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SAFAVIEH SET TO INTRODUCE PROGRAMMED PAK PIECES.

Byline: Jennifer Quail

ATLANTA-Safavieh will introduce this week a collection of programmed rugs hand-knotted in Pakistan using Persian weaves and indigenous vegetable dyes, commonly known to the trade as Paks. The new collection has been named Organic Persian Weave to deliberately direct focus to the two distinctive features of the line: its organic vegetable dyes and Persian weaving technique.

"This is a breakthrough that is particularly gratifying to our company because we were the first to bring Pak rugs to the U.S.," said Arash Yaraghi, principal of Safavieh. Yaraghi explained that while his brother Ahmad was awaiting his U.S. visa in Pakistan, he introduced local craftsmen to Persian weaving techniques. When the weaves were created using wool native to the region and colored in local vegetable dyes, he said, the result was the artisanal look associated with a true Pak.

"Previously, these rugs were only sold to upscale stores," Yaraghi said, noting the current availability of organized labor and the factory environment in Pakistan has made it possible to bring a collection of programmed rugs together at this time. "Our new programmed collection will open the Persian weave classification to the entire rug community," he said.

The Organic Persian Weave Collection features 12 designs in all standard sizes, with a 6-by-9 retailing for a suggested $2,800. In addition, Safavieh intends to support dealers who take on the collection with a consumer advertising campaign beginning in 2007.

Caption(s): Safavieh introduces Organic Persian Weave this week.
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Title Annotation:collection of programmed rugs
Comment:SAFAVIEH SET TO INTRODUCE PROGRAMMED PAK PIECES.(collection of programmed rugs )
Author:Quail, Jennifer
Publication:HFN The Weekly Newspaper for the Home Furnishing Network
Article Type:Brief article
Geographic Code:9PAKI
Date:Jul 17, 2006
Words:248
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