The Golden Milestone Marks a Legacy of Craftsmanship, Versatility, and Family
For five decades, Momeni Inc. has been a cornerstone of the area rug industry, known for its expertise, resilience, and steadfast dedication to excellence.
As the family-owned company celebrates its golden anniversary this year, its owners reflect on the journey—from the company’s humble beginnings as a small venture to its established role as a leader in global rug design. This milestone serves as a testament to Momeni’s reputation as an innovator and tastemaker of floor coverings, grounded in multiple generations of family values.
Haji Ali Momeni co-founded Momeni Inc. with his eldest son Ed in 1975, with a curated offering of artisan-crafted Persian rugs for U.S. consumers. Today, the three-generation, family-run company is a global leader in area rug design.
Momeni Inc.’s story began in 1975, when Haji Ali Momeni, an Iranian immigrant, co-founded the company in New York City in partnership with his eldest son, Ed Momeni. They laid the groundwork for a small distribution business focused on importing handmade Persian rugs that would one day grow into an iconic name in the rug industry.
“Our early years were dedicated to offering high-quality Persian rugs to the American market. The connection to our Iranian heritage was incredibly important.“ REZA MOMENI
“We launched as a distributor of handmade products from Iran,” said Reza Momeni, president of Momeni and son of the founder. He manages the day-to-day operations of the business alongside his two other brothers, Aria and Ali Momeni.
“Our early years were dedicated to offering high-quality Persian rugs to the American market,” he explained. “The connection to our Iranian heritage was incredibly important.”
However, Momeni faced an unexpected turning point that would change its course forever. The 1979 Iran Hostage Crisis and the subsequent collapse of relations between the U.S. and Iran forced Momeni to pivot. The imposition of sanctions (which still persist today) made it impossible for the company to continue importing directly from Iran. Rather than succumb to these challenges, Momeni sought new opportunities beyond its roots.
“In the face of these geopolitical hurdles, we had to evolve,” said Momeni. “We began looking to other regions like India, Pakistan, and China to source handmade rugs. China, in particular, turned out to be a great partner for us.”
This shift led to the creation of Momeni's iconic Sahara Collection—a line of hand-knotted, 100-percent wool rugs produced in China but inspired by classic Persian designs such as Tabriz and Nain. The collection, with its updated color palettes and modern interpretations, quickly became a mainstay in Momeni’s catalog.
“Sahara was our first major program line from China, and it became a significant part of our business,” Momeni said. “It allowed us to deliver a new generation of Persian-inspired designs to the U.S. market.”
Throughout the 1980s and 1990s, Momeni continued to innovate and expand. In the early ‘90s, it launched the New Wave Collection, a modern line that complemented its traditional offerings. Soon after came the Maison Collection, featuring European neoclassical designs. These collections helped establish Momeni as a leader in both classical and contemporary rug design.
New Wave, a series of hand-tufted wool rugs with hand-carved details, became one of Momeni’s most recognizable lines, successful not just in the United States, but worldwide in South Africa, South America, the U.K., and beyond.
Momeni's New Wave series, comprising hand-tufted wool rugs with hand-carved details, is one of its signature offerings with longtime success across the globe in major worldwide markets.
“New Wave was a game-changer for us,” Momeni recalled. “It allowed us to tap into a new customer base, and it became a top seller for retailers around the world.”
“Despite our success in creating popular price-point rugs, our passion for genuine, hand-knotted pieces never wavered. I take great pride in managing our one-of-a-kind rug section, and I’m grateful for the appreciation and healthy margins our dealers see in this category,” says Aria Momeni.
As the rug industry continued to evolve, so did Momeni. By the 2000s, rising labor costs in China and escalating tariffs prompted the company to explore new partnerships in other countries. India and Turkey became key players in Momeni’s strategy, with India focusing on handmade rugs and Turkey supplying machine-made products. The Rainbow Collection, created in collaboration with Turkish manufacturers, was an immediate success, known for its vibrant, space-dyed polypropylene rugs with an abrash effect.
“Despite our success in creating popular price-point rugs, our passion for genuine, hand-knotted pieces never wavered. I take great pride in managing our one-of-a-kind rug section.“ ARIA MOMENI
Over the past five decades, Momeni has overcome geopolitical and economic hurdles and successfully adapted its business to meet resulting evolutions in the industry. Its biggest pivot was expanding beyond Persian rugs to also offer a variety of hand-crafted and power-loomed qualities in innovative constructions.
Momeni’s adaptability is a prime example of how the company has navigated a rapidly changing global marketplace, impacted by supply chain disruptions, rising tariffs, and labor shortages. A key illustration of this adaptability is Momeni’s recent investment in its Georgia facility. With an eye toward meeting growing demand and addressing nationwide shipping challenges, the company significantly expanded its warehouse to 300,000 square feet—more than double the size of its previous location. This new facility, with 32-foot ceilings and30 loading docks, enables Momeni to store twice as much product and facilitates faster deliveries of orders.
“We had outgrown our previous warehouse, and we needed a bigger space to accommodate our growing inventory,” Momeni said. “The new facility allows us to store more products to meet our customers’ needs, and the location’s proximity to major shipping providers helps us deliver orders on time, no matter where our customers are.”
Momeni is particularly proud of how the company handled recent shipping challenges faced by businesses nationwide. “We didn’t just address the issue; we enhanced our systems to stay ahead of the curve,” Momeni explained. “Our new Georgia facility plays a major role in that. We’ve strengthened our shipping capabilities, and it gives us a competitive advantage.”
Among Momeni's license partnerships is The Novogratz Collection. The program includes this bestseller called "Boho Dots."
Momeni’s commitment to innovation extends beyond its infrastructure. The company has collaborated with renowned designers to bring fresh, distinctive collections to market. These partnerships have helped Momeni reach new customer bases. Momeni currently holds active licensing agreements with celebrated designers like Christiane Lemieux, The Novogratz, Erin Gates and Pure Salt, blending expert craftsmanship with creative, on-trend designs.
“Momeni is embracing the future of the rug business by integrating cutting-edge technology and custom fabrication to deliver fast, high-quality products.“ ALI MOMENI
“Collaborating with these proven designers has allowed us to offer dynamic, high-quality rugs that cater to a wide range of tastes,” Momeni said. “These collaborations bring something truly special to our customers.”
Additionally, Momeni’s brother and business partner Ali diversified the company’s offerings 12 years ago when he helped launch the broadloom division, focusing on couture qualities for designers and high-end retailers. This exclusive line excludes online and e-commerce programs.
“Momeni is embracing the future of the rug business by integrating cutting-edge technology and custom fabrication to deliver fast, high-quality products,” Ali Momeni noted. “As we innovate and evolve, we remain committed to our family-oriented culture, with the third generation ensuring exceptional service and precision.”
Throughout its history, Momeni has never shied away from change. Whether dealing with the fallout from the Iran crisis, the rise of e-commerce, or adapting to modern production challenges, the company has remained agile, continually delivering quality products and reliable service.
“As a family company, we are experts at evolving while staying true to our values,” Momeni said. “Change is part of our DNA. We’ve faced many challenges over the years, and we've always come out stronger.”
One of the biggest challenges the company faces today is the impact of e-commerce. “The way people shop for rugs has changed. The traditional brick-and-mortar model is shifting, and online sales are on the rise,” Momeni said. “But we’re committed to maintaining the high standards of customer service that set us apart.”
Momeni’s commitment to embracing change while holding steadfast to its core values has been the key to its ongoing success. The company’s ability to adapt to the evolving marketplace, including the rise of online shopping, ensures it remains a trusted leader in the industry, continuing to deliver exceptional products and service to its customers.
Already retired at the time, Haji Ali Momeni passed away 10 years ago at the age of 90. But his legacy lives on as the next generation of Momenis steps into leadership roles. Reza’s son, Alex, and his niece, Katy, and nephew Kian, are taking on key positions within the business, ensuring the company’s growth trajectory thrives with fresh perspectives and new energy.
“We have a great team, and it’s exciting to see the next generation involved,” Momeni said. “Katy is our creative director, Kian (Aria’s son) works in broadloom and logistics, and my son, Alex, handles special projects and manages the company website compliance issues for the factories and facilities. They are all passionate about continuing our legacy, and we’re proud of what they bring to the table.
Today, Momeni is divided into three core business segments: Broadloom (10-percent), One-of-a-Kinds (10-percent), and a combination of Machine-Made and Handmade Rugs (80-percent). New to the mix is a line of kids’ rugs featuring novelty designs with chic styling and sophisticated colors. Momeni attributes the company’s diverse and evolving product portfolio with facilitating its ability to adapt to future market trends while offering best-in-class handmade and machine-made rugs.
Above: Momeni's new broadloom styles this season include Arlo, hand loomed of 100-percent PET yarn. Below: Momeni is foraying into the kids' rug category with a chic novelty portfolio of designs for The Playground Collection, which is made of soft polyester cut pile fibers.
“Reaching 50 years in business is a huge achievement,” Momeni said. “There were many times over the years when we could have given up, but we didn’t. We adapted, we persisted, and here we are, still leading the industry.”
Momeni’s NEXT GENERATION. Today, three generations of the Momeni family are working together at the company. Seen here, left to right, are: Aria Momeni, Jeff Repetto, Katy Repetto, Kian Momeni, Alex Momeni, Reza Momeni, and Ali Momeni.
For the family, the goal is clear: “Momeni will remain a leader for the next 50 years,” he said. “We’ll keep evolving, keep moving forward, and always stay true to the values that have brought us this far—quality, service, and a dedication to our customers.”
IMAGES COURTESY OF MOMENI INC.
