Safavieh Unraveled: A Look Behind the Brand’s Heirloom Collection Rugs

Apparently, bringing a rug to life requires more than a simple sketch pad. And Safavieh is proof.

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Before a rug collection begins development, designers spend two to three years cataloging trends in color, fabric, couture clothing, and lifestyle. Next, a region for production is chosen.

Laced with floral, vine, and latticework details, this line – called the Heirloom Collection – is crafted in Turkey, where expert artisans weave the traditional Persian- and Eastern European–inspired details.

There you have it. What was once just awe-inducing eye candy is now a conversation piece. The most cultured person in the room? You.

Our Safavieh Rugs Boutique opened Wednesday, October 30, at 11AM ET.

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October 30, 2013