AREA Magazine - Fall 2013 by ORIA

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

DESIGN FOCUS

Carol Flanagan

FALL 2013

5"."3*"/ )"/%$3"'5&% 5*#&5"/ 36(4 8 8 8 5 " . " 3 * " / $ 0 .

1<,&6 2&7 7+ Â² 7+

S C YI N -8 at 6 s er t U ob si ct Vi O

Excellence in Quality & Service

505 Winsor Drive | Secaucus, NJ 07094 www.AmincoInc.com Phone - 201-601-9200 | Fax - 201-601-4747 | mail@amincoinc.com

From the President’s Desk Dear Members and friends, This certainly has been an interesting year so far. 2013 got off to a strong start but now, as I write this letter, we are in the heat of summer and many of our members are scrambling not only to prepare for markets and the fall season, but to move their showrooms, as the ORICA building closes for good on August 31. The ORICA building, which opened in 1985, was a major step forward for our industry and our retail partners. It gave buyers a convenient and time saving way to visit many of the industry’s most innovative companies. In addition, regularly scheduled shuttle service provided a link to Manhattan showrooms and offered a way for buyers to cover the entire Metro market easily and affordably. I was working for NooNoo when we made the move from NYC into the ORICA building and there was shared excitement. Many great companies like Nourison, Amiran, Bashian, Zaloom, Momeni and Masterlooms all had a presence in the complex, and we were full of creative ideas to promote not only our own businesses but the industry as well. I remember fondly the comradeship among industry partners. For example, the Peykars—among others—would invite us to lunch in their kitchens and I made great friends—many that I have to this day. Another benefit was the presence of the ORIA’s office right in the center of the building. When Lucille joined us as executive director it gave us all a sense that our industry had grown and matured into a ‘major player.’ These were exciting years and although our industry weathered many ups and downs over the next two decades, we had ORICA and ORIA to hold us together. But times have changed—not only for our industry but for the world. With it comes the extinction of the

ORICA building. Personally I have mixed feelings about the loss of the facility. When I started my company I felt a need to locate our offices elsewhere, but that was—in part—because my vision was to be different and outside the box. Yet I still understood and appreciated ORICA’s merits. Case in point: my good friend Ray Albed, a rug retailer from Wayne, PA, is already bemoaning the loss of a facility that saved him huge amounts of time and energy in servicing his clients. On the other hand, our industry is constantly evolving, as it should. Today, many of us exhibit at multiple markets and send our salespeople all over the country. We have new media to communicate with our customers. As a result, we no longer feel a need for this type of building. My only hope is that closing ORICA won’t fracture our industry further. Time will tell. For now, our executive director, Lucille Laufer, will be moving into a home office to manage our association. Lucille is a wonderful director and although she will not be as visible, she will always be available to our members from California to NY via phone, fax and email. Lucille is devoted to important work ranging from acting as liaison with our Washington DC legal arm to managing our great magazine, along with many other responsibilities. As I wind down my term as your president, I hope our next leader and board will work hard to find ways to keep our executive director very visible to our existing membership and to possible future members. Our industry needs to come together and we need a healthy membership to guarantee the success of our organization. We were almost down and out when I came in three years ago and now we are healthy and growing. With or without ORICA, let’s work together to continue the growth. Sincerely,

JEFFREY DESANTIS President - Oriental Rug Importers Association, Inc.

6 Fall 2013

AREA

Fall 2013

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

President Vice-President Treasurer Secretary Executive Director AREA Advisory Committee

Editor-Emeritus Editor-in-Chief

Editor Contributing Author Contributing Author Production

Jeffrey DeSantis Reza Momeni Behrooz Hakimian Michael Riley Lucille Laufer Reza Momeni, Chrm. Dennis Dilmaghani Archie Cherkezian Lucille Laufer llaufer@oria.org Sally James Carol Milano Ellyne Raeuber Artistic Color Graphics

Contents 6 From the President’s Desk

Directory

In the News

Index to Advertisers

Around the Market:

Calendar

New Product Gallery

Design Focus: Carol Flanagan

History & Heritage

Merchandising

July Atlanta Market

”The Rug is a Work of Art”

The Most Modern Carpets of the Caucasus

Mobile Media For Your Store

Material submitted for publication will not be returned unless specifically requested. No article shall be reproduced in any form without the express written consent of the Oriental Rug Importers Association, Inc. Subscription price (for the trade only) is $30 for one year and $40 for two years in the United States. In Canada and Mexico the price is $35 for one year. The price for all other countries outside the U.S. is $60 for one year, payable by check drawn on a U.S. bank. Remittance must be attached to subscription order. Individual copies are available at $10 per issue.

Cover: A Sultanabad-design rug featuring an indigo ground with coral and ivory accents is the decorative focus of this airy and elegant dining room. Photography by Neil Landino, Jr. (www.landinophoto.com). Courtesy of Carol Flanagan Interior Design.

AREA 7

1 #4 Sh ow ro om

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In The News OBITUARY

dren George, Mary-Winn and Catherine, daughter-in-

ATIYEH INTERNATIONAL, LTD. is saddened to announce the passing of

law Hillary and son-in-laws Tom and Bruce. He was adored by ten grandchildren and nineteen greatgrandchildren.

Richard Atiyeh, longtime rug retailer and uncle of Atiyeh owners Tom and

MOVING

Leslie Atiyeh, on July 8.

F.J. KASHANIAN RUGS announced that as of July

Born on October

1, 2013 they will be located at their new headquar-

2, 1921 in Portland,

ters: 600 Meadowlands Parkway, Suite # 22-A,

Richard was raised along

Secaucus, NJ 07094 (less than four miles from their

with his brothers Edward and

Victor.

Richard Atiyeh

Richard

attended Washington High School and earned a

current location). Contact information is unchanged. For more, visit www.fjkashanian.com or call (201) 330-0072.

Bachelor of Science Degree in Business from the University of Oregon. Richard met the love of his life,

BASHIAN is pleased to announce that by September

Mary Alice, at the U of O after returning from serving

1, 2013 it will be fully operational from its new facil-

in the Army in WWII where he was a prisoner of war

ity at 65 Railroad Avenue, Ridgefield, NJ 07657.

in Germany. He received the Bronze Star and Purple

Telephone and fax remain the same. Ralph Bashian

Heart among other medals for his service.

said, “We appreciated our years at ORICA, where our

Richard enjoyed a successful career at Atiyeh

company enjoyed such growth and diversification.

Brothers, Inc., the Oriental rug and carpet business

Now we look forward to our new facility giving us the

established by his father George and Uncle Aziz in

capability to continue our progress.” Ralph notes that

1900. According to Leslie Atiyeh, “Richard was a big

the high ceilings will provide more usable and stack-

supporter of our import business and encouraging

able space, which will streamline the company’s

when we began to reissue Atiyeh Kerman deLuxe rugs

delivery capabilities. The new Bashian facility is con-

in China in the mid-80s.”

veniently located seven miles from the George

He also left a lasting impact on his commu-

Washington Bridge, and six miles from the Lincoln

nity. He was honored by the Volunteers of America as

Tunnel. Complimentary transportation to and from

an All Star Citizen. Among his many accomplish-

their new showroom is available.

ments were serving as Chairman of the Advisory Board for the Salvation Army, where he created the

ROMANI is moving to a new location: 455 Barell

“Coats for Kids” outreach program and was made an

Avenue, Carlstadt, NJ 07072 Contact information is

honorary Colonel. He was also president of the

unchanged: Tel: 201-392-0400 Toll Free (800) 448-

Downtown Lions Club, president of the Portland Golf

4244 Fax: 201-392-9782. Email: romanirugs@hot-

Club and prime minister of the Royal Rosarians.

mail.com

Richard was one of twelve founding members of the Retail Floor Covering Institute. He was a member of

ZOLLANVARI

the Episcopal Parish of St. John the Baptist.

Meadowlands Parkway, Suite 130, Secaucus, NJ

Richard is survived by his brothers Edward and Victor, sister-in-laws Karen & Delores, three chil-

10 Fall 2013

has

new

address:

600

07094. Phone and fax numbers will remain the same: Tel: 201-330-3344 Fax: 201-330-7728.

In The News

Save The Date! Metro Market Week in New York and New Jersey

Ready To Be Inspired? The second annual Rug Show @Javits is the place to be, Sept. 22-25, 2013. Holding court at the Jacob K. Javits Convention Center in New York City, the nonprofit Rug Show brings together a group of the most creative and cutting-edge rug producers in the world, gathering under one roof to exhibit their most beautiful, daring and unparalleled handmade works. “Our primary goal is to serve the savvy buyers who attend the show,” said Mobayen. “To that end, we have arranged to subsidize rates for attendees at a 4.5 start hotel next to Columbus Circle/Central Park in the heart of New York City. There will be dynamic networking opportunities; breakfast daily; a killer dinner/cocktail party; and supremely inspiring rug collections that buyers will be excited to share with their customers.” Show organizers have also arranged free shuttle transportation to key area rug districts around New York City. Confirmed exhibitors at the 2013 show include: AARA Rugs, Anadol Rug Co., Ariana Rugs Inc., Art Resources, Azad Rug Co., Azad USA, Caravan Rug Corp., The Creative Touch, Ebisons Harounian, Eliko Antique & Decorative Rugs, Ignacio Larrain, JD Staron, James Opie, Kashee & Sons, Lawrence of La Brea, Marco Polo Rugs, Matt Camron, Michaelian & Kohlberg, Mobayen, Nalbandian Inc., Nasiri, ORITOP, Pacific Collection, Pasargad, Peel & Co., Tepp Team USA, Tissage, and Wool and Silk Rugs.

12 Fall 2013

celebrates its 10th Anniversary this fall with a new date cycle, which runs Monday, Oct. 7 to Thursday, Oct. 10. Since its debut in 2004, Metro Market Week has enjoyed participation from every important area rug importer on the East Coast. Collectively, these committed exhibitors treat retail buyers to an unmatched selection of the most innovative rugs in every design and construction on the world’s stage. “We are proud to have been part of Metro Market Week for the past 10 years, as this market has become a major factor in the rug industry,” said Ramin Kalaty, spokesperson for New York-based Kalaty. This year will be no exception. Buyers can expect an exquisite assortment of area rugs from around the world. Trends to watch for include beautifully crafted modern rugs with eye-popping colors; dye-free Moroccan styles; reinvented traditional styles that borrow from the past, but push the design envelope toward modern; the softest neutrals; chic painterly looks; tailored masculine styles; worn antiqued designs and more. Don’t miss the top trends, timeless patterns, exclusive promotions and unmatched networking opportunities at Metro Market Week 10. All attendees are invited to celebrate our 10th Anniversary at the return of the exclusive New York at Night cocktail bash, scheduled for Tuesday, Oct. 8. Details will follow. For more information, visit: www.metromarketweek.com. Call: (800) 411-6674.

From Amadi to Zollanvari... The acclaimed New York International Carpet Show, October 6-8, presents fabulous carpets from high end vendors, A to Z! Partnering with Metro Market Week, NYICS offers over 35 top line exhibitors in their new convenient location at the Metropolitan Pavilion. The robust mix of participants, diverse range of stylish products, convivial receptions and the non-stop energy of Manhattan, creates a vibrant atmosphere that adds zest to the business experience. The Metropolitan Pavilion at 125 West 18th Street, near 6th Avenue, makes NYICS an ideal headquarters during Metro Market Week in October. Itâ&#x20AC;&#x2122;s just a few easy minutes to dozens of showrooms in the legendary carpet district. Confirmed dealers to date for the New York International Carpet Show are: Amadi Carpets, Amer Rugs, Amici Imports, Aminco, Anadol Carpets, Asha Carpets, Bespoke Rugs, Creative Matters, Creative Touch, D&K Wholesale, Eliko Decorative Rugs, French Accents,

Italian

Olivewood

Specified

Flooring, J.D. Staron Galleries, Jade Rug Pads, Jan Kath of Jan Kath Design, Knots Rugs, Kooches, Lapchi Hand Made Carpets, Magdalena York Collection, Modern Tribal Arts, Nasiri, New Moon Rugs, NOA Living, Red Spruce, Revita Rugs, Sahar, Shalom Brothers, Stile BK, Tamarian Carpets, The New England Collection, Tibet Rug Company, Tissage, Wool & Silk Rugs, Woven Legends, Zollanvari...and others. For the most up-to-the-minute exhibitor list, new product images, show hours, or other information, visit www.NYICS.com. Contact NYICS1@juno.com, or call (215) 248-0494.

In The News PRODUCTS AMICI IMPORTS will feature the Hazara

of thick twisted polypropylene yarns measuring 1.5

Collection at the 2013 NYICS. Inspired by both clas-

inches in length and densely packed; and Circa,

sic and tribal patterns found in Afghanistan and knot-

handtufted in China in simple, tonal designs. Also

ted by hand of high quality wool blends, the Hazara

new: Sahara, a collection from India that offers a

Collection has been meticulously woven, highlighting

fresh take on nomadic, Moroccan inspired rugs; and

the bold, rich colors of centuries old designs. The

Stella, also from India, that cleverly integrates refur-

Hazara Collection is a limited production collection

bished sari silk dresses with looped wool for an over-

with boutique shipments arriving on a monthly basis.

all look that’s as striking as a model on the runway.

To see Hazara and Amici’s other fine collections, visit the Amici Imports booth during the upcoming market,

NOURISON has produced a replica of the most

October 6th-8th.

expensive rug ever sold. This unique rug features sickle leaves, vine scrolls and palmettes on a red

FEIZY RUGS continues their year-long 40th

ground and dark blue border. “We are celebrating this

Anniversary Celebration with the debut of several

historic sale with our limited edition rug,” said Alex

groundbreaking new collections. This year has

Peykar, the principal of Nourison. The company’s

already been the company’s most prolific in terms of

8’x10’ replica of the ‘Sickle-Leaf’ rug is made from

the number and innovative nature of new introduc-

100% pure wool and loom knotted. The original

tions. These include the Lorrain Collection which uti-

recently sold for a staggering $34 million. For more

lizes a technique similar to tie-dying. Monochromatic

about this limited edition rug, visit the Nourison

tones are represented in bold patterns and in hues of

showroom during High Point or NY-NJ Markets.

varying saturation to create a watercolor effect. These breezy pieces are hand hooked and suited to a variety

TAMARIAN CARPETS has received Patent

of casual living spaces.

Pending Status from the US Patent and Trademark

Also new are the Azeri Collections, offered in

Office for their wildly popular ‘Phoenix Weave’ tex-

four different creels, featuring soft contemporary and

ture—a unique Tibetan weave that results from alter-

transitional designs that are power loomed in a plush

native approaches to dying, washing, and finally the

pile of wool with art silk highlights. Superior softness

knot itself. The Phoenix Weave Collection was intro-

and striking highlights are the hallmarks of these

duced to the market several years ago and quickly

designs.

caught the eye of clients seeking a new, fresh look in the area rug world.

LOLOI has launched a wide range of new collections

Soft colors, a supple hand, and interesting

for fall. Highlights include Rio, which features con-

texture have been the hallmarks of the ‘Phoenix

temporary designs with nuanced variations in color

Weave’ and an explosion in design development has

throughout. These rugs are durable, reversible and

solidified its place in the hand knotted rug canon.

crafted to withstand plenty of foot traffic. Other new

Tamarian continues to explore the further possibilities

groups include: Luxe, hand loomed of 100 percent

of this proprietary stitch with the introduction of alter-

viscose with alternating stripes of cut pile and looped

native fibers, finishes, and even a next generation of

yarn, adding textural interest; Dream Shag, consisting

the weave that further enhances its qualities.

14 Fall 2013

We Clean Valuable Rugs “Never clean this rug” was good advice when traditional rug washing was your only option. Revita is not traditional rug washing. Revita revitalizes rugs, purging them of dirt, bacteria, dust mites, allergens, stains and odors. No harsh chemicals. In fact, Revita removes the toxic residue left by previous rug cleaners and gently strips away the brittle calcium deposited in your rug by the well water they used. A revitalized rug is softer, richer and healthier than ever before.

Utterly clean.

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

revitaRUGS.com or call us at 855-573-8482

– Patching, weaving, re-dyeing and re-fringing are performed daily by our master conservators. Your rug is in expert hands with Revita. And our drivers and estimators are happy, friendly and college educated. What a company!

Hamid Zarei Azita Goldman

Learn more about our process online.

In The News LICENSING NOURISON and Kathy Ireland Worldwide have

TIBETAN LABOR CERTIFICATION (TLC), now

unveiled the new Kathy Ireland Home collections of

in their third year of business, announced the launch

rugs and decorative accessories. Featuring inspired

of a new website www.tlccertified.com. Founded in

designs, beautiful color palettes, thrilling textures and

2010 in Kathmandu, Nepal,. TLC inspects looms for

brilliant finishes these exceptional, durable floor cov-

child labor and reports their findings, twice a month,

erings and exciting pillows are designed to make

to the manufacturer and importer.

home decorating fun, easy and an expression of individuality without compromising the family budget. “We are thrilled to be partnering with such a luminary in fashions and home furnishings,” said

In addition, TLC issues numbered photo ID cards to individual weavers. These cards are then used to track the production of a rug with its associated weavers in the factory. TLC and TAMARIAN

Alex Peykar, Nourison principal. “Kathy is well

CARPETS have jointly implemented an online, real-

known all around the world as a trend maker and her

time QR Code scanning of production cards via smart

brand is one of the most recognizable names in the

phone. Through electronic photo identification, this

industry. I am certain that Kathy Ireland Home by

system allows inspectors to verify that the weaver at

Nourison will be a dynamic, fashion forward and

the loom is in fact the registered weaver. This process

highly successful product line in home design.”

not only gives inspectors a greater level of account-

MARKETING

ability, it gives the importer real-time data as to which rugs have actually been inspected.

SAMAD announced that they created a new seven minute YouTube video. The Samad Story showcases the company’s East Rutherford NJ headquarters as well as explaining the scope and effectiveness of their custom Modern Tibet program. According to company principal David Samad, the video is designed to give their customers a more personal connection to their company and the Samad brand. “It has always surprised me that so many sales people from firms we do business with have absolutely no idea as the scope of our business. The Samad Story YouTube video was the perfect medium. We intend to get the video out onto the main social media sites and it can already be viewed on the Samad website. We would encourage our stocking dealers to provide a link to The Samad Story from their own websites.” The new video includes clips from Samad’s documentary film on rug making, Colors of India. The link to the Colors of India page on the Samad site is: http://www.samad.com/colors_home.html

16 Fall 2013

ABOVE: Production cards combined with photo IDs for individual weavers improves accountability.

its av at J s @ -25 2 tu si ow 2 Vi Sh ber ug m R te e ep Th S

Your resource for fine hand-woven rugs

100 Park Plaza Drive, Suite 102 South Secaucus, New Jersey 07094 tel (201) 863-8888 • fax (201) 863-8898 info@teppteamusa.com • www.teppteamusa.com

2013 Honor Roll AmericasMart-Atlanta Amici Aminco Art Resources Bashian Caravan Capel

ORIA

Explore Airtrans Services Heirloom Oriental Rugs Jaunty Kas Kalaty Loloi Lotfy & Sons

CHARITABLE

Marcella Momeni Nourison Omni Interiors Oriental Weavers Radici Safavieh

FUND

Sondra Paige Tamarian The Grey Fox Tibet Rug Co. Wooster House/ABCarpets Zaki Oriental Rugs

DONATION

Name

Total Amount of Donation:

Company

Paid by:

Address

Check # (Enclosed)

FORM

Credit Card (Mastercard or Visa Only) Phone

Card #

E-Mail

Signature

Date

Expiration Date

Type of donation (select one): ! Unrestricted Donation to be used where itâ&#x20AC;&#x2122;s most needed ! Restricted Donation for use in... ! India ! Pakistan

Mail to:

ORIA Charitable Fund 100 Park Plaza Drive Secaucus, NJ 07094

! Nepal

Thank you for your generous donation!

! Special Project

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

(Please Specify)

NEW LOCATION, NEW DESIGNS & NEW WEBSITE

Kundan Silk by Zollanvari 600 Meadowlands Parkway Suite #130 Secaucus, NJ 07094 (201) 330-3344 www.zollanvari.com See us at NYICS Metropolitan Pavilion October 6-8

weaving the colors of life ™

Around The Market

ATLANTA â&#x20AC;˘ July 2013

20 Fall 2013

In The News JULY 2013 ATLANTA ANOTHER SUCCESS FOR AREA RUG BUYERS AND EXHIBITORS

The Atlanta International Area Rug Market, July 11 –

In addition to presenting top rug lines,

14, 2013, was another success for AmericasMart. The

AmericasMart, in partnership with ORRA, presented

positive rug industry momentum that began in

a series of seminars and educational opportunities for

January of this year was definitely felt in the rug

current and potential rug appraisers. Phil Menendian,

showrooms this July.

CRA and other ORRA board members supported the

“Buyers

are

really

embracing

certifications of rug appraisers with engaging presen-

AmericasMart’s integration of the Home and Rug

tations including an on-going educational panel, tips

floors, and we were glad to see even more of them

for proper rug appraisal techniques and in-person,

exploring the floors this July,” says Kevin

interactive and instructive rug appraisals. An apprais-

Malkiewicz, vice president, Area Rugs. “With this

ers’ forum allowed current and potential rug apprais-

much activity now, we are all eagerly anticipating the

ers to discuss modern approaches and ask questions as

traffic and activities of the January 2014 Market.”

they prepared for the ORRA Certified Rug

Buyers enjoyed new, expanded, relocated

Appraiser’s Exam, given at the Market.

showrooms across the Rug & Home floors.

As The Atlanta International Area Rug

Highlights of the showroom updates include the

Market® concluded, rug exhibitors and buyers

StyleCraft Home Collection, Silkroute International,

already are looking toward The Atlanta International

Amadi Carpet Inc., Liberty Oriental Rugs, Surya

Area Rug Market® featuring the National Oriental

Carpet and String Theory Rug & Textile which

Rug Show, co-sponsored by the ORIA and

opened new or expanded showrooms for July market.

AmericasMart in January. Due to a shift in its day

“The Atlanta International Area Rug Market

sequences, the Market will take place Wednesday,

definitely continues to be the country’s premier rug

January 8 through Saturday, January 11, 2014 with

marketplace,” says Malkiewicz. “Our new and

temporaries open Thursday, January 9 through

expanded

enhance

Saturday, January 11, 2014. Look for a full lineup of

AmericasMart’s commitment to proving the indus-

dedicated events and seminars in continued support of

try’s top product mix and selection.”

the industry in January.

exhibitors

support

and

AREA

Around The Market

ATLANTA â&#x20AC;˘ July 2013

22 Fall 2013

Around The Market

ATLANTA - July 2013 AREA

New Product Gallery

AMICI IMPORTS will feature the Hazara Collection at the 2013 NYICS. Inspired by both classic and tribal patterns produced and manufactured in Afghanistan. Knotted by hand of high quality wool blends, the Hazara Collection has been meticulously woven, highlighting the bold, rich colors of centuries old designs. The Hazara Collection is a limited production shipped directly from Afghanistan, arriving on a monthly basis. Don't miss the opportunity to show this diverse and exquisite collection on your floors this fall. Visit the Amici Imports booth October 6th-8th.

AMICI IMPORTS NYICS: October 6-8

New from ART RESOURCES: Damask. Handmade in India of fine wool and bamboo silk in a range of sizes, the collection features sophisticatedly subtle tonal designs with a luxuriously soft pile. Shown right: design AL-2E. Shown far right: design AL-282 .

ART RESOURCES Los Angeles - Secaucus High Point The Rug Show@Javits: September 22-25

24 Fall 2013

New Product Gallery

The Azeri Collections from FEIZY feature soft contemporary and transitional designs power loomed in a plush pile of wool with art silk highlights. Ikat, erased traditional and intricate iron-work designs are woven in a variety of palettes that feature hues of gray ranging from silver to charcoal, chocolate and ecru. Superior softness and striking highlights are the hallmarks of these designs. Power loomed in Turkey with a wool and art silk pile.

FEIZY High Point: October 19-24

Featuring unexpected color combinations with beautiful distressed patterning, the Mirage Collection from MOMENI adds a sophisticated style to any setting. Made in India of 100% Eucalyptus tree fiber, the Mirage Collection is a completely renewable machine-made product. Opposite, left to right: MRG 02-Blue, MRG 04-Green and MRG 07-Navy.

MOMENI Metro Market Week: October 7-10

AREA

New Product Gallery

Silk Shadows from NOURISON redefines opulence in a luxurious collection of stunningly elegant rugs. Hand woven of premium wool and silk-like bamboo fibers, they are velvety soft with a subtle yet luminous sheen. Designs feature transitional motifs with tasteful colors and tone-on-tone contrasts. The collection is handmade in 25% New Zealand wool and 75% silk-like bamboo fibers. Shown left: SHA10 Multi. Shown far left: SHA 11 Black/White

NOURISON High Point: October 19-24

For more information regarding the fine products offered in our

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

26 Fall 2013

New Product Gallery New from LOLOI, Right: Rio in Red. Hand woven in India of 100% New Zealand wool, each design in the Rio Collection reimagines a traditional flatweave with nuanced variations in color throughout for added beauty. These rugs are durable, reversible and crafted to withstand substantial foot traffic. Also new, Far Right: Circa in Charcoal. The hand-tufted Circa Collection from China offers simple, tonal designs that can liven up the most old-of-date interior. Available in a range of sophisticated neutral hues and bright colors, these 100% polyester rugs have just a hint of shimmer for a polished finish that earns notice without being overbearing.

LOLOI High Point: October 19-24

KAS’ new design—6020 Navy Tapestry, left—is from their Syriana Collection. Syriana features hand-tufted ultra-soft traditional rugs in updated colors and designs in blended New Zealand wool. Made in India, the designs are available in six sizes from scatter to 9x13. Syriana is among the over 150+ new designs from spring/summer markets shipping now for fall markets. Visit KAS’ New York showroom —295 Fifth Avenue, suite 819 and their High Point showroom—D301 in IHFC building.

KAS High Point: October 19-24

AREA

Design Focus

For Greenwich Designer

Carol Flanagan A Rug Is A Work Of Art That Makes

The Room Come Together

For as long as she can remember, Carol Flanagan has lived with handmade oriental and decorative and rugs, some of which she inherited from her grandparents. They have been an integral part of her decorating mix ever since she launched her interior design career some 25 years ago. “I love handmade rugs because they have an authenticity, variation, and subtlety of color and design that simply can’t be replicated in machine-made rugs,” states the designer, principal at Carol Flanagan Interior Design, based in Greenwich, CT whose projects have taken her to locations that include New York, Connecticut, the Hamptons, Nantucket, Florida, and Colorado. “The rug is a work of art that makes a room come together,” comments Ms. Flanagan. “It creates the same

Subtle shades of sand and hints of mocha, found in a sumptuous carpet exhibiting brocade-inspired repeat, are played up in the walls and fabrics in this inviting living room. Photography by Neil Landino, Jr. (www.landinophoto.com). Courtesy of Carol Flanagan Interior Design.

STORY BY ALIX G. PERRACHON

AREA

Design Focus

aesthetic impact as does art on the wall. In fact, a rug

The ease in doing so is in great part due to the wide

in a room can transform it so completely and imme-

range of rug options available in today’s market.

diately in a way that furniture and other accessories

Having grown up with antique rugs, Ms.

cannot.” Why? Simply because the rug has a key

Flanagan has found it effortless to feature them in her

ingredient, texture, which adds another and most

interiors. While she has worked with a broad range,

essential layer to a room. “Along with art on the wall,

she has always expressed a special penchant for

the rug can be the most exciting element in a space,”

Herizes, Serapis, Caucasian pieces. “I very much

she remarks.

love their larger design elements and tribal feeling,”

Initiating the design scheme with the rug or later

says the designer whose client list includes the coun-

integrating it into the decor depends on the project at

try’s most high-powered executives. She has placed

hand. Regardless, Ms. Flanagan notes, “I’ve never

many of their new vegetable-dyed counterparts,

had a problem finding the right rug even if I have to

including kilims, when both budget and application

work it in with challenging fabrics and furnishings.”

have dictated they be the more practical solution.

ABOVE The pale blues, creams, and ivories in a transitional-style rug with a stylized medallion repeat pattern are echoed in the wallpaper, window treatments, and armchair establishing in the bedroom a mood of quiet serenity. Photography by Neil Landino, Jr. (www.landinophoto.com). Courtesy of Carol Flanagan Interior Design. OPPOSITE While ivory-ground Sultanabad-design's mellow greens are carried into the wallpaper, its watermelon hue finds itself in the seat cushion. Photography by Neil Landino, Jr. (www.landinophoto.com). Courtesy of Carol Flanagan Interior Design.

30 Fall 2013

Design Focus

AREA

Design Focus

Lately, however, the designer has veered away

and dots many of which she has custom-designed—

from the strictly oriental rug look to one character-

are key in creating her signature interiors emanating

ized by subtler tones and patterns more commonly

understated elegance with a contemporary edge.

found today in transitional and contemporary rugs.

“I definitely prefer one room-sized rug in the

“People have become more casual in their lifestyle,”

space as I feel it gives a cleaner and more unified

she comments. “They are more interested in living in

look,” Ms. Flanagan continues. “I’m not a fan of hav-

a room. Handmade rugs allow clients to comfortably

ing many small rugs in a room.” Still she has on occa-

use their spaces while also offering them a worth-

sion placed small pieces next to a larger rug to anchor

while investment and creating an elegant atmosphere

passageways or adjacent smaller spaces. Often, she

in their home.” She views this trend towards simpler

adds, “I find using several rugs to anchor separate

and more understated rugs as being the impact of

seating areas can be the perfect solution in an over-

sisal’s continued popularity in the last few years.

sized space.” When coordinating several rugs in a

Rugs with a contemporary and graphic allure—

room or from one space to the other, she allows the

including pieces with ikat-inspired patterns, stripes,

pattern and the feeling of the rug be the connecting

ABOVE An East Turkestan Khotan-design displaying light hues punctuated with shades of blue, red, and brown delineates this charming seating area. Photography by Neil Landino, Jr. (www.landinophoto.com). Courtesy of Carol Flanagan Interior Design. OPPOSITE An ivory-ground Sultanabad-design runner with a swirling organic pattern with delicate touches of blue, yellow, and red transforms a stark hallway into a warm and inviting nook. Photography by Neil Landino, Jr. (www.landinophoto.com). Courtesy of Carol Flanagan Interior Design.

32 Fall 2013

Design Focus

AREA

Design Focus thread as opposed to the type of rug. She finds mono-

making a decision. If you are contemplating a rug

chromatic Tibetans particularly versatile as they work

purchase, she insists you set aside fears and inhibi-

well with a variety of rugs. On the other hand, juxta-

tions and lean towards the bold and adventurous.

posing an Aubusson with an oriental rug, for instance,

“Try something you’ve never seen before,” she urges.

would present a challenge.

“Don’t be afraid of pattern! Magical things have hap-

The designer has no magic formula regarding the mixing and matching of rugs with fabrics. “It basical-

pened with rugs in rooms that I never could have guessed would have been possible.”

ly boils down to trial and error and basic intuition,”

The designer professes a genuine understanding

she notes. “Curiously, I believe that the whole space

of the inherent value of the handmade decorative car-

can work better and have an overall calmer effect

pet that she tries to impart to her clients. Indeed, she

when you have an abundance of pattern and texture.”

states: “Investment-wise, putting money into hand-

Generally speaking, she will coordinate a large-scale

made rugs is one of the wisest decorating decisions

patterned fabric with a small-scaled patterned rug and

you can make simply from the longevity aspect alone.

vice versa. “Color is most important as is the balance

People shouldn’t be afraid of buying a good rug

of color and scale,” she adds.

because of pets and children as it will outlast most

When shopping for rugs with clients, Ms. Flanagan insists they try rugs in their home before

everything else in the room.” Equally important, she concludes: “Rugs are part of your art collection.”

About The DESIGNER After a successful career in product marketing in the cosmetics business, Carol Flanagan pursued her passion for design at the Parson’s School of Design and launched Carol Flanagan Interior Design in 1989. Originally located in New York’s Westchester County and now based in Greenwich, CT, she has created timeless interiors for her discriminating clientele which includes this country’s top executives. Her projects have taken her to locations including New York, Connecticut, Florida, Colorado, and Nantucket. With color, texture, and space at the forefront of

a Hamptons beach house, a Westchester County

her designs, Ms. Flanagan’s interiors reveal a meticu-

home, or a Colorado ranch, Ms. Flanagan’s work is

lous attention to detail and artisanship. Whether it be

the ultimate in understated elegance.

34 Fall 2013

Design Focus

ABOVE This dressing room becomes a welcoming retreat thanks to a lovely Khotan-inspired rug with soft blues and yellows blues Photography by Neil Landino, Jr. (www.landinophoto.com). Courtesy of Carol Flanagan Interior Design.

AREA

From ORIA HQ GSP Set To Expire Without Congressional Action The following memo was prepared by Brenda A. Jacobs, Washington lawyer and ORIA liaison in early July 2013. We urge members to urge their law-makers to renew this important program. The Generalized System of Preferences program

companies to get a foothold in the India market,

(GSP), which provides duty-free treatment to selected

and/or showing more flexibility in a number of inter-

products of designated beneficiary developing coun-

national negotiations currently on going (in the World

tries, is set to expire in less than six weeks. The cur-

Trade Organization), where India is viewed as delay-

rent legislative authorization for the program expired

ing the process, the Congress will focus on rewriting

on July 31, 2013. To date, the U.S. Congress has taken

the rules for GSP before renewing the program.

no steps toward reauthorizing the program, largely

Notably, another impediment to prompt action on

because there is a strong interest in first making sub-

GSP renewal may be that the Congress does not see

stantive changes to the program. In particular,

renewal as particularly pressing. That is because with

Members of Congress want to address the criteria

each prior lapse Congress has reinstated the program

used to determine which countries should be desig-

retroactively, thereby effectively making impacted

nated as beneficiary developing countries (BDC).

U.S. companies “whole.” Thus, because importers

More specifically, Members question whether coun-

have been able to obtain refunds of the duties they

tries like India should continue to be considered a

were required to pay to U.S. Customs and Border

BDC. Because the Congress does not appear to be

Protection (CBP) at the time of entry, Congress pre-

interested in simply rolling over the current program

sumes that harm to U.S. importers is limited.

before considering reforms, it is almost certainly

It is also worth noting that Congress typical-

guaranteed that GSP benefits will lapse, perhaps until

ly has packaged several trade measures into a single

sometime next year.

legislative vehicle, rather than attempt to move multi-

This will be at least the ninth time Congress

ple trade measures separately. The trade bills with

has allowed GSP to lapse in the last 20 years. Most

which Congress would like to package GSP include

recently, there was a lapse that lasted almost one year,

legislation to grant the Administration “negotiating

in 2011, with the program ultimately retroactively re-

authority.” Such legislation provides direction to

authorized and extended for only another 18 months,

Administration negotiators in international trade

through July 31, 2013.

negotiations and ensures that once an agreement is

There is a lobbying campaign by U.S. com-

negotiated with trading partners consistent with those

panies that rely upon GSP to obtain duty-free inputs

directions, Congress will vote to approve or disap-

for their manufacturing operations, as well by whole-

prove the agreement without trying to amend any

sale and retail businesses that rely upon the program

terms to which the Administration agreed. (The

lower the cost of consumer goods. A number of bene-

Administration is currently negotiating the Trans-

ficiary countries also have written to Congressional

Pacific Partnership Agreement (TPP) and the Trans-

leaders urging action. However, specifically with

Atlantic Trade and Investment Partnership (TTIP) as

respect to India, indications are that unless India

well as an international services agreement, an inter-

comes forward with some significant changes in its

national technology agreement and a trade facilitation

trade policy, such as eliminating or reducing “local-

agreement.) That trade negotiating authority bill is

ization” requirements that impair the ability of U.S.

currently being drafted but ultimately is expected to

36 Fall 2013

From ORIA HQ be the subject of a protracted debate in the Senate and

Carpets from India, Pakistan, Nepal and

the House which could last well into next year.

Afghanistan are among the products that will be

Another bill Congress would like to package with

impacted by the expiration. The following carpet tar-

GSP reform is reform and extension of the African

iff classifications currently benefit from GSP, assum-

Growth and Opportunity Act, another preference pro-

ing that the carpets are produced (substantially trans-

gram scheduled to expire in 2015.

formed) in beneficiary countries, with greater than 35

Companies impacted by the likely expiration

percent value added in those countries: 5702.50.20*

of GSP should not hesitate to contact their representa-

5702.91.30* 5702.92.10 5702.99.05* 5702.99.20*

tives in the U.S. Senate and the House of

5703.10.20* 5703.20.10 5703.30.20 5703.90.00* (*

Representatives to urge them to act now to prevent

= other than India)

expiration. An explanation of the economic and busi-

Note that even if GSP expires, companies

ness consequences of having to pay the duties (which,

importing products under GSP should continue to

for carpets. generally range from 2.7 percent to 6.8

include the GSP indicator on their customs entries.

percent) should be highlighted, such as an inability to

That will make it easier for CBP to recognize that the

pass the costs on to customers, the small margin on

entry is entitled to a duty refund once the program is

such merchandise, and the interest costs related to the

reinstatedâ&#x20AC;&#x201D;nd limit the additional work the importer

money tied up in duty payments, etc. Members of

must do to ensure as prompt a refund as possible.

Congress should be advised that the possibility of a

Given the trade policy concerns with India,

refund many months after entry does not compensate

companies importing carpets from India in classifica-

for the current harm. The website http://renewgspto-

tions that are eligible for GSP benefits should be pre-

day.com/ has links that enable companies to readily

pared for the possibility that any extension of the pro-

identify their representatives and senators; the website

gram (including retroactive benefits) may not include

also includes articles on the issue that may provide

those products - unless India successfully engages in

further ideas on points to include in correspondence

its own campaign to maintain its status as a BDC.

with Congress.

Project Mala Update In their annual report to 31 March 2013 this worthy organization reports that their number of sponsors has increased, partly through existing sponsor recommendations and partly as a result of their website exposure in other countries. They now have sponsors in 14 different countries including 12 in Australasia, 48 in USA/Canada, 5 in Scandinavia and 7 in the Far East. UK is the most dominant with 80% of sponsors. There has also been growth in interest from schools and Rotary Clubs. In India they currently run ten schools â&#x20AC;&#x201D;six Primary, three Middle and one Secondary with a hostel. The Secondary School is a boarding school into

which they only take 30 of their highest achieving children in a year. They also now have a Nursery School for girls. In their early years they had a large number of dropouts, mainly for family economic reasons, but this has been curtailed by enforcing strict attendance rules.

The overall attendance was 96.26%, with

Turkahan coming top with 98.79%. No school attendance was below 90%. In the end of year exams, 1,219 children were tested in the nine curriculum subjects. The average mark was 75.78% with 227 getting over 90%. Parent participation is also up with average attendance at PTA meetings averaging 89%.

AREA

History & Heritage

THE MOST MODERN

CARPETS OF THE CAUCASUS by Ellyne Raeuber

38 Fall 2013

History & Heritage In 2010, UNESCO proclaimed the carpets of

philosopher whose ideas have often been generalized

Azerbaijan a “Masterpiece of Intangible Heritage.”

to include art, Mr. Ahmed’s aim is to reconstruct

Now, a 31-year-old Azerbaijani sculptor has used the

something accepted, to deconstruct it and turn it into

carpets as an inspiration for the piece he is showing at

something new.

the Venice Biannele 2013, and for many other pieces.

“Culture always comes to an apogee,” Mr.

As he builds his body of work, Faig Ahmed turns the

Ahmed said. “For instance, when the Arabian East

rugs on their heads, so to speak, reinterpreting them as

was mixed up with the western culture of Spain, it

metaphor for the rapidly modernizing Azerbaijan. He

was a burst for Islamic culture, tradition, architecture,

stretches, reworks, reweaves and disassembles con-

art and poetry. By trying to keep the aspects of this

ventional patterns, shapes and structure while giving a

apogee we just preserve the husks of a past time.

nod to abstract artists, the graphics of optical illusion,

Something that was the best ages ago, doesn’t suit the

and the iconography of pop culture. He transforms the

new world. We can preserve the traditions which

carpets of the Caucasus into contemporary—and

enrich us, but at the same time, we cannot apply the

sometimes surreal—works.

15th century to the 21st. “I started searching in carpets for the rhythmical

THE HEGALIAN CARPET

ornaments created by nature and then repeated by

Surrounded by the Greater Caucasus range to

humanity. I was encouraged by the philosophy of

north, flatlands in the center and the shoreline of the

Hegel. It has been a long journey from studying the

Caspian Sea coast forming a natural boundary to the

rhythms and ornaments created by a man to destroy-

east, Azerbaijan is a country whose oil production is

ing them like I do in my work. The carpet is a com-

easily rivaled by the cultural clout of its carpet pro-

plete object and any change spoils it. That’s what I

duction. Although legend would have the country’s

do.”

name derive from the Persian for “land of fire,” referencing the natural burning oil, Karabakh, Kuba,

THE TRAN SFO RMATION

Shirvan, and Baku, a sample of locations often used to

A 2007 piece, Flood of Yellow Weight (shown

classify rugs, also define the country. Oil may domi-

opposite), is a traditional Azerbaijani-type pattern of

nate the economy, but carpet making has remained its

typical floral design with borders in a geometric

artistic constant.

motif, primarily in rich reds and blues being overtak-

The artist was brought up in a typical Azerbaijani

en by, and saturated with, yellow dye. It is like

environment, where carpets are found in every room,

Ellsworth Kelly has taken over: yellow “floods” the

on the floors and on the walls. “It is a very traditional

carpet, slowly overtaking the traditional shapes, oblit-

thing, a ‘home’ thing,” Mr. Ahmed said. “If there are

erating pattern in favor of vibrant, vibrating color.

carpets on the floors and walls, it makes you feel com-

Mr. Ahmed makes the sketches on the computer

fortable and safe.” In his work, however, he seeks to

using Photoshop, then transfers the sketches to graph

move out of this comfort zone. A student of Hegel, a

paper. “I choose the colors of threads and sometimes

OPPOSITE Faig Ahmed, Flood Of Yellow Weight, 2007. Woolen handmade carpet, 4'9x3'3. Courtesy of the artist and YAY Gallery, Baku, Azrebaijan.

AREA

History & Heritage

dye them myself. All of the threads and colors I use

These design elements caught Mr. Ahmed’s imagina-

are totally natural,” he said. “I pass the profile paper

tion. “I was attracted not by the carpet itself,” he said,

and threads to the carpet weavers, mostly women

“but by its rhythm and symbols.”

from Baku villages. Of course I always control the

Indeed, weavers in the Caucasus have always

process, right up to its washing and processing with

been inspired by their rural surroundings, using nature

special preparations.”

as a mainstay of rug design motif. As time passed, the

The carpets are made by weavers using age-old

elements found in nature became more and more styl-

techniques. “They use the same materials and tech-

ized and geometric. Flowers are in the abstract, in

niques that were used 200 to 300 years ago,” Mr.

bright, contrasting colors; and repeating fields of pal-

Ahmed said. “It’s a very interesting mix: the sketches

mettes, botahs, animals, human figures and bird- or

are by computer, but the carpet itself is woven very

comb-like forms are found in abundance on

traditionally.”

Azerbaijani rugs, with the geometric dating back to the Bronze Age. The rugs have up to five borders, also

CARPETS OF AZERBAIJAN

filled with pattern and design.

The carpets of Azerbaijan are distinguished by

There were depictions from the poetry of Nezami

their bold geometric decorative elements as well as by

Ganjavi, as well as traditional themes. The medallion

the use of vivid, often saturated, color derived from

plays a central role: in Karabagh, a sunburst motif,

madder, cochineal pomegranate skin, oak bark and

large medallions formed by lines radiating from a

leaves and nut gall, to name but a few colorants.

central rosette. By the 19th century this was the dom-

ABOVE Faig Ahmed, Double Tension, 2011. Woolen handmade carpet, 8’2x3'3. Courtesy of the artist and YAY Gallery, Baku, Azerbaijan. OPPOSITE Faig Ahmed, Untitled, 2012, Thread Installation, showing a the Venice Biennale until November 24, 2013 as part of Love Me, Love Me Not, produced by YARAT. Dimensions Variable. Courtesy of the artist and YAY Gallery, Baku, Azerbaijan.

40 Fall 2013

History & Heritage

AREA

History & Heritage

inant element in Karabagh rugs and is derived, ulti-

his father was raised. Although he now lives in Baku,

mately, from dragon rugs.

he describes his days in the country as, “the most

Stimulated by the rugs and their imagery Mr.

memorable in my life, as the rural life has always

Ahmed’s artwork began to take shape, or, for him, the

attracted me more than the urban one.” Mr. Ahmed

shape of what he knew began to change. “I studied

went on to study art at the Azerbaijan State Academy

pre-Christian runes and discovered that they were also

of Fine Art from which he graduated in 2004 with a

used in Central Asia. After this discovery I started see-

BA in Sculpture; but he also paints, works with video,

ing runes among the symbols in the carpets at home.

and creates installation art. He is one of the founding

I was attracted as an explorer more than as an artist,

artists

but the deeper I got in my studies the more I wanted

Organization, which nurtures an understanding of

to stop studying and make artwork. And that is when

contemporary art in Azerbaijan, as well as promoting

I came up with the idea of destroying the carpets. I

the work of Azerbaijani artists both nationally and

love when a habitual, comfy object suddenly turns out

internationally.

behind

YARAT

Contemporary

Art

to be something strange. I love the contrast—it’s an

The sculptures from the artist’s carpet series offer

ancient craft but the result is not a carpet we are used

a stark contrast to the traditional textures and compo-

to. This is what attracts me.”

sition of Azerbaijani carpets. “The Eastern culture is rich with colors and forms. The Eastern people still

MINIMALISM

don’t leave any space uncovered or undecorated.

Born and raised in the industrial city of Sumgait,

Minimalism cannot be applied to an Eastern mind. I

Faig Ahmed spent summers in the countryside where

had a conflict when I first studied ancient crafts; I had

42 Fall 2013

History & Heritage

ABOVE Faig Ahmed, Hole, 2011. Woolen handmade carpet, 3'3x3'3. Courtesy of the artist and YAY Gallery, Baku, Azerbaijan. OPPOSITE Faig Ahmed, Section Close-up, 2011. Woolen handmade carpet and plastic, 8'2x3'3. Courtesy of the artist and YAY Gallery, Baku, Azerbaijan.

AREA

History & Heritage

ABOVE Faig Ahmed, Wave, 2012. Woolen handmade carpet and plastic. Courtesy of the artist and YAY Gallery, Baku, Azerbaijan. OPPOSITE Faig Ahmed, Wave, 2011. Woolen handmade carpet with plastic. Courtesy of the artist and YAY Gallery, Baku, Azerbaijan.

to fall out of love with the object, to step aside in order to see it differently.”

VENICE According to Massimiliano Gioni, the artistic

The artist reconfigures, seemingly at random, the

director of this year’s Venice Biennale, the Biennale

design elements of the traditional composition and

“is about the synchronicity of the past, the present and

combines these fragments with contemporary sculp-

the future.” This description certainly applies to Mr.

tural forms. “With my sculptures, I confront minimal-

Ahmed’s work, which was first shown in Venice in

istic, contemporary forms with rich Eastern orna-

2007 when he was chosen to represent Azerbaijan in

ments and carpet colors, and play with this contrast.

its first appearance at the Biennale. This year, under

The other side of this experiment is that the sculpture

the umbrella of Love Me, Love Me Not:

is always cut, as if it’s a part of a huge mechanism, cut

Contemporary

off and represented like that.”

Neighbours, his Untitled 2012 (Thread Installation) is

44 Fall 2013

Art

from

Azerbaijan

and

its

History & Heritage

AREA

History & Heritage on view at the 2013 Venice Biennale until November

The fine workmanship of Baku carpets, which

24, 2013. The piece literally unravels the work of the

include Chilas and Surahanis, shows in these soft-fab-

traditional weaver, deconstructing the crafted, two-

ric, intensely-dyed rugs. Surahanis are characteristi-

dimensional carpet, and using its strands of thread to

cally turquoise blue and earth tone rugs, quieter colors

create a three-dimensional work of art.

than seen in other Baku-area rugs. Interlocking

“My artwork has been called ‘the embroidered space’ by internet bloggers,” Mr. Ahmed said. “This is

lozenges and central medallions, with similar endmedallions will be found here, as will floral botah.

a carpet woven right on the wall. It’s partially destroyed, creating beautiful minimalist patterns

MORE TO COME

which continue with colorful threads that pierce the

From his home in Baku, Mr. Ahmed said that “tradi-

surrounding space. I describe it as an emotional art-

tional art is, in contemporary terminology, a form of

work which revives flat patterns making them three-

design, because for the most part that art was func-

dimensional.”

tional or decorative. But contemporary art is a total freedom of material, ideas and acts, sometimes with-

IN THE BEGINNING

out any message.”

With a sense of humor, and irony, one can see Mr.

Inspired by the Argentinean magical-realist

Ahmed’s unraveling of rugs bringing Azerbaijani rug

writer, Jorge Luis Borges, he is currently working on

history full circle. In Azerbaijan and throughout the

a mixed media project that explores pre-Islamic reli-

Caucasus, rug history went unrecorded, and later was

gions and traditions in terms of art and magic. He will

kept behind the Iron Curtain, making it easy to con-

incorporate the Persian and Azerbaijani tradition of

fuse a rug’s biography and origin. Construction

miniatures and other works made using age-old mate-

helped more than design with identification of pro-

rials and techniques like clay, wood and gold; and, of

duction. Rug making centers produced an abundance

course, wool. “Some of the parts will include wool

of rugs both for home use and for export; without

sculpture that looks like an icon. I want to show that

them, there would be nothing for Mr. Ahmed to

what

deconstruct. Perhaps the largest rug production center

Christianity—has changed its face, but it is still alive

in the Caucasus was in Kuba and its surroundings. A

and still exists.”

endures

from

before

religion—Islam,

high-density, finely-knotted weave distinguishes

Out of a pool of 270 nominees from countries

these rugs. Finely woven kilims with complete bor-

around the world, Mr. Ahmed has been shortlisted for

ders have been attributed to Kuba, as well. Karabagh,

the Jameel Prize 3, an international award for con-

in the south, bordering Iran, produced thick-pile car-

temporary art and design inspired by Islamic tradi-

pets that reflected a Persian influence. Red and blue

tion. The work of the shortlisted artists and designers

rugs showed floral motifs—were softer, less angular.

will be shown at the Victoria and Albert Museum in

Rugs that typify Shirvan had fine texture and

London from December 11, 2013 until April 21, 2014,

shorter pile than elsewhere in the area, with lustrous

with the winner being announced on Dec. 10, 2013.

wool that added a velvety look. The fine weaving

“I’m a part of society and I have a dialog with the

allowed for small design elements, different from the

world by means of my artwork,” Mr. Ahmed said. “I

big, bold elements of South Caucasian rugs. Well-

love the impact that they have on people when they

known designs come from Bidjov, Marsali, and

get acquainted with them—at least they get sur-

Saliani.

prised.”

46 Fall 2013

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Merchandising

MOBILE MEDIA FOR YOUR STORE

by Carol Milano

Cell phones are now used by 85% of Americans. By

increasingly visual culture, sending more videos and

2011, about 35% to 40% already owned Smartphones,

photos than ever before,” she observes. “We now

which allow Internet access, reports Lee Humphreys,

expect that of advertising, too, and mobile media

PhD, Assistant Professor in the Department of

devices reflect this. As people learn how to use it,

Communications at Cornell University. Now, 56% of

we’re seeing more mobile ads come up.” For instance,

adult Americans own Smartphones.

a phone user may spot a sponsored link on a Facebook

Who uses them? Owners have tended to be

app. Or the Weather Channel app may have a small,

more affluent; urban or suburban residents more than

related ad at the top, for patio furniture when temper-

rural; and mainly in their 20s, 30s and 40s. However,

atures are warm.

notes Professor Humphreys, “The greatest growth in Smartphones right now is among 18 to 25-year-olds, and among 45 to 65-year-olds.”

The Mobile Targets For mobile media, “A company needs to

Ads that appear on Smartphones and similar

think about how to reach its customers, build relation-

equipment are known as ‘mobile media.’ “We’re an

ships, and develop brand recognition. How can you

48 Fall 2013

Merchandising build those?” The key factor is, “Invest where your

invested in the mobile environment. Facebook started

customers are. Try to engage with them more direct-

adding ads to its mobile app, and embeds ads within

ly,” advises Professor Humphreys.

your news feed. So as you scroll, you may see a spon-

That involves knowing where consumers are,

sored placement, which is a mobile ad.”

and going to them, she stresses. During the 2012 hol-

Mobile ads are different. The spaces are

iday season, according to research by Pew Internet,

smaller, because, “Real estate is limited,” says

60% of cell phone owners used their phone inside the

Professor Humphreys. “Facebook doesn’t have as

physical store, to assist in a purchase decision.

much space on a small screen as on a computer, so

“Sometimes they called a friend or family member to

they have to integrate ads into the way people use

ask, ‘what do you think of this as a gift for X?,’ or

their Facebook account on their phone,” explains

looked up product reviews (possibly on the store’s

Professor Humphreys. Facebook’s vast data allows

own website), or compared prices,” explains

precise targeting of a retailer’s desired demographic.

Professor Humphreys.

For example, you could target 1960 to 1970 graduates

In the world of mobile commerce, people

of Ivy League colleges. “I think you’re most likely to

enjoy having access to product information. They’re

see ads on mobile phones when they have been inte-

always looking. While waiting for a bus or a meeting,

grated into the most widely-used activities, especially

someone “might hop on their mobile device and

social media and searching,” she predicts. “On my

browse products,” she says. Although not everyone

desktop Facebook, when a friend ‘likes’ a company,

makes a purchase, they definitely want that access.

the store’s ad shows up on my screen under news of

More and more, people expect mobile infor-

my friend. Facebook increasingly intersperses ads

mation in a way that’s not just a smaller-screen ver-

with their updates. Leveraging social media for your

sion of a regular website, but something that’s opti-

advertising helps get the most for your money.

mized for the phone. “The server recognizes what

Another example is paying to get your store’s ad

kind of device you access a website through. The

placed on someone’s Google map on their phone.”

screen will say, ‘Click here for regular site. Click here for mobile version.’ Your store needs a mobile ver-

Campaigns By A Communications Agency

sion!,” she advises. This can be very simple. “Instead

Fifteen years ago, advertising was straight-

of creating a specific mobile web version, simply

forward, says Chris Rothey, CEO of Radiate Media in

make an app that converts or optimizes your site for a

Denver. “You could do things like Yellow Pages, bill-

mobile device.”

boards, and a web ad. “Now the advertising world is

People want to see ads only when they’re rel-

more complicated, with questions like whether your

evant, so try to reach someone when you can tell

website can have multi-media access, or whether you

they’re interested in home furnishings. Today, many

still want broadcast and print media.” His small busi-

people use social media on the Internet and on their

ness customers tell him that they receive about 20

cell phones. How can you make your information

calls a month from vendors who each offer a single

available through social media? Retailers can work

niche, like managing your social media outreach or

directly with companies like Google and Facebook.

improving search engine optimization. And that can

“Although they may not seem like it, they’re primari-

get confusing.

ly advertising companies: that’s their revenue model,”

Actually, “Many businesses aren’t doing

Professor Humphreys notes, “and they’re both very

much with mobile media yet, because they’re trying

AREA

Merchandising to figure it out,” says Mr. Rothey. Integrated commu-

options. An example of an additional service would be

nications firms let you manage your advertising,

for a store to run an ad campaign that appears on a

using online, mobile, and social media. They can help

mobile device along with a specific app.

you promote your business across hundreds of local or national websites and popular mobile applications.

Creating Your Own Mobile Media

Mr. Rothey’s company, for instance, offers

It’s also possible to manage all your own

small businesses the Radiate 360 program. This pro-

mobile media. Today, business owners want to be

gram promotes a store online, through mobile apps,

connected more closely to their consumers and their

and on radio, utilizing its many partnerships. “We

brand. At least one company, July Systems in San

bring all these technologies together, into one easy

Francisco, lets a retail customer develop their own

platform, and create a website for the store that has

mobile communications in-house.

full e-commerce capability. It’s compatible to work

“After licensing and downloading the soft-

with any mobile device, because it automatically

ware onto a desktop computer, a retailer can get start-

adjusts to look correct on any screen size,” he

ed instantly,” explains Nathan Kerry, senior vice pres-

explains. Radiate 360 connects your store to all our

ident for Customer Relations. “The system is very

media partners, which forms immediate links back to

safe, secure and simple to use. It’s a visually-based

your website.” Connecting to a range of media brings

building block. For example, to plan a Black Friday

significant benefits. One is that your store will have a

event, you may be starting in July because it can be a

higher position on Google lists, because page 1 place-

very long process. Our system lets you develop a

ments are determined by the number of times people

campaign much more quickly, requiring less time and

click on a store name.

fewer resources. If you try out a new ad, you can

Radiate 360 automatically puts a store in all

gauge the response, then make changes quickly, easi-

the social media. “You’ll see all the comments and the

ly and inexpensively. Running your own mobile

reviews that your store gets on Facebook, Twitter, etc.

media is very democratic, because the brand owner

You can schedule future postings, and also monitor

can participate in all the decisions.”

reviews and comments your competitors get.” A small

If a carpet store tells him, “We saw another

business can keep its own website, and opt to buy and

company doing an interesting mobile ad,” says Mr.

run online ad campaigns.

Kerry, “They’re able to create something similar for

“Over 50% of searches on mobile devices are

their own store using July Systems. We’re always

local,” says Mr. Rothey. “People often look for a busi-

expanding, and introducing new functionalities.

ness that’s right around them. When Google does a

Retailers can select their own modules, and show dif-

local search, a map comes up, so your store has to be

ferent images all the time, so the customer is seeing

listed in all the local directories to be in the results.”

new products often. Stores like being able to choose

Radiate 360’s retail clients get listed in over 135 on-

the directions for whatever use they prefer. Our plat-

line directories, from CitySearch to Google +.

form deals with the entire mobile experience. We’re

The cost for Radiate 360 to create and con-

not an ad agency,” Mr. Kerry stresses.

nect the entire mobile campaign varies with the

Many mobile ads are simple and can be cre-

store’s market size, web presence, and requested num-

ated quickly. For example, for social media, “You can

ber of connections. The typical basic fee of $400 to

easily integrate Facebook into your mobile outreach

$500 per month is for a website offering full mobile

as a destination, without needing to do any coding.”

50 Fall 2013

Merchandising “A consumer looking for a very specific type of carpet wants the availability of choice and convenience. Make sure that you provide that kind of information to a consumer wherever they are. Their phone becomes a virtual showroom: they can see their choices, from trusted brands, or even read an article about what to look for in an oriental rug,” Mr. Kerry notes. “Mobile media lets people become better-informed consumers.”

Resources For Readers Here are several experienced companies offering mobile media services. Airpush www.airpush.com

Mr. Kerry says a July Systems customer can build a site that works with all your store’s mobile media in just a few hours. For new users, the company provides online support and training. The cost to license and download July Systems software starts at $2,000 per month. Because this allows the customer to build an unlimited number of mobile sites as they want, Mr. Kerry explains, it represents a tremendous savings over the costs to build sites separately. Summary “Mobile advertising is still being figured out,” says Professor Humphreys. “Now, a big chal-

Briteskies www.briteskies.com July Systems www.julysystems.com Micro Focus www.microfocus.com Prolific Interactive www.prolificinteractive.com Radiate Media www.radiatemedia.com Netbiscuits www.netbiscuits.com Interakt Digital Communications Group www.interaktco.com

lenge is learning how to use it creatively.” Choose the approach that seems to fit your needs, and budget— and enter the versatile, fast-growing mobile media universe.

LEFT Effective ads on mobile phones are integrated into widely-used activities or apps. Shown here, Hyundai’s ‘Test Drive’ on ESPN’s Oricinfo.

AREA

ORIA Members Directory MEMBERS AMICI IMPORTS, INC. 335 Centennial Ave., Suite 7 Cranford, NJ 07016 (908) 272-8300 FAX (908) 272-8310 E-mail: amiciimports@amiciimports.com URL: www.amiciimports.com Jeffrey DeSantis, Pres. Charles F. Cashin, V.P.-Sales AMINCO, INC. 505 Winsor Drive Secaucus, NJ 07094 (201) 601-9200 (888) 501-9200 FAX (201) 601-4747 E-mail: mail@amincoinc.com Mikel Banilevi, Partner. David Banilevi, Partner ANADOL RUG CO. 1088 Huff Rd. Atlanta, GA 30318 (404) 350-8558 FAX (404) 350-3418 E-mail: anadolrugs@aol.com Suat Izmirli, Pres. Eloisa Izmirli, Sec’y Gafoor Khan, Sales ANTIQUE RUG CONNECTION 13841 Roswell Ave., Suite J Chino, CA 91710 (323) 964-9647 FAX (877) 463-8011 E-mail: mehnaz@antiquerugconnection.com URL: antiquerugconnection.com Nadeem Akbar, President Mehnaz Rokerya-Akbar, Secretary APADANA 25 East 31st St. New York, NY 10016 (212) 696-4700 (888) 696-4960 FAX (212) 696-4745 E-mail: Mike@apadanainc.com URL: www.apadanainc.com Mohsen Alidadi, Pres. Mike Alidadi, V.P. ARIANA RUGS, INC. 666 N. Robertson Blvd. Los Angeles , CA 90069 (310) 289-8800 (888) 696-4960 FAX (310) 289-8808 E-mail: sales@arianarugs.com URL: www.arianarugs.com Ahmad Ahmadi , Pres. Alex Ahmadi, V.P. Nadra Ahmadi, Sec’y ART RESOURCES 1961 S. La Cienaga Blvd. Los Angeles, CA 90034 (323) 658-9000 FAX (310) 559-5888 E-mail: info@artresources.us URL: www.artresources.us Jack Simantob Eddie Simantob Max Moussavi, LA Sales Adeel Ahmad, LA Sales Jalil Raoffi, NY Sales

52 Fall 2013

ASIA MINOR CARPETS, INC. 236 Fifth Ave. New York, NY 10001 (212) 447-9066 FAX (212) 447-1879 E-mail: info@asiaminorcarpets.com Alp Basdogan, Pres. ASMARA, INC. 108 Clematis Avenue, C3 Waltham, Massachusetts 02453 (781) 894-1434 (800) 451-7240 FAX (781) 894- 1914 E-mail: customerservice@asmarainc.com URL: www.asmarainc.com M. Abid Ilahi, Pres. David Donahue, Gen’l Mngr. ATIYEH INTERNATIONAL, LTD. P.O. Box 3040 Newberg, OR 97132 (503) 538-7560 FAX (503) 538-8239 URL: www.atiyeh.com E-mail: rugs@atiyeh.com Leslie Atiyeh, Pres. Thomas J. Atiyeh, Exec. V.P. BANILIVY RUG CORP. 3 East 28th St., Ground Floor New York, NY 10016 (212) 684-3629 FAX (212) 689-0398 E-mail: BANILIVYRUG@yahoo.com URL: www.banilivyrug.com Moussa Banilivy Masood (Mike) Banilivy BASHIAN 65 Railroad Ave. Ridgefield, NJ 07657 (201) 330-1001 (800) 628-2167 FAX (201) 330-0878 E-mail: bashian@compuserve.com George G. Bashian, Jr., Pres. Garo Bashian, V.P. Ralph Bashian, V.P. Chintan Singh , Nat’l Sales Manager BENJAMIN RUG IMPORTS 20 Meadowlands Parkway Secaucus, NJ 07094 (201) 617-9000 (800) 334-1345 FAX (201) 617-9354 E-mail: tom@benjaminrugs.com URL: www.benjaminrugs.com Benjamin Aziz Stephanie Cohen Charles Bowering, Nat’l Sls Mngr. BOKARA RUG CO., INC. 44 Hartz Way Secaucus, NJ 07094 (201) 601-0040 FAX (201) 601-0055 E-mail: info@bokara.com URL: www.bokara.com Jan Soleimani, Pres. Gabriel Vaknin, V.P.

CAPEL, INC. 831 North Main St. Troy, NC 27371 (910) 572-7000 FAX (910) 572-7040 E-mail: mail@capel.net URL:www.capelrugs.com John Magee, Pres. & CEO Allen Robertson, VP-Sales Cameron Capel, VP-Nat’l Accts. CARAVAN RUG CORP. 8725 Wilshire Blvd. Beverly Hills, CA 90254 (310) 358-1222 FAX (310) 358-1220 Mois Refoua, Pres. Nabi Rahmati, Sales Jay Nehouray, Sales David Nehouray, Sales Mario Cordero,, Warehouse Mngr. WILLIAM CHERKEZIAN & SON, INC. /TAPIS INT’L 11835 Carmel Mountain Rd. Ste.1304 San Diego CA 92128 (818) 266-8383 William Cherkezian CONCEPTS INTERNATIONAL /Prestige Mills 3401 38th Ave. Long Island City, NY 11101 (718) 683-5051 FAX (718) 683-5080 E-mail: ckalison@prestigemills.com Peter Feldman, Pres. Charles Kalison, VP THE CREATIVE TOUCH 100 Park Plaza Dr. Secaucus, NJ 07094 (201) 866-1933 FAX (201) 866-1935 E-mail: info@creativetouchrugs.com URL: creativetouchrugs.com Baki Ildiz, Pres. D & K WHOLESALE div. Dilmaghani (Medhi Dilmaghani & Co., Inc.) 540 Central Park Ave. Scarsdale, NY 10583 (914) 472-1700 FAX (914) 472-5154 (800) 545-5422 & (877) DIL-RUGS E-mail: sales@dkwh.com URL: www.dkwh.com Dennis A. Dilmaghani Essy Kashanian EASTERN ORIENTAL RUG CENTER INC. 100 Park Plaza Dr. Secaucus, NJ 07094 (201) 865-1885 (800) 538-5625 FAX (201) 865-8002 E-mail: info@eorconline.com Khalil Nabavian Hushang Nabavian Bahram Nabavian Benny Nabavian Pooya Nabavian

ELIKO ORIENTAL RUGS, INC. 102 Madison Ave., 4th Floor New York, NY 10016 (212) 725-1600 (800) 733-5456 FAX (212) 725-1885 E-mail: elikorugs@aol.com URL: www.ElikoRugs.com Babadjian Bassalali, Pres David Basalely, Partner Soloman Bassalely, Partner Richard Garrad, Sales Mahtab Etessami, Sales FEIZY IMPORT & EXPORT CO. Feizy Center 1949 Stemmons Freeway Dallas, TX 75207 (214) 747-6000 (800) 779-0877 FAX (214) 760-0521 E-mail: salesinfo@feizy.com URL: www.feizy.com John Feizy, Pres./Founder/Owner Cameron Feizy, V.P. Sales Nasser Garroussi, V.P.-Finance FRENCH ACCENT RUGS & TAPESTRIES 36 East 31st St., Ground Floor New York, NY 10016 (212) 686-6097 (888) 700-7847 FAX (212) 937-3928 URL: www.farugs.com Kevin Rahmanan, Principal Khosrow Banilivi, CEO Bijan Nabavian, Treas. Danny Shafian, Operations Mngr. G.A. GERTMENIAN & SONS 300 West Avenue 33 Los Angeles, CA 90031 (213) 250-7777 (800) 874-1236 FAX (213) 250-7776 E-mail: Gertmenian@gertmenian.com URL: www.gertmenian.com Tom Gertmenian, Partner Don Gertmenian, Partner Peter Gertmenian, Partner HENRY GERTMENIAN CO. 1449 Mission St. San Francisco, CA 94103 (415) 863-0377 FAX (415) 621-3538 E-mail: Hgertco@aol.com. Paul H. Gertmenian, Pres. Alfred Gertmenian, V.P. Kay Gertmenian, V.P. India-Nepal Daryl K. Wong, Principal David Zarrabi, Sls Mngr.

HADJI JALILI REVIVALS 100 Park Plaza Drive, Suite 208 South Secaucus, NJ 07094 (201) 617-7600 FAX (201) 617-7755 Behrooz Hakimian, Partner Kambiz Jalili, Partner URL: www.hjrrugs.com HAROUNIAN RUGS INTERNATIONAL CO. 261 Fifth Ave., Ground Floor New York, NY 10016 (212) 213-3330 (800) 682-3330 FAX (212) 545-0657 E-mail: info@HRIRUGS.com URL: www.HRIRUGS.com David Harounian, Partner Lee Harounian, Partner IM INTERNATIONAL, INC. 281 Fifth Ave. New York, NY 10016 (212) 689-6141 FAX (212) 683-2028 E-mail: info@iminternational.com URL: www.iminternational.com Izi Yumurtaci, Pres. JAUNTY CO. INC. 13535 S. Figueroa St. Los Angeles, CA 90061 (213) 413-3333 (800) 323-3342 FAX (213) 413-0828 E-mail: info@jauntyinc.com URL: www.jauntyinc.com Mike Navid, Pres. Kami Navid, V.P. KALATY RUG CORP. (Showroom Only) 7 West 34th St., #807 New York, NY 10001 (212) 683-7222 (800) ALL-RUGS (800-255-7847) FAX (212) 689-2705 E-mail: info@kalaty.com URL: www.kalaty.com Mirza Kalaty, Pres. Ramin Kalaty, V.P. Soheil (Mike) Kalaty, V.P.-Sales Farshad Kalaty, V.P. Client Relations Ariel & Kamran Kalaty, Mktg. & Promotions

LOLOI RUGS 4501 Spring Valley Rd. Dallas, TX 75244 (972) 503-5656 FAX (972) 387-0436 E-mail: aloloi@loloirugs.com URL: www.loloirugs.com Amir Loloi, Pres. Greg Oâ&#x20AC;&#x2122;Connell, G.M. LOOMS OF PERSIA 100 Park Plaza Dr., Ste. 102S Secaucus, NJ 07094 (201) 865-6666 FAX (201) 865-6682 E-mail: info@loomsofpersia.com URL: www.loomsofpersia.com Nooshin Akhavan Farshchi, Pres. Arjang Maghaddam, VP