The Women of Carpet Design

“Once there was a girl who could make glorious carpets from wool tinted with the essence of orange safflowers and pomegranates…”

from www.bloodofflowers.com

If you haven’t heard of this wonderful first novel, The Blood of Flowers, I urge you to take a tour of the Blood of Flowers website. You will be mesmerized by Anita Amirrezvani's story telling. Her perspective of seventeenth century Iran is informed by her own heritage – born in Iran, and educated in the U.S., she came of age in 1979 during the Islamic Revolution in Iran. It’s evident in the way she affectionately crafts the details of her story that Amirrezvani has a deep and abiding love of the historical culture of her country of birth, and that she is as much an artist as the character she depicts.

The story is of a young girl anticipating marriage in seventeenth century Iran. With the unexpected death of her father and without a dowry, she and her mother leave the home and village they know, to join the Isfahan household of an uncle, as servants. The uncle is a carpet designer to Shah Abbas the Great and thus begins the story of a young girl whose talent for carpet design leads her into a world previously occupied by men. Though difficult, the life she eventually builds for herself and her mother is one of her own choosing rather than one dominated by the whim of others.

I was entranced by the sights and sound described by Amirrezvani – the architecture of medieval Persia, the exotic fruits and spices of the bustling bazaars, and the centuries old rituals that were the very essence of that ancient culture. Even more, I was fascinated by the heroine’s awakening to the beauty and possibilities of the dyes and the yarns she discovered under her uncle’s guidance in the Shah’s carpet workshop. As she learned the meanings of the thousand ancient patterns used in Persian rugs she quickly began to experiment with her own designs and color combinations.

One particular passage struck me – “Look how the sparkling gold lightens the density of the pattern. Notice in particular how the dull tones – the faded green, the humble beige, the pale blue – emphasize the beauty of the more brilliant colors…”

I’ve heard these very kinds of descriptions from some of the women I encounter everyday in the world of modern carpet design. While their studios are luxurious compared to the carpet workshops of medieval Persia, and state-of-the-art technology has replaced hand knotting to create spectacular designs, these women are surely gifted in their talent for carpet design. They have an innate instinct for combining just the right carpet construction, pattern, and color combination to create rich texture, luscious color and timeless appeal. Our heroine found inspiration in the architecture and culture of ancient Persia. Our modern day designers find inspiration in everything from architecture, to nature to modern technology itself.

Over the next few weeks I’ll introduce you to some of the women who design carpet today. They are unique individuals who envision design possibilities in everything they observe. Each of their creations is born of an individual perspective. As unique as their perspectives and interpretations may be, they all share one thing….a passion for the yarns, the colors and the patterns they use as the tools of their craft - carpet design.

I hope you have a chance to read the book, and I look forward to introducing you to some of the women of modern carpet design.

Note: This link will take you to an interview with Anita Amirrezvani, author of THE BLOOD OF FLOWERS.

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Marianne Cone Discusses Surfaces, By The Foot and Wear-Dated Natural Nylon

During Surfaces 2008, Kemp Harr, publisher of Floor Focus Magazine and FloorDaily.net interviewed Wear-Dated's own Marianne Cone.

In the interview, Marianne, our director of marketing, describes Wear-Dated's presence at Surfaces 2008. [It took place from January 31 through February 1st, 2008 in Las Vegas.]

First, our overall theme: By The Foot, based on our award-winning marketing campaign.

By The Foot updates Wear-Dated's reputation for durability [our tagline is "You'll Wear Out Before Wear-Dated Does."] with fashion and beauty, making us more relevant particularly to women consumers.

By all accounts By The Foot continues to generate enthusiastic reactions, and - we're hopeful - spirited conversation around fashionable carpet options.

Next, Wear-Dated Natural Nylon.

First introduced during Surfaces 2007, Wear-Dated Natural Nylon has been successfully adopted. We now have a multitude of products from well-known carpet mills showcased in our booth. Many are already available or will shortly be available to consumers.

What is Wear-Dated Natural Nylon?

From a recent press release recapping Surfaces:
 
"Wear-Dated Natural Nylon combines the superior performance characteristics of Solutia type 6,6 nylon with a proprietary insert technology that binds individual fibers together. The result is a patented fiber structure with sharp pinpoint tip definition and a natural ‘wool-like-look’ in constructions previously limited to BCF fiber, all with superior appearance retention."


In other words, it creates carpet with the beauty, luster and hand of wool, in delicious pattern and loop styles, but with the durability of Nylon 6,6.

Creating Beauty. Comfort. Durability. Pretty exciting!

Finally, new carpet introductions made with Wear-Dated carpet fiber.

Marianne describes some of the carpet styles featured in our Surfaces 2008 booth. More specifically she talks about Marciano from Mohawk and SuperChic from Tuftex [both pictured here; SuperChic is the intensely thick area rug, atop Marciano].

We're pleased to share with you both the audio file of the interview with Marianne and the video version. [We heartily recommend the video version.]

We hope you enjoy the interview, and the glimpse it offers into the excitement of Surfaces 2008.
If you'd like to read more about our Surfaces 2008 experiences, you can do so with Surfaces 2008, The Elegance of Dupioni Silk and The Latest in Carpet Style Trends.

~ The Women of Wear-Dated

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The Elegance of Dupioni Silk

The very word silk conjures up an image of luxury and elegance....

Did you know that there are many different kinds of silks? Tussah silk comes from silk worms that feed on oak leaves. The warp and weft yarns in tussah silk fabric are different, emphasizing the woven look, and is used extensively in home décor.

Silk Shantung is from the Shantung region of China. From the sheer silk chiffon used in loose flowing garments such as scarves and night gowns, to the much heavier silk peau de soie of evening and bridal gowns, whether used in our homes or in our garments, silk gives us a certain sense of style and sophistication. One of my favorite silks is the heavier weight matka silk. It’s taken from the short ends of silk from Mulberry silk worms and is usually spun by hand. Matka is typically all one color but the thick slubs and irregularities reflect light differently giving it a unique character.

My very favorite silk is dupioni. The silk threads for dupioni are reeled from two or more tangled cocoons. The silk worms that produce dupioni silk are cultivated rather than wild, in order to give them close living quarters increasing the chances for tangled cocoons. Dupioni silk fabric is tightly woven with fine warp yarns. Heavier yarns with slubs that are revealed at irregular intervals are used for filling. The different yarns shimmer and sometimes seem to change color in different light. It is wonderfully versatile in garments – a white dupioni silk blouse under a black blazer works in the board room, while black dupioni is perfect for that little black dress. In the home, dupioni silk fabric is beautiful in full length drapes, and accent pillows.

In much the same way a silk garment easily goes from the office to dinner, the look and feel of silk on the floor can go from an active family room to an elegant master suite. Christine wrote about our recent trip to Surfaces where we saw some wonderful new floor covering products.

In particular I was drawn to a new product from Fabrica, a manufacturer of fine rugs and carpets, called Silk Weave. Product designers Libby Cook and Osby Borchardt have created a sumptuous product that emulates the look of dupioni silk, but with the durable characteristics of nylon 6,6.

The tight construction is reminescent of dupioni silk fabric, and the high luster yarns used at random intervals remind us of slubs and create just enough shimmer to give it depth as natural light moves through the room throughout the day. The colored neutral shown here is perfect for a master suite that includes creams and brown accents….perhaps a chocolate brown dupioni silk accent pillow for the chaise lounge.

Silk Weave will surely bring a sense of style and sophistication to any room.

NOTE: Fabrica is a Wear-Dated customer and Silk Weave is made with Wear-Dated carpet fiber.

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"Feet Appreciate Beauty"

“Feet appreciate beauty in their own right. A little pedicure, foot rub and some nail polish and that once ho-hum foot is now ready for a night on the town. Throw a pair of strappy stilettos in the mix and your now sexy little left and right will be turning heads right and left. Like everything, feet like to be admired. No different than the carpet in your home.”

That excerpt is from the award winning Wear-Dated brochure, By The Foot – a foot’s perspective of beauty. Life. Carpet.

Some fourteen months ago we determined it was time to update the Wear-Dated marketing materials. Past brand marketing efforts had resulted in a very fine reputation for producing durable carpet fiber….nothing wrong with that! So why change? The challenge we presented to ourselves was to maintain our coveted reputation for durability while making the way in which we communicate our message more relevant to our audience, the female consumer. While a durable product is certainly relevant, we know beauty and comfort are important characteristics for her as well.

Now you may not know it, but the very best type of nylon fiber is nylon 6,6. That's the kind of nylon carpet fiber we make. Nylon 6,6 is actually the result of some pretty sophisticated organic chemistry, created by really intelligent chemical engineers. Our challenge? How to tell the female consumer that good chemistry means durability, beauty, and comfort in her home. We decided the very best way to tell the story of good chemistry would be to engage her with color and quirkiness, simplify the content into a more consumer friendly format that educates about the benefits of Wear-Dated carpet fiber, and then connect with her on an emotional level.

By The Foot of course is a take off on the way in which carpet is planned within a room, but it is something far more interesting than just measurement. If we picked just one part of the body that should have a legitimate say about the sensory experience of carpet – or any flooring material for that matter – feet should have the first and last word. Thus, we wanted to create a unique visual experience that would sell the benefits of our Wear-Dated carpet fiber from the perspective of……feet! The result is an interesting and unique story that connects in a casual, sassy kind of way. The graphic design, colors, illustrations, and copy all come together in a way that is her best friend explaining the ‘how & why’ rather than the stodgy salesman…..informative but with lots of feminine personality.

This was an adventurous concept for carpet industry literature, but we’ve heard it described as eccentric but fun…, informative and smart..., whimsical yet serious…, sometimes strong, sometimes beautiful… Just like a woman. Coincidence?

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Meet Marianne Cone, Director of Passion!

Thank you for visiting our blog!

I’m Marianne Cone. I'm officially the Director of Marketing for Solutia's Wear-Dated and Ultron carpet fiber brands. Wear-Dated is the fiber used by mills such as Mohawk, Tuftex, Gulistan, and Karastan, to make the most beautiful and durable residential carpet you'll see in the market. The Ultron carpet fiber brand is renowned in the commercial market for its rich, saturated color and superior floor performance.

What I’d really like to be called is the director of passion because that’s what I am, and that’s what I do: create passion for the brands! Why a passion for carpet, you might ask. Well, why a passion for shoes? Shoes are just something to protect your feet from the harsh realities of snow, pavement and crowded subways, right? Same goes for carpet! More than just a soft surface it represents functional beauty. A purposefully designed interior finish. But as function is as important a role for carpet as beauty is, it's important to get the message out that not all fiber -- and therefore not all carpet -- is created equal and that is where the fun begins for a marketer!

I’m passionate about more than just Ultron and Wear-Dated carpet fiber – as an Army mom I’m passionate about honoring and serving men and women in uniform, and I have great passion for my long time roommate Aly, a goofy Golden Retriever!

I have been fortunate enough to spend my entire career, both in the U.S. and abroad, in the company of truly gifted people who create magnificent buildings and inspiring interior spaces from a vision in their mind's eye. I am in constant awe of the way in which they shape the spaces in which we live, work and play with technical expertise, creative flair, and with a singular passion for their vision. Architects and designers are the unsung heroes who have challenged us as makers of goods, not only to create products that translate their vision into reality, but to do so in a socially responsible way.

The lessons of that experience with contract architects and designers have been especially helpful in creating communication for consumers. In both segments as a marketer I must accomplish two things. First I must understand my target audience. And then I must create a message that is relevant to my audience....one that resonates with the issues my audience considers important.

We look forward to sharing our blog with you, and to continuing our lifelong learning as we read your comments!

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