Entrance to Starr Carpets on the corner of Grand Ave
In the four blocks that comprise Englewood’s shopping center, passersby stop, mesmerized by massive window displays of intricate patterned rugs and bright carpets.
In a town mostly known for lively restaurants and high-end fashion boutiques, Starr Carpets manages to attract loyal customers with its luxurious style and its works of art.
Illuminated windows to showcase ornate rugs, which are changed weekly
Mike Nazar prides himself on operating his business on three basic principles: family values, a personal relationship with customers, and guaranteed service.
“I’ve been around for so long that I’ve been able to create great connections with people who trust me and my ability to provide quality products,” he said. “My knowledge and experience makes me a little more unique than other stores.”
This thriving business has provided a comfortable living for Nazar despite the many economic and social changes in the neighborhood. A small town with few home decor options, Starr stands as a premier carpet store since its opening in 1979. Nazar’s visions and popularity have paved the way for his ever-growing enterprise.
Nazar’s entry into the rug industry began “when troubles started in my country, Iran,” he said. “I left at 18 to pursue my education with the goal of starting my own business.”
His triumphs and prosperity is attributed to his family who helped shape his business as he received guidance and assistance from relatives already in the industry. A financially good deal, it was a perfect opportunity for Nazar to open Starr Carpets in a town where his brother owns the building and he can work with his nephew to continue the family legacy.
Sharum Nazar, Mike’s nephew, said, “My uncle has shown me the ropes to be successful in a competitive business. With the lessons I’ve learned, our company has grown and extended our inventory to include pieces from all major rug producing countries.”
This partnership allows Starr Carpets to specialize in traditional and contemporary wall-to-wall coverings, a carpet covering the entire floor from one wall to another, and hand woven area rugs. Twenty to twenty-five percent of Nazar’s merchandise is bought domestically while the rest is imported from Europe and Asia.
Together with seven staff members, Nazar is able to customize and design the homes of his clients while keeping up with the latest trends. He is affiliated with interior designers who introduce him to clients from New Jersey, Connecticut, Long Island, and New York City.
“I enjoy walking into my customers’ homes knowing I’ve helped create something beautiful for them,” he said. “They’ll pass this carpet or rug everyday and it’s important for them to love it.”
Sigal Benatar, an Englewood resident, knows Nazar for 16 years and worked with him to carpet her entire house.
“He’s always there to help even if something is wrong with the carpet years later. His prices are fair and he’s an honest man,” she said.
The average 8 x10 rug made with medium to higher end material is sold by Nazar for about $4,000- $5,000 while a lower-end rug is sold for $1,500-$2,500. Carpeting starts at $10 a square foot and can go as high as $175 per square foot.
Prices constantly increase as interior designers direct Nazar towards current trends and market demands along with carpet shows that showcase new colors, patterns, and textures. Sometimes a fuzzy brown carpet might look like it will stay in style but the fashion changes with each season, causing Nazar to be dependent on factories and importers to design new products he can order.
“Once they develop new products, I pick and choose the styles I think can best sell in my shop,” he said. “I order most of my merchandise once a year at these shows.”
Today’s home decor color trends change so rapidly that one day grays and blues are in and then six months later bright yellows are popular, making it hard to predict the style’s longevity. It is Nazar’s job to know what pieces will remain in demand as it takes four to six months to make a hand knotted rug. This is the most difficult part of the job since there are no guarantees customers will go through with pre-orders if something new comes out.
“You really have to know what the upcoming colors are in order to produce and order your rugs six months in advance,” he said. “You could have produced 20 gray rugs that were on the looms for a year and then the style turns purple, so you’re stuck with these now.”
As the rugs are made in Europe and Asia, Nazar finds a decrease in skilled weavers qualified for production because industrialization causes a desire within younger generations to be a part of the world economy. Working 18 hours a day, in a tight spaced sweltering factory, workers receive minimal wages and are exposed to conditions that threaten their health and cause arthritis from holding small tools and tying knots. “Carpet kids,” are migrating from these countries to create a better life for themselves, to pursue higher education, and to find jobs, ultimately dropping child laborers 75% from one million to 250,000.
The lack of proficient workers, ephemeral color trends, and internet sales are resulting in a steady decline in area rugs.
“We do area rugs but, today, they’re not in demand,” he said. “Most people are requesting wall-to-wall coverings because things have shifted to a contemporary side.”
Internet sales hurt many businesses but Nazar’s only lost a handful of people, unlike other industries. According to the Wall Street Journal, “Americans are expected to shell out $327 billion on Internet stores by 2016.” Furthering this claim, a survey done by Home Furnishings Business discovers that of 157 customers, 23.3% bought rugs at Lowe’s or Home Depot, 13.8% online, and only 11.3% at a traditional rug store. Nazar admits, “I’ll lose one or two customers who will buy area rugs online but it doesn’t amount to anything because the internet doesn’t provide service like I do.”
Along with internet companies, competitors like Moosavi Rugs & Home Furnishing, located three blocks away from Starr Carpets, does not pose any competition according to Nazar, who runs his business on relationships and referrals. Nazar opts out of advertising in magazines or social media because he feels his background knowledge and popularity is sufficient.
“I don’t feel like I need to compete with other stores since most of the people I deal with know me personally and come because of me,” he said.
The General Manager of Moosavi Rugs & Home Furnishing, Jose Cabrera, however, believes being around another competing rug store is beneficial and does not take away from his clientele. Moosavi Rugs is in a bigger space than Starr Carpets, allowing them to showcase more merchandise but the store is limited to Tibetan rugs and doesn’t supply carpeting like Nazar does. Its advantage, Cabrera says, is that “We are direct importers, so we sell our merchandise at a wholesale price,” he said. “We can provide our customers with the lowest prices unlike other retail stores who drastically raise prices.” Despite this benefit, a “Going Out of Business” sign hangs on the front door.
Moosavi Rugs & Home Furnishing has survived for the past 38 years with its foundation in New York City, only moving to Englewood two years ago. But the owner has recently decided to retire due to health issues and he is planning to close the store by the end of this year.
Although a little friendly competition is crucial in business, Moosavi’s impending closing means that there will be one less competitor in the neighborhood. Meanwhile, Starr seems to have remarkable staying power.“I’ve been honest and that’s the best way to succeed in business,” Nazar said.
