Safavieh to launch lower-priced Jamie Drake rug line in Las Vegas

Will host market luncheon to introduce collection, honor Drake

Alex Lemonde-Gray -- Furniture Today, January 19, 2012

Alhambra by Jamie Drake for Safavieh features a bold and elegant layered arabesque design in fashion forward colors.

Brussels by Jamie Drake for Safavieh, shown in the Peacock colorway, which incorporates among other colors turquoise and purple, depicts trendy oversized florals with texture a variety of texture.

PORT WASHINGTON, N.Y. — Safavieh says it will introduce a new collection of eight Jamie Drake rugs in a lower-priced construction than the company's existing Drake-licensed rugs at the Las Vegas Market, Jan. 30-Feb 3.

Drake, winner of the 2012 Design Icon Award to be presented at market, will make an appearance in the company's World Market Center showroom, A-101, to launch the new collection and celebrate his award at a luncheon sponsored by Safavieh and the WMC on Feb. 1 from noon to 1 p.m.

The new collection will include hand-tufted and loomed rugs created in response to retail demand for designer styling at more affordable prices for fashion-conscious consumers, said Arash Yaraghi, a principal at Safavieh. The power-loomed offerings are made in Belgium and will retail for $199 in 6 by 9 and $499 in 8 by 10.

"Safavieh has developed an exciting new quality crafted of organic viscose yarn for the sheen of finely woven silk carpets. It is rich and textural with motifs in plush cut pile against a ground of chenille loop pile," Drake said. "The combination is a great dimensional canvas for the bold pattern and color I love."

The company will market the collection as separate from its higher-end Safavieh Couture brand, which features designs by Drake and other high profile designers like Martha Stewart and Ralph Lauren.

"These consumers want the same high-end looks, but in more affordable rug qualities than the Couture collection's hand-knotted Nepalese rugs," Yaraghi said.

Additional collections in the new weave will be introduced at the April High Point Market from other Safavieh Couture licensing partners, according to the company.