Today we’d like to introduce you to Leila Khoram-Work.
Hi Leila, so excited to have you with us today. What can you tell us about your story?
My story began in Iran, where I was born. Our family, like so many other Iranian families, were displaced when the Revolution of 1979 began. We chose to leave; one day, I was in school doing my daily routine, & the next we were packing for what we thought would be a few weeks. At the time, my older siblings were studying at the University of Michigan, so the rest of the family (sans our dad) eventually (via France & Germany) made our way there. We’ve worked hard over the years to hang onto our heritage through language, food, & traditions while at the same time assimilating to a new culture. Many twists & turns later, about 19 years ago, I moved with my own family to Georgetown, pretty much sight unseen. Being just north of Austin, we’ve really loved living in such a vibrant & culturally-filled area. I’m an elementary school teacher by trade & about three years ago, I put my love of education together with my love of heritage & decor, & Azadi Mercantile was born. Azadi in the Persian language translates to freedom, which as a part of the diaspora, really has taken on significant meaning for me personally. With regard to handmade rugs, I’ve learned about the beautiful craft through our father’s teachings & living with them my whole life, but I really rely on books & other professionals to learn the details of how they’re made, their histories and so on. Currently, I offer predominantly Persian vintage & antique handmade rugs, as well as some from Turkey & Afghanistan. It’s really fulfilling to offer a part of my heritage to others; it’s something that they can pass onto their families as well. Thus, the story continues.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall, and if not, what were the challenges you’ve had to overcome?
There have been some bumps along the road, for sure. One of the struggles has been with consumer mindset. There’s the big-box stores & the online buy-it-get-rid-of-it-when-you’re-tired-of-it shops (read: machine made, made from plastic, & the waste that’s bad for the environment) that really messes with people’s heads. We’re so influenced to be looking for the next new thing that we’re forgetting about the slow burn; crafts made by real people with real talents that take years to cultivate & are meant to be cherished for a lifetime. So, finding & reaching the “right” audience – because I know you’re out there! – has been a struggle; I’m convinced that there is a new generation of consumers (young & old!) who are excited about heritage pieces & are looking to buy quality that can be passed on to the next generations. Along with this buy-it-’till-you-trash-it mentality, I think many look to buy what’s simple for their families, perhaps thinking that handmade can’t mix with real life that’s messy. Quite the opposite is true since these rugs have been with natural fibers & often with natural dyes that are made for utility & daily life; the fact that they’re beautiful & art is a real bonus for us!
Appreciate you sharing that. What else should we know about what you do?
There are a few things that probably set me apart from other handmade rug sellers. Firstly, I’m woman-owned. This is an industry (vendors & other sellers) that’s very male-dominated. It’s a bit ironic though to think that handmade rugs that are truly antique were made by women. So, to make it as a woman selling the rugs is a good thing. Also, the fact that I’m Iranian-born & have grown up with these rugs underfoot helps to show the authentic value I place on the rugs. As a teacher, I’m drawn to asking questions & in turn am all too happy to help educate others about this craft. I’m no expert, but I’m learning more every day through books & my connections with those who are experts in the field. I’m most proud of how talking about this craft comes so naturally; I love the art form & the beauty it adds to any interior, so I get pretty excited when anyone wants to listen!
We all have a different way of looking at and defining success. How do you define success?
I believe the definition of success varies for everyone. For me success is on a continuum; it’s a journey, not necessarily a destination. I wanted to own a business that I started myself, specifically one that naturally married my love of heritage with my love of education. Selling handmade rugs has been a great fit, & that feels like success to me. I may not have the biggest “following” on social media, but the excitement I see & feel from others when they receive my rugs is incomparable, & that’s success too.
Pricing:
- Lowest prices items include repurposed rugs as pillow covers, $55
- Small rugs start at $135
- Medium-sized rugs start at $350
- Runner rugs start at $450
- Room-sized rugs start at $1200
Contact Info:
- Website: www.azadimercantile.com
- Instagram: https://www.instagram.com/azadimercantile/
- Facebook: AzadiMercantile
Image Credits
Amy Wilborn Photography
Wishwell House
