This ancient bit of fine copywriting from Persia is also the strapline for Isfahan Carpets owned by a good friend of mine, Caroline Allan. She also happens to be, without question, the authority on Persian rugs and Carpets in this country. I first met her when I was creating a press campaign for a department store and she ran the rug department. Within the first two minutes of talking to her I knew that she absolutely had to be the star of the campaign. Because Caroline is a woman with an absolute passion for her subject and a level of knowledge that would comfortably see her through a final of Mastermind.
So committed to her career is she that she actually travels on buying trips to Iran, (no mean feat for a woman). Here she hand- selects individual pieces and meets the nomadic tribes who wove them. She then has them shipped back to Blighty. And she's done that for the last 15 years. This pluck and determination to find the best pieces have resulted in many articles being written about Caroline.
And as a result she has been able to attract a very loyal customer base. They love her for her knowledge, her good taste in choosing spectacular pieces and her fair pricing policy (from a couple of hundred pounds to tens of thousands of pounds).
But in many ways what buyers love is that the pieces are all the same; they have a fantastic history to tell, which Caroline beautifully evokes when you ask her about any piece. (She even sends every buyer a personal letter explaining the history and provenance of the rug you've just chosen).
My house as you've probably guessed by now, has not an inch of sanded board left for another of Caroline's rugs...but mightysmall mansion?
Hmm,Watch this floor space.