AREA Spring 2014 by ORIA

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

DESIGN FOCUS

Andrea Schumacher

SPRING 2014

9L VL W , XV + DWW ) & KH0 6KR DUN $SU ZUR H R L O P ' W

HIGH POINT MARKET Showroom IHFC D320

EMPRESS collection

loloirugs.com

LEADERS IN UNIQUE

DESIGNS IN A GLOBAL

MARKETPLACE

NewJersey Delhi

Shanghai Dubai

Melbourne

From the President’s Desk

Dear Members and friends,

have initiated some much needed and very impor-

First, I would like to thank the membership for

tant projects. One of them is the updating of the

selecting me to be President of the ORIA. Your

ORIA website. I am happy to report that it is close

trust in me to guide this venerable organization is

to completion and will be rolled out very soon….

a true honor. Happily I will have the

Stay tuned!

support of an excellent group of

The ORIA Charitable Fund is

Officers, Executive Board members

another important and ongoing pro-

and Executive Director.

ject on which I plan to focus. I am

I am also grateful that slowly,

pleased to report through the ORIA

but surely, the ORIA is rebuilding

Charitable Fund, the ORIA and its

and recovering from the economic

members support NGO's overseas

changes that have affected us all—

such as Care & Fair, Project Mala

due in part to the efforts of Jeff

and the Nepal Burn and Cleft

DeSantis and the other outgoing

Center. These are all fine organiza-

Officers and Board members. No

tions that better the lives of workers

question, the industry—and our

and their families in carpet produc-

association—has weathered a truly brutal eco-

ing countries. If you are interested in donating or

nomic storm and survived largely intact.

learning more about any of these fine organiza-

I'm pleased to report that Atlanta and Vegas

tions, please contact Lucille Laufer.

markets were strong—yet another indication that

And, of course, we will continue to do

we are on the upswing. Despite the horrendous

everything we can to protect and grow our indus-

winter weather, housing starts and home sales

try. But for this - and our other important projects,

have remained strong, and I believe that they are

I will need the help and advise of all our mem-

poised to grow even stronger in the coming

bers. Please get involved and send us your sug-

months.

gestions.

But there are still issues to address and projects to complete. Over the last several years, we

Sincerely and with best wishes for a profitable (and warmer) spring—

REZA MOMENI President - Oriental Rug Importers Association, Inc.

6 Spring 2014

AREA

Spring 2014

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

President Vice-President Treasurer Secretary Executive Director AREA Advisory Committee

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

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

Contents From the President’s Desk 6 14 17 21

From HQ

Design Focus: Andrea Schumacher

In the News

Atlanta Market Review January 2014- Making Change Happen

60 64 64

Directory Calendar Index to Advertisers

New Product Gallery

”Rugs Are Works Of Art”

Around the Market:

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.

Rug Market Celebrates At AMC Gala

Merchandising Mobile Apps For Your Store

Las Vegas Market Review January 2014- Stronger Economy, Better Market

Cover: “This was a previous purchase from the homeowner and we worked around this gorgeous rug,” observes Andrea Schumacher, the subject of this issue’s design focus. “The navy blue is predominant and we mimicked that in the sofas. The walls have a golden hue which when mixed with blue is a stately design, reminiscent of the White House.” Photography by J. Curtis Photography. Courtesy of Andrea Schumacher Interiors.

AREA 7

Winter 2014 Was the Largest in Las Vegas Market’s 9 Year History

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From ORIA HQ

GENERAL MEMBERSHIP MEETING - ATLANTA 2014

ORIA CHARITABLE FUND 2014 DONOR HONOR ROLL GOODS & SERVICES Rugs and services for this yearâ&#x20AC;&#x2122;s Silent Auction were graciously donated by the following companies: AmericasMart Atlanta Amici Bashian Caravan Capel

14 Spring 2014

Chaman Antique Rugs Explore Airtrans Services Jaunty Kas Kalaty Loloi Lotfy & Sons Momeni Nourison Oriental Weavers Tamarian

Tibet Rug Co. Revita Rugs PLATINUM $5000 + ABC Carpet & Home (Wooster House) Nourison GOLD $2000-4999 Safavieh

From ORIA HQ ORIA ELECTS NEW OFFICERS & BOARD FOR 2014 The Oriental Rug Importers Association (ORIA) has

Officers

announced that they have elected a new slate of offi-

Reza Momeni (Momeni) , President

cers. The vote came at the ORIA's Annual Meeting,

Kami Navid (Jaunty), Vice President

held at Ravagh Restaurant in NYC on December 18.

Ramin Kalaty (Kalaty), Secretary

The new officers are: Reza Momeni of Momeni, pres-

Behrooz Hakimian (Woven Concepts), Treasurer

ident; Kami Navid of Jaunty, vice-president; Behrooz

Executive Board

Hakimian of Woven Concepts, treasurer; and Ramin

Jeffrey DeSantis (Amici)

Kalaty of Kalaty, secretary. They assumed their new

Mikel Banilevi (Aminco)

positions on January 1st.

Alp Basdogan (Asia Minor)

“It has been a great pleasure to work with Jeff

Cameron Capel (Capel)

DeSantis so closely over the last several years,” stat-

Dennis Dilmaghani (D & K Wholesale)

ed Executive Director, Lucille Laufer. “We have an

Michael Harounian (Ebisons Harounian Imports)

ambitious agenda for 2014 and I look forward to

David Basalely (Eliko)

working with the new Officers and Executive Board

Hari Tummala (Kas)

Members to continue to strengthen our Trade

Amir Loloi (Loloi)

Association.”

Andrew Peykar (Nourison)

Outgoing president Jeff DeSantis was award-

Michael Riley (Oriental Weavers)

ed the ORIA Presidents Plaque in recognition of con-

Arash Yaraghi (Safavieh)

tributions he made during his three year term. “It has

David Samad (Samad)

been a privilege to lead this venerable organization,”

Steve Cibor (Tamarian)

he stated. “I know that I am turning over reins to an

Executive Director

excellent group of leaders and have confidence that

Lucille J. Laufer

Reza Momeni and the other elected ORIA Officers and Executive Board Members will continue to strengthen and expand the Association's important role in the home furnishings industry.” Reza Momeni, who previously served as ORIA vice-president, noted, “I am pleased and honored to have been elected President. With the assistance of the ORIA Membership and participation from the industry at large, I am certain we will accomplish much in the coming year as the economy continues its recovery.”

Left to right: Incoming ORIA president Reza Momeni, Outgoing president Jeff DeSantis, former president David Harounian and Executive Director Lucille Laufer.

AREA

From ORIA HQ NOTEWORTHY Jim Webber of TIBET RUG reports that this is a very exciting year for the Nepal Cleft & Burn Center. First, Nepal Cleft & Burn Center will be one of two organizations honored at this year’s prestigious “Unsung Heroes of Compassion” event in San Francisco on Sunday, Feb 23rd. The guest speaker at the event is none other than His Holiness the Dali Lama! The event will be attended by people traveling from 22 countries around the world and has been sold out for months. “What a wonderful opportunity for our grass roots non-profit from Salt Lake City to get international exposure! I’m thrilled at the opportunity and am honored to be attending the event,” says Webber. “The event will provide a free live webcast of the Unsung Heroes program, beginning at 12:50 PM Pacific Standard Time on Feb 23rd. Everyone is invited to join them at www.newunsungheroes.org If you get a chance to participate I’m sure it will be and inspirational and memorable experience.”

ORIA

CHARITABLE

Also, after 12 years, the dream is truly a reality. The grand opening of the Nepal Cleft & Burn Center is Saturday, March 22nd, 2014. Webber, as well as several other supporters from the States will be attending. In addition, a small film crew from Utah will be recording the event to include in a documentary being produced on the project. They plan to screen the film at their Salt Lake City fundraiser on Friday, May 2nd. “We couldn’t have achieved any of the above without your generous support,” he notes. “Thank you so much.”

FUND

DONATION

Name

Total Amount of Donation:

Company

Paid by:

Address

Check # (Enclosed)

FORM

Credit Card (Mastercard or Visa Only) Phone

Card #

E-Mail

Signature

Date

Expiration Date

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

K Pakistan K Nepal

ORIA Charitable Fund 400 Tenafly Rd., #699 Tenafly, NJ 07607

Thank you for your generous donation!

K Special Project (Please Specify)

16 Spring 2014

Mail to:

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

In The News AWARDS

Feizy Rugs also held a “Dollar Per Like” campaign on

TAMARIAN CARPETS is proud to report that they have received two prestigious awards from Nepali Government. At DOMOTEX 2014, on January 13, Tamarian Carpets was recognized by the Government of Nepal with the Excellence Award presented by Mr. Madhav Prasad Regmi, Secretary of Commerce. Subsequently, on January 27, Steve Cibor was awarded with Commercially Important Persons (CIP) status for becoming the top third-country importer of Nepali goods. The award was presented by Nepali President, Ram Baran Yadav, to Mr. Lama, on Steve Cibor’s behalf, and was a front story for all major Nepali news outlets. Both awards highlight Tamarian Carpets’ continued strength and commitment to their client base at home, as well as their dedicated team in Nepal.

the company’s Facebook page, which raised over $1,200 over a ten-day period during the holidays. Victoria Dunning, Executive Vice President of The Global Fund for Children, said, “We are very grateful for the generosity of Feizy Rugs and its customers. With their partnership, we will multiply our impact and most importantly improve the lives of the children who need it the most.” NOURISON is pleased to report that during the month of January, they launched a social media donation campaign to help fund the research efforts of the Diabetes Research Institute (DRI) to help find a cure for diabetes. Nourison donated $1 to the Institute for every new “Like” or follower on the Facebook and/or Twitter page. There was also a chance to win a rug and pillow coordinate. “Nourison Peykar

family

the have

been strong supporters of

NOTEWORTHY

and

the

Diabetes

Research Institute for a

FEIZY RUGS announced that they met their goal of

long

donating $40,000 to The Global Fund for Children

Thomas Itty, Marketing

(GFC) well before their self-imposed April 2014

Director of Nourison.

deadline. Funds were raised by donating a portion of

“Our goal is to raise

Feizy CEO John Feizy with some of the many children helped by GFC

time,”

said

orders taken at all mar-

awareness and highlight the significant progress of

kets since April 2013.

organizations such as the DRI.”

The money will be used

“This is a wonderful opportunity to expand

to improve the lives of

what it means to have a voice for a cause by utilizing

vulnerable

children

social media,” said Brooke Feldman, Digital

around the world through

Marketing Coordinator of Nourison. “DRI and our

innovative community-

team are very excited to collaborate on posts to make

based

organizations.

this informational and fun for each of our followers.”

Since its founding in

To participate in the campaign, donors were asked to

1995, GFC has invested

“Like” the Nourison Facebook page (www.face-

$30 million in 560 organi-

book.com/nourison), or “follow” the conversation on

zations in 78 countries and

the Twitter feed (twitter.com/nourison).

has touched the lives of over 9 million children.

AREA

In The News MARKETS AMERICASMART-ATLANTA reports that by closing bell, the January 2014 Atlanta International Gift & Home Furnishings Market had posted huge gains across all measures, with national and international attendance and first-to-market buyer totals leading a

Maricich, Chief Executive Officer, International Market Centers. While the Market experienced overall attendance gains of 21%, increases in both home décor and furniture—of 21% and 17% respectively— also contributed to the energy and palpable buzz at the winter edition. Winter market highlights included the intro-

litany of advances. On-site actual registrations for the eight-day market showed healthy year-over-year gains with increases as high as 53 percent posted on key attendance days. Preliminary hotel occupancy results reports indicated an increase in the average length of stay per attendee to 4.2 days, the highest recorded since 2006. Growth posted in all national regions beyond the show’s principal Southeast base— including the Midwest and Far West—plus interna-

duction of a new Sunday-Thursday date pattern, debut of new and expanded showroom resources and launch of three new temporary exhibit categories. In addition to the exponential gains in resources, the Market also offered participants a wide range of unparalleled market amenities, networking event and educational programming, including presentation second annual Las Vegas Market CEO Summit.

tional beyond the Americas delivered global buying power to exhibitors across all product categories in showrooms and trade show booths. The Market’s first-time buyer total—a measure of new buyers having not attended any previous Atlanta market—saw high double-digit increases. Meanwhile, reports from exhibitors throughout the Market, across showrooms and trade show booths, echoed strong sales—more orders, larger orders, from new and returning accounts.

NEW

YORK

INTERNATIONAL

CARPET

SHOW (NYICS) announced that the dates for the 10th annual event will be September 7-9 2014. From their first event 10 years ago, the , NYICS has been a catalyst for a burst of refreshing ‘new age’ creativity in the carpet industry. The event as grown steadily over the decade. As Dennis Dodds, founder and owner, says, “The New York International Carpet Show is the Flagship trade event for this sector of high quality, design driven, profitable rugs. It’s an

WORLD MARKET CENTER announced that the winter 2014 Las Vegas Market (January 26-30, at World Market Center Las Vegas) hosted its biggest and best attended market in its nine-year history. Record-breaking gains in both attendance—with 21% more buyers and 850,000 more square feet of resources than last winter—firmly cemented the Market’s position as the leading furniture, home décor and gift market in western United States. The summer Market will run July 27-31, 2014, at World Market Center Las Vegas. “Las Vegas Market is growing both resources and attendance at an exponential rate, and this winter marked the largest Market in our history,” said Bob

18 Spring 2014

inspiring and unique show.” In one convenient location during Metro Market Week, buyers tap into a rich diversity of the newest spectacular patterns, engaging textures, and scintillating colorways of deep programs and ravishing collections. Superior one-of-a-kind carpets and first class custom capability draw lots of attention from buyers and designers. Showcasing these awardwinning products in a premier boutique environment in the center of exciting New York City, NYICS provides attendees with a stimulating and profitable business experience. The NYICS Market will run concurrently with the Rug Show @ Javits.

In The News PEOPLE

EXPANSIONS

The AMC, Inc. Board of Directors announced at the

NOURISON announced an expansion to its 305,000 square foot distribution center in Calhoun. Construction is already under way. The 132,000 square foot expansion is expected to come online in early spring and will include state-of-the-art machinery, advanced logistics, office space as well as expanded shipping and receiving capabilities. “With this addition, we will further our ability to service our customers the way they have been accustomed to from Nourison,” said Nourison’s Vice President, Andrew Peykar. “This state of the art facility and systems we have put in place allows us to turn orders around very quickly, sometimes minutes after the order is taken. We are poised now to turn that sometimes to always. We will also be adding 40-50 new employees as well as new equipment, such as highspeed picking machines to this location.” Corporate headquarters in Saddle Brook, NJ also includes a modern warehouse and shipping facility.

conclusion of its January 21 quarterly meeting that Jeffrey L. Portman, Sr. has been selected to serve as vice chairman of the corporation effective immediately.

Portman

has

served as president and chief operating officer of Atlanta-based

AMC,

Inc. for the past 13 years, which has been a period of spectacular growth and success for

Jeffrey L. Portman, Sr

the corporation, and he will continue to serve in these capacities in addition to his new responsibilities. Portman’s professional career spans more than 35 years in commercial real estate development and management.

H. M. Nabavian & Sons, Inc. ORIENTAL RUG ACCESSORIES & SUPPLIES

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ve We haated c o l Re

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In The News PRODUCTS FEIZY RUGS has ushered in 2014 with a prolific number of introductions, having debuted nine completely new collections as well as adding multiple new designs to existing collections. Among the new power loomed collections are Brixton, Thatcher and Bleecker, each with a distinctive color palette and ontrend designs. All three feature transitional and contemporary machine woven designs with Watercolor effects. The Hastings Collection is the newest addition to Feizy’s Indoor/Outdoor Collections. Smart, modern and fun, the Hastings Collection makes a splash in indoor and outdoor settings alike. These multi-textured rugs are both playful and practical. Multiple additions were also introduced in the hand loomed and hand hooked categories, and their popu-

ORIENTAL WEAVERS and Pantone Universe, the consumer products brand of parent company Pantone, formed an exclusive partnership for the design and manufacturing of fashion-forward, chic and colorful area rugs. Because of that relationship, Oriental Weavers received the top secret 2014 Pantone Color of the Year, Radiant Orchid 18-3224, months in advance of the public announcement enabling it o incorporate the sought-after color into the company’s new designs. These includes their Pantone Universe Focus shag rug collection. The company describes the selected shade of purple as captivating, magical and enigmatic. Radiant Orchid shag rugs are already instock and ready to ship.

OF INTEREST

tional and modern designs in the Ultra program

David Harounian, past president of Oriental Rugs Importers Association and CEO of HAROUNIAN RUGS INTERNATIONAL (HRI) in New York has announced the formation of the Persian American Business Leadership Council for the purpose of strengthening the bonds between this vibrant immigrant ethnic group and the broader American business community as a whole.

include updated floral patterns, classical grillwork,

Harounian’s decision to form the Persian

Greek key motifs as well as a number of contempo-

American Business Leadership Council is based on

rary graphic designs.

his leadership experience at ORIA. Harounian

lar hand knotted Rumi Collection. KALATY RUG CORPORATION announced the introduction of Ultra, a new custom Tibetan-weave rug program that includes 40 all-new rug patterns exclusive to this program. The broad range of transi-

The Ultra program—created for rug stores,

explained, “The Persian-American business commu-

furniture stores as well as for designers—offers deal-

nity is built on the integrity of the individual busi-

ers a broad choice of patterns and colors that can be

nessman and woman and the collective experience of

ordered in any custom size in the customer’s choice of

immigrants committed to living the American dream.

pattern and yarn type. Customers choose from three

We believe we have an obligation to our country, our

superior-quality materials for their rugs—100% pre-

families and ourselves to promote the success of our

mium wool, a combination of wool and Silkette™ or

shared experience, honoring those who have come

100% Silkette™—and the rugs are available in short

before us and assisting those who will follow.” The

lead times with no up-charge for customization. When

Council’s stated strategic mission is to celebrate the

a dealer purchases 10 or more 2 x 3 samples, a water-

country’s diversity and call attention to the American

fall display rack is included at no charge along with

success story that is the Persian-American business

the samples.

community.

20 Spring 2014

New Product Gallery

The Gramercy Collection from Feizy is hand loomed in India of 100% art silk pile. Soothing neutrals and a plush pile soften the geometric patterns of the Gramercy Collection. Hand loomed of undyed art silk, each piece features beautiful variation of tones within each design. The hand carving imparts movement and textural interest.

FEIZY www.feizy.com

For more information regarding the fine products offered in our

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

AREA

New Product Gallery

New from KAS for spring: The Emerald Collection. Handtufted in China of 100% finest blend wool, the Emerald Collection is available in nine sizes including rounds, runners and oversizes. Shown here: Design 9032 Ivory Damask Floral.

KAS www.kasrugs.com

Bright fun colors give a modern twist to the traditional kilim patterns found in Momeniâ&#x20AC;&#x2122;s new Caravan Collection. Hand woven in India of 100% wools these rugs are reversible and durable. Shown left: CAR-04 Multi

MOMENI www.momeni.com

22 Spring 2014

New Product Gallery Far right: The Empress Collection from Loloi features 100% jute in a hand-knotted construction for this series of versatile transitional designs. Each piece offers a thick-bodied pile, chunky knots, and beautifully saturated colors. Shown: Empress EU-03 Denim Beige Right: Loloi’s new Gabriella Collection is hand crafted in China of 100% polyester in a cut-and-loop, high low construction that is highly stain and fade resistant. Featuring modern floral reinterpretations, each design is punctuated by a raised texture and complemented by the perfect palette for today's interiors. Shown: GB-06 Blue Mist

LOLOI www.loloi.com

Nourison’s Timeless Collection, an extraordinary collection of magnificent rugs, is aptly named. Each design is truly timeless, based on superb examples of Persian, Indian and European originals dating back as far as the 15th century. With the vision of Nourison's talented designers and master craftsmen, they have been reinterpreted and reproduced to enhance today's modern lifestyles. Loom woven of handwashed 80% New Zealand/20% nylon, each piece is hand finished. Available in sizes 5'6”x 8' to 12'x15.' Shown far left: ATML02 Olive. Left: TML10 Seaglass.

NOURISON www.nourison.com

AREA

Design Focus

24 Spring 2014

Design Focus Fo r D e n v e r d e s i g n e r

Andrea Monath Schumacher Rugs Are Wor ks Of Ar t

Few designers possess greater knowledge or appreciation for the beauty and decorating potential of handmade rugs than Denver-based designer Andrea Monath Schumacher. This master of eclecticism incorporates one or more pieces into every one of her residential projects—and many of her commercial ones. She credits her deep love of rugs—and overall design aesthetic—to her upbringing. “My parents loved rugs and I am highly influenced by their design aesthetic. I started using rugs in my own home before I became professional designer.” This early exposure was strengthened and honed by years of more formal design studies. “I love to think my talent and creativity is backed by my education, which includes a B.S. in Interior Design, a certificate in Universal Design from the Graduate School of Design at Harvard University and further studies toward my Masters in Architecture at the University of Colorado. But my true knowledge of design comes from a long and on-going love of the world around me, which includes my travels and awareness of emotions evoked from architectural environments. I am a true student of the living, breathing world. I

LEFT In a seating area dominated by browns and golds, the rug’s vibrant palette provides a welcome splash of color that pulls the composition together. According to the designer, it was the final piece selected for the space. Photography by Emily Minton Redfield. Courtesy of Andrea Schumacher Interiors.

AREA

Design Focus

believe texture and form affect everyone, through all phases of life.

In 1999, Schumacher founded her eponymous firm, Andrea Schumacher Interiors. From the

“After my studies, I apprenticed at ‘Days of

outset, her mission has been to “strive for sumptuous,

Our Lives,’ which then afforded me a job at

imaginative interiors that reflect our clients aspira-

Columbia Pictures Entertainment as an in-house

tions, lifestyles, personalities and brand, as no two

Interior Designer. Set Design was ingrained in my

jobs are ever alike. The interior design of each space

sensibilities and stands true today, that space, form

is timeless, intriguing and softly polished, with just

and architecture are back drops to work magic with

the right amount of drama.”

color, textures and materials.”

In 2010, House Beautiful named Andrea

ABOVE “This home called for a more traditional design and for a family of 7, we were thoughtful about making sure it was classy, yet completely usable,” Schumacher says. “The Mamluk rug can take a beating with the intricate pattern and complex color way. I love using Mamluk, as they are so versatile and look amazing in both traditional and modern settings.” Photography by J. Curtis Photography. Courtesy of Andrea Schumacher Interiors. OPPOSITE The designer picked a large scale Moroccan design in vibrant shades of blue, green and white to be the focus of a warm, inviting livingroom. The hallway features an antique from the owner’s collection that has touches of blue providing a visual tie with the livingroom. Photography by Emily Minton Redfield. Courtesy of Andrea Schumacher Interiors.

26 Spring 2014

Design Focus Schumacher Interiors, one of the “Top 20 Under 40”

newer rug—it just says ‘classy and sophisticated’

designers to watch in the country—but one of sever-

without trying too hard.”

al honors. Over the past several years, the company

Schumacher’s eclectic style supercedes

has continued to build a reputation for creating rooms

trends. “My decorative style is classic with a twist of

that are original, chic and sophisticated.

the unexpected. Whether that is achieved by using a

A review of the firm’s extensive portfolio

funky light fixture or case good, it is about throwing

reveals an eclectic style with which Schumacher deft-

the unexpected together in such a way that the out-

ly transforms a range of settings into unique spaces

come is a WOW factor interior that looks like it's

that reflect the lifestyle and personality of the client.

been collected over years. I love mixing antiques in

Throughout,

rugs

play

key

role.

modern settings. Rugs help achieve this look.”

Schumacher readily admits to using them 100% of

As a result, she is able to work a rug into

the time. “I even use them in front of a bath tub. I

every room. “I use them throughout the house. They

believe they are art. I design with a neutral palette and

can frame a room or complement it. I usually use

add color with art, pillows and rugs.”

them as the ‘pop’ of color, but there are times it needs

Her choices are equally eclectic as she does-

to be subtle, and in that case I go for texture.” As to

n’t limit herself to any particular design type—or

whether to start with a rug or select it later, she has no

even construction. “I love them all. I can appreciate

hard-and-fast rule. “It goes either way. Sometimes I

rugs on many different levels.” Over the years,

find a rug in the beginning of the project and design

antique rugs she has used cover the gamut: Mahals,

with it in mind. Other times we bring in several at the

Sultanabads, Herizes, Serapis,Bakshaish, Agras,

end of the project and find one that works well.”

Oushaks, Amritsars, Tabrizes, Caucasian rugs,

She is flexible, also, in how she positions

Chinese and Aubussons, Savonneries, needlepoints—

rugs and over which floor surface. “I do both and at

even Axminsters. “I go through phases of what I'm

times I will layer rugs, so—for example—I use a sisal

drawn to. I was into Oushaks for a long time and now

for the entire room and then a smaller, more colorful

am drawn to Mamlouks. I love the pattern and the

rug on top that has more color and definition.” When

rich and saturated colors.”

using more than one rug in a room, she looks for a

But she uses new rugs, as well, including vegetable-dyed reproductions such as Egyptians,

common color theme which is also her approach to mixing patterns.

and

Clearly, Schumacher is equally deft at com-

Savonneries. “I love over-dyed rugs as well—I do

bining patterned fabrics with rugs. “I love mixing

think they are trendy.” Flatweaves, such as kilims,

fabric and rug patterns. I like the look of a rich color-

sumaks and dhurries have also found a place in her

ful rug and a neutral sofa with similar color pillows—

impressive repertoire.

with ‘off-the-wall’ patterned fabrics.”

Tibetans,

new

needlepoints, Aubussons,

Although she sometimes uses machine-made

Her enthusiasm for rugs is contagious. She

rugs, she has a decided preference, however, for

notes, “Rugs get clients excited. It’s fun to have many

handmade antiques. “[Even] a well done machine-

brought in for the client to see in the space. I love to

made can do the trick, but I prefer an antique over a

see their eyes light up with all the possibilities!”

OPPOSITE: The designer explains, “This rug belonged to the home owners and we designed around its rich hue of red. To complement it, we painted the original Alder wood trim and cabinets a light blue and added a touch of glamour with the lighting.” Photography by Emily Minton Redfield. Courtesy of Andrea Schumacher Interiors.

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Design Focus

About The Designer

Harvard University and further studies toward her Masters in Architecture at the University of Colorado. After completing her studies, Schumacher apprenticed at "Days of Our Lives" which led to a job at Columbia Pictures Entertainment as an In 2010, House Beautiful named Andrea Schumacher

in-house Interior Designer. She believes,

Interiors one of the “Top 20 Under 40” designers to

however, that her true knowledge of design comes

watch in the U.S. Other honors include the presti-

from a long and on-going love of the world around

gious ‘Best Interior Designer’ Newman Award from

her, which includes extensive travel, and a keen

the Institute of Classical Architecture and Art and

awareness of emotions evoked from the built envi-

Colorado Home and Lifestyles 2010 Home of the

ronment.

Year. In addition, the company was included on Luxe Magazine’s “Gold List.”

In 1999 she established Andrea Schumacher Interiors as a full-service interior design firm with a

Over the past several years, the firm has built

mission to create aesthetically exciting interiors, but

upon this acclaim and reputation for creating rooms

also to provide a personal commitment to their design

that are original, chic and sophisticated. Their work

partners in each aspect of a project's interior design;

has been featured in local and national publications

from space planning, budget definition and design

such as House Beautiful, HGTV, Renovation Style,

concepts to contractual documents and final installa-

Luxe, Colorado Home and Lifestyles, Architecture

tion. They continue to provide their clients the bene-

and Design and Western Art and Architecture.

fit of personal attention and professional experience

Founder Andrea Monath Schumacher holds

which has produced distinctive personal homes, as

a B.S. in Interior Design, a certificate in Universal

well has highly regarded branding in the law, oil and

Design from the Graduate School of Design at

hospitality industries.

OPPOSITE This visually appealing but totally practical dining is an example of the designer’s ability to mix styles and colors—and a touch of whimsey to her interiors. Photography by Emily Minton Redfield. Courtesy of Andrea Schumacher Interiors.

30 Spring 2014

Market Review

MAKING CHANGE HAPPEN NORS 2014 • Atlanta Bursting bubbles, a deep recession, and, yes, even the continuing high-tech revolution, has had most folks living in constant earthquake mode: everything shaking and slightly unsteady. The 2014 January Atlanta Market, however, saw a return to times where shake equated with actively making change happen as well as adjusting to change that has happened: new designs, new textures, new floor demographics, a larger number of shows to prepare for and attend, and sometimes a new way of doing business—more fashion show-like, more looking, more just-in-time buying.

FOCUS: RUGS Atlanta remains the dedicated rug market and the place, said Ralph Bashian, of Bashian, Ridgefield, NJ, where, “you get feedback from your customers and you gauge their optimism or negativism for the year.” “We were busy,” said Thomas Itty of Nourison, Saddle Brook, NJ. “We had a lot of new introductions. The Atlanta market is usually our big market: It’s a true rug market. It was definitely up and our customers seemed to be more optimistic for the coming year.” Although selling was across the board, “Atlanta is a market where we try to reach buyers who like our higher price points,” said Mr. Itty. “We have been doing this show for many years now and the clientele knows the market. They come for specific reasons,” said Baki Ildiz, The Creative Touch, Secaucus, NJ. “Even though there was cold weather and delayed flights, we still saw many appointments and walk-in traffic. Every show we pick up new clients; that’s why we go. We can service our regular clients through different means, but our main intention is getting new clients and the show was good for that reason.” Cyrus Loloi, Loloi, Dallas, TX, felt traffic was similar to last year, or maybe a bit less, but that those in attendance, “meant business and came to write good healthy orders. That’s the way we look at the Atlanta market: you may get more traffic at other markets, but at the end of the day the totals are not necessarily correlat-

by Ellyne Raeuber

32 Spring 2014

Market Review ed to how many people you had come into the showroom. It is more about what they are going to buy. We saw a lot of furniture stores, a lot of rug people—the exclusive rug galleries that are still around come to Atlanta—that kind of mix.” “We have customers who only come to Atlanta, so we have to have a presence there,” said Kami Navid, Los Angeles, CA. “Atlanta for us is steady. We expect existing customers to show up and although traffic was kind of soft, whoever came in bought.” Jaunty’s main customers are furniture stores so High Point and Las Vegas are also markets it must attend, noted Mr. Navid One compatible Atlanta exhibitor is Revita, South Hackensack, NJ. “We were there complementing new rugs and materials being sold,” said Ms. Goldman. “You don’t sell a Benz without the service and we are a rug cleaning service. We go to Atlanta not knowing what to anticipate; then we run into perspective customers and more people from across the nation and it renews our commitment to come back again. The entire rug industry is our client base and the new materials that vendors have introduced to the market like viscose or viscose and wool rugs seem to be a hot topic for retailers who were going through the show. They would see our booth and stop by and ask: ‘How do you clean viscose’? Usually we get those questions from New York, Florida or the West Coast and now we have people as far away as Ohio and Arkansas, places that are in the heart of the country, asking. We made a lot of new contacts.”

FURNITURE ON THE FLOOR New at Atlanta is the mixing on some floors of furniture stores with rug showrooms, a plus for many vendors. The newly occupied showrooms draw new buyers and inject a welcome boost of energy. Brian Mehl, Tibet Rugs, Salt Lake City, Utah noted the change: “We used to have a lot of vacancies on our floor, the fifth floor, and now they’re starting to fill

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Market Review those vacancies with nice furniture makers and exhibitors; and also décor.” “We had a better market compared to last year’s,” said Mr. Ildiz. “I think there was more traffic due to furniture stores coming onto our floor and it not having just rugs. There was a little bit more walk-in traffic and the overall market was better. People were interested in the new collections and wanted to buy instead of just looking around like in the last shows, which made us happy.” “The market is trying to get a better mix of tenants on the traditional rug floors,” said Firooz Nahai, Marcella Fine Rugs, Atlanta, GA. “It makes sense. There is synergy in rugs and home furnishings being part and parcel of the same presentation, but it is too soon to tell if furniture stores help. “

BETTER YEAR Despite bad weather and less traffic, most 2014 vendors experienced an at least incrementally upward trend that reflected what is happening nationwide. “I did better than last year,” said Sayeed Hasanzadah, Merrifield, Vienna, VA. “Angie Emory, Radici USA, Spartanburg, NC, described traffic as sparse, but noted that important customers came to the showroom: “We had good meetings with those customers. It was successful for us in the way that we expected it to be,” she said. Kerin Gokce of Anadol, Atlanta, GA also saw a decline in traffic from last January, but was nevertheless pleased. “As far as business goes, we were satisfied,” Mr. Gokce said. “There is optimism. Everyone is talking about the upward economy, but I don’t think the trajectory is steep. We did a little more than last year and that was fine for us.” “It was better than last year,” said Reza Momeni, Momeni, Carlstadt, NJ. “The people that attended were more upbeat. No one was negative; it was all positive conversation and comments. Overall the year was good for everybody; that’s why the positive attitude was called for.”

34 Spring 2014

Market Review OPTIMISM VS CAUTION In a complex industry working in a complex economy customer response will run the gamut. Although many are more optimistic, caution continues to be the default for retailers who were hard hit by the recession or caught with an abundance of unsold inventory. Mr. Loloi experienced vendors’ optimism as expressed in body language as well as in disposition and conversation. “More and more from the retailers who have survived the recession, I hear stories of new store openings, expansion of existing space, and more advertising—all encouraging signs,” he said. “While I can’t speak for all the retailers—I’m sure that, unfortunately, there are still some struggling—we do have some dealer-partners who have improved in their outlook and are taking expansive actions.” “Customers coming in are more positive and happier than they used to be so it seems like there is some movement,” said Ariel Kalaty, Kalaty, New York, NY. “People are literally happier as a result, I assume, of having better traffic. They are selling goods and it’s going to be a better year: We are positive and definitely optimistic.” Sheila Rahmanan, Lotfy and Sons, Secaucus, NJ, was hopeful and felt business at market equaled last year’s level despite a bad last quarter for some retailers. “A lot of people with whom I’ve spoken, whether they were our accounts or our competitors’ accounts, all said that November and December were quite bad for most retailers. Whether that will turn around remains to be seen. If our customers don’t sell, then we don’t sell to them,” Ms. Rahmanan noted. “I think that most buyers are having a good year and are more confident,” Jonathan Kashanian, F.J. Kashanian Rug Corp., Secaucus, NJ, said. “When we were there, we didn’t see so much traffic, but now that I look back and see the numbers, I see that those who came were placing orders. If they came to Atlanta, it meant that they were happy because they had the

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Market Review strategies. “If you give people a better price, they will buy from you, so you have to work with people,” said Mr. Hasanzadah. “It’s not like the old days. Now people think about the price: it’s the number one thing for them, then the design and color. Also, we didn’t have a lot of people coming in. In the old days we were so busy we could not even talk to everybody. We weren’t busy like that, but still I did about 15% to 20% better than last year.” Mr. Loloi said: “There is a sense of okay, this is my vendor; this is who I am comfortable with; I can work with them.” Mr. Bashian saw that phenomenon, too. “With the customers that you have, you have to solidify better partnerships,” he said. “It’s a tough market. If a customer is happy with his supplier, he is sticking with that supplier, forming better relationships and partnerships and not looking for someone new. It’s not like the old days when there was a shortage of high-end product and the dealers were scampering, going around from vendor to vendor looking for something. I think that if you are in the tufted business and you’ve got good production and good designs, your customer base will stick with you.” This year Neman International, New York, NY, decided to move from their permanent showroom to temporary space on the second floor. The traffic was light, but some buyers bought heavily. “We gave up the permanent showroom and I’m much happier in the temporary space on the second floor,” said Dan money to buy new rugs; the people who were there

Neman. “On the second floor, people come and go

definitely seemed optimistic.”

and you can see what’s going on. You see people, talk, and learn. It’s less expensive and I got new customers.

NOT LIKE THE OLD DAYS

That’s always good.”

Let’s count the ways in which it is not like the old

“For the last couple of years Anadol has rented

days: slower traffic, more price-conscious buyers, dif-

another showroom on the third floor where the atmos-

ferent shopping paradigms and a range of product that

phere is little bit more colorful,” said Mr. Gokce.

runs from the subdued classic to the outrageous mod-

“You go into our showroom and see a lot of semi-

ern. Awareness of these changes has helped vendors

antique Anatolian carpets with a new look: We

adapt to the new marketplace and create their own

overdye them, sheer them down, cut them, paste

36 Spring 2014

Market Review them, patch them, and put glitter on them and they become contemporary. We have good inventory and that led to our decision to again rent a second space, which did better than last year.”

FASHION SHOW MENTALITY Like at fashion shows, some come only to look. They may not be ready to buy, but want to see what colors and designs are in the market; or they may be short of funds or have to get prior approval from clients. “The same retailers that have been coming to the show for 25 years came, but some weren’t in a position to buy,” said Mr. Mehl. “They took pictures and wanted to see what was new. There were a lot of venders there that they needed to see.” “Customers were very cautiously buying,” said Mr. Nahai. “We saw very few designer/decorators and even they were more inclined to take pictures for clients than actually take the plunge, which has been the MO for the last four or five years. The middle level—furniture stores and specialty retailer stores— they were purchasing with great precision. Each comes with what I call a prescription as to what they must have, a list of what their customers want regarding color and size. Then if you look at the big boxes, the volume buyers, many are looking for in-time inventory and are reluctant to buy in volume; so a lot of that clientele want you to work with them at their pace in between markets and their market visits are much more to see what is new.”

APPOINTMENT DRIVEN Pre-market work—especially making appointments—is key to success at Atlanta. “We had a good market and as has been the case in the past few markets, it’s become appointment driven with an appointment-based flow of traffic,” explained Ned Baker, Tamarian Carpets, Baltimore, MD. “We saw our largest accounts who we knew were coming. In the past, more people would walk in and we would cap-

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Market Review ple are upbeat.” “We were happy that all of our appointments showed up and they seem like they are positive for the year going forward. It gets more and more appointment driven every market,” Mr. Bashian said. Mr. Loloi agreed that Atlanta, more than most shows, is about appointments, but that new customers came from both walk-ins and appointments. Mr. Kalaty said Kalaty was quite happy with market results. “Some appointments show up and some don’t, but lot of it is doing work afterwards to secure orders,” he said.

WORK HARD, FIND YOUR NICHE Diversify; find your niche; work hard; produce new products ahead of the curve; build your relationships: These are but a few of the keys to success. Mr. Kalaty can’t point to a particular strategy. He says it’s about continuously plugging away, working hard and trying to innovate as much as you can. “New products and new designs: as much as we can innovate, we try to. We’ve introduced a few new lines across the spectrum of design: we have some new very unusual moderns, new introductions in transitionals and in traditionals; and they are all doing well.” Mr. Mehl thinks that, “the big guys who diversify and who do hand tufted and machine-made are covering their bases. That’s why we are doing the Indian Sumac production; because it’s got a better price point. You can be a great big company and bring in large, 40-foot containers every week or you can be a smaller company and really specialize and have a ture new accounts, but the market has changed so the

niche that is really high end. We are finding our

outreach is really important.”

niche.”

At Obeetee, New York, NY, five new collections

Momeni has gone with diversification, introduc-

were introduced. “We did very well,” said Vimal

ing a well-received, new area of accessories. “We

Kumar. “The buyers who came to market were all

have pillows and ottomans, and we added tabletops,

serious and all of our appointments showed up. We

some light furniture, and some decorative items,” Mr.

did have walk-ins so we had a couple of new cus-

Momeni said. “We have expanded and that, together

tomers, but most of our business is through appoint-

with rug-based dealers looking to get into some new

ments. It was a better market than last year and peo-

avenues, led to a positive market.”

38 Spring 2014

Market Review “I’m hearing a lot of positive in terms of that top one percent. Special projects and new construction are really cranking up; so we’re doing a lot of high end and custom jobs and we have been very happy with that,” Mr. Baker said. “But we are still offering product at an attractive price point and have to continue to be sensitive to price. Our new weaves tend to be of a slightly lower price point which helps to absorb higher production costs due to cost-of-living raises in Nepal.”

TREND IS NO TREND There is a move away from traditional, but there are traditionals that are selling well. Oushaks—sometimes categorized as traditional and sometimes as transitional—and Peshawars are still strong. Demand may be geographically based: In Washington, DC, according to Ms. Goldman, most of the rugs that Revita services are traditional Orientals and Persians. Mr. Kalaty noted that the trend is that there is no trend. “We had some beautiful new designs and colors for our transitionals and it worked for us,” Mr. Neman said. Jay Nehouray, Caravan Rug Corp, Beverly Hills, CA, saw more people leaning toward modern and transitional. Nevertheless, he said, Caravan’s traditionals “did okay, better than last year because our traditional lines have been around for so long that our client base knows what we do.” Mr. Kashanian doesn’t see that one stand-out seller. “Now,” Mr. Kashanian said, “it seems that every city has its own look and its own requirement; and if someone buys something, they want it to turn over very quickly. They’re not going to take a risk.” They may buy a test piece, he said, or something that they know sells like their bread and butter: “Either they are looking for real traditional that is timeless or they want something different. It is kind of like the extremes.” “Those who came in and ordered were looking

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Market Review

for vibrant colors and for transitional and contempo-

the wall; he ordered it and as I was writing the ticket,

rary looks,” said Mr. Navid. “For us traditional pat-

he looked at it and said, ‘Is that power-loomed? It

terns are still selling, but buyers are looking for kind

looks great but I can’t buy it.’ He could not dilute his

of wild rugs to make a statement. They know that

name; and I can respect that. But I think there is a

most of their reorders are going to be certain tradi-

trend toward power-loomed.”

tional patterns or colors, but they need to have and

Mr. Hasanzadah noticed that people are still

show trending colors. Everything sells as long as it

looking for antique pieces. “At the show I bought

has the right niche.”

some old rugs from somebody else, a dealer from

“We are very specialized,” Ms. Rahmanan said.

upstairs,” Mr. Hasanzadah said. “As soon as I brought

“The lines that we sell are mid to high end and we did

them to my showroom, they were sold. I bought 8

quite well with those. There are all kinds of cus-

smaller pieces, and in just an hour I sold almost 80%

tomers, people who were looking for only contempo-

of those rugs. Some people still want vintage quality

rary or transitional, but we are known for our updated

rugs. I believe that’s coming back.”

traditional lines, so that is our customer base.” Although Radici brought one traditional line to mar-

GRAY, STAID GRAY

ket, it was contemporary that was requested most.

It’s always fun to follow the color of the year:

“It’s so exciting just to see some of the things that

emerald green last year and orchid this year, perhaps

designers come up with. It’s impressive,” said Ms.

with a mention of plum. These colors, however, are

Emory.

more often relegated to accent colors, especially in

“In my book, the middle point is hand tufted,”

traditionals where even a touch of pink may squelch a

said Mr. Nahai, “and although there is strong demand

sale. “When you hear color, especially when it is an

on the specialty level for hand knotted, some special-

unusual color—things that pop out—they can’t sus-

ty stores want to dabble in power loomed, but they are

tain as a background,” said Mr. Kalaty. “They are

hesitant because they feel it dilutes their image. I had

more accent and accessory colors. Orchid, unless it is

one customer that looked at a power loomed rug on

in lower end rugs, would be difficult to do as a main

40 Spring 2014

Market Review color, but I think some brighter colors are coming back.” Cautious buyers will keep the boat steady with light colors and ever-popular grays. Then again, turquoise is a today-color; and what sells often depends on the rug category. “Usually,” said Mr. Neman, “they want a lighter tone, really washed out, where you can’t even see the design, but this time we found that they needed more color: gray tones, beiges, khakis.” Mr. Nehouray saw a neutral silver-gray tone, a soft look, selling. “People were looking for unusual designs like the unique abstracts we’ve done well with, but the colors are soft,” he said. “Light and muted colors were still strong in the market,” agreed Mr. Ildiz. “We brought some Suzanis that had a chromatic gray tone and they were very successful. Each collection has its own clientele and I think people know us for our collections. Some come specifically for light or gray tones and others select the bright colors. It depends on the client.” Ms. Rahmanan thought there was an oversupply of silver wash goods in light blue, light gray and white tones. “I think that the market will get tired of that very light, washed-out look soon. My personal feeling is that new colors should be brought in; they can be silver wash, but they don’t all have to be gray and blue. We brought very light colors, too, but we are thinking about new things out of India,” she said.

BUT COLOR HAS ITS DAY F.J. Kashanian’s designer, Gilda Kashanian, this year won her tenth America’s Magnificent Carpet Award. Mr. Kashanian described the winning carpet as “very colorful and fun” but he’s not sure that everybody is ready yet for that. “There are customers who want to add something new and a splash of color to their showrooms—they’re the type who will try this,” Mr. Kashanian said. “Based on what we see with fashion and furniture, color is definitely in. The younger generation is looking for color because it’s fun. Bright

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Market Review gold and turquoise were popular at this market.”

that rather than a wildly contemporary pattern in more

Speaking of turquoise: “We came out with a real-

garish colors,” Mr. Baker said. “There is a little bit of

ly pretty turquoise which was brand new to us and had

trepidation; the buyers want to play it safe. There is

a really fine reception,” said Ms. Emory. “It is beauti-

still some ‘buyer’s remorse’ left over from the last 8

ful especially when it is down on the floor in the light.

to10 years where they may have bought a lot of rugs

We’re an Italian company so sometimes our colors are

that they liked at market and then couldn’t sell. We do

a little bit ahead of the market here. I was a little skep-

a heavy exchange program on our older goods to help

tical myself, being from the Southeast and more tradi-

our dealers flush them out of their galleries, but some

tional, but we had such a good reception in Atlanta

buyers are still sitting with a lot of stuff. We offered

that we have already gone into production with it.

so much new, sellable merchandise that we saw a very

Right now there are three or four designs with that

good response from everyone who showed up.

turquoise and if it does end up doing very well, we’ll

Everybody bought something, and some people

expand on that in July.”

bought heavily.

Nourison’s Silk Shadows Collection with bright, very vibrant colors like orange, amethyst and dark

WHAT SOLD

blues and greens did well; while Anadol’s Gypsy

“We’ve developed some new weaves and knots

Colors—yellows and purples—are, according to Mr.

with much more texture and variation to them that are

Gokce, “still trendy, and even stronger this year; and

different from your regular wool and silk Tibetan,”

there were some turquoise and denim blues, too.”

Mr. Baker continued. We are keying back on design

Tamarian saw a bit of indigo and denim selling.

and using more texture, but the trend, as far as design,

“We have a fairly transitional pattern that uses a pret-

is more transitional. We did bring a few pieces that

ty heavy indigo/denim blue and people seem to go for

were more contemporary and edgier in a color. People

42 Spring 2014

Market Review

like to see that, but they are gravitating toward transi-

YEAR TK

tional, even quasi-traditional patterns done in this

The U.S. economy grew by 3.2% in the last quar-

funkier texture, like European producers, where it is a

ter of 2013. Mr. Neman saw that reflected in three

traditional pattern but degradated in a way using dif-

good solid months of sales. Mr. Nehouray sees real

ferent textural blends. There have been a few German

estate improving, which speaks of an up-tick to come

designers who have gotten out in front of that look

in furniture and rug sales. Mr. Bashian thinks business

and we’re doing our own thing with that.”

is slowly turning around and is positive about his cus-

Nourison’s popular Luminance Collection, a silk-

tomer base and the year to come.

like rug that is a blend of wool and viscose, also fea-

“Now there is more consistency in terms of posi-

tures a sheen. For the January market the company

tive news: Europe is getting a little bit more solid;

created the high-end Timeless Collection. It used

Japan is coming out of the doldrums after two

famous museum and private collection rugs as inspi-

decades,” Mr. Nahai said. “And there is the millenni-

ration for creating loom-knotted adaptations that sold

al generation whose buying habits are changing. A

very well. “We created new products which reflect

company that can keep up with the styles and colors

those designs, but have their own unique look and

that appeal to that upcoming generation and can cater

feel,” said Mr. Itty. Viscose and wool was also used

to their mode of purchasing will do well.”

for a Calvin Klein rug. “Viscose is durable. We have

“We had a very good last quarter and the market

products with that kind of composition because there

was a good start for this year,” said Mr. Ildiz. “We are

is a need in the market for it. There was a big push in

crossing our fingers and hoping that it will continue to

Atlanta for all Kathy Ireland’s line and she came to

improve because our industry has suffered quite a bit

our showroom one night to meet our buyers,” he said.

during the past few years; but the future looks bright

“Design is all over,” Mr. Kumar noted. “We

as of today.” At Merrifield, it’s all positive: “I really

had new collections and additions to last year’s intro-

have good feeling that this year will be better than last

ductions. Our Orion Collection is more transitional

year,” said Mr. Hasanzadah.

while our Mira Collection is a modern take on classical designs; and both sold well.”

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Around The Market

ATLANTA â&#x20AC;˘ January 2014

44 Spring 2014

Around The Market

ATLANTA - January 2014 AREA

Around The Market

ATLANTA â&#x20AC;˘ January 2014

46 Spring 2014

Around The Market

2014 America’s Magnificent Carpet Awards Honoring Industry Excellence The creativity, artistry and passion of the Area Rug industry was celebrated in style at the annual America’s Magnificent Carpets® Awards, staged by AmericasMart® Atlanta as part of The Atlanta International Area Rug Market® featuring the National Oriental Rug Show. The event, which took place on Friday, January 10, 2014 at the Hyatt Regency Atlanta, featured awards in the hand hooked/hand tufted, hand knotted, flat weave, machine made and outdoor rugs categories as selected by an independent panel of noted experts. Rugs were submitted to the Market Museum of Introductions for award consideration.

The 2014 winners are: Hand Hooked/ Hand Tufted: $0-8.00 psf Hand Hooked/Hand Tufted: $8.01-16.00 psf Hand Knotted/ Flat Weave: $0-30.00 psf

Capel Rugs Jaipur Rugs Inc Marcella Fine Rugs

Hand Knotted/ Flat Weave: $30.01-50.00 psf

Loloi, Inc

Hand Knotted/Flat Weave: $50.01-100.00 psf

F.J. Kashanian Rug Corp.

Hand Knotted/ Flat Weave: $100.01 psf

Anadol Rug Company

Machine Made: $0-400.00 psf

Oriental Weavers of America

Machine Made: $400.01+ psf

Nourison Rug Co

Outdoor:

Couristan, Inc.

Licensee:

Jaipur Rugs

ATLANTA - January 2014 AREA

Merchandising

MOBILE APPS

FOR YOUR STORE

by Carol Milano Shoppers are spending more and more time, every-

ums, is learning to utilize the power of portable

where they go, on their smartphone. Smart retailers

media. All kinds of stores offer everything from a sur-

are finding innovative ways to turn all those mobile

prise “thank you” reward as a customer enters, to

phones and new apps into vibrant on-site selling

carefully-selected sales information when she pauses

opportunities. The latest apps allow precisely-targeted

to look at an item.

marketing messages, plus the chance to gather more data about each customer’s behavior.

One provider of an effective in-store mobile marketing platform is Swirl Networks, Inc., a Boston-

The convenience of 24/7 on-line shopping made

based technology firm. Swirl’s mobile app interacts in

it a frequent shopping option for countless consumers.

the store with a special battery-powered transmitter,

Yet, over 90% of retail sales still take place in physi-

called a beacon, powered by Bluetooth® Low Energy.

cal stores! While shopping inside a store, nearly two-

Through “microlocation sensing,” the app pinpoints a

thirds of today’s consumers use a mobile device,

shopper’s exact position: has she just come into the

according to a study commissioned by Google.

store? is she standing in front of a particular display?

Where Mobile Apps Are Used

“When the shopper enters, we know because that

The fashion industry was quick to see the potential. Now, almost every retail category and all sorts of non-shopping venues, including ballparks and muse-

48 Spring 2014

phone’s app signals that it is now located inside the store,” explains Rob Murphy, Swirl’s vice president for marketing.

Merchandising If it’s a floor coverings store, the retailer can

popular mobile app. A customer in a Shopkick-

assume, “You walked through the door, so I know

equipped store can view specific deals, discounts, rec-

you’re looking for a rug.” It’s appropriate to send a

ommendations and rewards there, on her phone. In a

message saying, “Welcome. A sales associate will be

new Shopkick model, the consumer doesn’t even have

right with you.” Another possible approach, Murphy

to open the app to receive all these tempting options.

suggests, is a message saying, “This is your third visit

Consumers also flock to the RetailMeNot Coupons

this year. We know you’re a loyal customer. Here’s a

App, available for iPhone and Android. With its

$100 coupon.”

“geofencing,” as a shopper enters one of 6,000 U.S.

Microlocation enables mobile marketing wherev-

shopping centers, the app alerts her to current dis-

er a shopper uses her phone, by suggesting intention.

counts at nearby stores. Then, she simply shows the

For instance, “In a large home furnishings store,” says

coupon on her phone at check-out. RetailMeNot,

Murphy, “once I find that she’s in the oriental rug sec-

America’s largest digital coupon site, even notifies the

tion, we can immediately provide personalized con-

consumer when a deal is about to expire. Its vast

tent, messages and offers based on her exact loca-

range of retailers includes Macy’s, Home Depot and

tion.” Relevant digital content to send could be infor-

Best Buy. By the end of 2013, nearly 14 million con-

mation about how to care for an oriental rug, or the

sumers have downloaded the free mobile app;

top current designs—“anything you’d consider useful

RetailMeNot coupons have facilitated approximately

to help a shopper make an informed buying decision.”

$3.5 billion in merchant sales. (To learn how your

Over six million consumers use Shopkick, another

store can participate, visit www.retailmenot.com )

AREA

Merchandising Benefits to Consumers

difference for the in-store experience. As many as

How does a consumer become a user of an app

75% of consumers in another survey said they would

like Swirl, RetailMeNot or Shopkick? The shopper

walk out of the store if they have no access to knowl-

simply downloads the app. In exchange, she must

edgeable sales associates.

consent to share her phone’s location information.

Consumers are more educated than ever, thanks

Surprisingly, for the vast majority of consumers,

to their smartphones and computers, observes Dax

“Privacy is not really an issue—if they feel they get

Dasilva, CEO of LightSpeed, based in Montreal.

something relevant in return,” Murphy reports. The

That’s caused “a serious need for training in retail,

typical consumer attitude is, “Give me an offer or

especially with new employees coming in continu-

some content that helps me make a buying decision

ously. The danger is that a customer leaving the couch

right where I am.” (However, shoppers don’t appreci-

might find a sales associate in the store who knows

ate walking around a store and having their phone

less about the product than she learned online!”

buzz a dozen times to say “Hey, buy a rug,” he cau-

Several providers offer mobile apps that assist

tions.) “Retailers should recognize their chance to

with sales training. LightSpeed, for example, has an

[strengthen] the buying experience, because of

iPad program designed to create a situation well

microlocation. When that customer is standing in the

beyond online shopping—an advantage that Dasilva

oriental rug section, you know they have interest, and

describes as “information + the human touch + the

may be close to deciding.”

store environment.” LightSpeed’s tools help sales

In its 2013 study, Swirl found that 77% of con-

associates become more confident, expert guides,

sumers will share smartphone location data as long as

who can offer a boutique experience. “If she comes to

they receive enough value. They’d rather entrust their

the store, that shopper has questions. The ideal situa-

location information to their favorite retailers than to

tion is being able to have a knowledgeable conversa-

shopping apps, Google or Facebook. Shoppers are

tion with the consumer about the products, while

getting used to in-store mobile alerts: in the past six

being able to show them other options, like different

months, 67% have received shopping-related alerts on

colors.”

smartphones. Of those who got them, 81% usually

The LightSpeed app helps a salesperson guide a

open them; 79% have made at least one subsequent

conversation, always keeping the focus on what the

purchase.

shopper wants. It’s vital to provide more information

So why would an app-savvy consumer ignore an

than a customer could get at home. However, “New

alert? In Swirl’s study, 41% said the content wasn’t

employees can’t possibly know all the details of every

relevant to their interests or location; 37% said the

product. Yet once a customer is engaged, you don’t

alerts didn’t provide enough value. For 16%, they

want to leave them to go find answers to their ques-

were annoying. If the apps delivered sales and pro-

tions!” Dasilva says. LightSpeed’s ‘Show And Tell’

motion information, 80% of shoppers said they would

feature lets you “show images of a sofa, then things

use them more often.

that would go with it, like a floor lamp or area rug,

Reinforcing the Sales Force

and even look up the SKU. Show And Tell takes two

Mobile shopping apps can help with another

minutes of training time [for a salesperson] to become a genius,” he teases.

major factor. A recent Retail Systems Research study

This app makes a salesperson an instantly valu-

found that the store employee can make the crucial

able resource, getting information while checking

50 Spring 2014

Merchandising inventory, which helps assure that the customer can

he reports, most Swirl clients are large retailers.

get the product she’s interested in. The app also

“They’re the most technically advanced, with the

serves as a mobile payment device, affording instant

most resources. With broader consumer acceptance,

gratification. “You can close the sale in the moment,

we’ll see this filter to smaller retailers.”

when the customer is excited. She came in, got what

LightSpeed works with over 17,000 retailers to

she wanted, and leaves the store with the impression

improve their e-commerce in-store management; a

that shopping there was fast, efficient, and a good use

majority are independent stores. Together these mer-

of her time,” says Dasilva.

chants process over $6 billion per year in transactions.

If a shopper isn’t ready to buy, the salesperson

LightSpeed’s specialty is high-volume inventory and

can continue the relationship online after the visit, for

high-value goods, including fine wines, jewelry and

example by updating the customer about new mer-

upscale home furnishings. “Before a customer com-

chandise. The sales associate can store the customer’s

mits to an expensive item, they want in-depth infor-

shopping history to help with future recommenda-

mation about that product. Our app is especially use-

tions.

ful for this type of retailer, with its high degree of con-

How To Go Mobile

venience and personalization, says Dasilva. A retailer buys the platform, including all its

How can a store start using a mobile marketing

tools, which can be applied to different parts of the

app? With Swirl, the retailer licenses the marketing

store, customized as needed. Several options are

platform; annual fees vary by location. No hardware

available; costs begin at $79 per month. Some retail-

or network infrastructure is needed; installation is

ers’ own IT department handles installation. If not,

quite simple, Murphy explains. “Peel off the tape,

one of LightSpeed’s 270,000 “integration partners”

secure the beacon somewhere in the store, and you’ll

can help a store install the app and train employees.

be able to deliver targeted messages, content or offers

After installation, the retailer simply uploads

to consumer smartphones as soon as they enter.”

product information and images into the app. These

Compared to other wi-fi equipment, beacons are less

will appear both in the store and on the website.

expensive and easier to install.

“There’s becoming less of a difference between those

Once the retailer has web access to the platform,

settings,” Dasilva points out. “Now, you can meet the

they enter programmed content for specific offers.

customer wherever they want to interact with your

“Let’s say a retailer wants four different zones within

brand.”

the store. You can enter advice, tips, and content for

Summary

each zone, and recommendations for related products,” says Murphy. “This gives any new customer an

Instore mobile apps put all your information,

incentive to buy. For returning customers, it’s an

images, and inventory onto one place, including cus-

opportunity to promote your loyalty program.” After

tomer history, allowing you to pinpoint and personal-

all the information is input, the platform itself takes

ize marketing messages. “Modern retailing needs all

over. As any consumer with the Swirl app on her

these apps and interfaces to engage with customers,”

phone enters the store, the program recognizes her

Dasilva summarizes.

history. “Small stores use a broad-based app. Larger retailers use their own app,” Murphy explains. So far,

Coming in our SUMMER ISSUE: Part Two How Mobile Apps Can Bring Customers Into Your Store

AREA

Market Review

THE 2014 LAS VEGAS WORLD MARKET Improved Economy Meant Better Business

by Ellyne Raeuber

With fourth quarter numbers confirming a slow but

cially more furniture companies, attracts a lot more

steady economic recovery, there were wins in Las

customers on the furniture side. Furniture stores come

Vegas. New furniture vendors filled many spaces that

to see their accounts and to see us as well, especially

had been empty last year, helping to increase traffic;

the West Coast customers who don’t come to other

and buyers came ready to ‘write tickets.’

markets.” Cameron Capel, Capel Inc., Troy, NC, saw

BETTER ECONOMY

strong attendance, happy energy and a lot of opti-

“The economy is bouncing back: consumers

mism. “Capel did well,” she said. “More people than

are spending money and the buyers are willing to look

in over the last five or six years actually wrote paper,

at new product,” said Hari Tummala, KAS, Somerset,

to use an old term. We found the same thing in

NJ. “It was definitely better than last year and there

Atlanta. And we still have other orders that will be

was good traffic and a more positive vibration.”

trickling in over the next week or so; some people go

“I think that the show was better than last

home and discuss it or they stopped by our showroom

year,” said Lee Harounian, Harounian Rugs

on the very first day and they want to see everybody,

International, New York, NY. “All the appointments

do their furniture or fabric, then make some decisions.

showed up which is magnificent and then we picked

“I do think that the entire industry is still suf-

up some new customers as walk-ins. The economy is

fering,” Ms. Capel continued. “Orders written at mar-

recovering; and having more exhibitors here, espe-

ket are never going to be what they once were—what

52 Spring 2014

Market Review my father and older people who have been in the busi-

big box, furniture stores, floor covering stores,

ness for a while knew—but I think that both Atlanta

designers, commercial design firms, and even some

and Vegas showed things heading in a positive direc-

gift stores. It was a great turnout.”

tion. We see growth in the future and we’re happy.” “Traffic in Las Vegas was definitely up. We

NEAR AND FAR

were busy even before the first official day,” said John

Las Vegas is predominantly a West Coast

Feizy, Feizy Import & Export, Dallas, TX. “Buyers

market with overseas buyers, and East Coast buyers

seemed very optimistic and they reacted very posi-

who came to Surfaces and stopped into the World

tively to our new collections, which was really grati-

Market as an add-on, thrown into the mix. At

fying. All in all, the energy was great among our

Harounian some customers came from South America

clients. The ones with whom I spoke definitely had

and Canada.

seen an increase in sales and were coming out of a really strong holiday season.

Mr. Feizy saw a good mix of buyers from across the nation, although, he said, “there were a lot

“I noticed a lot of enthusiasm and a real sense

of customers from the western region of the US. We

that IMC is working very hard to make Las Vegas an

always expect that with Las Vegas. We do still have a

important show for rug buyers,” Mr. Feizy continued.

lot of overseas buyers and that market continues to

“Several years ago rugs were more of an afterthought,

expand for us.” Capel also saw an international

or so it seemed. It’s nice to see they’ve become an

crowd, mostly from Asia and South America. “I think

important piece of this market. We had a great mix of

there is an interest in buying ‘manufactured in the

AREA

Market Review

USA’ which I think is interesting. We do get people

Tummala said. “They are willing to pay the price

from all over the U.S., but it is a western market cater-

because their customers are willing to pay the price.

ing to the regional,” Ms. Capel said.

The mid-market, however, is still hurting.”

“We get some international customers, but

Mr. Harounian sold a lot of hand-tufted and

usually it is a West Coast market; when they combine

hand-loomed product and some machine-made at Las

the market date with that of Surfaces, you see East

Vegas. “We do carry both the high and low end; and

Coast dealers from New York and New England,” Mr.

we handle a lot of hand-made rugs. In Las Vegas, not

Tummala said. “If you go to the July Vegas market,

that many vendors carry and have programmed hand-

the market is 100% West Coast. One thing that I

made rugs in sizes 2x3 up to 12x18 in stock. We were

noticed is that brick and mortar stores, mom and pop

very successful in that regard,” Mr. Harounian said.

stores, are not coming to the show as actively as they

Ms. Capel saw higher end collections—a 5x8

used to come. The buyers are furniture stores and on-

that wholesales for $799 list—sell. “Our new hand-

line stores.”

knotted construction by a partner, Hable, got a great response.” Ms. Capel said. “At the same price point,

WHAT SOLD

but with a totally different look, our hand-knotted

One trend in Las Vegas, as in Atlanta, is that

CoCoCozy Collection, not new to the Vegas market,

high- and low-end rugs are gaining in sales. “More

continued to get a great response. A collection intro-

and more we have buyers coming and looking for spe-

duced at High Point which was new for Vegas, Park

cial quality product even if it has a higher price,” Mr.

Lane, has a little bit higher price point, is hand knot-

54 Spring 2014

Market Review ted, made of New Zealand/Argentine wool, and triple

GRAY HAS ITS WAY

washed with a great feel. It has that faded look and the

Grays and blues were the talk of the town, in

designs are not so bold. It did well in Atlanta and

demand in all design categories. “There is no getting

Vegas. The people with money have had money and

away from it, silver, gray and blue still color the mar-

still have money. They are buying at that higher price

ket,” said Mr. Harounian. “High end is silver and

point.”

gray; and that trend is still happening in low end, too.” At the same time, Capel came out with its

Mr. Feizy noted that gray was in demand at

new Panache Collection that addressed the firm’s

his showroom, especially when combined with yel-

lower end offerings. In this hand-tufted line, where a

lows and blues. “That’s one reason our Thatcher and

5x8 sells for $125, Ms. Capel said that the aim was to

Gramercy Collections were so successful,” Mr. Feizy

offer a good quality product at a lower price point.

said. “Our Lorrain Collection features ocean and mid-

“That younger, hip millennial generation customer

night blue designs, and each of them performed well.”

almost views rugs as disposable and doesn’t want to

Ms. Capel said: “Blue, across all ranges, is still so

spend that much money,” she said. “They’ll have it

strong when it comes to color. This market caters to

for a couple of years and they’ll move on to some-

the regional and San Francisco and Vegas people love

thing else. We continue to expand Panache at that

the blues, a range of blues as well as some brighter

price point, but with different designs and col-

colors.”

orations.”

AREA

Market Review

56 Spring 2014

Market Review

KAS showed Persia, a polypropylene,

price point and color—and the not-too-bold design—

machine-made with a Peshawar look in soft blues and

worked for customers. These styles have holding

grays that was very successful. “Grays and blues are

power.”

still very strong, becoming more and more important

“We are seeing more of our clients gravitate

in the product mix,” Mr. Tummala said. “Other

toward the transitional and contemporary,” said Mr.

machine-mades in space-dyed polyester, Shiraj and

Feizy. “Of course there will always be demand for tra-

Zen, also did well. The Peshawar looks are tradition-

ditional styles, but the colors must be fresh and updat-

al Persian designs with a soft color palette, whereas

ed.” Mr. Tummala thinks that transitional is the

the space-dyed polyester combines nice transitional

hottest category. He noted that the look of a rug is

designs and traditional Persian designs.”

paramount. “At one time, people cared more about construction and materials,” he said. “Nowadays,

HOLDING POWER

those things are not as important as the look of the

Design moved toward the more transitional

rug, the face of the rug. People will buy the right look

with certain patterns and styles, like the Peshawar-like

regardless of whether it is wool, polyester, or

design Mr. Tummala mentioned, as well as Ikats and

polypropylene; even if they are cheap.”

Chevrons, continuing to be strongly desired. “As far as style, the Ikat, Chevrons and the take on the

POSITIVE FOR 2014

Moroccan medallion are still there. I keep waiting for

Mr. Harounian, like many others, is keeping

it to crash, but people still like it,” Ms. Capel said.

his fingers crossed in the hope that it is going to be a

“We have a Chevron rug that people picked up: the

better year. Mr. Tummala, after two good markets,

AREA

Market Review

Atlanta and Las Vegas, is positive. He said: “I feel strongly that this will be a good year not only for KAS, but for the whole industry.” Ms. Capel also saw continued growth and noted that Capel has been in Las Vegas since the World Market’s inception. “Finding the growth is a challenge,” Ms Capel said. “It has been difficult for everybody in home furnishings, not just Capel and not just rugs; but what Capel is doing with new product development and new price points; with seeking new channels of exposure and distribution; and with the partners that we’ve chosen and will continue to chose, definitely enhances our growth potential for 2014. The outlook is cheery for us.” “We’re looking forward to a great 2014 and only expect the Las Vegas Market to continue to grow in importance across all segments of the home furnishings industry, including rugs,” Mr. Feizy said.

58 Spring 2014

Market Review

AREA

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

60 Spring 2014

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

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

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

THE CREATIVE TOUCH 401 Penhorne Ave., Suite 4 Secaucus, NJ 07094 (201) 866-1933 FAX (201) 866-1935 E-mail: info@creativetouchrugs.com URL: creativetouchrugs.com Baki Ildiz, Pres.

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

D & K WHOLESALE div. Dilmaghani (Medhi Dilmaghani & Co., Inc.) 540 Central Park Ave. Scarsdale, NY 10583 (914) 472-1700 FAX (914) 472-5154 (800) 545-5422 & (877) DIL-RUGS E-mail: sales@dkwh.com URL: www.dkwh.com Dennis A. Dilmaghani Essy Kashanian EASTERN ORIENTAL RUG CENTER INC. 50 Schmitt Blvd. Farmingdale, NY 11735 (516) 962-2175 (800) 538-5625 E-mail: info@eorconline.com Khalil Nabavian Hushang Nabavian Bahram Nabavian Benny Nabavian Pooya Nabavian EBISONS HAROUNIAN IMPORTS 44 E. 32nd St., 7th Fl. New York, NY 10016 (212) 686-4262 (800) 966-6666 FAX (212) 779-4262 E-mail: info@ebisons.com URL: www.ebisons.com Ebi Harounian, Partner Michael Harounian, Partner Maurice Harounian, Partner Melissa McMee, Designer ELIKO ORIENTAL RUGS, INC. 102 Madison Ave., 4th Floor New York, NY 10016 (212) 725-1600 (800) 733-5456 FAX (212) 725-1885 E-mail: elikorugs@aol.com URL: www.ElikoRugs.com Babadjian Bassalali, Pres David Basalely, Partner Soloman Bassalely, Partner Richard Garrad, Sales Mahtab Etessami, Sales

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. 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 JAUNTY CO. INC. 13535 S. Figueroa St. Los Angeles, CA 90061 (213) 413-3333 (800) 323-3342 FAX (213) 413-0828 E-mail: info@jauntyinc.com URL: www.jauntyinc.com Mike Navid, Pres. Kami Navid, V.P.

KALATY RUG CORP. 156 Duffy Avenue Hicksville, NY 11801 (212) 683-7222 (800) ALL-RUGS (800-255-7847) FAX (212) 689-2705 E-mail: info@kalaty.com URL: www.kalaty.com Mirza Kalaty, Pres. Ramin Kalaty, V.P. Soheil (Mike) Kalaty, V.P.-Sales Farshad Kalaty, V.P. Client Relations Ariel & Kamran Kalaty, Mktg. & Promotions KAS ORIENTAL RUGS, INC. 62 Veronica Ave. Somerset, NJ 08873 (732) 545-1900 (800) 967-4254 FAX (732) 545-5836 E-mail: info@kasrugs.com URL: www.kasrugs.com Rao Yarlagadda, Pres. Hari Tummala, Exec. V.P. Kranthi Yarlagadda, V.P. Operations Santhi Yarlagadda, V.P. Business Dev. F. J. KASHANIAN RUG CORP. 600 Meadowlands Parkway, Suite 22A Secaucus, NJ 07094 (201) 330-0072 FAX (201) 330-9779 E-mail: info@fjkashanian.com URL: www.fjkashanian.com Jonathan Kashanian Firooz Kashanian Gilda Kashanian LOLOI RUGS 4501 Spring Valley Rd. Dallas, TX 75244 (972) 503-5656 FAX (972) 387-0436 E-mail: aloloi@loloirugs.com URL: www.loloirugs.com Amir Loloi, Pres. Greg Oâ&#x20AC;&#x2122;Connell, G.M. LOOMS OF PERSIA P.O.Box 1386 Secaucus, NJ 07096 (201) 865-6666 FAX (201) 865-6682 E-mail: info@loomsofpersia.com URL: www.loomsofpersia.com Nooshin Akhavan Farshchi, Pres. Arjang Maghaddam, VP LOTFY & SONS INC. 507 Winsor Drive Secaucus, NJ 07094 (201) 867-7733 FAX (201) 867-0766 E-mail: lotfysons@aol.com URL: www.Lotfyandsons.com Marty Banilevi, Pres. Lotfollah Banilevi, V.P. Sheila Rahmanan, V.P. MARCELLA FINE RUGS 2910 Amwiler Ct. Atlanta, GA 30360 (770) 582-1800 (800) 786-7847 FAX (770) 582-1807 E-mail: mail@marcellafinerugs.com URL: marcellafinerugs.com Firooz Nahai, Pres. Fereydoun Nahai, Principal

MARJAN INTERNATIONAL CORP. 41 East 31st St. New York, NY 10016 (212) 686-8488 (800) 862-7526 FAX (212) 576-1511 Morad Ghadamian Moradi, Pres. Khalil Ghadamian Moradi, V.P. MASTERLOOMS, INC. 5 Sampson St. Saddle Brook NJ 07662 (201) 556-9444 E-mail: masterlooms@aol.com Nasser Rahmanan, CEO