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Designers, Licensed Collections

Momeni and Design Studio Pure Salt Interiors Launch Debut Rugs at High Point Market

Momeni Rugs and Newport Beach-based interior design studio Pure Salt Interiors collaborate on first area rug collections featuring naturally inspired looks.

10/3/2022
image of pure salt interiors partners Aly Morford Leigh Lincoln sitting with new Momeni rugs
Newport Beach, California's Pure Salt Interiors design duo Aly Morford, left, and Leigh Lincoln will unveil their new
Momeni rugs at a HPMKT party.

HIGH POINT, N.C. -- Momeni Rugs and Pure Salt Interiors collaborate on their first area rug collections launching at the fall High Point Market, running Oct. 22-26, and the design duo and Momeni will host a launch party Oct. 23 from 4 p.m. to 6 p.m.

Pure Salt Interiors, a Newport Beach-based interior design atelier, which also operates a retail shop, has earned a reputation for its clean, coastal, and naturally-inspired designs. The first PSI x Momeni rugs embody that ethos in 17 debuting designs. The line leans heavily on natural fibers and neutral colors with a focus on innovative new techniques in natural fiber jute and hand-knotted rugs. Sizes range from 2x8 to 10x14 and prices start at $368 up to $8,698. 

“Rugs are, quite literally, foundational to good design, and finding a high-quality, beautiful rug can be like finding a diamond in the rough. We set out to create this line of rugs with Momeni to fill a gap for our clients and customers—to have rugs that feel as good as they look, using unique methods and materials for a one-of-a-kind design. From hand-knotted rugs with an aged look that will only get better over time, to super soft Jutes, to classic linens with statement stitching, all the rugs in our collection are created with incredible care and attention to detail, ready to be placed in every room of your home for a look you’ll love for years to home,” Lincoln, co-founder, Pure Salt, said.

Adds co-founder and partner Aly Morford: “Inspired by coastal retreats around the globe, our rug line with Momeni is a curation of pieces that bring together earthy and natural roots with classic and elevated aesthetics. We wanted to create a collection of rugs that marry form and function and can transport you to a relaxed beach scene near or far, whenever you walk upon them. With a versatile assortment of classic Jutes and flat-weaves, to hand-knotted designs that allow you to mix up your look as you please, these rugs allow you to design from the ground up in every room of your home.”


Pure Salt for Momeni offers natural, clean, coastal styling and includes fresh rug-making techniques in earthy palettes.

The Pure Salt for Momeni line was developed over two years and Reza Momeni, president and CEO, Momeni, noted “The power of social media is what brought us together, but what came from this relationship was an extraordinary journey that helped push our own creative efforts, to experiment with techniques that we have never been able to achieve before. Working with Aly and Leigh impressed upon us the importance of the most minor details and ensuring that the overall look of the line was genuinely a part of the Pure Salt world," Momeni explained.

The line will be available to the trade at Momeni showrooms and select dealers across the country. Consumers can view and purchase the assortment online at Pure Salt Shoppe and at the Pure Salt flagship store in Newport Beach.

PSI x Momeni design highlights include Torquay, a natural fiber rug that is a mix of jute and wool to create a one-of-a-kind quality rug that not only looks great but feels incredible underfoot. Another highlight, Koukila rugs are inspired by one of Pure Salt’s favorite vintage kilim finds, reworking classic looks in hemp which is woven to be more substantial and durable than a true vintage kilim, with unique stitching for an aged look.

Cassis is a plush rug in three of Pure Salt’s signature natural colorways — bleach, natural and walnut. Offering a simple classic braided style these rugs can be used as a base for layering with the Menorca collection. Menorca is inspired by one-of-a-kind designs and is hand-knotted with a distressed finish.

Designed specifically for Little Salt, the baby and kids brand launched by Pure Salt in 2021, the Patara collection is focused on gender-neutral, natural colors with youthful, tufted polka dots.

Founded in 2016 by best friends and business partners, Morford and Lincoln, Pure Salt began as a design studio and has evolved into a lifestyle brand that is both stylish and functional. The duo, whose extensive work is on the residential side, opened the doors on their eponymous Pure Salt Shoppe in 2019. The Design Studio and Shoppe reflect the Pure Salt ethos: great design begins with a fresh and clean palette, quality furnishings, artisan textiles, layered neutrals, and nature-inspired decorative accessories. In six short years, the brand has built a celebrity clientele, and cultivated a highly engaged social media community with over 582,000 followers @puresaltinteriors. The Newport Beach, California-based company is in the midst of another growth chapter as it expands the business to include a trade program, collaborations, licenses, and hospitality.
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