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Obituaries

Paul Vartan Sergenian of Sergenian Rugs Dies at 89

Longtime industry leader Paul Sergenian of Madison, Wisconsin-based Sergenian Rugs has died. He was named America’s Rug Retailer of the Year in 2004.

10/23/2025
Paul Sergenian
Longtime industry leader Paul Sergenian of Madison, Wisconsin-based Sergenian
Rugs was named America’s Rug Retailer of the Year in 2004.

LAKEWOOD RANCH, Fla. -- Paul Vartan Sergenian, age 89, passed away peacefully and surrounded by family on October 18, 2025, at Lakewood Ranch Medical Center in Lakewood Ranch, Florida. He was a loving husband to Diane and a loving father who leaves behind a legacy of kindness, strength, and unwavering love for his family and community. More than anything else, his life was defined by his deep faith and love of God.

Paul, the fifth son of eight children, was born on April 14,1936 to Ara and Alice Sergenian in Madison, Wisconsin. He had fond memories growing up in Madison with his family and friends, working in the family rug business, and umpiring youth baseball games at Vilas and Wingra Park. Paul was a talented three-sport athlete and graduated from Madison West High School in 1955. He had numerous athletic accomplishments as a Madison West Regent in football and track, and his success on the football field earned him a scholarship to Southeast Louisiana. He was united in marriage to Diane Fellows in 1957, and they raised five children in Madison.

After high school, Paul worked for his father and alongside his brothers at Sergenian’s Rugs. After his father Ara’s retirement, Paul grew the business with brothers Ron and Marshall. Sergenian’s, which was originally founded in 1930, evolved under Paul’s leadership and that of his brothers into a much broader flooring and design firm that has been part of the Madison community for decades. Paul eventually branched out with his son Kevin, and later with his daughter Kathryn, going back to his roots with a focus on area rugs. His proudest achievement in business was being named America’s Rug Retailer of the Year in 2004.

Paul loved the Madison community and lived a life rooted in purpose and guided by his values. Affectionately known as “Sarg”, he was a storyteller, philanthropist, family guy, and rug man. As the grandson of Armenian immigrants, Paul also took immense pride in his Armenian heritage, which instilled in him a sense of identity and perseverance. Whether through his professional work, personal relationships, or community involvement, he touched the lives of many with his steady support and compassion. Paul’s involvement in sports was extensive; Little League Baseball coach where he had a profound impact on young players of all skill levels, established an American Legion Baseball team, Director of West Madison Little League, President of West Madison Hockey Association, original founder of Madison Memorial High School Booster Club, Board Member of Orchard Ridge Pool, and Board Member of the UW Hockey Blue Line Club. Paul was also a faithful Badger fan and season ticket holder for football, basketball, and hockey.

Beyond sports, Paul was a respected and courageous community leader, dedicated to giving back and helping others. He welcomed people from all backgrounds into his business, life, and home. He served on numerous community boards including Porchlight, Inc., St. Mary’s Hospital Foundation, Fellowship of Christian Athletes, Rubin for Kids, and the Madison Area Builders Association. His commitment to Porchlight, Inc., an organization dedicated to finding solutions for homelessness, is particularly noteworthy where he served over twenty-five years as a board member.

After many years in Madison, Paul and Diane relocated to Lakewood Ranch, Florida where he stayed connected to his rug business, but also found joy sharing moments with those he loved most. Paul and Diane’s marriage of sixty-eight years was full of romance, adventure, travel, partnership, loyal friends, cheering on the Green Bay Packers, and making special memories with their growing family. Of everything in his life, Diane and his family were always his number one priority.

Paul is preceded in death by his parents, Ara and Alice, brothers Bob (Sally), Ara, Marshall (Lorraine), Ron, Dan (Linda), and brother-in-law Garbis Jeknavorian. He is survived by his wife Diane and five children: Kevin (Mary Pat), Kathryn, Julie Wallen (Tim), Pam Ruppert (Jerome), and Brian (Maria), brother David (Rosie), sister Miriam Jeknavorian, sisters-in-law Jayne Sergenian and Alice Sergenian. Twenty-one grandchildren: Dustin (Jamie), Stephanie (Dave), Elle, Jack (D’Lynne), Ben (Allison), Paul, Brea, Britta (Dan), Tim (Tonine), Natalie (Taylor), Madelynn (Adrian), Terry (Mary), Tyler, Trevor, Katelyn, Tanner, Jake (Amy), Matt, Mariana, Will, Henry, thirteen great grandchildren, and many nieces and nephews.

A memorial service will be held at 1:00pm on November 19, 2025, at Bethel Lutheran Church, 312 Wisconsin Ave., Madison, Wisconsin 53703. Prior to the service, there will be a visitation from 11 am - 1 pm at the church.

In lieu of flowers, please consider a donation in Paul’s honor to either of the following organizations:
• Bethel Lutheran Church  
• Porchlight, Inc.

“The quality of each man’s life is in full measure of that man’s commitment to excellence and to victory in whatever his field of endeavor or in his personal life.” - Vince Lombardi


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