ELK GROUP'S DIMOND HOME MAKES A MOVE INTO RUGS
Dimond Home will introduce the Armito hand-tufted wool
rug with cotton backing in 3x5, 5x8, 8x10, and a 2'6"x8'
runner in High Point.
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NESQUEHONING, PA - Decorative accessories supplier Dimond Home, a
division of lighting and accent vendor ELK Group International, is
entering the rug category introducing 33 designs at High Point Market
running from Oct. 17 to 22.
Designed
to appeal to a broad swath of customers, ranging from interior designers
and architects to home owners, the collection, made in India, ranges in
price from $90 in 3x5 woven rugs up to $3,098 in 9x12 for some viscose
and wool rugs, according to Darrell Gardner, head of design, furniture
and accessories at ELK Group.
"We are
releasing 33 designs," Gardner explained. "We used our New York design
team to come up with some fresh designs in interesting colors. We tried
to stay in neutral patterns and we have quite a range of price points
within the new line."
The Rhythm wool rug by Dimond Home is hand woven and printed
rug with a cotton backing, available in 3x5, 5x8, and 8x10.
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Dimond Home, which acquired the Lazy Susan brand in late 2013, offers a range
of eclectic home accents and furnishings, now will complement those
items with an assortment of textured neutral rugs, to offer its clients
a whole home solution, Gardner added. The line includes hand-woven,
hand-tufted and printed rug designs.
Dimond Home uses texture for visual interest in the neutral
Aravali Rope Rug in fog and cream, which is hand-woven of wool
and offered in 3x5, 5x8, 8x10, and 9x12.
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"We
played with new patterns and mixed materials to offer something fresh,"
Gardner said. "We have some very traditional patterns, in the overdyed
style which is quite popular now...so we designed into that aesthetic.
And, some pieces are very basic stripes; while others are graphic
patterns we developed. The rugs really play well with the rest of the Dimond Home line and will work together effortlessly."
Earlier
this year ELK announced that it would be combining its Lazy Susan USA
and Dimond Home divisions under the Dimond Home umbrella, offering
buyers a consolidated designer lighting, home décor and accent furniture
source that will soon be selling rugs as well.
Dimond Home now has a 2,800 square foot newly renovated showroom in New York
that also houses the design studio.
"With the
recent rebranding of Lazy Susan into Dimond Home we experienced
tremendous growth and we saw that we had the ability to start growing
our product offering. With this expansion, we offer customers an even
wider, more diverse product offering. We felt like rugs were the next
logical step for Dimond Home - it really rounds out our offerings."
Dimond Home updates traditional with the Harappa wool rug in
ivory, which is hand woven wool with fringe.
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09.30.15
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