Safavieh: Weavers of the Most Beautiful Rugs in the World
Safavieh: Weavers of the Most Beautiful Rugs in the World
As reported by Rug News, June 2009:
Safavieh Gives Consumer Editors Sneak Preview of New Couture Collection by Thomas O'Brien
Thomas O'Brien with new Dyana design from his new Summer collection for Safavieh's Couture division.
By Lissa Wyman
NEW YORK - The country's top consumer home furnishings editors visited Safavieh's New York showroom this week to meet with designer Thomas O'Brien and see a preview of his new rug collection. Approximately 40 editors from 20 publications took part in the all-day press marathon Thursday, June 25.
The new 46-sku Thomas O'Brien collection will be officially launched at the upcoming Atlanta International Rug Market, July 12 to 15. It is the largest collection to date for Safavieh's Couture Division, according to Cyrus Yaraghi, a Safavieh principal.
The rugs are hand knotted in Nepal of silk and wool and will retail for approximately $2,595 to $3,000 in 6x9 size.
The new collection contains designs which are both traditional and contemporary, and sometimes a single design will contain elements of both.
"Almost anything can be an inspiration," noted O'Brien. "Many of these designs are related to fabrics, and then the original is refined by working on scale and pattern repeat to transform it into a true carpet."
O'Brien said his approach to rug design is contemporary, but he rejects many stark geometric looks. "In general, I don't like the modern color block approach," he said. "Some modern design can be boring."
Thomas O'Brien Dyana design was based on an antique tribal carpet and in its present iteration it is reminiscent of the paintings of Viennese artist Gustav Klimt.
Thomas O'Brien Ikat design uses the classical trellis element updated into a gently optic graphic. It is based on Turkish and Moorish tilework.
Even in good times, an introduction of 46 high-end rugs would be considered gigantic. Why so many designs in a recessionary market?
"One reason is Thomas O'Brien's creativity," said Cyrus Yaraghi. "When he starts on a project, the ideas keep flowing. As it is, we had to edit the collection...and we still have many more in the drawer that we will introduce in January."
Another important reason to introduce such a large collection is the growing importance of 18x24-inch corner samples. "The retailer or design center can carry 100 corner samples rather than investing in five or six 6x9 rugs. The consumer therefore gets a much broader selection. The small-sample concept has become extremely important," said Yaraghi.
The Thomas O'Brien rugs, as well as all of the other luxury collections in Safavieh's Couture division, are aimed at high end retailers and the design community, including the country's major to-the-trade showrooms.
"When consumers are looking for a special rug, they are willing to wait the three or four months it takes to special order a design," said O'Brien. "So selling the designs from corner samples becomes a very good way to sell customized colors and sizes as well."
Safavieh initiated its 18x 24-inch corner merchandising programs over the past year, and will continue to refine the company's racks, noted company principal Arash Yaraghi. "We plan to introduce new merchandising units in early 2010," he said.
Thomas O'Brien and Safavieh principal Arash Yaraghi.
Customization is a growing phenomenon at all levels of the home furnishings business, observed Arash Yaraghi.
"It's not only rugs, and it's not only at the to-the-trade showroom level," he said. "We are seeing a growing designer approach at all levels of retailing, even in catalogs, even in a store like Country Curtains, even in Home Depot."
O'Brien also noted that consumers want a knowledgeable guide to help them in the decision-making process. "Everyone is afraid of making a mistake," said O'Brien. "They look at a chair and say 'Is it me?' In our own shop, we try to take away some of that fear and replace it with reality. After all, it's just a chair. It's just a rug."
Looking ahead, Arash Yaraghi foresees a rebound in the economy in late 2009 and 2010. "I think we saw the bottom of the curve in April, and I hope we will see some real improvement in the market beginning this Fall," he said.
