farah 1970
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- Since 2003
- Distribution Tappeti
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saeidjavid_
Who we are
HISTORY:
The origins in the 1800s
In 1846 my great-grandmother Farah (hence the name of my current company) was born into a family of wool merchants. Thanks to his intuitions, the family began the production of carpets, a prestigious activity which, even after his death, was continued by my grandfather. It soon became a major manufacturer of carpets under his name Arezumand Mohammad Kazem and over time they were recognized as a guarantee for the high quality of Tabriz carpets.
"The carpet is the only walkable art that lives longer than its owner."
In 1954 my father Mr. Alì (It would be Massimo in Italian) fell in love with my mother Hajia Tayebe Arezumand, the daughter of the owner of the company and he was immediately appointed CEO of the Arezumand company, because my grandfather saw an entrepreneurial side in him (my father having been born in a family where his father was an army officer, he had an enterprising and proactive spirit) that would have allowed him to grow the business. He began to follow all the administrative work, managing to export the products of this brand for the first time outside of Persia, starting from Istanbul up to almost all of the West.
My father's work in this company was something fundamental and innovative that allowed us to modernize the ideals of our brand, managing to show it both in the internal and external market. This work was very much appreciated by my grandfather Arezumand and by my mother.
"If you want to invest your money safely, buy an Oriental rug."
Evolution in the 1900s
In 1970 this large and famous company was inherited by my mother who initially took care of procuring the wool for the production, later she also became an administrator together with my father. Hajia Tayebe Arezumand was involved in the twisting of wool with the spinning wheel from an early age and it is from there that the passion for textile art, the deep knowledge of the best wools, the richest colors and the indisputable taste for nice. These artistic skills led her to build an important collection of antique carpets. His enterprising spirit has also enabled the production and export of fine artifacts all over the world.
"Good wool can be recognized by stepping on it and not touching it."
As per tradition, the company was inherited by me in 1992.
Let me introduce myself, I am Javid Saeid current Director of the Company, since I was a child I have loved the art of the carpet. I knotted, designed, sold and even exported it. After completing my university studies in Tabriz (my hometown) and attending two fine arts courses and teaching for a few years, I decided to come to Italy, a country that has always loved and appreciated this splendid art, to spread it. Since 2009 I have been a member of the National Association of Safe Carpets as an advisor and since 2011 I have been enrolled in the role of expert and expert in national and foreign carpets and tapestries. Since 2014 I have been enrolled in the role of technical consultant held at the Court of Brescia.
In 1999 I inaugurated my first gallery of fine carpets, Galleria Farah 1970, in the historic center of Palazzolo sull’Oglio, in the province of Brescia.
In 2002 I opened the second Galleria Farah 1970 in the historic center of Sarnico, in the province of Bergamo.
In 2012 a new showroom of antique and contemporary carpets was launched in the historic center of Chiari in the province of Brescia (in this showroom we are open by appointment only).
I kept my family's historic shop in Tabriz in the Grand Bazaar and I have a collection point in Tehran, the capital of Iran.
"If we hadn't exported the rugs from the East, they would never have become Oriental rugs."
In 2001 my son Daniel was born in Palahöl (Palazzolo sull'Oglio) the fifth generation of this family, Having lived in the field of works of art with oriental and western carpets, he falls in love with the ancient art of Persia and its origins even being born in Italy and being a Western citizen, in practice he loves the art of textiles like his father and helps her in the family business and seems to have a good taste in colors and patterns but above all in the artistic value in the world of Rug.
"Every year our carpets enter hundreds of homes and workplaces to make the most of every type of environment."
With the beginning of the twentieth century, in fact, the disintegration of the social fabric
of the carpet-producing populations and the total commercialization of these artifacts
caused the death of this art.
The perfect harmony born from the balance between instinct, tradition, technique and necessity,
which was the basis of this artistic activity, has definitively disappeared:
the carpet is no longer an art in progress, but is now reduced
to a sterile craftsmanship, to a pure mercantile enterprise.
John J. Eskenazi, The oriental carpet, Allemandi, 1987
HISTORY:
The origins in the 1800s
In 1846 my great-grandmother Farah (hence the name of my current company) was born into a family of wool merchants. Thanks to his intuitions, the family began the production of carpets, a prestigious activity which, even after his death, was continued by my grandfather. It soon became a major manufacturer of carpets under his name Arezumand Mohammad Kazem and over time they were recognized as a guarantee for the high quality of Tabriz carpets.
"The carpet is the only walkable art that lives longer than its owner."
In 1954 my father Mr. Alì (It would be Massimo in Italian) fell in love with my mother Hajia Tayebe Arezumand, the daughter of the owner of the company and he was immediately appointed CEO of the Arezumand company, because my grandfather saw an entrepreneurial side in him (my father having been born in a family where his father was an army officer, he had an enterprising and proactive spirit) that would have allowed him to grow the business. He began to follow all the administrative work, managing to export the products of this brand for the first time outside of Persia, starting from Istanbul up to almost all of the West.
My father's work in this company was something fundamental and innovative that allowed us to modernize the ideals of our brand, managing to show it both in the internal and external market. This work was very much appreciated by my grandfather Arezumand and by my mother.
"If you want to invest your money safely, buy an Oriental rug."
Evolution in the 1900s
In 1970 this large and famous company was inherited by my mother who initially took care of procuring the wool for the production, later she also became an administrator together with my father. Hajia Tayebe Arezumand was involved in the twisting of wool with the spinning wheel from an early age and it is from there that the passion for textile art, the deep knowledge of the best wools, the richest colors and the indisputable taste for nice. These artistic skills led her to build an important collection of antique carpets. His enterprising spirit has also enabled the production and export of fine artifacts all over the world.
"Good wool can be recognized by stepping on it and not touching it."
As per tradition, the company was inherited by me in 1992.
Let me introduce myself, I am Javid Saeid current Director of the Company, since I was a child I have loved the art of the carpet. I knotted, designed, sold and even exported it. After completing my university studies in Tabriz (my hometown) and attending two fine arts courses and teaching for a few years, I decided to come to Italy, a country that has always loved and appreciated this splendid art, to spread it. Since 2009 I have been a member of the National Association of Safe Carpets as an advisor and since 2011 I have been enrolled in the role of expert and expert in national and foreign carpets and tapestries. Since 2014 I have been enrolled in the role of technical consultant held at the Court of Brescia.
In 1999 I inaugurated my first gallery of fine carpets, Galleria Farah 1970, in the historic center of Palazzolo sull’Oglio, in the province of Brescia.
In 2002 I opened the second Galleria Farah 1970 in the historic center of Sarnico, in the province of Bergamo.
In 2012 a new showroom of antique and contemporary carpets was launched in the historic center of Chiari in the province of Brescia (in this showroom we are open by appointment only).
I kept my family's historic shop in Tabriz in the Grand Bazaar and I have a collection point in Tehran, the capital of Iran.
"If we hadn't exported the rugs from the East, they would never have become Oriental rugs."
In 2001 my son Daniel was born in Palahöl (Palazzolo sull'Oglio) the fifth generation of this family, Having lived in the field of works of art with oriental and western carpets, he falls in love with the ancient art of Persia and its origins even being born in Italy and being a Western citizen, in practice he loves the art of textiles like his father and helps her in the family business and seems to have a good taste in colors and patterns but above all in the artistic value in the world of Rug.
"Every year our carpets enter hundreds of homes and workplaces to make the most of every type of environment."
With the beginning of the twentieth century, in fact, the disintegration of the social fabric
of the carpet-producing populations and the total commercialization of these artifacts
caused the death of this art.
The perfect harmony born from the balance between instinct, tradition, technique and necessity,
which was the basis of this artistic activity, has definitively disappeared:
the carpet is no longer an art in progress, but is now reduced
to a sterile craftsmanship, to a pure mercantile enterprise.
John J. Eskenazi, The oriental carpet, Allemandi, 1987
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