Fellow appraiser Rosalie Wardell send me an interesting article from Architectural Digest on the antique rug market and how the current generation of rug dealers are marketing their rugs to millennials and other collectors. The article also interestingly notes current rugs being sold have classical elements, some patina which brings softness to a room yet will also blend into contemporary interior designs.
Architectural Digest reports
Source: Architectural DigestZach Zaman is a second-generation rug dealer. He grew up tagging along with his father all over New York state to visit auction houses, eccentric dealers, and the homes of collectors. "Looking back on my earliest and most vivid memories, I don't recall individual rugs as much I remember the people I met," says Zaman, 32. He remembers how his father would share backstories about the antiques as well as the families who had owned them, a trait that Zaman values to this day. It's also one that he has carried over to his own business, Heirloom Rugs.
Still, Heirloom Rugs is worlds away from the stuffy rug shops and old-fashioned dealers Zaman grew up with. His light-filled showroom in Williamsburg, Brooklyn, is replete with vibrant 100-year-old carpets from western Asia and northern Europe, artfully draped among hanging plants and global furnishings. The photos Zaman posts in his Instagram feed (tagline:#rugsarearttoo) are lovingly curated and include chatty, emoji-filled captions. A recent post showcasing a sunburst-patterned Scandinavian rug read, “Swipe for a bit more info about this piece + a peek into Viking influence on global trade.”
Considering that for many years information and access to rugs were safeguarded and controlled by a tight-knit network of ultra-competitive businesses, this open and casual approach feels fresh. Indeed, for decades, beautiful antique rugs were mostly viewed as a rich person's game. The hand-knotted and ornately detailed wares came with six-figure and higher price tags, becoming synonymous with posh Upper East Side apartments and giant houses in the Hamptons. However, much has changed within the past few years. The world of antique rug dealing has moved from specialty boutiques and estate sales onto the Internet. It's become more colorful and more accessible, and now skews to a younger, more visually driven crowd. The majority of the rugs that Heirloom Rugs sells, for instance, falls within the $500 to $3,000 price range.
“For many, this category is an enigma,” Zaman observes. “Everything we do is to try to be inviting, inclusive, and make our rugs approachable.”
According to Jacqueline Coulter, a senior specialist consultant at Sotheby's rug department, where she has worked since 1985, "We've started to see these types of traditional rugs come back into fashion because they soften the space and are nice to live with." New methods for selling antique rugs have only boosted their popularity, especially as a return to traditionalism has fueled a renewed appreciation for all things timeworn. Patina is no longer seen as a flaw.
And while previous decades were dominated by the Persian rug, the gold standard of antique carpets, more affordable styles have risen to the fore. Moroccan, Navajo, Turkish, or Tibetan styles offer similar aesthetics at a fraction of the price. “People are using very traditional rugs in a sort of ironic way,” says Coulter, referring to the juxtaposition of older floor coverings with sleek modern furnishings. Many of the rugs sold by younger dealers seem to fall within this space: classic pieces that will still appeal to a contemporary-minded crowd.
"I think minimalism is really boring," adds Mikael Kennedy, a 40-year-old Los Angeles–based photographer who started dealing rugs on Instagram in 2013. Kennedy's personal affinity for maximalist-bent decor style is plain to see: He artfully arranges and layers rugs in his home and studio, pairing patterns and colors with little restraint. For him, it was a passion that grew into a hobby that eventually turned into a business. He tells me he first fell in love with vintage Persian rugs on set when working as a photographer for Ralph Lauren in New York. Today, Kennedy’s customer base includes streetwear designers, fashion insiders, and other creatives. "I sometimes feel like I'm just the bridge to a younger generation of appreciators," he says. "They're mostly fashion-and-art-driven because that is my world."
Smaller, new-wave dealers inlcuding Zaman, Kennedy, and fellow e-tailers like Frances Loom, Kaya Kilims, and the online startup Revival Rugs rely on a more fluid, nimble business model than the old guard. Kennedy sells exclusively online and relies heavily on Instagram to drive sales. While Heirloom Rugs has its Brooklyn brick-and-mortar location, Zaman says that he’s seen a noticeable spike in online sales compared to previous years. He also augments his business with rentals and commercial supply. Heirloom Rugs have been featured on television shows such as Netflix’s Russian Doll and are used almost exclusively in the fashion label Rag & Bone’s flagship stores.
Digitally savvy businesses such as Zaman’s and Kennedy’s are uniquely suited to the evolving needs of the design profession. "It's a much faster-paced service than traditional trade outlets. The savvier the dealer, the quicker the product moves, which means that I see more new things," says Darren Jett of the AD100 interior design firm Ash NYC.
But just as customers are turning to these new dealers for visual impact, price, and convenience, they’re going for a good story too. "I want to know what eras and styles influenced this rug and what styles this rug later influenced,” Jett continues. “I find that clients love knowing design history."
Recently Kennedy flooded Instagram with photos from a recent trip to Morocco, giving customers an unfiltered look at how he searches for rugs. Zaman posts “weekly picks” on the Heirloom website and Instagram like clockwork, highlighting the most compelling pieces that he and his team have just picked up. It’s a refreshing counterpoint to the old way of doing business. To Kennedy, stumbling upon a unique find is akin to an encounter with a work of modern art: “They are essentially paintings that you walk on."
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