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S&H Rugs Expects Demands for Hand-Knotteds to Grow, Debuts First 2020 Designs at NY Now

Hand-knot specialist S&H Rugs heads to NY Now with its latest hand-knotted area rugs, showcasing texture and quality, and expects demand for hand-knotted designs to continue to grow.

By Lisa Vincenti
Hand-Knotted Rug
Hand-knotted rug demand continues to grow at S&H rugs, which introduces several fashion driven designs at its NY Now booth #2268. Shown, the Sari silk SH48511

NEW YORK -- Hand-knot specialist S&H Rugs heads to NY Now's Home show, running from Feb. 2-5, with its latest hand-knotted area rugs, showcasing texture and quality, and expects demand for hand-knotted designs to continue to grow.

"2020 will be just as good as last year, despite heading into an election year," founder Ori Wilbush told RugNews.com, adding that for the past two years the company has continued to see sales rise. "Hand-knotteds today are in demand more than ever as end users get more educated and want nicer pieces for the home."

S&H brings a fresh crop of hand-knotted designs to NY NOW, including SH48508 

Part of the appeal of the category is the overall movement toward natural and organic products in general and in the area rug category as well. The New Jersey-based showroom's top designs are crafted of natural wool, cotton and silk in Nepal, Pakistan and India. "Also our ability to customize rugs is part of our appeal -- with machine-made rugs it is not possible to produce just one rug in an odd shape; change the colors of a design; or offer rugs in non-standard size," he said.

"After living with a machine-made rug, the demand and desire for higher quality ones -- featuring better texture, clarity and feel -- rises," he added. "Plus, our price category in the $1,200 retail range for a 6x9 rug is very active -- it's not too far-fetched and not out of the budget of many consumers. We've got quite a few hand-knotted collections that fit into this price point category."

S&H Rugs continues to expand its popular Oushak assortment, update in modernized colors, for NY Now. Shown, SH48521, silk with textured wool

S&H expects texture and quality to be top boxes to check at NY Now. "Texture and quality are really important with the type of boutique oriental rug galleries, high-end furniture stores and decorators we work with," Wilbush said. "Our modern and transitional pieces are definitely trending, and our geometric designs are popular as well.
"Pops of color are trending, but favorites grays and blues are still going strong," he said. S&H rolls out about 20 new rug designs every year, programming its most successful ones, and expects to add even more new styles in 2020. Still its custom capabilities continue to be a draw with designers, many of whom stop by the company's NYNow booth, #2268, to see what's new. "We work with many very talented rug designers going over different options on a weekly basis, developing ideas, making suggestions, corrections and revising the designs. It's what I like the most."
S&H Rugs rolls out new designs in its Pastel collection. Shown, SH48515, silk with textured wool


S&H has invested in its technological capabilities offering modern shoppers updated ways to shop, including an option that allows shoppers to upload an image of a room and see rugs in that setting. The company also upgraded its website landing page to make it more lifestyle driven and inspirational.
"We have totally transformed and adapted to how people shop today in and have digitized all of our inventory to make it simpler and more convenient for customers to show," he noted, pointing out that the company has a large team in the U.S. and overseas and updates the inventory daily. 

S&H showcases a wood-plank inspired design (SH48514) crafted of real silk with textured wool.

"We have just launched a phone app where, our dealer can insert her logo and information when emailing rug options to potential customers and the purchase will show the rug as coming from the dealer," Wilbush said. Customers can call S&H rugs at (201) 933-4300 or email riccardo@shrugs.com to learn more about the new app and how to install.

Classic motifs such as the Mamluk's iconic star-like medallion, reworked in fresh palettes, continue to be sought after by designers. Shown, SH48518, wool and silk

"Hand-knotted rug sales are strongly tied to the economy and as the economy falls so to do design budgets." However, Wilbush expects 2020 to continue to be strong based on the positive economic indicators at the moment. "At the end of the day our product is luxe and designers are subject to their clients budget and in a good economy with healthy real estate and stock markets, their client will have the budget for quality furniture and rugs."
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