Woven Accents is the culmination of Abraham Moradzadeh’s lifetime of work and passion. The Iranian-born Moradzadeh learned early about the artistry and craftsmanship that created the finest rugs in Europe, the Middle East and Asia. He began selling antique and decorative rugs near the British Embassy in Tehran, teaching his clients the important elements to look for when purchasing rugs. His successes in Iran led to a move to California, bringing with him an invaluable amount of experience from his years of teaching about and selling the highest quality pieces.
Abraham is a long familiar staple of the La Cienega Design District as owner of Woven Accent’s predecessor, Abraham Rug Gallery, since 1980. The top designers in the industry have recognized his immense expertise for decades, consistently returning for his advice and knowledge. His desire to educate his clientele has developed long-lasting relationships with customers who have caught his contagious enthusiasm and appreciation for rugs that “give life to a room.”
In 2005, Abraham’s son, Sam Moradzadeh, saw an opportunity to breathe new life into his father’s life’s work. Implementing a full service approach, they renamed the company Woven Accents and began exclusive representation agreements with leading contemporary rug designers and manufacturers (Carini Lang, Zoë Luyendijk Studio, Emma Gardner Design, to name a few). A modern redesign of the space enlivened the gallery and offers more artistic displays of Woven Accent’s pieces. Amidst these changes, Abraham maintains his original vision of offering one-of-a-kind rugs his clients are unable to locate elsewhere. Jeannene Sands was added to the team, as showroom manager, and has become as familiar to customers as Abraham. With her warm and generous nature, and over 20 years of design experience, she has become an invaluable asset to Woven Accents’ success. With the finest antique rugs in the world and unique contemporary selections, Woven Accents is a must-see stop for designers and their clients.
As Woven Accents moves into the future, Abraham is living his dream traveling the world in search of new pieces to bring his clients. His passion for buying outweighs his desire to sell as he finds it difficult to part with the works of art he discovers on his constant trips abroad. From a collection of thousands, Abraham is able to identify each rug with an emotional connection and story to go with it. The business model may have modernized, but the intent of his company has not. Woven Accents still holds Abraham’s old-world charm and appreciation for true quality … all with a very genuine, personal touch.