BaluchiLuxurious Persian rugsBy Mahsa- GHOREISHY
I should like to write a novel thatwould be as lovely as a Persiancarpet and as unreal.Oscar Wilde,The Picture of Dorian Gray
History of Carpet and rugs Rug production Rug market analysisOut line Competitors Baluchi
History of carpet in the world BC 6000 Evidence of goats and sheep being sheared for wool and hair and then spun and woven. 1480 Egyptian fresco of handloom (discovered in 1953) 464 Pazyryk rug woven, (Discovered in ice filled tomb Outer Mongolia 1960). It has all the characteristics of a modern Persian or Anatolian with a pile andHistory Ghiordes knot. AD 1000 Marco Polo confirms rug making in Central Anatolia. From there the technique spread through the , Turkomania, Persia,, Kabul, India and Kashmir. Traders took rugs to Samarkand, Bokhara, Tashkent, and Peking, IN FRANCE 1596 Pierre DuPont sets up weaving carpets in Palais Royal Paris (Jacobs suggests 1604) moves in 1620 to soap works "Savonerie
History of carpet in Iran The Persian carpet is a part of Persian (Iranian) art and culture. Carpet- weaving in Persia dates back to the Bronze Age . Persian rugs are one of the most significant manifestations of the Persian art, life and culture which survivingHistory through time, wars and empires for 2500 years BC. In a Persian manuscripts of sixth century there is a mention of a rug called The Spring Carpet of Khosrau, belonging to the King of Persia, “about 550 BC”. It was made of wool, silk, gold, silver, and precious and semi-precious stones.
History of carpet in Iran Pazyryk carpet, 2500-year-old dating back to 500 B.C is the oldest rug in the world.History The origin of this carpet is attributed to either the Scythians or the Persian Achaemenids Pazyryk carpet Oldest carpet It was discovered in Southern In the world Siberia, close to the border with Mongolia: ancient Persia
How carpet Moved to Europe In 1295, Marco Polo had mentioned that Tabriz rugs were superior to any other rug he had seen. Marco Polo discovered this art during trading in Persia. Countries like France and EnglandHistory showed much interest in it and introduced hand made techniques. The Flying Carpet by Viktor Vasnetsov (1880). Oil, canvas In early seventeenth century, France began producing wool area rugs at Savonnerie in the style of Persian rugs. These were densely ornamented with flowers, and were characterized by architectural framing and mythological scenes. The most famous of these were a set of 105 carpets produced under the direction of Charles Le Brun for the palace at Louvre
Today Handmade rugs are perpetual objects of desire, sought after for their expressive designs and intricate combinations of pattern and color. Today, Hand made rugs is in the heart of interior deign business. It is considered as an art and is one ofHistory the mains actors in the luxury interior design and furnishing. Persian rug Armani « baft baktiari « Today , luxury brands also dress up homes After Armani with Armani casa, Hermes ( Faubourg Dedar), Lacroix,.. Launch the fashion luxury interior design Hand made rugs becoming more and more a potential markets, Custom made rugs in hotel Burj -al -Arab in Dubai
Carpet types Machine made Hand madeSegments Style We focus on hand made carpet industry Contemporary Classical
PROCESS OF From sheep sheering to carpet CARPET MAKING Wool washing Drying Sorting spinningProduction Dyeing Weaving Carving Finishing wash
Production Techniques and structures Pile-woven or knotted rugs are created by The weaving of pile rugs is a knots. Most handmade difficult and tedious process rugs are woven by tying which, depending on the knots quality and size of the rug, may take anywhere from a few months to several years to complete
Techniques and structure All handmade rugs are functional and exceptional works of art created with great patience. Every single knot is tied by hand. A rug can consist of 25 to over 1,000 knots per square inch. AProduction skillful weaver is able to tie a knot in about ten seconds, meaning 6 knots per minute or 360 knots per hour. That means it would take a skillful weaver 6,480 hours to weave a 9x12- foot rug with a density of 150 knots per square inch. If we divide this number by 8-hour working days, that means it would take one weaver 810 days (approximately two and a half years) to weave such a rug. A rug as large as a 9x12 is usually woven by two or three weavers.
Quality of luxury carpets The quality depends on the number of knots per square meter: the more, the sharper the image, the denser, stronger and more expensive the carpet.Production Original Persian luxury carpets are very dense (one to two and a half million knots per square meter). A handy woman spends about two seconds for each knot, tying en to fourteen thousands of knots a day. Other factors in quality are the grade of wool or silk chosen, the material of the foundation, the dyes, symmetry and intricacy, Quality and symmetry are the biggest factors determining the price and value of a Persian rug
Materials Wool, cotton, silk are used in the carpet works shop ilk carpets are often displayed on the wallProduction like tapestries rather than being used as floor coverings Patterns The patterns which are found in carpets and rugs have different meanings and tend to be used depending on the area the rug was woven. It could be modern, contemporary or classic and traditional
Industry analysis Hand made Carpet industry Millions of weavers throughout the world, working day and night have perfected the art of carpet making. The carpet industry talents, mostly originating from tribal art forms, are found in the remote parts where modernism has not hit yet. The handmade carpet industry is a labour intensive one involving millions of artisans and crafts persons. It occupies a significant position in the international floor covering trade in world.
Who are the main actors of Hand made carpet industryIndustry analysis China Russia India Pakistan Iran Afghanis Turkey tan The major participants in the handmade carpet industry
Industry analysis Mains actors Iran remains the greatest rug-weaving country in the world. It is estimated that Iran produces approximately three- quarters of all the handmade rugs in the world. Iran has the highest and most diverse number of weaving groups from master workshops to nomadic tribes, and as a result, it produces the most diverse styles worldwide This ensures that regions such as India and China have the capability to produce exquisite handmade carpets of superior quality, fetching a high international price
Worldwide The worldwide market potential demand world Asia, Middle east North AmericaMarket EUCarpet Americ latin Africa oceani
Worldwide Forecast Sales of Carpet and other floorcovering Subsector: 2008-2013 1680 1660 1640 1620 1600 £ millionMarket 1580 Carpets and otherCarpet floorcovering 1560 1540 1520 1500 2008 2009 2010 2011 2012 2013 Years
Iranian Market Iran is one of the leading exporter of hand woven carpet in the worldMarket Analysis Iran export rugs and carpets to more than 100 countries 1.4 million weavers are producing carpets in Iran for domestic and international market Iran produce five million square meters of carpet annually: 80% are sold In international markets
French Market WORLDWIDE RANKING CITY RANKING NEWYORK 1 LOSANGELES 2 CHICAGO 3 SHANGHAI 4MarketCarpet BEIJING 5 PARIS 6 LONDON 7 Paris ranks number 6 City in the World‟s Top Carpet and Rug markets after NY, Los Angeles, Chicago(US), Shanghai, Beijing
French Carpet Market trends Showroom Niche selling On quality buyersMarketCarpet Eco friendly goods Ethical luxury Middle, high end consumption
Who are the customers in France? •Luxury hotels, restaurants Hire designers, best knowerConsumer segment pay high price for High quality •Rugs lovers, collectioners Buy unique, antique, special Rugs, high quality, differentiation •Upper class B.C B.G people, strong purchasing power, pay for brand image, age •Middle class Pay for design, practical Not expensive, durability
Secret du luxePyramid of brands Brands in France Luxury Masstige Mass market
Strategic group Luxury Secret du luxe Mass discount Basic creative French Carpet Market
COMPETITORS SELECTED Hand made, custom made Luxury brandsCompetitors Secret du luxe Masstige brands Mass market brands Selecting 6 competitors, focus on luxury mar
PARUSA PARUSA is an Iranian luxury rug producer based in Paris, PARUSA introduce the concept of the “haute couture” rug: a unique piece, made to measure, with object of ethical luxury . rugs are made inCompetitors Iran, not in workshops or factories, but in village houses as they were in Persia in the 17th and 18th Centuries. weavers are reviving the long-forgotten ancestral art of carpet-weaving through their skill and expertise. Style: modern, design Hand made on looms, natural material Location: Paris, rive gauche Price: starts 3000€ ( high end)
PARUSA Brand DNA EthicalCompetitors persian Natural Artisan organic village Customization Modern, deign Haut couture rugs
PARUSA BRAND REPUTATION Qualities Relation Contextual Intrinsic AssociativeCompetitors Category Pedigree Endorsed Specific brands Quality brands brands Category Personality Transcendent Origin brands Promise brands brands PARUSA benefit form the country of origins “Iran” Promise ethical objectives, supporting educational program for children High end luxury rugs with best natural quality
Tai Ping “Great peace” in Chinese Is an international custom luxury carpet designerCompetitor founded in 1956. With a presence in over 100 countries: Casino, luxury hotel, palaces, private jet, yachts, airports. Tai ping is one of the leader in the luxury carpet industry
Concept Tai Ping collection are inspired by global trends in design, fashion and art. Preserve Chinese traditionCompetitor of hand made carpets and to protect a generation of craftspeople Location in Paris: saint André 75006
TAI PING DNA Luxury DesignCompetitor Strategic Locations Wide range In the world Customization Combine Asian tradition Luxury, fashion and modern
Tai Ping Brand Reputation Qualities Relation Contextua Intrinsic Associativ l e Category Pedigree EndorsedCompetitor brands Quality brands Specific brands Category Promise Personality brands Transcend Origin brands brands ed • China is One of the leading manufacturer in luxury carpet •Expertise in hand made design and quality
Craigie The Company was founded in the 1960‟s as a „Cottage industry‟ in the village of Craigie inCompetitor Scotland. Craigie is a leading manufacturer of quality custom made carpets, specially developed to meet the requirements of interior designers, decorators and architects.
Concept Carpets are manufactured from start to finish totally by hand. Carpets and Rugs canCompetitor be made in any size, shape, color, quali ty, texture and design Using only the finest quality materials, pure new wool or silks: 100% New Zealand Merino Wool giving the finest quality carpet possible
Craigie Brand DNA Hand made Classic and Leading designer contemporaryCompetitor Best present in Natural material Prestigious location
Craigie Brand Reputation Qualities Relation Contextua Intrinsic Associativ l e Category Pedigree EndorsedCompetitor brands Quality brands Specific brands Category Promise Personality brands Transcend Origin brands brands ed Special design for luxury hotels as Sheraton, Hilton Strong brand reputation in prestigious hotel categories, Royal family in UK. customers to be served Individually the best way possible because of working on quality, not quantity
Secret du luxe Secret du luxe carpets are creations by the fifth generation of a family dedicated to the trading and collecting of the highest known quality hand-made rugs Secret du Luxe carpet with theirCompetitor timeless modernism present in Roya – Sahrai prestigious houses, palaces and Founder, Artist luxurious hotels . Secret du luxe line of decorative rugs is accredited by the Decorative Arts Museum, Louvre Palace Paris, inspired by the archives of the museum and adapted to the spirit of modern life.
Secret du luxe Family heritage Created by a Iranian designer and her family Since 18 century.Competitor Present in a very niche market ( France, Italy) Special technique On a vertical loom, the ply of wool are knotted on the thread of the warp and then cut according to the Savonnerie techniques. using100% New Zealand wool. Combining Persia XVth and Savonnery, France XVIIth century
Secret du luxe Brand DNA Family heritageCustom made Artistic values Niche , high endMore than hand made knower
Secret du luxe Brand Reputation Qualities Relation Contextua Intrinsic Associativ l eCategory Pedigree Endorsed brands Quality brandsSpecific brandsCategory Promise Personality brandsTranscend Origin brands brandsedFamily heritage since 5 generationCombining Persian techniques and French know howAccredited by Art museums and French, Italian Artists
Arte Espina Arte Espina is a young company: with innovative, contemporary design rugs Hand made and machine made. Arte Espina specializes in designing, manufacturing and sellingCompetitor on line a wide variety of innovative rugs, supplier for the chains as: Conforam, Galleries Lafayette… It is a trendy, affordable brand in France, Quality standard standard 100 guarantee that the rugs conform with the pollutant norms, do not pose a health hazard high-quality product, guarantee of a sanitary and safe product
Arte Espina Brand DNA vide Attractive collection Young family On line - shop functionalityCompetitor Trendy design Affordable Best quality Best price
Arte Espina Brand Reputation Qualities Relation Contextua Intrinsic Associativ l eCategory Pedigree Endorsed brands Quality brandsSpecific brandsCategory Promise Personality brandsTranscend Origin brands brandsedIt maintains the best quality for a best priceFunctional, practical, easy caring
Alinéa Alinéa is a popular French brand Selling rugs and carpets decoration, textile,… Alinéa has wide range of machine made rugs.Competitor Propose Affordable rugs, Contemporary designs to Classic traditional designs. It represent a family brand for French market. It has more than 13 shops in France
Concept Alinéa offer affordable price for those who don‟t want to waste money on brand “name”Competitor Propose for every kind of customer taste, The website browsing and online shopping, easy ordering
Alinéa Brand DNA Affordable Media Trusted Wide rangeEasy and fashionableoptimal Online - shop functioning
Alinéa Brand reputation Qualities Relation Contextua Intrinsic Associativ l eCategory Pedigree Endorsed brands Quality brandsSpecific brandsCategory Promise Personality brandsTranscend Origin brands brandsedAlinéa brand doesn‟t suit to any qualities used for determiningThe brand reputation.It doesn‟t use special technologies, doesn‟t have special origins, it‟squality is Average, the brand doesn‟t have special promise to itscustomers, is not Connected to any personality both from carpetindustry and outside that industry.
Baluchi One thousand and one nights story by nomadic tribes you painters who ask for a technique of colour - study Persian carpets and there you will find all knowledge. (Paul Gauguin)
Who makes the Persian Characteristics of tribal rugsBaluchi rugs? Persian rugs are woven by Made by nomadic tribes nomadic and sedentary tribes Handcrafted from Iran High quality, and authenticity The Qashqa‟i, the Khamseh, the Natural silk, Natural wool Luri, the Afshar, the The artistic value of these rugs is Shahsavan, the Bakhtiari , the simply phenomenal. Baluch and the Kurd tribes
Nomadic tribes in Iran There are currently 1.6 million nomads in Iran. They migrate regularly between Summering and wintering quarters, from cooler mountain pastures . to warmer plains , in order to take Advantage ofNomads seasonal grazing resources. * They are traditional herders of sheep, goats, camels and other livelihood.
Legitimity Nomads are the origin of antique Persian Carpet it is believed that the Persian nomad tribes of modern day Iran had been weaving Nomad rugs using sheep‟s wool and hand knots which they used for lining the floors of their tents even before the time of Cyrus the Persian king.Nomads
Who are Baluchi Baluch is an ethnic nomadic Baluchi Group, living in south east corner of Iran in western Asia. They have strong Baluchland is a dry traditions and and poor region inBaluchi cultural values with Iran a distinctive ancient cultural . They are pure « Aryan », Aryan tribes migrated
Since centuries , living in the tents and doing hand made crafts, High quality with natural product . artistic value of this Crafts is phenomenal. Motivation It is an existing gapBaluchi between these unknown artists, living in the tents and their magnificent craft rugs which cover the places in the world.
Baluchi An ethical luxury hand made rugs, History : takes it roots form Baluchi tribal in IranMy brand Concept: Inspire from nomadic primitive ART, it Express a contemporary modern rugs through:
Baluchi Concept Baluchi •Hand made, knotted, woven by Baluchi tribes •Woven by natural material: Pure silk, pure woolBaluchi •Embroidered with pearl, Semi precious stones Customization, personalization Covering furniture, wall, with hand made soft silky rugs •New style in luxury rugs Combining modern interior design and Persian tradition
why this Concept? Baluchi Life imitates Art far more than Art imitates Life. (Oscar Wilde) Baluchi believes that rugs should Enter in our life: not only on theBaluchi floors But also on the walls, furniture, table, sofa, Prestigious handcrafted rugs Are not the unaffordable luxury But un art becoming A part of our life, we feel it, we touch it
Embroidery in wool, or natural silk On the wall tribal embroidery with Pearl, semi precious stones, different material….Baluchi Baluchi rugs are softer and thinner than classic rugs. Philosophy: embroideries rugs, wall hangings, tribal perfect for use as home furnishing in modern interior. positioning tribal rugs as a Table, stool modern style
Baluchi opens its first popup store in Paris The concept is to create an educational artistic workshop And not a show room or store. Marais ( 4 strict) would be prefect area , close to the majority Of art museums BaluchilocationBaluchi parusa Other competitors chose the RIVE GAUCHE area in Paris
This Pop up store is travelling in the potential cities; London, NY,.. this concept educate consumers about the nomadic values and tribal culture and assume respecting their life style 3 Iranians ARTISANS weavers are working, weaving on the looms In this workshop (not nomadic people but normal artisans) The pop up store is in 2 parts: 1) Workshop 2) exhibition roomlocationBaluchi The looms are located in the workshop. This demonstration of artisans would give opportunities to discovering this art on live. Baluchi offers the custom made rugs design by Baluchi designers who respect tribal art ( patterns, colors, materials) 80% of the Baluchi rugs produce in tribal villages in Iran. 20% by Artisans weavers in Paris.
Baluchi concept is like an exhibition and not a show room, it highlight the best tribal crafts, rugs for Consumers . The popup store offers an exhibition atmosphere: video screen showing the location of tribes, their life style, Baluch music, traditional Cookies, staff with traditional dress Free brochures, catalogues about tribal cultures in Iran: who is baluchilocation Where is Baluch landBaluchi In order to respecting the nomadic values , There is non nomadic worker in the Baluchi ateliers, just the artist weaver artisans . Baluchi aims to help and enhance the tribal life condition .
Consumer segment Baluchi target consumer? artists Decorators collectioners Rug lovers All the people passionate discovering different culture The majority of buyers are wealthy modern and contemporary art collectors: Art school could be the partner of Baluchi concept
Baluchi partners Muses, forums Tribal artpartners galleriesBaluchi Tribal art magazine Art school Art schools could be the important partner of Baluchi concept
Baluchi rugs DNA Ethical luxury Tribal embroideredBaluchi DNA rugs Antique Persi tradition primitive art craftsman Hand made nomad artisans Customization
Ethical luxury educative luxuryBrand building Opening minds to the different cultures Resonance Affordable art entering in our life Meeting Persian artisans Innovative, combining Demonstrate woven process Design and tradition Judg Feeling, touching, learning Feelings Art of rugs High quality Hand woven, best More than handmade natural materials used Performance Prestigious embroideries Imagery Salience –Introducing Iranian artisans As the artists and creative people Who customize rugs, investing in artistic aspect
Brand positioning Hand made, custom made BaluchiCompetitors Secret du luxe Luxury brands Masstige brands Mass market brands French market
Brand positioning NATURAL Secret du luxe BaluchiMODERN ORIENTAL SYNTHETIC
Brand positioning HAND MADE Secret du luxe BaluchiMASS MASSTIGE LUXURY MACHINE MADE
Baluchi Brand reputation Qualities Relation Contextua Intrinsic Associativ l eCategory Pedigree Quality Endorsed brands brands brandsSpecificCategory Origin brands Promise Personality brands brandsTranscendedBaluchi brand has Persian tribal origins. They make quality assuringcarpets and are based on natural qualified materials and handmade work. Baluchi promise the ethical objectives to offering betterconditions for nomadic tribal life.Baluchi would request the participation of cultural organizations,local artists in each country , it aims rather artistic, cultural ,educational aspects more than business.
BRAND AFFINITY Functional Native Ego Empathy Association SocietyCosmopolitan Baluchi Emotional Tai ping Parsua
Mahsa – Ghoreishy Baluchi brand manager 17, Rue Francs Bourgeois 75004 Paris Marais welcome Persian tribal rugs Paris 7 September 2011, Baluchi Rugs brand is happy to announce its grand opening inPress Release Paris with its unique concept popup store and its workshop and Humanitarian Foundation. Here you can admire the beauty of never seen unique rugs from Baluchi region in Iran which produce one of the world‟s best hand made rugs in the world. “Paris has become an important location for artists , designers who are skiing for innovations and diversity, ”says Mahsa Ghoreishy, owner and founder of Baluchi brand. Even though today there are many rugs made in many different countries, the Persian tribal rugs are, without a doubt, the most beautiful rugs that are being made. Baluchi rugs not only express the persian primitive art but also revel 2500 years tradition , culture , and artistic values of the ancient persian tribes . What is new and interesting about Baluchi brand is unique embroideries rugs with Baluchi pearl and stones , Iranian artisans show on live the whole complex of hand made techniques, crafts and rugs for carpet and luxury lovers. you can enjoy the unique spirit of workshop design and an educative demonstration . touch the artistic tribal rugs, listen to folk music ,tasting delicious cookies, surrounded with the hospitability and beauty while staying in Baluchi popup store. Many people see art as an unaffordable luxury, one that is destined for museums or the residences of heads of state where works of art are part of the ceremonial etiquette. For a smaller number of people (and I include myself in this number), art is what can be touched and seen says Ali – Maharani, one of the Baluchi designer. What also differentiates Baluchi carpets is its ethical , humanity mission towards Baluchi tribes in Iran, with respects for tribal life style , it contribute to generate works n building schools, hospitals in this poor area of Iran. Enter to the history of one thousand and one nights Persian dream and enjoy .