"We are a family-run business and we literally hand-pick every single piece that we bring into our showroom. We are better known for one-of-a-kinds, Turkish Persian over-dyes, Turkish antiques, hand-knotted antiques, etc.," Haroonian said, also adding that since she came on board four years ago she has brought a fresh perspective to the business. That includes a recent renovation and expansion that nearly doubled the size of the showroom.
So while Haroonian continues to focus on high-quality one-of-a-kind rugs and a curated selection of branded area rugs and carpets her customers have come to count on, she also pushes the envelope, bringing in looks ahead of the curve to offer shoppers that unexpected twist.
RugNews.com tours the showroom with Haroonian to find out how The Rug Warehouse manages to stay ahead of changes in the industry -- and see how Generation Next is handling those demands.
The Rug Warehouse offers shoppers a mix of fine one-of-a-kind and branded rugs and residential and commercial carpet lines as well.
What are your most popular area rugs?
NH: Our most popular area rugs are our one-of-a-kind tribal and traditional rugs, and our contemporary Nepalese collection. These rugs are not branded or bought at rug shows. They are obtained by our years of traveling far and wide, making connections with weavers in the rug centers all over the world, and of course having an eye for trend, quality, and beauty. Our top sellers are these interesting, unique rugs that have a history and culture behind them, rather than the manufactured rug lines. Our average customer is drawn more to our specialty rugs.
The Rug Warehouse's Nepalese custom rug corner offers clients the exclusivity of bespoke interiors.
What are your customers looking for when they walk in the door?
NH: Our customers range from interior designers and architects, to set decorators, to private retail customers -- so their needs and wants vary. We serve clients across Southern California and south bay, so depending on location and scale of the project, customers look for quality, uniqueness, and most of all they look for information, because rugs and carpeting are not everyone's forte!
The Rug Warehouse's Nora Haroonian shows a newly arrived Nepalese rug created by Wool & Silk's Erbil Tezcan.
You recently renovated and expanded the showroom's footprint? Why did you decide to do this?
NH: We saw an opportunity arise, and we took it. Our recent renovation has almost doubled the size of our showroom, and has allowed us to display more sizes, qualities, and styles of area rugs, as well as double the size of our Carpet Department. We decided that this was vital to creating a showroom space that accurately displays our vast inventory.
The Rug Warehouse offers a large selection of one-of-a-kind rugs. Shown, contemporary wool and silk rugs made in India hanging on an 8x10 rack.
What is selling now? Are retail customers and designers buying the same types of rugs?
NH: Right now it's all about COLOR and CULTURE. Compared to a year ago where everyone was asking for gray, neutral, taupe, etc., we've noticed that color has made a swift comeback, as well as timeless vintage or antique rugs. Retail customers generally play it safer when choosing a rug -- they buy things that they know for certain will work in a room, but designers are more bold in that they aren't afraid to introduce multiple colors in a rug for any room of the house. We've had plenty of people wanting purple, yellow, green, pink, turquoise either separately or altogether -- luckily we can accommodate these needs because of our custom-rug capabilities. Turkish, Persian, and Afghani tribal rugs are very "in" at the moment as well. I think they will never truly die out because the colors, quality, and general look is everlasting.
A glance at The Rug Warehouse's 9x12 selection, and on the wall is a hand-knotted oushak with floral Skull.
What do you see as the most important factors to creating a successful flooring business today? Why?
NH: Variety, quality, knowledge. These are three things our business has been employing for over 40 years, and are a core reason for our success. We have something for everybody, and have a staff that is experienced, passionate and loves to share their advice. Our clients throughout the years have really appreciated this. A successful flooring business should be versatile without compromising the quality of product -- this is one of our biggest strengths.
How would you describe your strategy in the area rug and carpet segment?
NH: We carry some of the finest, high-end quality residential broadloom carpet from brands such as Stanton, Nourison, Antrim, Rosecore and 100 percent green products like Nature's Carpet. Our area rugs are more mixed in regard to private house labels and brand names. We have a good mixture of one-of-a-kinds and brand name rugs too. This way we can cater to a wider range of customers, a strategy that has been very successful for us.
The Rug Warehouse offers a broad range of styles from contemporary to traditional. Shown, a bold, modern rug hand-knotted of wool and silk.
Has the business changed a lot since your father's earlier days at The Rug Warehouse? In what ways?
NH: The business and shopping in general have changed a lot since the earlier days, mostly because of the rapid expansion of design forums available online. Sites like Pinterest, Instagram, and Houzz for example play a huge role in people's shopping decisions, allowing them to get inspiration and save ideas in one place, and even purchasing via those outlets. In addition to making shopping more anti-social, those outlets have also substituted quality for convenience. We do use these sites as a kind of virtual showroom, but are still firm believers in the classic style of selling rugs -- which involves coming into a showroom, seeing, touching, and getting to know rugs in person.
Antique Persian runners are lined up neatly in a special runner section of The Rug Warehouse.
What new perspectives are you bringing to the business?
NH: I bring a different energy and a new face to the name that is The Rug Warehouse. It's not very common to meet young women in this industry, so I think that I've brought a sense of youth and femininity along with me, while still staying in line with traditional practices. I've also incorporated better technology and improved our online presence, which I think are key in today's market.
A mix of hanging racks and stacks of rugs present customers with myriad options in style, quality and price point.
Why did you decide to get involved in the family business?
NH: I have always been an admirer of interior design and appreciated the craft of rug weaving. After college, I decided this would be a great opportunity to learn the ropes of running a business, while sticking to my passions of design and home decor.
What intrigues you about the area rug and carpet business?
NH: I was always interested in history, specifically art history. When I was a little girl my dad and grandfather would educate me about the beautiful rugs in our home, always showing me the backs of the rugs and pointing out the meticulous and intricate knots. They would elaborate on the different rug weaving regions of Iran and how each of these groups had their own designs and style of weaving unique to their region, just like a curator at an art museum would explain about a painting.
This appreciation and intrigue was embedded in me at a young age, and when I got older I grew an affinity for interior design. My admiration for rugs and regard for home decor played a large role in my fascination for this business.
Nora Haroonian, the next generation of leadership at the Rug Warehouse, displays a Wool & Silk Nepalese rug.
What do you look for in the area rug and carpet makers you work with?
NH: One of our biggest concerns is where and how the rugs are made. We pay close attention to their facilities and weavers and are adamant against child labor in rug weaving. All of our rug and carpet companies are certified NO child labor companies, and employ weavers who make a decent living.
Another thing with look for is quality. We strive to carry the best of the best, while still catering to different price points and tastes.
When you walk rug shows what are you looking for? Is the West Coast buyer looking for the same patterns and colors as the rest of the country?
NH: During the shows we look for what we think is going to be the next big fad, as well as keeping up with the consistent best-selling rugs. We like to stick with what we know is good, but mix in some wild cards, which gives our showroom the variety people love. We are great at staying ahead of trends, and bringing stuff in before it gets "played out." We strive to be the rug store with more options than anyone else, and our customers can attest to that. I think the West Coast definitely has its own vibe - California style is definitely a focus, but we do get customers from the Midwest and East Coast frequently, who tend to be more into traditional style.