Abraham Moradzadeh recognized his passion for the art of antique rugs when he was just 18 years old, opening a small rug gallery near the British Embassy in his native Tehran, Iran. The shop became a tourist attraction, and Moradzadeh found educating clients about the proper way to buy an antique rug addictive. So addictive, in fact, that he often would host lectures to Peace Corp workers on the vast culture surrounding antique rugs and tapestries. In 1979, the revolution led Moradzadeh and his family to Los Angeles, where he re-opened his namesake rug shop in the heart of the world-famous Los Angeles Design District a year later. And Moradzadeh‘s zeal for rugs remained the same. His historical knowledge combined with an eye for truly special, one-of-a-kind pieces from around the world quickly attracted important designers and their clients. And the knowledge and know-how gained from a lifetime of rug buying allows Moradzadeh to offer only the finest rugs available in the world at the best prices in the game. He is able to discern truly important pieces from the less noteworthy, so each of his clients can be confident that they are getting a special piece with an undisputedly accurate value. Today, Moradzadeh still uses his impeccable eye on sourcing trips to Paris, Morocco, Turkey and Germany, where he specializes in seeing the unique details and potential in antique decorative pieces spanning the late 1800s and beyond. He thinks of his buying trips as treasure hunts, and is just as passionate about helping clients conceptualize their perfect rug as he was when he was 18.
Meet The Woven Accents Team
Abraham Moradzadeh , Founder
Sam, Abraham‘s eldest son, cultivated an expertise in antique rugs from a childhood spent traveling the globe on buying trips with his father. And like his father, Sam can tell the origins and value of an individual piece based on its intricate design, unique hue or simply by the weave. He joined the family business in 2005 after graduating from USC‘s Marshall School of Business. Eager to meld his father‘s old world values with his love of both technology and the rug business itself, Sam renamed the shop Woven Accents, transformed the space and opened up the previously wholesale-only gallery to the trade and public. Additionally, Sam spearheaded partnerships with leading contemporary rug manufacturers and designers including Carini Lang, and Zoe Luyendijk Studio so Woven Accents‘ merchandise mix could encompass multiple aesthetics. His initiatives worked, and an entire new flock of fans including Ellen DeGeneres, Portia DeRossi, Jane Lynch, Jim Carrey discovered the shop‘s distinctive offering of both antique and contemporary wares. Sam is constantly infusing his knack for rugs with modern business innovations so that Woven Accents can continue offering their standard level of service and value to a new generation of clientele.
Jeannene Sands , Showroom Manager
Since 2005, Jeannene Sands has used her design expertise and faultless customer service skills to help clients enhance their spaces with merchandise from Woven Accents. A Southern California native, Sands graduated from California State University Fullerton with a B.A. in Economics. Her business experience combined with a love of design and gardens led her to open a successful floral and landscape design business. Soon, Jeannene wanted to use her know-how in an interiors setting, and joined the Woven Accents team. Whether travelling or going out locally, she is always attentive to interiors, and on the lookout for new and unusual rugs and other textiles. In addition to being on the selling floor, Jeannene can also be found attending and planning events for the La Cienega Design Quarter, the renowned Los Angeles design association where she – and Woven Accents – are active members.
Ginna Christensen , Creative director
Born in Brooklyn, New York Ginna Christensen, the daughter of two entrepreneurs, grew up knowing that the arts would play a central role in her professional and personal life. Known in the design industry for her creative collaborations with established and emerging artists, Ginna has worked in tandem with organizations such as the Los Angeles Art Association, PS ARTS and The Art of Elysium to ensure that we keep investing in the artists of the future.
Ginna started her career in the fashion industry, working in merchandising and marketing for Giorgio Armani, Ellen Tracy, and Emanuel Ungaro. She entered the rug business in 2005 working as the VP of Sales and Product Development for a high-end rug brand forging deals with companies like Pottery Barn and Williams Sonoma Home.
In May of 2013, Christensen laid out the welcome mat for her own rug company, 27 Ground, exclusively available at Woven Accents in Los Angeles. In addition to growing the number of artists she is working with under the 27 Ground brand, Christensen is also serving as Creative Director for Woven Accents.