Rug Insider Magazine Winter 2021

WINTER 2021 - VOLUME XXIV - ISSUE 3

BEHOLD THE PHOENIX + Loloi, Leading the Way

InFOCUS | Circle of Life

Introspective | Trading Space Online Auctions

InPERSPECTIVE | Under the Rug Virtual Rug Exhibition

What’s Looming | News

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InPERSPECTIVE WINTER 2021 – VOLUME XXIV – ISSUE 3 BEHOLD THE PHOENIX RUG INSIDER Magazine is a quarterly publication which covers the rug and carpet industry with a focus on quality, design, and an eye toward the future.

CONTACT: RUG INSIDER 4 Fortsalong Road Meredith, NH 03253 United States V: 603 279 4938 ruginsider.com

UNDER THE RUG 28

In distilling a key takeaway of RUG INSIDER Magazine’s successful virtual show “Under the Rug,” Editor Michael Christie reminds of the importance of product differentiation in the now crowded and merged worlds of virtual, online, and in-person sales.

PUBLISHER/ADVERTISING Peter Woodaman peter@ruginsider.com C: 603 387 6477 V: 603 279 4938 EDITOR Michael A.C. Christie michael@ruginsider.com DESIGNER Cheryl Sivewright cheryl@ruginsider.com COPY EDITOR Karen W. Gilson BUSINESS CONTRIBUTOR Aric H. Morrison CONTRIBUTORS Rodney Hakim

ON THE COVER SUBSCRIPTIONS 1 Year $40 (USD) subscriptions@ruginsider.com ruginsider.com/subscribe

CHRIS LOVES JULIA X LOLOI The newest collection from Loloi Rugs continues the firm’s tradition of partnering with those who bring a collaborative, and decidedly on trend perspective to the mix.

Bold, functional, and totally on point. loloirugs.com

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InCAMERA

20 FROM THE EDITOR Editor Michael Christie reflects briefly on the year that was 2020 before barging headlong into 2021 with the goal of rebirth much like the namesake of the issue, the mythical phoenix. He also tackles mixed reader feedback indicating to him, at least, his success at making people think about the rug industry.

Introspective

23 TRADING SPACE Business contributor Aric Morrison offers self-reflective insight as he ponders the increased importance of the aesthetics of our home workspaces. Predicting a continued trend of “at home” he suggests a focus on catering to this niche and striking while the iron is indeed hot, hot, hot.

InFOCUS

41 CIRCLE OF LIFE The natural world provides boundless design inspiration, perhaps none more so than the varied patterning found on our friends in the animal kingdom.

From ubiquitous tiger, leopard, and zebra inspired designs to the more esoteric, mother nature once again asserts herself as the ultimate muse.

InSTYLE

49 Major markets have largely resumed, though attendance statistics indicate buyers are still weary—or unable—to travel in person to these gatherings.

Media prevails however as RUG INSIDER offers an insider’s peek at the rugs and carpets to be seen at the upcoming Atlanta and Las Vegas markets. It’s a look at what exhibitors are featuring!

InPERSPECTIVE

57 ONLINE AUCTIONS Rodney Hakim of the venerable Persian Gallery New York shares observations and insight on both the history and current state of rug auctions. Once the purview of only rug dealers, auctions are now less insular. Thus, the game has changed.

Insider NEWS

59 WHAT’S LOOMING An innovative virtual reality presentation platform seeks to mimic real-world exhibition spaces as the rug trade continues online, while a newly-opened brick and mortar storefront offer contrasting approaches to rug sales in 2021.

InDEPTH 33 LOLOI We often say that companies find success—and this is true—but first we must identify where it is located.

Loloi Rugs seems to have found one such secret sweet spot in the market, by identifying underserved portions and then capitalizing on the opportunities therein.

A perfect example of a firm which understands “Making it easy.” loloirugs.com

Index

62 Our advertisers help support this magazine. While we acknowledge their contribution, we also make an earnest effort not to show an editorial bias based on anything other than our editorial beliefs.

That being said, please consider purchasing from our advertisers listed here.

In the SPOTLIGHT

64 KATE THORNLEY-HALL When British expat Kate Thornley-Hall found herself relocated to Canada, the less vivid selection of rugs and carpets was antithetical to the designer’s love for bold, vibrant color and patterning. This gave rise, like a phoenix, to her signature rug line offering flights of fancy seen herein with the delightful Oiseau.

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InCAMERA | FROM THE EDITOR As my focus turned toward this first issue of 2021, I took pause to contemplate the important roll reflection, reckoning, and necessity played in 2020. “When in our collective experience have we been forced to reexamine so much,” I thought to myself before concluding that this new year offers immense and profound possibilities. Hence the theme of this issue “Behold the Phoenix.”

It’s about realizing that in order to be reborn, the mythical phoenix must first part ways with the past, and that we must find solutions to problems we face.

No matter how one chooses to define said problems.

Business contributor Aric Morrison knows this as he reinvents his home office and in the process advises of newfound opportunities in Trading Space, just as Rodney Hakim of Persian Gallery New York reports on the saving grace of Online Auctions. Likewise, I offer my own reflections on RUG INSIDER Magazine’s successful virtual show in Under the Rug, reminding of the importance of differentiation.

Our main feature, Loloi, Leading the Way, examines the success of the firm— both domestically and elsewhere—as it seemingly routinely identifies unrealized potential in the marketplace, and then capitalizes upon it. The same can be said of Kathmandu’s Alternative Technology as they partner with New York City’s Deborah Hernandez to present a Virtual Rug Exhibition as detailed in What’s Looming.

Perhaps it is also worth mentioning a bit of reader feedback we received after the last issue.

Between the equal praise for and criticism of the tone of the articles in our Fall 2020 issue, The Modern Carpet, I was left contemplating the importance of presenting a breadth of information to our readers. Admittedly this is not always positive, as highlighted in the editorial segue, The Truth We Do Not Speak, (RUG INSIDER, Fall 2020, page 59). However, much like the phoenix who must first die before being reborn, so too must we acknowledge the problems we face if we are to affect meaningful solutions. It is a literal Circle of Life as our InFOCUS photographic feature on animal-inspired carpets attests.

May 2021 offer each and every one of us, from shepherd, to weaver, all the way to end consumer, immense opportunity for change and growth. Ideally to the benefit of everyone as well.

CHRIS LOVES JULIA X LOLOI Recently introduced by Loloi Rugs, JUL-01 CJ Merlot / Multi from the sub-collection Jules is a remarkable achievement in the the art of rugs.

Or is that floorcoverings? Printed in China upon a short, powerloomed velveteen polyester surface, the rug offers a highly durable and smooth underfoot shed-free surface which mimics the aesthetics of well-loved vintage carpets. loloirugs.com

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Good luck and Godspeed,

Michael Christie, Editor michael@ruginsider.com

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Introspective | TRADING SPACE

Trading Space Will we cater to the new normal?

Innovators always have.

BY ARIC MORRISON

A

s we embark upon the new year, we joyously anticipate regarding the one that was 2020—to put it mildly—as a banner year for turmoil; we also hope 2021 will not offer surprises worthy of a Hollywood sequel. It truly marked the end of many different ways of thinking, living, experiencing, and moreover conducting business as we knew it. But as time doesn’t yield for any reason, left in the wake of its passage floating freely are the strange yet oddly comforting bedfellows of change and opportunity. Indeed, our current situation due to Covid has been somewhat unpredictable. But it is also a time to reconcile within as the days ahead are going to become anything but typical. At least as we once knew them to have been.

As a business culture we are in the midst of a major shift.

Though none of us has ever experienced anything remotely close to this previous year, it has lately caused

this writer to spend a considerable amount of time pondering what might come to be of it. Change certainly has already transformed us all in more ways than can be written here in a business column.

If we examine it from a macro perspective, it may actually become exciting with bountiful possibilities blessing those who are open to receiving them. Speaking specifically: identifying new human behaviors, and then catering opportunistically—though not exploitively—to them.

I, undoubtably like many of you, now find myself working at home, shooting videos and conducting meetings via Zoom and the like. Last week however offered a revelation for I found myself for the very first time, actually spending an equal amount of concentration on the preparation of my “broadcast” environment as I had done on the content for each session as well. The video background, my working chair, the decorations on the wall, and the rugs underfoot have suddenly become extremely important. I have now created a new space in my home which previously had not existed. I know I am not alone.

There certainly has been a noticeable shift in visual aesthetics as it relates to these kinds of virtual business and social interactions. While watching an interview on television recently, in addition to listening to the words being spoken, my eyes were drawn to the carefully prepared background and flooring images which also seemed to tell story as well, subtle and perhaps subliminal as it may be. People are investing in their homes—and home offices—right now, and they are spending an incredible amount of money doing so.

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Introspective | TRADING SPACE

“

For all of us in business, it is time to look ahead, plan ahead,

and practice forward thinking. In essence, this is the model for those already finding success in the merged reality

“

of virtual and physical sales.

As it relates to change, this one is becoming more and more obvious. In the future, it seems likely we will all be spending additional time working from home. As a result, society has already started to pivot. Whereas once upon a pre-Covid time our abode was a place for respite after a long business day, in the brave new world which is now upon us we shall continue to spend more time than ever within these comforting and shielding walls.

Simply put, people have been forced to remain in an environment they may have once taken for granted as a place of familiarity. They are now investing in new comfort. They are upgrading, refreshing old and dated rooms, and, most importantly, spending a lot to make it all happen very quickly.

Thus appears the robust new business opportunity this era affords.

Specifically, for this writer it is as mentioned previously.

I created an entire room now dedicated to what I refer as my need for “practical business comfort.” A new focus on the space I am in while working from home. My office 24

is now adorned with fresh, vivid, and detailed accompaniments, accoutrements, and pleasing new floor coverings. Floor coverings being an intentional choice over rug or carpet, for the future of the floor is likewise open to change.

As an aside, I went to a website where I could see how a pair of new reading glasses might look on me before I had even purchased or held them in my hand. A very interesting concept, where the product had been made completely available specifically to me. It had me thinking critically. [Editor’s note: Please see Insider News | What’s Looming on page XXX for details on an industry specific adaptation of this concept.] We purchase automobiles for comfort during long road excursions and new clothes to fit an event or experience. This reinvigorated model of upgrading home spaces, stands to follow suit. If you are going to spend large amounts of time working in one specific area, why not make it as equally conducive to practical needs as it may be for our own enjoyment and comfort. Digital technology is certain to play a part.

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Introspective | TRADING SPACE Moving forward, people are definitely going to be spending an increasing amount of time at home. A place which was once simply functional due to familiarity and predictability, is slowly morphing into a diversified space for complex use. Just as automobiles, cellphones, and custom reading glasses once did, the multi-purpose—and stylish—home is fast becoming the new musthave. For all of us in business, it’s time to look ahead, plan ahead, and practice forward thinking.

I also mentioned opportunity earlier; here it is. There was a time when everyone needed that new cell phone.

Likewise, I believe the time is now for people to commit monies once set aside for a rainy day to home upgrades that offer some sort of peaceful contentment as well. The real key here for a true marketing innovator is to create a campaign and model around this new niche. In essence, consumers have the newly-created space, but need help filling it up specifically to suit their visual and tasteful needs. For those who can think ahead and are willing to fill this niche, opportunity certainly abounds.

Still need some convincing? We are in the midst of the most robust real estate market in more than a century. Something very unique is certainly going on here. There are a lot of homes being sold, and each home buyer has a plan for it.

People are creating new spaces for living and working and they are endeavoring mightily to make it happen. Money is being spent, and in many instances being subsidized by employers. And with cash in hand, people are willing to part with it. They simply need a compelling reason to do so. Why not show them the reason?

The real question is: Which businesses are leading the wholesale and retail shift necessary to cater to this potentially bountiful new market sector? Why not bring the products directly to the consumer via the internet?

Why not have this based upon the space provided and what taste palettes demand? It is kind of like having cake and eating it, too. I get the products for my new space, and the creative support to make it all come to fruition. In essence, this is the model for those already finding success in the merged reality of virtual and physical sales.

As a businessperson, I can smell a new targeted marketing concept here. Something akin to… “providing practical comfort for the new work home.” Just brilliant.

New change being recognized, and then supported and provided for accordingly. A time honored formula often overlooked when uncertainty is thrust upon us.

As the old saying goes it may be to time to “lead, follow, or get out of the way.” The new norm is upon us. It may be perceived as uncertain to many, but for the rest of us innovators, marketers, and future industry leaders we say, “Just bring it!” adversityrockstar.com Aric Morrison’s new book “Adversity Rockstar” is available today on Amazon or visit: adversityrockstar.com

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InPERSPECTIVE | UNDER THE RUG

Under the Rug Revealing details to differentiate rugs and carpets.

BY MICHAEL CHRISTIE

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InPERPSPECTIVE | UNDER THE RUG n the early Fall of 2020 RUG INSIDER Magazine produced an experimental online virtual showing of rugs and carpets titled “Under the Rug.” As an extension of the walking tours I had previously given during prior installments of The Rug Show, it was as much “fill the void caused by cancelled shows” as it was learning experience—a veritable laboratory of presentation concepts and commentary. For those who missed it as it was aired, an archive of the entirety of the show can be found on RUG INSIDER’s Instagram account, @ruginsider.

For those purists, myself included, reading this and thinking, “Surely he does not mean hand-knotted being mistaken for machine-made?” I do, because it is happening. If a consumer is to search for “rug” or “carpet” via the search engine of their choosing, the results are not to be of any uniformity of construction. In fact, they could be anything. To the novice rug buyer, or to be frank any buyer given the shifts caused by the pandemic, if two or more carpets look the same and are likewise poorly described, how is one to truly differentiate the product?

Since those days in late-September and early-October I have thought extensively about what I learned and how that newfound knowledge might inform my future writings. Furthermore, I’ve debated what I might share with my fellow Insiders if you will, so that the now-merged worlds of virtual and physical sales might not seem so intimidating. This is that distillation for your consideration.

It’s a conundrum I observed early on during “Under the Rug” and I believe the wise rug seller should heed this caveat: know that regardless of our own perceptions, to the novice or casual

I

First and foremost, stated without any hesitation on my part, is the importance of understanding the virtual world as it relates to the presentation of rugs and carpets. That is, to resurrect a cautionary phrase from the dawn of the internet age, to know that on the internet no one knows you’re a dog. What do I mean by this? In short, any rug company can appear to be as competent as the next, often despite factual reality, just as pretty much any rug or carpet can appear to be of similar quality or construction due to the limits of photography, video, and the visages presented. In short, everything and everyone can, and at times do, appear equal.

online viewer of rugs, without clear descriptions and intentional effort to differentiate one class of rug from the next, the even most recherché and beloved antique hand-knotted carpet is likely to be conflated with the latest innovations in floorcoverings such as printed rugs designed specifically to mimic the latter. (See InDEPTH | Loloi, Leading the Way, page 33 in this issue.)

I say this not to induce fear nor speak of “gloom and doom” but rather, to identify a problem and then offer solution.

I quickly realized that a better way to convey the sum of a carpet was not the classical flat shot, auction catalog approach, but rather—as any true ruggie already knows—a series of photographs showing various angles,

“

In fact, they could be anything.

To the novice rug buyer, or to be frank any buyer given the shifts caused by the pandemic, if two or more carpets look the same and are likewise poorly described, how is one to truly differentiate the product?

“

This is particularly acerbated by the ever-converging aesthetics of machine-made, hand-knotted, tufted, printed, et alia types of construction. If shown solely through flat, planview photography all manner of these carpets can appear to be comparable, whereas in truth they are not, save one exception of utmost importance.

How the rug looks to the consumer considering it for their home.

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InPERPSPECTIVE | UNDER THE RUG details, and the like. Add in the ease of video production in this era and the amount of information able to be conveyed jumps by leaps and bounds. This was part of the success of the Tamarian Special feature segment of “Under the Rug.” The firm’s efforts to convey the soul of their carpets shone more brightly than those of other companies who simply presented low-quality flat images.

Presenting information to consumers of any level via platforms and services which offer a high-degree of democratization of information means that yes, the selection of rugs and carpets can become intimidating, overwhelming, and homogenous. To reiterate: any one purveyor of rugs is increasingly difficult to gauge from the next because all voices appear to be equal in authority and expertise in the virtual world. The solution is to find ways to differentiate not only one’s company but, more importantly, one’s product as well.

It starts by providing more visuals for the consumer, be they still photography or moving-pictures or video. It can be furthered, in my opinion, by accurately describing the construction techniques and materials in terms readily accessible to the average consumer. This may involve providing definitions and explanations of the techniques, just as it likewise must exclude the use of vague “wiggle-word” terms such as handmade; handmade can and does include anything from tufted, to hand-knotted to a kilim flatweave, and so forth.

The more vague and secretive the approach, inadvertently, intentionally, or otherwise, the easier it is for one hazily defined rug to be confused or mistaken for the next hazily defined carpet. Specificity within the bounds of reason is not the enemy of the rug trade, despite what the stereotypical rug salesman of yore may have practiced. To succeed in the information age, one must provide information— written, visual, or otherwise.

As a modern-day luddite of sorts who fears not technology but rather the implementation of technology, I marvel 30

‘Koohpana’ by Farahan Carpet was inspired by the ‘plants and flowers’—that is the flora —of the fields surrounding Arak. Iran. By showing the carpet overall, and in various details (both here and on this issue’s masthead page) a truer sense of the feel and texture, the hand and handle of the carpet can be conveyed to the virtual viewer.

at the intersection of this highly-digital era with the slow-making nature of the hand-knotted rug trade. Success for those seeking to promote, trade, and sell the increasingly rare hand-knotted rug or carpet I suspect will come not from insisting that genre is the only socalled real rug, but rather from an understanding of modern consumers,

their consumption habits and the differentiation—however achieved—of one product from the next. ruginsider.com @ruginsider IMAGES COURTESY OF FARAHAN CARPETS

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LOLOI

InDEPTH | LOLOI

LEADING THE WAY

Amidst unprecedented global change and disruption one firm caught the attention of RUG INSIDER Magazine due to its ability to seemingly have been prepared for the eventualities of 2020 and beyond.

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InDEPTH | LOLOI he history of the trade of rugs and carpets is a long and storied affair. One steeped in both tradition as well as innovation. Be it design, materials, construction technique, manner of distribution, or the like, traders have embraced tradition—along with novelty, expedience, and the technology of the era—to advance the fortunes (and perhaps misfortunes) of the craft and trade.

It is at this uneasy yet lucrative intersection that the successful find the balance of past, present, and future, with the resulting mix perfectly in tune with the consumption habits of the era. Still, it all depends on an undeniable truth: service is meaningless without product that resonates with consumers, just as those same rugs and carpets aren’t sold without appropriate service. Loloi Rugs understand this well.

In addition to writing about rugs and carpets I work part-time for a local furniture store in the Canadian Maritimes; it not only affords me a consumer perspective, but also one of the store buyer. And frankly, it gets me out of my home office—which is is an always wise exercise for one’s mental health—but, I digress. The store’s product mix is decidedly modern and upmarket for the region. Yet, to be factually accurate, the customer base is not Alpha City wealthy. Nor is there a cultural affinity toward rugs other than perhaps locally made, handhooked or hand-braided mats. It is in this retail environment that I became familiar with the quality, service, and in-tune-with-the needs-and-wants-ofconsumers approach of Loloi.

“It was a decision we made a few years ago,” said Craley of the firm’s decision to fully engage the Canadian

“

Understanding the problems and providing solutions is a core strength of Loloi, and it informs every aspect of their business.

“

“Quality means doing it right when no one is looking,” said Austin Craley, Loloi’s Vice-president of Sales as I spoke to him about the success of the company. It is a statement that rings extraordinarily true for this writer. As someone who has at times fancied himself an expert on the rug trade, in recent years I have gravitated solely toward the ever more exclusive niche of handknotted, oft-ignoring more mass, or perhaps better said middlemarket rugs and carpets. “A big portion of our sales come from furniture stores,” stated Craley. It is this distribution channel which in late 2020 piqued my attention.

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market, “and, it was a bit of a chicken or an egg moment.” The firm was eager to expand into the generally underserved Canadian market. Yet, at only approximately 10% the size of the Unites States’ market, many of the same difficulties experienced by other cross-border rug traders continuously reared their ugly heads. Most notably: exchange rates, shipping costs, and duties and taxes. “We asked ourselves, ‘How can we earn that business?’” And thus, the firm established a Canadian distribution warehouse in Manitoba, concurrent with the introduction of a Canadian pricelist which quotes the to-the-door landed price

of the rug in United States’ dollars.

And while my inner Canadian asks, “Why not in Canadian dollars?” my practical self knows the international rug trade has long operated in USD and must allow for fluctuations in exchange.

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InDEPTH | LOLOI

Showing rugs in room settings affords prospective customers inspiration as to how they might use the rugs in their own home. ROE-01 in Sage/Blush from the Chris Loves Julia X Loloi Rosemarie Collection draws inspiration from antique rug designs, mixed together with bold, unexpected color combinations. Power-loomed in Egypt of a polypropylene and polyester blend.

For a furniture showroom not dissimilar to the aforementioned one in which I occasionally work, this offers service beyond that of veritably all United States’ based rug and carpets companies, including specifically those which I myself admire and purchase from. “How good can service actually be if it disregards the real-

world concerns of consumers?” I ask rhetorically for the answer is clear. It’s not as good as Loloi’s. “For us, it [the Canadian dealer program] is an extension of our everyday policy,” explains Craley.

This policy of identifying needs and then catering to them dates back to the original vision of the firm when

Amir Loloi founded it at a turning point in his own rug career. Now with son Cyrus Loloi also at the firm, Loloi Rugs continuously refines and occasionally redefines the answer to the question, “How do we earn that business?” To this commentator the recurrently correct answer is, as Craley stated, “We make it easy!”

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InDEPTH | LOLOI This was already apparent to me from my own first-person interactions and dealings with the product and the firm’s Canadian distribution, but the brick and mortar trade is now just one of several elements in a hugely diversified distribution and marketing effort. “It used to be that all you needed was beautiful product,” Craley pointed out. “Now, however, we need this and we must make the customers’ job easier.”

While I’ll concede this sounds repetitive, for it is, I mention this again as it’s easy to fall into the trap of thinking one is making it easier, when in actuality the root “problem” itself is not even understood. Thusly, how can a solution which benefits consumers be successfully and beneficially implemented? Understanding the problems and providing solutions is a core strength of Loloi’s, and it informs every aspect of their business.

For example, several years ago Cyrus Loloi encouraged and spearheaded a

In addition to lifestyle or in situ photographs, Loloi Rugs Laos feature a variety of images to allow customers to get a better virtual feel for the rug as well as to gauge its construction.

In the aerial image (above) one could on first glance assume ALI-02 CJ Cream/Charcoal from the Chris Loves Julia X Loloi Alice Collection to be Moroccan—as was the source inspiration— yet upon review of the detail (shown right) the power-loomed structure becomes readily apparent; at least to the experienced eye.

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InDEPTH | TAMARIAN, InDEPTHInDEPTH | REBORN ONE OF |AAGAIN LOLOI KIND very active social media campaign (@loloirugs). Realizing that younger audiences—read: millennials—consume information and shop differently than their older cohorts, and in part because the younger Loloi is a member of that generation, he pushed the company into “on target” social media designed to foster genuine brand awareness as a complement to traditional distribution channels.

While dealers and firm owner Amir Loloi were at first skeptical, after about two years the results convinced him of the merits of social media as well as the “necessary evil” of online shopping. All now made that much more apparent and relevant by the pandemic of 2020.

Speaking again from my own experience and from informal and anecdotal surveys of colleagues, it is safe to say 2020 has been a boon for sales of veritably any ware or luxury which makes the home enjoyable. Rugs certainly play a part, and for a firm like Loloi—

which was already established in the so-called virtual world—the forethought has only aided in their virtual sales presentations this year.

Another example of Loloi Rugs’ identification and adaptation to perhaps unrealized market forces is a seemingly innocuous addition to their virtual presentations. While the de facto language of the United States is English, a sizeable portion of just over 13% speak Spanish. Loloi Rugs has seized on the opportunity to serve this demographic by offering its virtual presentations in the latter language as well.

simply a natural consequence of the consumer-driven world my generation, and the one before before mine created for these younger, savvy consumers. If one wants to cater to their needs, one has to, wait for it, (again) make it easy. Stocking rugs and moreover shipping them as quickly as possible is part and parcel to servicing this emerging demographic. “Same-day shipping is our goal. We’re not there 100% of the time yet, but we’re close,” assures Craley.

“

Stocking rugs and moreover shipping them as quickly as possible is part and parcel to servicing this emerging demographic.

“

As a resident of a fluently bi-lingual region (English and French) I cannot stress enough the comfort communicating in a customer’s preferred language offers to said customer.

Nuance is conveyed, and a true sense of community and understanding are fostered. Assuming native speakers are employed, broader cultural standards—including those of design—are brought to bear in the sales process.

Far from a faux assault on identity, it reminds we are all individual, especially when it comes to aesthetics and our appreciation thereof.

Returning to 2020’s, and one presumes 2021’s continued frenzied focus on home, critical to capitalizing on this demand is the ability of a firm to deliver, on time, as fast as possible.

“Younger cohorts of consumers have zero patience,” said Craley. As much as someone in my generation may bemoan such impatience, it is

A third of but many examples of Loloi Rugs’ focus on identifying key areas of the market and then catering to them is the firm’s brilliantly executed licensed rug collections, including the newly-launched Chris Loves Julia X Loloi Collection featured herein as well as on the cover of this issue. In short, Loloi Rugs enjoys working with brands and personalities which offer more than just a name on a label. It’s about a synergistic relationship in which two brands combine expertise and perspective to create fresh rugs and carpets perfectly in tune with the time.

For a pandemic era focused strongly on the home, the words of Chris & Julia (@chrislovesjulia) are appropriately succinct: “Thanks for following along as we uncover our home's potential. We hope you feel welcome and maybe find inspiration, because we should all love where we live.”

Hear them, hear them.

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InDEPTH | LOLOI In examining the success of Loloi Rugs it would be easy for someone like myself—an at-times self-described “rug snob”—to dismiss the firm and its assortment of rugs. At the same time, I cannot forego the sentiment expressed earlier this year by Gaurav Sharma of Obeetee—and likewise reiterated elsewhere in this issue of RUG INSIDER Magazine—when he asked, “What will future floorcoverings look like?” If the past intersections of tradition and history and the needs and wants of the present are any indicator, it is worth broadening our perspectives, dismissing our prejudices, and searching for opportunities to be found within. It’s certainly working for Loloi Rugs. loloirugs.com IMAGES COURTESY OF LOLOI

JUL-02 CJ Terracotta / Multi from the Chris Loves Julia X Loloi Jules Collection represents the leading edge of decorative rugs, or should we say floorcoverings? Power-loomed in China of 100% polyester pile, the design is printed upon the surface thus mimicking the distressed vintage look of a worn hand-knotted carpet.

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InFOCUS | CIRCLE OF LIFE

CIRCLE OF LIFE MUSIC BY ELTON JOHN, LYRICS BY TIM RICE, IN EXCERPT.

From the day we arrive on the planet, and, blinking, step into the sun, there’s more to see than can ever be seen, more to do than can ever be done, there’s far too much to take in here, more to find than can ever be found, but the sun rolling high, through the sapphire sky, keeps great and small on the endless round.

It’s the circle of life, and it moves us all, through despair and hope, through faith and love, ’til we find our place, on the path unwinding, in the circle, the circle of life.

Leopard in Sam by FLOORSTORY | floorstory.co.uk

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InFOCUS | CIRCLE OF LIFE

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Catalyst by Jaipur Living | jaipurliving.com Nessa Denim by Stark Studio Rugs | starkstudiorugs.com Cranio in Ivory/Multi by Sambhav | sambhav.com Zebra in Sangria by Reuber Henning | reuberhenning.com Kirman Jungle Artwork by Jan Kath | jan-kath.com

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InFOCUS | CIRCLE OF LIFE

“

Life is like a circle and you have to know when to move on.

Success and failure are a part and parcel of it.

“

PROSENJI CHATTERJEE

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InFOCUS | CIRCLE OF LIFE

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Pazryk Reproduction by ODR | orientaldesignerrugs.com Animal Kingdom Tiger by Samad | samad.com Leopard Feathers by Inigo Elizalde | inigoelizalderugs.com Natori Serengeti by Kalaty | kalaty.com Mina Victory Couture by Nourison | nourison.com

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InFOCUS | CIRCLE OF LIFE

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As I enter a new phase of life and my circle broadens, I start learning new things.

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KAPIL DEV

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12. Confronted Peacocks & Deers by Zollanvari | zollanvari.com 13. Circle of Life by Wool and Silk | woolandsilkrugs.com 14. SH57786 from S&H Rugs | shrugs.com

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Inside the Area Rug Industry. www.ruginsider.com/subscribe North America’s most popular trade magazine, award-winning RUG INSIDER has been the go-to journal for those serious about rugs and carpets for more than twenty years. Reporting on the latest styles, trends, issues, and developments shaping the state of rugs today and into the future, RUG INSIDER features collaboratively sourced criticism and observations from industry insiders. Digital subscribers have convenient online access to each complete new issue that comes out during the subscription, plus the full catalog of searchable, archived back issues.

RUG INSIDER Magazine Quarterly Print Edition One- & two-year print subscriptions Subscribe @ ruginsider.com/subscribe

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Where the industry

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InSTYLE | MARKETS NOURISON | nourison.com

Las Vegas Market January 24-28, 2021 lasvegasmarket.com

TAMARIAN | tamarian.com

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InSTYLE | MARKETS

S&H RUGS | shrugs.com

ORIENTAL DESIGNER RUGS | orientaldesignerrugs.net

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InSTYLE | MARKETS

FRENCH ACCENTS | farugs.com

Atlanta Market January 12-19, 2021 atlantamarket.com

WOOL AND SILK | woolandsilkrugs.com

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InSTYLE | MARKETS

KALATY | kalaty.com

SHALOM | shalombrothers.com

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BOKARA | bokara.com

FEIZY | feizy.com

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InSTYLE | MARKETS

PERSIAN GALLERY NEW YORK | pgny.com

SAFAVIEH | safavieh.com

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Las Vegas Market January 24-28, 2021 lasvegasmarket.com

HRI | hrirugs.com

SAMAD | samad.com

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InPERSPECTIVE | ONLINE AUCTIONS

Auctions have long been a critical component of the rug trade, particularly for the used, collectable, and antique segments of the market. Contributor Rodney Hakim of Persian Y rk provides his insider perspective on the state Yo Gallery New York of (online) rug auctions.

Online Auctions

The Future of the Rug Business?

T

here is a saying that one cannot know the future without first studying the past. This has been a recurring theme over the past several issues of RUG INSIDER Magazine; how we can learn from the past of the rug trade, and how it can help us foresee what the industry’s future holds. In the rug business, particularly in the vintage and antique rug sector, while the carpet dealers were traditionally the main purveyors of fine rugs to the buying public, another important area has long been that of auctions.

Auctions were a key way in which people disposed of their heirloom rugs, and for rug dealers, an important part of their collection funnel, from which they added important rugs and carpets to their inventories. Once the rug dealers bought the rugs at auction, they could then resell them to other dealers, to members of the interior design trade, and ultimately, to the general public.

BY RODNEY HAKIM

It used to be that the only way to access a rug dealer’s collection was to visit their big city showroom, by appointment, and usually only if you were granted entrance by the dealer, or were brought in under the watchful eye of an interior designer. It was seldom the case that a private buyer could walk into an antique rug showroom unannounced.

What made auctions so appealing, and also very contentious, then, was that for many private buyers and rug collectors, these were key access points from which they could attain high quality rugs and carpets, and at lower prices, as buying direct from auction would cut out the proverbial middle man of the oriental rug dealer.

The key players in those days were Sotheby’s and Christie’s, as they were the two most revered and respected auction houses in the world. Each had dedicated oriental rug departments, and when a fine rug auction would turn up every few weeks, they were

heavily attended by a competing mix of oriental rug dealers, well-heeled private collectors, and other rug industry insiders.

Now, many years later, with the rug industry having changed dramatically due to the rising popularity of modern and contemporary rugs, the omnipresence and ease of access of online shopping, and the many changes in how people spend their discretionary income, the auction world has changed significantly, as well.

Sotheby’s and Christie’s have long since closed their dedicated oriental rug departments, and instead, only offer oriental rugs periodically, mixed in with their other antique offerings.

And while the savvy buyer can still find high-quality rugs available for sale at auction, the players who run those auctions, and the manner in which they are presented, have all changed for our new digitally-oriented, sociallydistanced age. Enter the world of online rug auctions, circa 2020.

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InPERSPECTIVE | ONLINE AUCTIONS The list below includes some of the many names that have emerged as important players in the current field of online rug auctions. Some still have a physical presence, but others are online only. Summaries are presented, and each firm’s website will provide more information.

Where will the rug industry and its long-running connection to auctions go from here? Only time will tell, but we must learn about where it is now, so as to have a clue as to where it will go in the future. pgny.com SOTHEBY’S sothebys.com

MATERIAL CULTURE materialculture.com

SKINNER skinnerinc.com

Sotheby’s has long been one of the biggest names in the world of fine rug auctions. In the current day, they still post many amazing antique and collectible rugs for sale, but not as frequently as they once did, and usually under the larger umbrella of their periodic Arts of the Islamic World auctions.

Material Culture is well known for their auctions of fine rugs and other antiquities. It stands in a unique middle area between the traditional auction houses, with a physical location and with a strong connection to the antique rug sector, and with the newer online auction sites, which are typically online only. It is perhaps more active than the traditional auction houses in sourcing and selling antique rugs, and utilizes the newer online auction systems with which to organize its sales.

Skinner is yet another name that traditionally was an important part of the world of fine rug auctions. They have a physical presence, but their focus on fine rugs, and the frequency with which they are included in their auctions, has lessened over time.

CHRISTIE’S christies.com Christie’s has also long been a top name in the world of fine rug auctions. In the current day, one can still find many world class antique and collectible rugs for sale, but usually only a handful of times a year, and combined with other traditional art forms within their Arts of the Islamic and Indian Worlds auctions.

BONHAM’S bonhams.com Bonham’s is another well known traditional auction house, which like Sotheby’s and Christie’s, has an important physical presence, but also no longer has the dedicated focus it once did on fine rugs. Nonetheless, fine rugs are still available as part of their other auctions of antique items at various times throughout the year.

DOYLE doyle.com Doyle is another significant name in the world of fine rug auctions, with a renowned physical presence, and a strong reputation. Their rug auctions have decreased more so than some of the other major auction houses, but are still run periodically, with high quality items for sale.

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NAZMIYAL AUCTIONS nazmiyalauctions.com Nazmiyal is one of the best known dealers in the realm of antique rugs and carpets, and with one of the most advanced and full-featured websites in the trade. Located in New York City, Nazmiyal has recently attuned its focus to its burgeoning online auction business, and recently added the former rug department head of Christie’s New York, Elizabeth Poole Parker, to its rapidly expanding auction team.

SHOWPLACE AUCTIONS liveauctioneers.com Showplace Auctions is a relatively new auction house in New York City, and is the physical location from which the online auction powerhouse, Live Auctioneers, conducts their New York-based auctions. The auctions are frequent, typically with two per month, and with a wide variety of vintage and antique items for sale, often including a significant number of rugs, in a variety of sizes and price ranges.

LIVE AUCTIONEERS liveauctioneers.com Live Auctioneers is one of the biggest names in the new era of online only auctions. While it has a physical location in the form of Showplace Auctions in New York City, that is only one component of their business model. More importantly, perhaps, Live Auctioneers continuously runs rug auctions on their website, and also offers their online auction system to those who are interested in running their own rug auctions, with it increasingly being used for independent rug auctions around the country.

INVALUABLE & AUCTION ZIP invaluable.com Invaluable is an online only auction site, and is rapidly becoming one of the most important forums for online rug auctions in the trade. In tandem with another connected site, Auction Zip, Invaluable competes with Live Auctioneers in its ability to consistently run online rug auctions on its own platform, while also offering their online auction system to those who are interested in creating and managing their own independent auctions.

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Insider NEWS | WHAT’S LOOMING

VIRTUAL RUG EXHIBITION Imagine an immersive virtual experience that marries the digital technology of today with the experience of browsing a physical exhibition space. No real rugs, no physical space, and in the age of Covid, no travel requirements. Just an immersive 3D environment similar to an exhibition space that can be accessed online, at any time, from anywhere in the world. It’s something never seen before and is set to launch this winter.

“Even before COVID I knew the virtual way rugs could be displayed had merit,” says independent rug designer Deborah Hernandez. “It’s laced with the potential for lessening our carbon footprint, simply saving producers the cost of shipping, as well as reducing wasteful use of precious resources.”

As a convenient, low cost and low carbon footprint alternative to a real exhibition, virtual exhibitions in various forms are not newfound, yet the pandemic has hastened an increase in demand for such options.

Hernandez again: “As consumers, producers, purchasers, and creatives our minds traverse the rivers of opinion— abundant, even gluttonous at times—in the industry of rugs and we are apt to change our view from one day to the next.

Through a virtual display, one could instantly visualize and see undeniably what a rug can be, complete with texture and reflective light.”

Developed by Alternative Technologies of Kathmandu, Nepal, this new unique platform will enable visitors to

explore any rug—not just as shown in the virtual exhibit space—but also in various shapes, sizes and colors, and different illustrative situations. Viewers will also be able to customize at will the colors, constructions, and materials used in the rug and see the customized rug in their own room environment just by taking a photograph of their room.

“I am so excited to display my work, which includes designs I envisioned during the last few months of Covid,”Hernandez enthuses. “As a designer, virtual displays bring me hope. There is the recognition of a rug as it would appear when produced. There is a sense of witness and possibility with collections and clients. There are endless means and opportunity to keep the creativity flowing without fear of loss and uncertainty. This sense of purpose is motivating and uplifting.”

Hernandez has created three new collections for this inaugural virtual exhibition: Elevate, Rock On, and Nature on Q. Each is a statement about rising above, moving forward, and the awareness of the resilience of nature.

Rugs designed by Hernandez and Pooja Shrestha, herself a talented designer at Alternative Technologies, are being featured in this virtual rug exhibition which highlights a futuristic possibility for private events and trade shows for the rug industry. Both during this pandemic situation, as well as beyond. virtualrugexhibition.com alternative.com.np 59

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Insider NEWS | WHAT’S LOOMING

EXQUISITE RUGS OPENS NEW PERMANENT SHOWROOM

Handmade rug manufacturer Exquisite Rugs recently unveiled its flagship showroom in Commerce, CA. Now open for in-person and virtual showroom appointments, the 7,000 square foot space showcases the decades-old company’s broad array of handmade area rugs for the medium to high end market.

“We are getting more and more visitors here on the West Coast, so we wanted to be able to give them a beautiful space to view our rug selection and the diversity we have,” President Hersel Bani-Esraili explains.

Thoughtfully designed to display the company’s diversity in qualities, textures and designs, the showroom features an almost touchless experience with high ceilings and natural lighting to effectively display each collection. “Our state-ofthe-art showroom allows visitors to see the entire line of Exquisite Rugs easily and comfortably without the need of hanging racks or stacks,” Bani-Esraili says. “We are excited to also connect with our customers via virtual appointments.”

Along with opening the light and spacious manufacturer showroom, Exquisite Rugs has also recently introduced twelve new collections which continue the firm’s multigenerational commitment to quality, tradition, craftsmanship, and innovation. exquisiterugs.com 60

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Did you know?

• We W have been in business for f r 40 plus years. fo

ffi ff fi and location i iin NYC. C • We have located to new office

• We maintain a large inventory of rugs including Traditional, Transitional & Modern at exceptional prices.

• Oversizes, rounds, runners… we have them all.

ATLAS RUG CORPORATION

ARC

DIRECT IMPORTERS & WHOLESALERS 224 W 35th Street Suite #208 (Between 7 and 8 Avenue) New York, NY 10001 Tel: 212-779-9666 • Fax: 212-213-1329 E-Mail: atlasrugco@aol.com • 1-800-683-3330

N eman I nternational I nc.

New Address: 130 Carolyn Blvd., Suite B, Farmingdale, NY 11735 Tel: (201) 590-0000 email: neman@nemanintl.com www.nemanintl.com 61

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Insider GUIDE | ADVERTISERS INDEX Advertiser

Advertiser

Page No.

Agha Khan

37

Goodweave

Atlanta Market

17

HRI

Andkhuy Rugs

11

J & D Oriental

Atlas

61

Bichoupan

40

Page No. 27

21

Oriental Designer Rugs

16

18

Persian Gallery

19

Jerry Livian Antique Rugs

20

Rug Insider Magazine

79

KCEC

17

Rug & Kilim Inside Back Cover

Kalaty Rug

7

Inside Cover/8

Back Cover

Carpet!

47

Las Vegas Market

Cover Connect

31

Davoodzadeh & Son

French Accents

Page No.

Nourison

Bokara

Exquisite Rugs

Advertiser

S & H Rugs

4

6

Safavieh

1

Material Concepts

40

Samad

6

22

ModRen Rugs Inc.

32

Shalom Bros. Inc.

4

5

Nazmiyal Auctions

39

Tamarian

3

Neman

61

12/13

40 1-Year 4 Issues $75 2-Years 8 Issues

$

SUBSCRIBE TODAY! 603-279-4938 ruginsider.com/subscribe 62

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Inside the Area Rug Industry. www.ruginsider.com/subscribe North America’s most popular trade magazine, award-winning RUG INSIDER has been the go-to journal for those serious about rugs and carpets for more than twenty years. Reporting on the latest styles, trends, issues, and developments shaping the state of rugs today and into the future, RUG INSIDER features collaboratively sourced criticism and observations from industry insiders. Digital subscribers have convenient online access to each complete new issue that comes out during the subscription, plus the full catalog of searchable, archived back issues.

RUG INSIDER Magazine Quarterly Print Edition One- & two-year print subscriptions Subscribe @ ruginsider.com/subscribe

RUG INSIDER RUGINSIDER.com Area Rug Industry News Portal Enjoy exclusive content from our print edition, plus breaking industry news. Delivered 24/7, no subscription required!

digital subscriptions on EXACT EDITIONS shop.exacteditions.com/gb/rug-insider-magazine

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In the SPOTLIGHT | OISEAU

BY KATE THORNLEY-HALL These are bold statement carpets designed to fill a perceived void in the marketplace. They are colorful, playful, and at times whimsical. Above all, they reflect the ethos of firm principal and namesake Kate Thornley-Hall. “It is thrilling and amazing to me to be able to create handwoven rugs that not only decorate a space but have lifelong durability and are able to stand up to the wear and tear of family while maintaining their timeless beauty.”

Born from a desire to bring contemporary art and design to interiors, the carpets created by Thornley-Hall are colorful pieces of “art you can walk on,” says Thornley-Hall. Perhaps none more so than the delightful “Oiseau,” shown here.

After all, who wouldn’t welcome a flight full of fancy to adorn their home? katethornleyhall.com IMAGE COURTESY OF KATE THORNLEY-HALL

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