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A Royal Rug Guru Launches His Own Direct-to-Consumer Line

Olivia Martin

From Town & Country

Lee Radziwill once said that her top decorating trick was to “begin a room with the rug; it is literally the foundation of the space.” London-based designer Ben Soleimani wholeheartedly agrees-one could even say his own career embodies the sentiment. After three decades of producing highly luxurious rugs for everyone from the royal family (Soleimani’s parents own rug purveyor Mansour, which has a Royal Warrant from the Prince of Wales) to Restoration Hardware, where he launched a collection in 2010, he founded his own e-commerce shop in February. The eponymous label is focused on “attainable luxury,” and though Soleimani is beginning with rugs and textiles, he will soon offer a complete range of furniture. By avoiding brick and mortar locations (for now, anyway) and selling direct to consumer, his aim is to keep prices as low as possible without sacrificing the quality. His end goal is to expand his sterling reputation for rugs into becoming the go-to man for the entire furniture market. Here, Soleimani shares his process for achieving total creative domination.

Photo credit: Courtesy Ben Soleimani

What one element is absolutely necessary for your process?

Sixty seconds of silence.

What place is most conducive to your work?

Wherever I happen to be in the world at that moment. I travel about 85 percent of the time and I am never anywhere for any extended period.

What time of day do you prefer to work?

I don’t have a preference since I work in multiple time zones…Early, late, I am always working.

What’s your go-to snack?

Turkish Antep Pistachios.

What’s your best trick for overcoming a block?

A polo match.

Photo credit: Alberto E. Rodriguez

It’s said that genius is one percent inspiration and 99 percent perspiration. What is that ratio like for you?

I am constantly inspired and constantly working, so it’s an easy 50/50.

What’s your dream project?

Working with [the artist] Rudolf Stingel.

What have you learned from failure?

To never stop.

Photo credit: Courtesy Ben Soleimani

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