. Use video periodically, just to get

banners, and each will look different. You simply give

attention, often for a particular product or event, like

the producer 10 different pieces of art, and they just

being open late for a special sale.” You can also show

print them.”

motion within a large window display, with a back-lit

Banners are usually vertical, with “almost an

screen, he adds. “Home furnishings is such a visual

architectural feel,” says Mr. Levinson. “Talk to an

product category, about look and feel. Video is an

architect familiar with this kind of outdoor display.

ideal medium.”

They can check to make sure you’re compliant with any local regulations.”

People do make their own videos, but Mr. Levinson urges hiring a professional videographer to get the highest quality. “Know what you want. For a

Maximize Your Entrance

sale, that may be a five-minute video to loop through

A key focal point for expressing your brand, Mr.

shots of specific rugs or furniture. Video can also help

Levinson reveals, is at the place where people enter.

people build a connection to your brand. Then the

For example, in a typical corporate office today, the

subject could be emotional—creating a setting, or

reception area is “staged.” Often, the company logo is

communicating how the rug makes you feel. For patio

back-lit to be more prominent. Similarly, “A store

furniture, the video can show rippling water, instead

entrance should be the stage set for your brand,

of actual furniture, because the goal of a patio is relax-

46 Fall 2014

Merchandising ation,” he points out.

can use ePaper. Think of the exterior surface of your

As an added benefit, video will help with opti-

store as merchandising real estate,” he recommends.

mizing your search engine placement. “Google loves

“Information on your website can draw people to your

video!” Mr. Levinson confirms. Another benefit:

business—provide some of that, like current promo-

videography is not expensive.

tions, on an outdoor digital display. An ePaper display can expand your marketing beyond your website or

Electronic “Paper” Display A unique new approach, introduced in June, offers 32-inch electronic paper displays, available in

store interior.” For outdoor digital signage, ePaper is a good option wherever LED or LCD displays aren’t ideal.

black-and-white or color. The “ePaper” is enclosed in a specially-designed material rugged enough to with-

Summary

stand rain, extreme sunlight, and other outdoor condi-

In today’s competitive marketplace, take advan-

tions. “Instead of generating light, ePaper reflects

tage of each opportunity to build a stronger brand. If

available daytime light,” explains Giovanni Mancini,

you’re fortunate enough to have outdoor space that

director of product management for E Ink in Billerica

lends itself to promotion, explore the possibilities.

MA. “The brighter the light, the better the ePaper dis-

Keep in mind, that, as Mr. Levinson emphasizes,

play looks—the display can easily be illuminated at

“Ideally, what you do on the outside of your building

night as well.”

creates an extension of what you do on the inside.”

Outdoor electronic paper signs require sunlight, but use very little power. “They can run with solar cells or a small battery, making its operation extremely inexpensive,” says Mr. Mancini. For outdoor retail use, simple displays designed by E Ink provide complete electronics and mounting system for attaching to an exterior wall, a post, or any other outdoor structure. These thin, lightweight displays are easily updated. They can be changed whenever desired with a direct connection or by remote control. Multiple images can

RESOURCES FOR READERS To explore the possibilities of outdoor electronic paper displays for your building, visit www.EInk.com. Their partner, www.GDS.com, will

be stored with the sign, so the display can cycle through them automatically. With a typical LED or LCD outdoor display, bright sun washes out colors; the display gradually

create the actual sign. For assistance in refining your brand strategy, or honing your online

looks paler. However, making it brighter can annoy nearby residents. “Some communities are passing

company

image,

contact

Peter

regulations to control the brightness and use time of

Levinson. Peter@levinsonblock.com

an outdoor retail display because they can shine into homes,” Mr. Mancini reports. Electronic ink displays require only low-level lighting for night-time visibility. “If you’re allowed to put a paper sign or display outside your building, you

AREA

ORIA Members Directory MEMBERS AMICI IMPORTS, INC. 335 Centennial Ave., Suite 7 Cranford, NJ 07016 (908) 272-8300 FAX (908) 272-8310 E-mail: amiciimports@amiciimports.com URL: www.amiciimports.com Jeffrey DeSantis, Pres. Charles F. Cashin, V.P.-Sales AMINCO, INC. 505 Winsor Drive Secaucus, NJ 07094 (201) 601-9200 (888) 501-9200 FAX (201) 601-4747 E-mail: mail@amincoinc.com Mikel Banilevi, Partner. David Banilevi, Partner ANADOL RUG CO. 1088 Huff Rd. Atlanta, GA 30318 (404) 350-8558 FAX (404) 350-3418 E-mail: anadolrugs@aol.com Suat Izmirli, Pres. Eloisa Izmirli, Sec’y Gafoor Khan, Sales ANTIQUE LOOK CARPETS 36 East 31st St., Ste 600 New York, NY 10016 (212) 481-8191 FAX (212) 725-5520 E-mail: info@antiquelookcarpets.com Omid Chaman ARIANA RUGS, INC. 666 N. Robertson Blvd. Los Angeles , CA 90069 (310) 289-8800 (888) 696-4960 FAX (310) 289-8808 E-mail: sales@arianarugs.com URL: www.arianarugs.com Ahmad Ahmadi , Pres. Alex Ahmadi, V.P. Nadra Ahmadi, Sec’y ASIA MINOR CARPETS, INC. 236 Fifth Ave. New York, NY 10001 (212) 447-9066 FAX (212) 447-1879 E-mail: info@asiaminorcarpets.com Alp Basdogan, Pres. ATIYEH INTERNATIONAL, LTD. P.O. Box 3040 Newberg, OR 97132 (503) 538-7560 FAX (503) 538-8239 URL: www.atiyeh.com E-mail: rugs@atiyeh.com Leslie Atiyeh, Pres. Thomas J. Atiyeh, Exec. V.P.

48 Fall 2014

BASHIAN 65 Railroad Ave. Ridgefield, NJ 07657 (201) 330-1001 (800) 628-2167 FAX (201) 330-0878 E-mail: bashian@compuserve.com George G. Bashian, Jr., Pres. Garo Bashian, V.P. Ralph Bashian, V.P. Chintan Singh , Nat’l Sales Manager BENJAMIN RUG IMPORTS 20 Meadowlands Parkway Secaucus, NJ 07094 (201) 617-9000 (800) 334-1345 FAX (201) 617-9354 E-mail: tom@benjaminrugs.com URL: www.benjaminrugs.com Benjamin Aziz Stephanie Cohen Charles Bowering, Nat’l Sls Mngr. BOKARA RUG CO., INC. 50 Enterprise Ave. North Secaucus, NJ 07094 (201) 601-0040 FAX (201) 601-0055 E-mail: info@bokara.com URL: www.bokara.com Jan Soleimani, Pres. Gabriel Vaknin, V.P. CAPEL, INC. 831 North Main St. Troy, NC 27371 (910) 572-7000 FAX (910) 572-7040 E-mail: mail@capel.net URL:www.capelrugs.com John Magee, Pres. & CEO Allen Robertson, VP-Sales Cameron Capel, VP-Nat’l Accts. CARAVAN RUG CORP. 8725 Wilshire Blvd. Beverly Hills, CA 90254 (310) 358-1222 FAX (310) 358-1220 Mois Refoua, Pres. Nabi Rahmati, Sales Jay Nehouray, Sales David Nehouray, Sales Mario Cordero, Warehouse Mngr. WILLIAM CHERKEZIAN & SON, INC. /TAPIS INT’L 11835 Carmel Mountain Rd. Ste.1304 San Diego CA 92128 (818) 266-8383 William Cherkezian CONCEPTS INTERNATIONAL /Prestige Mills 3401 38th Ave. Long Island City, NY 11101 (718) 683-5051 FAX (718) 683-5080 E-mail: ckalison@prestigemills.com Peter Feldman, Pres. Charles Kalison, VP

THE CREATIVE TOUCH 401 Penhorne Ave., Suite 4 Secaucus, NJ 07094 (201) 866-1933 FAX (201) 866-1935 E-mail: info@creativetouchrugs.com URL: creativetouchrugs.com Baki Ildiz, Pres. D & K WHOLESALE div. Dilmaghani (Medhi Dilmaghani & Co., Inc.) 540 Central Park Ave. Scarsdale, NY 10583 (914) 472-1700 FAX (914) 472-5154 (800) 545-5422 & (877) DIL-RUGS E-mail: sales@dkwh.com URL: www.dkwh.com Dennis A. Dilmaghani Essy Kashanian EASTERN ORIENTAL RUG CENTER INC. 50 Schmitt Blvd. Farmingdale, NY 11735 (516) 962-2175 (800) 538-5625 E-mail: info@eorconline.com Khalil Nabavian Hushang Nabavian Bahram Nabavian Benny Nabavian Pooya Nabavian EBISONS HAROUNIAN IMPORTS 44 E. 32nd St., 7th Fl. New York, NY 10016 (212) 686-4262 (800) 966-6666 FAX (212) 779-4262 E-mail: info@ebisons.com URL: www.ebisons.com Ebi Harounian, Partner Michael Harounian, Partner Maurice Harounian, Partner Melissa McMee, Designer ELIKO ORIENTAL RUGS, INC. 102 Madison Ave., 4th Floor New York, NY 10016 (212) 725-1600 (800) 733-5456 FAX (212) 725-1885 E-mail: elikorugs@aol.com URL: www.ElikoRugs.com Babadjian Bassalali, Pres David Basalely, Partner Soloman Bassalely, Partner Richard Garrad, Sales Mahtab Etessami, Sales FEIZY IMPORT & EXPORT CO. Feizy Center 1949 Stemmons Freeway Dallas, TX 75207 (214) 747-6000 (800) 779-0877 FAX (214) 760-0521 E-mail: salesinfo@feizy.com URL: www.feizy.com John Feizy, Pres./Founder/Owner Cameron Feizy, V.P. Sales Nasser Garroussi, V.P.-Finance

G.A. GERTMENIAN & SONS 300 West Avenue 33 Los Angeles, CA 90031 (213) 250-7777 (800) 874-1236 FAX (213) 250-7776 E-mail: Gertmenian@gertmenian.com URL: www.gertmenian.com Tom Gertmenian, Partner Don Gertmenian, Partner Peter Gertmenian, Partner HAROUNIAN RUGS INTERNATIONAL CO. 261 Fifth Ave., Ground Floor New York, NY 10016 (212) 213-3330 (800) 682-3330 FAX (212) 545-0657 E-mail: info@HRIRUGS.com URL: www.HRIRUGS.com David Harounian, Partner Lee Harounian, Partner HENRY GERTMENIAN CO. 1449 Mission St. San Francisco, CA 94103 (415) 863-0377 FAX (415) 621-3538 E-mail: Hgertco@aol.com. Paul H. Gertmenian, Pres. Alfred Gertmenian, V.P. Kay Gertmenian, V.P. India-Nepal Daryl K. Wong, Principal David Zarrabi, Sls Mngr. JAUNTY CO. INC. 13535 S. Figueroa St. Los Angeles, CA 90061 (213) 413-3333 (800) 323-3342 FAX (213) 413-0828 E-mail: info@jauntyinc.com URL: www.jauntyinc.com Mike Navid, Pres. Kami Navid, V.P. KALATY RUG CORP. 156 Duffy Avenue Hicksville, NY 11801 (212) 683-7222 (800) ALL-RUGS (800-255-7847) FAX (212) 689-2705 E-mail: info@kalaty.com URL: www.kalaty.com Mirza Kalaty, Pres. Ramin Kalaty, V.P. Soheil (Mike) Kalaty, V.P.-Sales Farshad Kalaty, V.P. Client Relations Ariel & Kamran Kalaty, Mktg. & Promotions

KAS ORIENTAL RUGS, INC. 62 Veronica Ave. Somerset, NJ 08873 (732) 545-1900 (800) 967-4254 FAX (732) 545-5836 E-mail: info@kasrugs.com URL: www.kasrugs.com Rao Yarlagadda, Pres. Hari Tummala, Exec. V.P. Kranthi Yarlagadda, V.P. Operations Santhi Yarlagadda, V.P. Business Dev. F. J. KASHANIAN RUG CORP. 600 Meadowlands Parkway, Suite 22A Secaucus, NJ 07094 (201) 330-0072 FAX (201) 330-9779 E-mail: info@fjkashanian.com URL: www.fjkashanian.com Jonathan Kashanian Firooz Kashanian Gilda Kashanian LOLOI RUGS 4501 Spring Valley Rd. Dallas, TX 75244 (972) 503-5656 FAX (972) 387-0436 E-mail: aloloi@loloirugs.com URL: www.loloirugs.com Amir Loloi, Pres. Greg Oâ&#x20AC;&#x2122;Connell, G.M. LOTFY & SONS INC. 3901 Liberty Ave. North Bergen, NJ 07047 (201) 867-7733 FAX (201) 867-0766 E-mail: lotfysons@aol.com URL: www.Lotfyandsons.com Marty Banilevi, Pres. Lotfollah Banilevi, V.P. Sheila Rahmanan, V.P. MARCELLA FINE RUGS 2910 Amwiler Ct. Atlanta, GA 30360 (770) 582-1800 (800) 786-7847 FAX (770) 582-1807 E-mail: mail@marcellafinerugs.com URL: marcellafinerugs.com Firooz Nahai, Pres. Fereydoun Nahai, Principal MARJAN INTERNATIONAL CORP. 41 East 31st St. New York, NY 10016 (212) 686-8488 (800) 862-7526 FAX (212) 576-1511 Morad Ghadamian Moradi, Pres. Khalil Ghadamian Moradi, V.P. MASTERLOOMS, INC. 5 Sampson St. Saddle Brook NJ 07662 (201) 556-9444 E-mail: masterlooms@aol.com Nasser Rahmanan, CEO

MER CORP. 50 Spring St. Ramsey, NJ 07446 (201) 783-8563 TOLL-FREE: (800) 341-4176 FAX (201) 783-8561 E-mail: mercorp@att.net URL: merrugs.com Albert Moomjy, Pres. Robert Moomjy, V.P. Kathy Buttigieg, Sales Support