In an era when mass production threatens traditional craftsmanship worldwide, one Armenian family business stands as a guardian of cultural legacy. Megerian Carpet, Armenia’s largest manufacturer of hand-woven rugs, has dedicated itself to revitalizing the ancient art of Armenian carpet weaving. Regional Post interviewed xxx to explore how this enterprise balances business imperatives with cultural preservation, employing traditional techniques and natural dyes to create pieces that will maintain their vibrant colors for centuries to come.
Interview : Nazareth Seferian
Photo : Regional Post – Caucasus
As Armenia’s largest carpet manufacturer, how would you define Megerian Carpet’s cultural mission within today’s rapidly modernizing marketplace?
— Our cultural mission is twofold: to preserve the ancient art of Armenian rug weaving while creating sustainable livelihoods for our people. Through our work, we provide jobs to skilled artisans and support vulnerable groups in our society, from orphans and children to soldiers and citizens in remote villages. In this rapidly changing world, we believe our greatest purpose lies in honoring Armenia’s rich cultural heritage while shaping its future, keeping these treasured traditions alive for generations to come.
While honoring ancestral techniques, what innovations has Megerian Carpet introduced to preserve and elevate traditional Armenian weaving methods?
— In the late 1990s, our family made a pivotal decision to refocus on traditional Armenian rug weaving methods. We undertook the comprehensive retraining of all our weavers, equipping them with original techniques that have been passed down through generations of the Megerian family. The Megerian rugs manufactured in Armenia are the only Armenian rugs woven with the authentic Armenian double knot method. We extract organic colors from numerous plants that can be found in the Armenian highlands—the vibrant yellow comes from the “immortal flower” while our rich reds derive from madder root. Perhaps most remarkable about these organic dyes is their extraordinary longevity—they maintain their vivid, lively appearance not just for decades, but for hundreds of years.
Armenian carpets are visual narratives of cultural identity. Which symbolic elements and motifs are most significant in Megerian’s designs?
—Our carpets and rugs breathe new life into ancient Armenian motifs and symbols, integrating them into present-day reality. Among the most significant elements in our designs are the wheel of eternity—symbolizing earth, wind, water, and fire—alongside powerful representations of dragons, the sun, and the tree of life. We also incorporate cruciform shapes, human figures, and geometric interpretations of birds and animals. Many of our pieces feature distinctly Armenian cultural landmarks such as churches, altars, and khachkars. These elements aren’t merely decorative; they represent architectural and spiritual traditions that have defined Armenian identity for thousands of years.
What processes does Megerian employ to authenticate and maintain the integrity of traditional Armenian designs and color palettes?
First, we undertake a comprehensive research to verify the Armenian origins of each design and motif we reproduce. Next, we collaborate closely with our entire team—weavers, designers, and color specialists—ensuring that every step in production is met with knowledge, understanding, and a keen eye for perfection. Our benchmark remains the authentic antique Armenian rugs, with an accurate and precise match of original colors and designs.
How has Megerian Carpet established its global presence, and what partnerships have been most valuable in showcasing these cultural treasures internationally?
— We’ve built our global presence through strategic partnerships spanning multiple continents. Our network includes international rug and carpet dealers who distribute Armenian rugs across diverse markets worldwide. Equally important are our collaborations with designers, decorators, and consumers from different parts of the globe. Locally, we’ve developed strong relationships with Armenia’s tourism sector—working alongside travel guides, hotels, and cultural organizations to showcase the rich heritage of Armenian rug weaving to thousands of international visitors annually.
In today’s international marketplace, what level of recognition and demand exists for authentic Armenian handmade carpets?
— The global market shows considerable appreciation and demand for authentic Armenian rugs and antique pieces. However, we face a significant challenge in the international arena—countries like Turkey and Azerbaijan invest substantial resources in attempts to rewrite history, claiming credit for carpet-weaving traditions that Armenians have practiced for millennia. This cultural appropriation makes it all the more important that Armenians worldwide embrace and showcase this aspect of our heritage. If all Armenians support this form of ancient art and display Armenian rugs in their homes, we can prevent these attempts to discredit our ancient art and history. To enhance the global competitiveness and recognition of our carpets, our primary strategy focuses on effectively marketing the uniqueness, beauty, and originality of Megerian Armenian carpets to the world. We maintain unwavering quality standards to ensure that experts, designers, and buyers recognize our rugs as investment-grade artworks that appreciate over time. Beyond commercial channels, we’ve strategically donated Armenian rugs to internationally significant religious sites—including St. Lazzaro in Venice, the Vatican in Rome, and the Church of the Holy Sepulcher in Jerusalem. These donations serve as cultural ambassadors, introducing Armenian artistic heritage to the world.
How can elements of Armenian cultural heritage, like carpet weaving, be positioned to compete effectively in today’s global marketplace?
— Armenian culture possesses unique qualities that captivate international visitors, who are often enchanted by our ancient rug weaving traditions, traditional foods, music, and cultural dances. At Megerian Carpet and Megerian Museum, tourists experience various aspects of our rich cultural heritage firsthand. We’ve found that awareness is the critical factor—when the international community is properly introduced to well-represented Armenian cultural traditions, these elements naturally become competitive in the global marketplace.
Has Megerian Carpet explored creative collaborations with artists from different disciplines to broaden the appreciation of Armenian weaving traditions?
— Yes. In 2006, we marked a significant milestone by unveiling the first Armenian handwoven rugs to the U.S. market at a landmark event in Atlanta, Georgia, called “Armenian Odyssey.” This showcase brought together numerous Armenian artists and designers who helped us present reproductions of our beautiful historical patterns to new audiences. In 2009, we collaborated with an American designer Barry Dixon, creating a unique organic collection that blended traditional Armenian weaving techniques with his distinctive artistic vision.
What are the primary obstacles Megerian encounters when bringing traditional Armenian craftsmanship to modern commercial markets?
— We face two significant challenges in today’s marketplace. First, there has been a substantial increase in production costs in recent years, which inevitably affects the pricing of our rugs. While we could pivot to lower-quality or machine-made alternatives to address this issue, doing so would compromise the integrity of Armenian rugmaking tradition and diminish the global reputation of these cultural treasures. Instead, Megerian remains committed exclusively to the highest-quality productions that maintain the prestige and artistry associated with Armenian rugs worldwide.
The second critical challenge is ensuring knowledge transfer to the next generation. We must continually attract and train young weavers to preserve the specialized skills of traditional Armenian rug making. To address this, we’ve developed targeted educational programs designed to engage younger artisans, ensuring these ancient techniques and cultural practices won’t be lost.
Looking ahead, how do you envision the evolution of Armenian carpet weaving, and what guidance would you offer to the next generation of entrepreneurs looking to build viable businesses around Armenian cultural traditions?
— We believe that the demand for high-end Armenian rugs and carpets will continue to rise, as it is a form of art that is highly appreciated around the world. As production costs for labor and materials continue to rise, Megerian’s pieces are likely to appreciate considerably in value as the number of designs and rugs will be limited. In this sphere, the key requirements are passion and deep knowledge about your specific cultural business. You must also be prepared to defend Armenia’s cultural heritage from organizations in neighboring countries that invest substantial resources to discredit the thousands of years of Armenian artistic tradition. Building a business around Armenian culture also means becoming an advocate for its authentic history and legacy.
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