Rug Insider Magazine Winter 2022 by Rug Insider Magazine

Somewhere in the

MIDDLE

WINTER 2022 - VOLUME XXV - ISSUE 3

NEW TRADITIONS +

Generation Contemplation Traditional Redux

Modern vs. Traditional Rugs MM Instyle Gallery

Zollanvari’s Lasting Legacy The Rug Show Returns Atelier by Kalaty

Vintage VIGNETTES

ARTISANAL HANDCRAFTED RUGS LAS VEGAS JANUARY 23 - 27, 2022 | WORLD MARKET CENTER B455

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REDISCOVER

Rug and floor covering resources offering a variety of styles, sizes and price points.

RECONNECT

with industry peers through educational seminars, networking events and more.

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ANDKHUY RUGS

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PAKISTAN, LAHORE

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In DEPTH

WINTER 2022 – VOLUME XXV – ISSUE 3

SOMEWHERE IN THE MIDDLE 33 It takes more than one trick up the sleeve for rug manufacturers to juggle consumer demands. Contributing editor Cecile Corral examines how companies fulfill today’s laundry list of wants with sustainability, artisan craftsmanship, power-looming innovations and performance conveniences.

NEW TRADITIONS 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 4 Fortsalong Road Meredith, NH 03253 USA 603 279 4938 | ruginsider.com

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

EDITORIAL DIRECTOR PUBLISHER/ADVERTISING Peter Woodaman peter@ruginsider.com C: 603 387 6477 V: 603 279 4938 DESIGNER Cheryl Sivewright cheryl@ruginsider.com CONTRIBUTING EDITORS Aric Morrison aric@adversityrockstar.com Cecile Corral cecile@cecilepr.com

ON THE COVER

Alex Milstein alxmilstein@gmail.com

NOURISON

Rodney Hakim rodney@pgny.com

Gorgeously colorful and beautifully rhythmic, this geometric area rug from the Quarry Collection features slender rows of lozenge-shapes filled with intricate floral and feather details. In a dazzling example of traditional Persian design, it has a classic ornamental border, vintage fade finish and serged edge. Thick and soft power-loomed cut pile provides fabulous texture and comfort. nourison.com

Rizzy Home Elite Collection

In the SPOTLIGHT 80 ATELIER COLLECTION Fresh from the artist’s studio, Kalaty’s new Atelier Collection caught our eye for this issue. Each hand-knotted design seems to escape its confines with organic flowing edges. Learn more In the SPOTLIGHT! kalaty.com

Insider’s View

24 FROM THE PUBLISHER RUG INSIDER Publisher Peter Woodaman looks forward to 2022 with gratitude for the ongoing support of advertisers, subscribers, and industry partners.

InBUSINESS

28 GENERATION CONTEMPLATION Business contributor Aric Morrison tunes in to the expanding potential of your newest generation of customers. Hint: it begins with ‘Z.’

InFOCUS

40 TRADITION REDUX The presence of the past is highlighted in our striking photo essay of “new traditional” rugs in all constructions and price points.

InPERSPECTIVE

44 VINTAGE VIGNETTES Contributing editor Alex Milstein takes a look at Nourison’s newest design partnership with HGTV icon, Nicole Curtis.

MM InSTYLE

49 MACHINE MADE GALLERY RUG INSIDER proudly showcases the machine-made mix in our newest gallery feature. Get a preview of what’s in store for winter markets!

InSTYLE

52 Winter Markets heat up in Atlanta and Las Vegas, at The Rug Show and The International Surfaces Event. We highlight the latest intros that will debut this season.

InDEPTH

65 ZOLLANVARI’S LASTING LEGACY We salute the venerable multi-generation-strong icon, Zollanvari in this feature by Alex Milstein. Congratulations on 75 years!

InANTIQUES

70 MODERN VS TRADITIONAL RUGS Contributing editor Rodney Hakim of Persian Gallery New York asks and answers: “What is the Ultimate Archetype of the Traditional Rug?”

Industry News

75 WHAT’S LOOMING The Rug Show returns to the east coast February 16 –18, 2022 at NJ’s Meadowlands Expo Center; High Point Broadens Market Tour.

Index

78 As we acknowledge advertiser support, we also make an effort not to display editorial bias. Please consider purchasing from our advertisers listed here. 15

ARTISANAL HANDCRAFTED RUGS LAS VEGAS JANUARY 23 - 27, 2022 | WORLD MARKET CENTER B455

LAS VEGAS NEW YORK HIGH POINT

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2022 marks the year of the tiger according to the Chinese zodiac lunar calendar. Steeped in tradition and legend, the tiger symbolizes willpower, courage and personal strength. Tibetan tiger rugs are lively and among the most original of all traditional Tibetan motifs. This modern, animal-friendly interpretation of the classic which features the “whole pelt” with legs and grinning face is from Tamarian. TRADITION REDUX, page 40.

INSIDER’S VIEW | FROM THE PUBLISHER

TRADITIONAL VIBES We have a Traditional Vibe going here for Winter 2022, our first issue of the New Year! Call me sentimental, and don’t get me wrong, we do love the modern aesthetic, but with resurgence of traditional rugs to greater popularity, we dedicate this issue to their triumphant return! Highlights include Alex Milstein’s coverage of Nourison’s new partnership with HGTV star Nicole Curtis, and a line of vintage-inspired Persian rugs. Cecile Corral takes an in-depth look at exciting hybrid styles from machine-made companies. While Aric Morrison tells us to prep for the “Zers”, Rodney Hakim reflects on what singular traditional rug design might be the most iconoclastic of all time! In trends we love New Traditional design and Spotlight something modern from Kalaty. As always, we deliver pre-market coverage of the freshest product—expanded to include all constructions with MM InSTYLE. There is so much to look back on in 2021 as we navigated pandemic stalls and starts. I am grateful for a return to markets to re-engage with industry partners—elbow bumps aside—and draw inspiration from the abundance of all that was new. We look forward to the return of The Rug Show, February 16-18 and what promises to be the busiest winter market in two years. I also extend my personal congratulations to Zollanvari International on its 75th Anniversary. As RUG INSIDER celebrated our 25th this year, we are humbled by this epic milestone! Thanks to the power of digital we’ve bridged many ‘distance’ concerns, proving that innovation and flexibility is key to growth. With social media, ruginsider.com and RI digital issues—we have reconnected and promise to keep connected! Finally, I want to thank our subscribers and advertisers for your unwavering support. We can’t do it without you! I am proud to report that this winter issue has grown into an 84-page magazine that reflects the very best of the Area Rug industry! I also want to thank my talented editorial staff, with special thanks to Cheryl Sivewright, who is the editorial and creative force behind RUG INSIDER Magazine. Happy Holidays, and I wish you all a safe and prosperous new year!

Peter Woodaman Publisher

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GENERATION CONTEMPLATION BY

ARIC H. MORRISON

t seems like yesterday my child was still sitting on my lap while watching cartoons. Though it saddens me to be helpless in slowing the clock hands of time down, I find new pleasure hearing his future thoughts and plans. Today he is a fine young man ready to enter this next phase of life. The business guy within me can already see the emerging marketing campaigns geared specifically in his direction. For those risk-takers, I offer up great kudos. They are the ones who realize today’s casual spending youths are tomorrow’s growth sustainers.

InBUSINESS | GENERATION CONTEMPLATION In most industries, targeting and forecasting comprise the foundation for potential spending, both planned and unplanned. Actually, there is a certain excitement when we peel the various layers of potential back from two current generational sales onions. As this new age demographic begins to venture into the world, they too have a certain uniqueness to their expectations. Like all of them prior, each has its own special identity. And with identity come targeted marketing decisions… even in these trying times. It is fully acceptable in the business world to simultaneously examine the now while also planning for the future. For instance, the home buying market is more robust right now, than it has ever been. Demand has outpaced inventory exponentially throughout the US. People are purchasing and furnishing now and doing so in an effort to adjust to this new unfolding world of home offices, second homes, and more comfortable, and highly functional living spaces for the future. Though difficult for first-time owners, Millennials and Gen Zers currently, it is prudent to maintain forward strategic thinking whether they have purchased a home or not. There is intent here to make it happen at some point in the future. Eventually, it will happen for them—as studies have shown home ownership to be a large part of their individual longterm plans. They will be buying. Will you be ready to define the what which comes with their purchase in terms of what lies under their feet? Scores of people are prioritizing new living arrangements. Even if a new home is not in the immediate future, the current climate has forced an awakening towards finding a happy balance between current and future planning. Younger folks are on the move currently, either back home for a bit, or settling for something smaller to wait things out. Clearly, there exists a niche opportunity here somewhere to market to these “transitional” consumers. Have you considered them yet? They are still significant movers and shakers in this fickle economy. For recent time, most marketers have focused on the Millennial generation—for good reason. They spend billions in the United States each year and have long been known for a willingness to cash their dollars in for various luxury items. The prior generation known as the Baby Boomers were far less likely to make many of those same purchases. Currently this Millennial group still offers up tremendous opportunity for retail growth. Interestingly, they place as much loyalty on relationships and social causes as the brand name itself. Student loan pressure is a significant problem too, as they adjust to a new world of debt. Regardless, they have a unique willingness to spend; but it must be on their

terms. To understand them is to target them. What plans are you making directed squarely at these shoppers to entice a first purchase or to invest in a loyalty program with them? On their heels however is the age 23-and-under group known as Gen Z. It is very important to consider them now also. Like their predecessors, Gen Zers have unique purchasing habits and power to spend their dollars where they see fit. They are the up-and-coming purchasers for tomorrow. What appeals to them may not mix well with what currently is being sold to others. Have you begun adjusting the bullseye in their direction yet?

“

Though purchases for larger items such as homes may still be out of question, living spaces are very important, as purchases for personal items still rank high.

“

Like so many other young folks in the age group, they have been able to take advantage of this Covid pause and save up some extra money after paying down their bills. A reality which surprisingly seems to be somewhat common right now. There is no mistaking; these types of behaviors are potential growth opportunities, even in these most crazy of times. Though purchases for larger items such as homes may still be out of question, living spaces are very important, as purchases for personal items still rank high in terms of importance. Could it be they are looking today too as they plan for their future? A prudent business is considering all possibilities with this shopping segment as well. A dollar spent loyally today, may reap future business tomorrow in terms of larger spend.

InBUSINESS | GENERATION CONTEMPLATION

“

The magic sauce for any business is to understand just who the customer is walking through the door.

“

The savvier manufacturing and selling communities are aware these forms of opportunity can fully translate into sales transactions. Both the short and long-term planning timelines need to be addressed relating to these generations now seemingly on the move. People are shifting their lives. They are adjusting to the times. And with shift comes potential for sales and product rotation. Potential now to react, pivot, and seize new growth opportunities lurking right around the calendar corner.

Typically, the magic sauce for any business is to understand just who the customer is walking through the door. You actually know who they are, perhaps simply have not considered them yet. In these two unique cases, as a business persona, I would make it a point to quickly celebrate them! Those fresh faces looking back at you currently while making their initial purchases, may be the reason for your sustained smile in the very near future. Embrace them, understand them, and sell to them.

The area rug industry should be taking notice specifically of these generations for their spending potential and behavioral trend uniqueness. Like any well-crafted marketing strategy, these generations alone should make the rug industry begin to pay attention as part of its next formation for targeting demands and consumer preferences geared specifically toward their direction.

If not you, someone else certainly will. Aric H. Morrison adversityrockstar.com Aric Morrison’s book “Adversity Rockstar” is available on Amazon or visit: adversityrockstar.com

Combine tradition and modernity Weaving systems for traditional as well as innovative carpets www.staubli.com/textile

InDEPTH | SOMEWHERE IN THE MIDDLE

Somewhere in the MIDDLE Area rug companies expand hybrid styles to balance artisan- and machine-made constructions. BY CECILE CORRAL CONTRIBUTING EDITOR

rends abound in area rugs, keeping category players busy juggling the gamut of consumers’ varied style preferences for products.

To name a few: sustainability, artisan craftsmanship, power-looming innovations and performance conveniences. Melding these attributes is a delicate balance that requires imagination and expertise. But it can be done—and is being successfully accomplished by many versatile companies adept at designing, developing and sourcing a range of product qualities spanning artisan-made to power-loomed and in between. “People have become more open to new and exciting constructions, and it’s making our job kind of fun again, actually,” said Wendy Reiss, Vice President of Sales and National Accounts, Kas Rugs. “Covid has made people more focused on their homes, and they want something that makes a statement. Rugs are a great way to do just that. We are helping them by developing new innovations.”

InDEPTH | SOMEWHERE IN THE MIDDLE But truth be told, current fashions aren’t the only dictators of rug sales. Product availability is a critical component to moving rugs in today’s marketplace. Macro factors are influencing trends in impactful ways. Key catalysts, like persisting supply chain issues, labor shortages and limited raw material accessibility, are collectively forcing the industry into creative new production and category avenues—not to mention, fresh mindsets—in order to build their inventories and get orders shipped and delivered. Which means in-stocks—and whatever that includes on any given day in the current Covid-stressed climate—are what retailers and designers are largely turning to in order to satisfy their own customers’ demands. One example is natural fibers, which have recently been more procurable than synthetic yarns—both domestically and worldwide.

A few years ago, hand-tufted rugs “tanked”, noted Reiss. But today they are making a comeback for their artisan craftsmanship and sustainability by way of their natural fiber constructions.

machine-washable product,” explained Giovanni Marra, Director of Marketing and Digital Strategy. “Performance is what people need, and machine-washable falls under that category.”

“The other part of the equation is that all of sudden, Turkey went through major price increases for machine mades,” she continued. “So then India started looking more attractive again, and they do a lot of the handmade natural fiber product.”

And Jaipur Living has built a whole new artisan program around the remnants of its all-wool hand-knotted rug production in India.

Nourison this season added cotton accent rugs to its assortment for the first time, and is marketing these new collections as easy-care pieces that are easy for users to maintain. Launched in October, the 57 Grand by Nicole Curtis Series 1 and Waverly Washables collections both comprise 100-percent cotton chenille rugs— available in accent through 4’x6’ sizes. “There has been a trend toward

“Natural fibers are in more abundance than synthetics, so we’ve found that we can continue producing products in 100-percent wool,” explained Sasha Wallace, Director of Brand and Strategic Partnership. Affectionately named Manchaha (which in Hindi means “expression of love”), this new program is Jaipur Living’s “direct answer to the question of how to reckon with thousands of pounds of yarn scraps.” Design Director Kavita Chaudhary of the company’s India-based counterpart Jaipur Rugs challenged some of its

(Below) Rizzy Home’s Signature is the company’s hybrid collection of machine-made-and-hand-finished area rugs. These 100% PET fibermade pieces are first power-loomed, and then transported 400 miles to the company’s handmade facility - where a team of artisans finish each piece by hand - shearing, washing, blocked-printing and more.

(Above) Nourison’s first all-cotton offerings include the new Waverly Washables Collection. Classic floral designs and elegant damask patterns are relayed in a soft blend of chenille and cotton yarns with a lightweight, flatwoven construction.

Jaipur Living this year launched the program Manchaha (which in Hindi means “expression of love”) to invite its team of artisans to create one-of-kind pieces of their own design using only remnants of the company’s all-wool hand-knotted rug production in India.

most prolific artisans from its team of weavers to create their own rug designs—with the only guideline being that they use leftover materials. “Each handmade rug is the story of its creator, with more than 200,000 knots filled with emotions, dreams and personality,” the company explained. “The Manchaha program is more than an opportunity to recycle scrap fabric; it is a testament to the power of creative expression.” The collection is now available digitally on Jaipur Living’s website. When it comes to synthetic yarns, PET rules. Made of recycled plastic bottles, the fiber touts a sustainability story and offers inherent performance features that entice shoppers both socially and economically. In many cases, rug companies are swapping wool or other natural fibers for PET in hand-crafted collections.

Rizzy Home extrudes its own fibers, including PET which it draws from India’s clothing industry. Looking to create a new product offering geared to the mid-tier customer set, the company developed a hybrid rug that is machine-made of PET fibers but is finished by artisans by hand—hand washed, hand sheered, hand blocked and hand serged, explained Larry Hedrick, VP, Business Development. “This is where we meet our customers right at the middle. We wanted to make something better than a tufted rug but less expensive than a handknot,” he said. “It’s our alternative to the opening price point rugs and the high-end rugs. These are performance rugs that have better retails that shoppers are willing to pay today for their inherent value.” Divvied into two collections by color creel, Elite centers on cooler tones while Signature employs a warmer

palette. An 8’x10’ is set to retail for $899. The program launches this month at the Las Vegas Market. PET fiber is a relatively new addition to (HRI) Harounian Rugs International’s hand-crafted product mix, noted Principal Lee Harounian. “We’ve started adding more PET yarn rather than wool for some of our handmade rugs to make them more affordable and performance friendly,” he explained. Two examples are Malibu and Brooks, both hand-loomed in India of 100-percent PET. He added: “These rugs can be washed and are water repellent, and PET is much better than viscose to get a similar effect. Viscose rugs must be professionally cleaned, while PET rugs are low maintenance. Some customers want to stay away from viscose so we are trying 35

InDEPTH | SOMEWHERE IN THE MIDDLE

(HRI) Harounian Rugs International is moving PET fiber into its handcrafted product mix as one alternative to wool and, ultimately, to expand the offering to more affordable rugs boasting performance qualities. Two examples are the recently added Malibu (above left) and Brooks.

to use PET or wool with PET or even wool-and-nylon blends as alternatives.” This tactic of mixing artisan craftsmanship and/or natural fibers with manmade constructions and/or fibers is becoming an increasingly popular innovation—and importantly, a marketing vehicle to earn customers’ attentions and spending dollars. Kas Rugs’ Kauai and Chloe are two examples of a handwoven rugs made of PET fiber blended with jute “for a really cool look,” Reiss said. “We want to round out our assortment with new items that meet what customers want, like handwoven looks with PET fibers or machine-made rugs made of wool, like our Ria collection,” she explained. 36

The newly released Amber Lewis x Loloi collection—in collaboration with Amber Lewis, founder and principal designer at the highly influential Los Angeles-based Amber Interiors Design Studio—encompasses seven rug collections designed to “run the gamut,” explained Austin Craley, VP of Sales, Loloi Rugs.

Weave certification as well as more accessibly priced power-loomed designs suitable for a range of settings and high-traffic areas. Added Loloi Rugs CEO Amir Loloi: “We’re so impressed by the talent Amber brings to the table. As one of the most prolific designers today, she has her finger on the pulse of where her audience is and where they aspire to be.”

“The collection goes from the lower end to the high end, from machinemades to handmades,” he went on. “This program is different that way than our other partnerships in that is very diverse, while our other brands ted to be more focused.”

Braided rugs are at the very heart of Capel Rugs, and more than 100 years since the company’s inception, the category still generates half of its total sales.

More specifically, Amber Lewis x Loloi includes a mix of high-end, handknotted pieces that carry the Good

Cameron Capel, President-Sales and Marketing, credits this to the duality of the braids.

Chloe (left) and Kauai are Kas Rugs’ answer to the hybrid trend. These handwoven collections are both made of PET fiber for a super soft, multi-textured, sustainable and easycare product option.

For Capel Rugs, braided rugs remain a core component of the product mix and 50 percent of total sales even after a century in the company’s development. To include modern options for younger shoppers, Capel Rugs offers performance styles like Hammock (left) and Wander.

Loloi’s recently inked licensed collection with designer Amber Lewis spans a generous range of constructions and qualities to appeal to an equally broad mix of shoppers - from the high-end Gwyneth (above) to the fashionably functional Billie.

InDEPTH | SOMEWHERE IN THE MIDDLE “Braided rugs are huge for us and continue to be and it’s because their handcrafted-ness is important to people,” Capel said. Although Capel Rugs’ braids are machine-made “and not handbraided like the days of the colonists,” Capel explained expert artisans manage the weaving process, adding the hand-crafting aspect to the production. The company has also consistently updated the look and wearability of these otherwise traditional pieces. “These are not your Grandma’s rugs. We’ve worked on making them more hip for today’s younger consumer who craves artisan-type products,” she said. “We’ve made more textural pieces so that they don’t even look like braids, and in some cases made them of polypropylene to make them easy care. We also use wool and wool blends to achieve different looks.” This season Nourison expanded its Calvin Klein collection with its first offering of accent rugs, also centered on performance features. In line with the brand’s designer ethos, these pieces are more sophisticated by way of their handwoven construction and easy-care polyester-rayon blend. Feizy Rugs is bridging handmade traditions with power-looming innovations to strike a balance in today’s hybrid field, noted Justin Yeck, VP, Sales, Marketing and Product Development/Design. “For our clients, since the pandemic started, the biggest thing trending is sustainability—product that serves a multipurpose and is easy to clean,” he said. “So, we’re seeing our designers and retailers push us for machinemades that are durable but in design are inspired by our vintage, one-of-akinds artisan rugs.” The Laina and Voss collections, both launched in October, are the company’s latest response to these demands.

In response to customers’ needs for high-design machinemades in durable constructions, Feizy Rugs developed Voss (top) and Laina - both inspired the company’s own curated collection of one-of-akinds artisan-made vintage rugs.

Laina is a machine-made collection that at the same time is handwoven, as artisans weave Lurex silver or gold fiber into the warp and weft for subtle sheen and surface appeal. To create the Voss collection, Feizy selected its favorite traditional one-ofa-kind pieces, shipped them to a highresolution scanner in Pennsylvania, then sent those scans to its Turkey-

based facility to have the patterns printed on a polyester base. “What is exciting about this is that Old World feel being over-dyed on a true workhorse construction,” Yeck said. “We’re evolving our vintage pieces into practical pieces for any client’s home.” IMAGES COURTESY OF THEIR RESPECTIVE COMPANIES

AUBUSSON

SAVONNERIE

TAPESTRIES

YLS-516

2029

173-I S-1167

MODREN RUGS, INC. 3901 LIBERTY AVE SUITE 10 NORTH BERGEN, NJ 07047

www.ModRenRugs.com Tel: 201-866-0909

WE BUY, SELL & TRADE NEW & ANTIQUE AUBUSSON SAVONNERIE & TAPESTRIES

TRADITIONAL REDUX T H E P R E S E N C E O F T H E PA S T

edone. Restored. Brought back. Revisited. Choose your own synonym for borrowing from classic style. Whether rugs, furniture or fashion, designers adapt traditional patterns in new colors, materials, finishes or techniques to suit modern tastes and to meet consumer demands. Samad’s Kuma in Oyster from the Caspian Collection is a perfect example of such an adaptation in a new colorway. The reimagined Khotan from French Accents, which keeps true to antique weaving techniques, is modernized by “simplifying core patterns, colors and weaves.” Majestic Oushak from Harounian Rugs International (HRI) includes four classic designs from the company’s library of traditional designs—vibrantly recolored. Momeni’s machine-made, polyester chenille Afshar Collection features antique designs modernized with rich colors. While the power-loomed vintage Persian styles in Nourison’s Nicole Curtis Series 1 are machine-washable. Call it new or modern traditional, the result inspires timeless interior design with staying power over trendy style.

InFOCUS | TRADITION REDUX

1. Kuma in Oyster from the Caspian Collection by Samad | samad.com 2. Aryana by Oriental Designer Rugs | orientaldesignerrugs.net 3. Madison W-3 in Periwinkle from HRI | hrirugs.com 4. Khotan, KH195E by French Accents | farugs.com

5. Nicole Curtis Series 1 SR-104 from Nourison | nourison.com 6. Royal Ziegler Mahal SL-1 by Shalom Brothers | shalombrothers.com 7. Tamarian’s Merchant AF in Charcoal | tamarian.com 8. Design 1530AH from Art Resources | artresources.us 9. Design AA-892 Smoke/Multi from the Adana Collection by Kalaty | kalaty.com 10. Momeni’s AFS-38 from The Afshar Collection | momeni.com 11. Design SH70399 from S&H Rugs | shrugs.com

InFOCUS | TRADITION REDUX

“

Be faithful to your own taste, because nothing you really like is ever out of style. BILLY BALDWIN

“

InPERSPECTIVE | VINTAGE VIGNETTES

Vintage VIGNETTES

BY ALEX MILSTEIN CONTRIBUTING EDITOR

Nourison and HGTV star Nicole Curtis partnered to create a line of vintageinspired Persian rug designs for a new collection that debuted at the fall High Point Market.

few months back, Nourison announced it was partnering with Nicole Curtis, a designer and HGTV star of Rehab Addict Rescue and Rehab Addict, on a new collection of accent rugs, area rugs decorative pillows, and more. The resulting collection, named 57 Grand by Nicole Curtis Series 1, features washable, vintage-inspired Persian designs as well as flatweave area rugs with a modern sense of color and style. The rugs have distressed effects and rustic vibes, and are made from a soft blend of lightweight cotton and chenille. The line was a big hit at the fall High Point Market, according to Nourison, and to learn more about the inspiration behind the new line, how the partnership came about, and how the design process works, we reached out to Curtis to see what she had to say. First, as with most partnerships, she notes that the formation of it was not a quick process. There were so many things that had to be worked out before the launch at fall market. “We went through a lot of work to make sure that we would be able to create beautiful pieces that were reflective of my design,” she says. “The team at Nourison was so fun, and our product shoots were built around photos of my real houses—from window casing in the background to an antique trunk.”

Designs shown are from the Nicole Curtis 57 Grand Series 1 collection featuring washable, vintage-inspired Persian designs. 45

InPERSPECTIVE | VINTAGE VIGNETTES

Featuring the new Nicole Curtis lifestyle collection in partnership with Nourison.

However, she said she found Nourison a good fit for a partnership because she always makes sure that anyone she partners with understands how handson she is with her company—and Nourison did. “Every single item that is in my houses and on the show was handpicked and purchased by me” Curtis explains. “Our line had to be 100-percent reflective of what we actually have in real life at our houses. It also helped a great deal that Nourison was so familiar with my look and our design aesthetic.” When they first partnered, Curtis brought to the table hundreds of historic looks that fuel her creativity and they worked from that. "I have an entire floor of my house filled with material, samples, and even single items that I touched, tested, and loved before we took them to production,” she says. “I have a particular style, and I know exactly what the market has available. Nothing new is anything that I have I ever liked, which is why we make so many things ourselves or rely heavily on antique furnishings.” And that was the inspiration that drove Curtis when designing the line. 46

“

I’m inspired always by everything old. There is such an art to things created 100plus years ago. The materials, the design— it all was handcrafted and unique.

“

“I’m inspired always by everything old,” she says. “There is such an art to things created 100-plus years ago. The materials, the design—it all was handcrafted and unique. I find an old piece in a house and I do my best to recreate it.” And though Curtis has experience in partnerships and design, she did say that she learned something new about designing products since starting to work with Nourison. “I've always been one that has designed first around the question, 'when is it available?' Seriously, we are all dependent on the supply and demand of materials. That was something that didn't have to be explained to me as I do all

the purchasing for our builds, but it was interesting learning the workings of getting an idea out of my head and onto a store shelf. “Our line just hit brick and mortar, my friends are so excited about this as they all love the furnishings of my home and have never been able to purchase their own as they are oneoffs, either antique or custom-made. I can finally offer them a duplicate of what I have in my own home.” Nourison’s co-CEO Steven Peykar added that Curtis’s passion for restoring old homes and for what she believes in made this venture a seamless partnership. “Bringing the strengths of both teams together, we created a lifestyle program that reflects her DNA, while creating quality products at key retail price points that consumers will respond to,” he says. “The area rug, accent rug, and decorative pillow programs have been designed to layer and work effortlessly. We are excited for what the future holds.” nourison.com IMAGES COURTESY OF NOURISON

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I LOVE LAS VEGAS MARKET “If you have never been to the Las Vegas Market, you need to come because one of the greatest things is there’s so much here. There’s a variety of different furniture pieces, a ton of accessories and a lot of different rugs. I don’t know how to do business unless I come to Market.” — Jamie Stringham, Interior Dynamics, Las Vegas, NV

Business-to-business is still person-to-person, and Las Vegas Market is where partnerships between buyers and sellers are formed and nurtured, all against the backdrop of a world-class West Coast destination. Join us and see why thousands of furniture, gift, and home décor products are only part of the story at Las Vegas Market!

Join us January 23–27, 2022 LasVegasMarket.com | @lasvegasmarket

InDEPTH | LASTING LEGACY

Lasting Legacy BY ALEX MILSTEIN

CONTRIBUTING EDITOR

Exotic Jungle Beat 2, Walk on the Wild Side Collection, Zollanvari Studio

Zollanvari Celebrates 75 Years by Learning from the Past and Looking Toward the Future

o say Zollanvari has a long and rich history would

be an understatement. The 75-year-old company

is known for designer and tribal Gabbehs,

flatweaves, and decorative objects, such as mafrash coffers that come in all shapes and sizes. Its mission today, as it was when it started way back when, is to produce carpets that embody the spirit of Persian carpet design and weaving, an extraordinary art form that has been treasured across the world for more than 2,000 years.

“

This profound understanding of the splendor and profusion of the weaving aesthetic informs our carpet production, making it unique and timeless—qualities that have established the Zollanvari name as a global trail-blazer in creating carpet art. REZA ZOLLANVARI

Reza Zollanvari

“This profound understanding of the splendor and profusion of the weaving aesthetic informs our carpet production, making it unique and timeless— qualities that have established the Zollanvari name as a global trail-blazer in creating carpet art,” says Reza Zollanvari, fifth-generation owner of the company. Together, Reza and his brother Hamid have tirelessly built on the work of Gholamreza Zollanvari—the current patriarch and the fourth-generation owner in the family. After taking over the business, Gholamreza rediscovered a rug that was not traded commercially in the bazaar—the Gabbeh. He expanded the business by changing it from trading in rugs to producing them. At the outset of this new venture, Zollanvari was, and still remains one of the only companies in Iran that controlled every step of the production process—from producing the handspun and hand-carded wool to dyeing it using natural dyes in their own dyeing facilities. They have a capacity of circa 12,000 weavers in villages who weave their rugs and kilims by hand, and they do the whole finishing process themselves. 66

“

The company expanded its offerings to the weaving and production of large and room-size Gabbehs using naturally dyed, hand-spun wool, and these ‘new’ Gabbehs blew up in the world market, with fresh colors, sizes, and patterns, woven to satisfy the demands of Western markets.

also revived numerous weaving and natural dyeing techniques that were almost extinct while cultivating and nurturing extensive personal relationships with numerous nomadic tribes, particularly those from the Zagros Mountains region of southwest Iran where most of their designs are woven.

Hamid took over the management of their production site in Iran and put into place multiple programs to keep production as sustainable as possible and re-use scarce resources, such as water.

In addition, they safeguarded the traditional way of life of the nomads and their natural environment with socioeconomic programs, such as participation in building hospitals, creating and supporting roving schools to secure the education of nomadic children, the building of water pipes, and more.

Reza expanded the business to Switzerland, where he developed the European and US markets. Having a great sense of Western taste, he invented and developed Zollanvari’s award-winning designs and collections. And now, Ramin Zollanvari, Reza’s son, has expanded the business to China where he was able to develop a new client base. Currently, he is in charge of developing Zollanvari International as a consumer brand across the globe. Like any good company, Zollanvari has learned a lot from its past. One of the lessons they have learned is to build up and market their brand, which in the early days was almost disregarded. Another equally important lesson was that of preservation/conservation. They preserved ever-scarcer natural resources and traditional dyeing techniques that use natural dyes. They

Zollanvari is also a certified Label STEP Fair Trade Partner. Label STEP’s comprehensive fair-trade standards encompass universal human rights, including the prohibition of child labor, working conditions, fair wages, and eco-friendly production. Together, they support producer improvements while empowering weavers and workers through educational programs on health and safety and financial literacy. In doing so, they reinforce industry sustainability and help preserve age-old artisanal skills. Of course, they met some challenges along the way, one of the biggest of which was that as producers and wholesalers they had been selling supreme quality rugs and carpets without necessarily attaching their

InDEPTH | LASTING LEGACY Blue & White Cuneiform S-H-I-R on a Brick, The Lion Collection, NOV24 Studio for Zollanvari

Fourth-generation owner and patriarch Gholamreza Zollanvari seated with his sons Reza (right) and Hamid (left). Ramin Zollanvari (far right), Reza’s son is in charge of developing Zollanvari International as a global brand. 67

Soltan 2, The Lion Collection, NOV24 Studio for Zollanvari

InDEPTH | LASTING LEGACY

Sunrise 1, Ghashgha'i meets Bauhaus, SoFar SoNear Studio for Zollanvari

name to the product. With constant developments and advances in the field, they have implemented strategies to make their brand better known to consumers/end-users. As for the U.S. market, continuing embargoes over the past years resulted in sourcing comparable weaving qualities from other countries and associates who could recreate under Zollanvari’s watchful eyes the same standards in producing their designs. They even produced entirely new lines —such as the Kundan Pure Silk™ collections—that are globally recognized and have won major awards, including the Carpet Design Awards, Interiors Awards at IMM Cologne, and the German Design Awards.

As the company learned from its past and challenges, it made some other big changes as well, including utilizing more digital tools. They now participate in virtual exhibitions, put on their own virtual shows, and have upped their social media game. In the past few years, they have also worked increasingly with outside designers, as well as their in-house design team Zollanvari Studio, to develop not only new collections but also new products geared towards the home decoration and interiors market. While preserving their ’traditional’ Persian tribal collections, they have looked at the weaving heritage across the globe to produce ever-expanding on-trend designer collections.

Looking forward, their goal is to strengthen their position in key markets around the globe and to establish Zollanvari as a universally known quality brand. “We have always believed in giving something back to the community and we hope to keep doing so for many generations to come,” Reza says. “We aim to maintain our position as a market leader with ever-increasing high-quality designer collections.” zollanvari.com IMAGES COURTESY OF ZOLLANVARI

InANTIQUES | MODERN VS TRADITIONAL RUGS

Modern Rugs vs. Traditional Rugs What is the Ultimate Archetype of the Traditional Rug? BY RODNEY HAKIM

n this issue of RUG INSIDER, one of the questions being explored is that of the New Traditionals, as the question is asked, are today’s buyers sticking with Modern designs and colors, or are they returning to more Traditional styles?

For many years, the trend in the area rug trade has been to move away from Classic Traditional Designs, with their bolder colors, centralized stylistic elements, and busy fields, and to move toward more Modern designs, which tend to be characterized by softer, more subdued colors, and decentralized, uncluttered designs, often taking an Abstract form.

Some of the trade shows maintained a small sub-section of Antique rug vendors, often called an “Antique Rug Pavillion”, but those numbers dwindled, and the foot traffic seen in those Antique areas paled in comparison to the heavy flow of foot traffic to the endlessly popular Modern and Contemporary rug sections. Even among rug retailers, the percentages of Modern and Contemporary rugs that they would carry and display in their showrooms, versus Antique Rugs maintained, would steadily increase over the past quarter century, to the point that what was one time a 50-50 ratio of modern to antique would soon skyrocket to 90-10, and often higher than that.

Some Reasons for the Rise in Popularity of Modern Rugs

Nourison Celestial in Sealife, image courtesy of Nourison

The Rise of Modern and Contemporary Rugs This movement toward Modern and Contemporary rug designs has been swift and all encompassing. Area rug trade shows and retail showrooms of the early 2000s still had a fair amount of representation of Vintage and Antique Rugs in them, with many vendors showcasing their finest Traditional rugs, alongside the steadily increasing numbers of those showcasing Modern and Contemporary pieces. In the ensuing fifteen or so years, the majority of trade shows and retail showrooms had fewer and fewer vendors displaying Vintage and Antique rugs in them, and moved almost exclusively into the representation of Modern and Contemporary rugs. 70

The reasons for the meteoric rise in popularity of the Modern and Contemporary Rugs were many. First, they are less expensive, and easier to afford for consumers with lower budgets. Second, they are more easily disposable, and consumers would feel more comfortable using a Modern rug for a few years, and if it got stained or damaged, would not have to worry about having it professionally cleaned, so they could just dispose of it, and move on to another new rug with a fresh look and a low price point. Third, they are more adaptable. Unlike one-of-a-kind Vintage and Antique Rugs, the Modern & Contemporary Rugs could be made available in a variety of sizes and colors, customized to the buyer’s needs and tastes. Fourth, they are what the name implies, Modern and Contemporary, and as such, a much desired way of distancing the younger generation from their parents’ old, stodgy heirloom pieces, which the younger generation in many cases wanted less of.

The Recent Return of Color and Traditional Styles Like any form of fashion, whether rugs, furniture, clothing, or whatever else, all things that are in fashion have life cycles, wherein they are at one point at the height of fashion, then fall out of fashion, and then are rediscovered and come into fashion again. This shift in and out of fashion is related to generational change, alluded to above, in which the younger generation will frequently discard some elements of what is considered

InANTIQUES | MODERN VS TRADITIONAL RUGS fashionable from their parents generation, thinking of it as being outdated, out of touch, and undesirable, only to have the next generation rediscover those abandoned items, and reimagine their desirability for the newer age. Such is the current situation with Vintage and Antique Carpets, and their colorful, centralized, maximalist designs. For the last generation, and for far longer than that, Vintage and Antique carpets were the creme de la creme of luxurious floor coverings, and were items of great importance, which would be passed on from generation to generation. While much of that legacy of passing on Antique Rugs from one generation to the next was scuttled in recent decades, with the proliferation of Modern Rugs, the past couple of years have seen a noticeable return to Traditional styles, colors, and motifs. This return of Traditional Carpet styles can be seen all around, from their resurgence in representation of Vintage and Antique Rugs in retail showrooms, to their appearances in popular shelter magazines, movies, and television shows, to the increase in rug lines from Modern and Contemporary rug vendors, which replicate the aesthetics of the Traditional Oriental Rugs. Vintage and Antique Carpets, as well as other items, including home furnishings, art, jewelry, and fashion, have also seen a considerable uptick in sales, both in the physical realm of brick and mortar showrooms, but perhaps more noticeably in the digital realms of online sales and eCommerce. On luxury online marketplaces, such as 1stdibs, Chairish, and Houzz, there is a very strong representation of Vintage and Antique Textiles, including Carpets, Tapestries, Pillows, and other such decorative items. 1stdibs has led a booming trend of online sales of Vintage and Antique decorative items, reporting annual sales on its platform in excess of $350 million, and recently launching its IPO. Even in the world of the major auction houses, where the top names, such as Sotheby’s and Christie’s have seen the diminution or elimination of their dedicated Antique Rug departments in the past decade or so, other auction companies, led by Nazmiyal Auctions, have focused squarely on this void in the market for auctions of Vintage and Antique Area Rugs, and have been doing so well, that they have somewhere in the realm of a 90-percent sell-through on their Vintage Rug Auctions, something virtually unimaginable even a couple of years ago.

The Archetype of What a Traditional Rug Looks Like With this return to fashion of Traditonal Rugs, a big question arises. If Traditional Rugs are characterized by their centralized design, their busy fields, and their strong color palettes, is there an archetype of the one most defining Antique Rug, which captures all of those things, in one singular, stunning carpet?

The World-Famous London Ardabil Carpet

The answer is a most definitive YES. And that answer is the Ardabil Carpet.

The History of the World-Famous Ardabil Carpet Perhaps the single most famous Antique Carpet in the world today is the London Ardabil Carpet, which has long been kept in the Victoria and Albert Museum in London. This magnificent carpet dates back to 1539, and is a massive rug with the measurements 34'3"H x 17'7"W. This magnificent palatial carpet checks off all of the characteristics of what the ultimate Antique Carpet should be; 71

InANTIQUES | MODERN VS TRADITIONAL RUGS it is hand-knotted with incredible weave density and dexterity, counting roughly 26 million knots on its fine wool pile and silk foundation. It has an elegant central medallion, which is famously surrounded by numerous pendants, and which is flanked at either end by a hanging lantern, all of which are reflective of the dome of the ancient Sheikh Lotfollah mosque in the city of Isfahan, the majestic designs of which they embody. It has a busy field, which in the time it was woven, was an the ultimate expression of the virtuosic artistry and dexterity of its weavers, and which in today’s world of reinvigorated interest in Maximalist designs, is a template from which other fit-as-much-in-there-as-you-can designs are based. It has bold colors, and is the very definition of what has for generations been referred to as jewel tones in the rug trade. It is the quintessence of what an antique rug could and should be.

In addition to this astonishing provenance, the rug also bears another incredible and unique characterstic. The rug bears a cartouche that has both a weaver’s mark, as well as a poem, which translates as follows: I have no refuge in the world other than thy threshold. There is no protection for my head other than this door. The work of the servant of the threshold Maqsud of Kashan in the year 946.

It has all of these qualities, and then some. Add to this already potent mix a few invaluables that elevate the Ardabil Carpet from a mere masterpiece to the stuff of legend. First, it has one heck of a pedigree. As discussed in one of our previous InAntiques articles, the Ardabil carpet comes from the famed Northwestern Persian weaving region of Tabriz, and specifically from the area of Ardabil, where some of the greatest master weavers in all of Persian Rug weaving history have emanated from. It was woven in the Golden Age of of Persian Rug weaving, under the watchful eye of a king of the Safavid dynasty, Shah Tahmasp, who was known as one of the country’s greatest patrons of the art form of carpet weaving. The carpet became renowned as “The Holy Carpet of the Mosque at Ardabil.” In the early 1890’s, one of the most iconic figures in the history of rugs, William Morris, who would later go on to transform the rug industry in his own right, was a Referee at London’s Victoria and Albert Museum, and after much convincing, was able to raise a vast sum of money to acquire the carpet for the museum, and also have it repaired after the wear and tear it had experienced over the past centuries. It has been a mainstay there ever since.

The London Ardabil Carpet in the Victoria and Albert Museum 72

Ardabil Carpet’s Cartouche with Inscription

The Replication of the Ardabil Carpet’s Design in other Vintage and Antique Rugs Like any of the world’s great masterpieces, the London Ardabil Carpet has had its iconic design replicated and reimagined in countless rugs, and in countless ways. In some cases, the replicas try to be as close as possible to the original. In other cases, the replicas change color ways, or substitute in different tweaks to some aspects of the carpet’s inimitable design. In any color, shape, or form, though, the replicas of the most recognizable carpet in the world only confirm the idea that “Imitation is the sincerest form of flattery,” and that even a repilcation of the grand design and Maximalist aesthetic of the magnificent London Ardabil Carpet are something special, even for being just that. And to this day, they remain some of the most in-demand rugs in the area rug market, whether Antique, Vintage, or even reimagined with a Modernist twist.

InANTIQUES | MODERN RUGS VS TRADITIONAL RUGS

Left: PGNY rug 31386 Antique Persian Tabriz 23'2"H x 12'9"W and 31759 Vintage Persian Tabriz 16’0”H x 11’9”W

For some of the Ardabil Design Vintage and Antique Carpets from the collection of Persian Gallery New York, see these images above, or search pgny.com.

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Insider NEWS | WHAT’S LOOMING

THE RUG SHOW RETURNS

ollowing pandemic-related postponements, The Rug Show returns to the East Coast at the Meadowlands Exposition Center in Secaucus, New Jersey on February 16-18, 2022.

“There will be a party on Wednesday night that will act as a tribute and celebration of the life for our dear friend Ramin Mobayen,” said Simantob. “We’ll be releasing details soon on the event’s website, therugshow.com.”

As a premier industy fair, The Rug Show offers attendees a place to buy new products, meet new rug makers, learn through educational programs and tours, and build connections through networking.

Mobayen played a major part in developing The Rug Show during his time in the industry, helping to evolve the show in 2012 with a cooperative group of Los Angeles, CA-based rug dealers. Without Mobayen’s dedication, the show may not have endured to be the successful market it is today.

“Finally, the largest and most important show of our industry is back,” says Jack Simantob at Art Resources. “It’s time to once again meet our old colleagues and see all the latest our industry has to offer.”

SHOW HOURS

The hosts of the show have also made a deal with the Hyatt Place hotel to offer attendees rooms at a discounted rate of $125.00 per night including breakfast. To access the discount, use the hotel link on therugshow.com or mention group code G-TRSS at the time of reservation. The hotel is conveniently located within 200 yards away from the Meadowlands Exposition Center. In addition, there are many restaurants close to the hotel/venue and Secaucus, NJ is just minutes away from New York City.

• Wednesday, February 16 — 9 am to 5 pm • Thursday, February 17 — 9 am to 5 pm • Friday, February 18 — 9 am to 3 pm

RUG INSIDER Magazine will sponsor morning tea and baklava for all attendees every morning starting at 9 am.

In addition to the latest and greatest handmade rug products, a full schedule of events will be announced closer to the date of the show.

For more information, visit therugshow.com. 74

Insider NEWS | WHAT’S LOOMING Fiber-Shield Industries Launches Professional-grade FAST-KLEEN Spot Cleaner for Carpets and Rugs Fiber-Shield Industries Inc., a leading supplier of specialty protection products and related materials, has launched the professional-grade FAST-KLEEN, which cleans virtually all carpet and rug spots and stains. Created for carpet and rug professionals, this proven, made-in-the-USA water-based spot cleaner, is ideal for water-safe fabrics and carpeting. The formula contains no VOCs or propellants, and is both non-flammable and noncombustible. FAST-KLEEN is fitted with the latest bag-on-valve spray technology, which means 360-degree operation and virtually complete evacuation, for convenient and economical usage. A non-aerosol, pump-action version of the product is available as well. According to Manny Vickers, President and Co-Founder of Fiber-Shield Industries Inc., FAST-KLEEN has already won over carpet and rug professionals during prelaunch tests. “Here is a new opportunity for contractors, carpet and rug retail stores, installers and interior designers,” Vickers said. “Our most discerning professional customers tested FAST-KLEEN, and they were impressed by its ability to remove the toughest stains, including motor oil, wine, coffee, and other substances that typically plague commercial and residential clients.” “In addition to the product’s peerless spot-removing power, these industry pros were equally impressed by the fact that FAST-KLEEN is water-based and, thus, more environmentally-friendly than other spot removers considered an industry reference,” Vickers noted. FAST-KLEEN is sold on a satisfaction-guaranteed-money-back basis by Fiber-Shield Industries Inc. to the professional community, as well as through its website, www.fiber-shield.com. This product, and the company’s full-range of specialty protection products, represents a new opportunity for distributors here and abroad, according to Vickers. FiberShield Industries Inc. recently introduced a new protector for the increasingly-popular viscose rugs, and will soon launch an exciting product for sisal flooring as well. Look for additional editorial in the Spring 2022 Issue of Rug Insider Magazine.

FAST-KLEEN is available as a “Green BOV Aerosol" 14-ounce can or an 8-ounce squirt bottle with a satisfaction-or your-money-back guarantee

High Point Market Tour Broadens Beyond Bloggers The High Point Market Authority (HPMA) in partnership with Esteem Media bring their popular tour to the Spring 2022 High Point Market, April 2-6. Newly rebranded as the Design Influencers Tour, submissions are now being accepted from design-focused influencers focusing on a variety of digital content channels. Previously hosted as the Design Bloggers Tour, the Design Influencers Tour program will bring ten design influencers to High Point Market for a 2-day tour of sponsoring showrooms from Sunday, April 3 through Monday, April 4. “As we’ve maneuvered through the digital landscape these past few years, a diverse portfolio of content channels has become increasingly important. Evolving the tour to include

both design bloggers and design-focused social media influencers was the next natural step,” comments Tom Conley, president and CEO of the High Point Market Authority. “This shift will allow for a more impactful and farther-reaching digital footprint in terms of tour coverage and exposure.” Influencers can apply for consideration at highpointmarket.org/ products-and-trends/design-influencers-tour until Friday, January 14. A limited number of tour sponsorships are still available. Interested exhibitors can email marketing@highpointmarket.org. highpointmarket.org

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In the SPOTLIGHT | KALATY

AT ELIER C O L L E C T I O N FROM KALATY During one of our market walks in High Point, we spied these ‘edgy’ new designs from Kalaty. The Atelier Collection is aptly named with its nod to fine art and craftsmanship. Like artisanal flatbreads infused with bespoke flavors and organic, meandering edges, these rugs are incredibly inviting to the senses. Or maybe you envision exotic treasure maps on ancient papyrus… Distinctive abstract shapes coupled with painterly high-fashion color palettes position this luxe modern rug collection in a category all its own. Hand-knotted using a luxurious blend of premium wool and Silkette™ yarns, this exceptional series offers endless decorative opportunities from modern sleek to boho chic. kalaty.com IMAGES COURTESY OF KALATY

Tough Stains Have Met Their Match Introducing Professional Grade FIBER-SHIELD® FAST-KLEEN spot cleaner. Here is a proven, made-in-the-USA, water-based spot cleaner, ideal for water-safe carpeting.

FAST-KLEEN removes the toughest water- and oil-based spots and stains, without solvents or VOCs. Motor oil, soy sauce, pet messes, coffee—bring it on! And it is available in two convenient platforms: a dependable squirt bottle and bag-on-valve spray.

Carpet and rug professionals: here is a 100-percent green, professional-strength spot and stain remover that works fast on the toughest stains.

WE GUARANTEE IT, OR YOUR MONEY BACK! • One-Stop Spot Remover • Professional Grade

• Water-based, Green Formula • ZERO VOCs or Solvents

Fiber-Shield Industries, Inc. 26 Old Dock Road Yaphank, NY 11980 631-345-0240

www.fiber-shield.com

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