TEAM X

founder

abraham moradzadeh

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 tehran, iran. the shop became a tourist attraction, and abraham found educating clients about the informed 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 abraham and his young 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 abraham'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. 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 accurate value. today, like a modern day indiana jones (with the hat collection to match), abraham 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.

ceo & creative director

sam moradzadeh

sam moradzadeh is woven’s principal, an entrepreneur with an expansive vision, and the silent determination to make it a concrete reality.

since joining the family business in 2005, sam introduced a series of innovations to continue make the company stand out as a one-of-a-kind brand where trend meets tradition. abraham’s oriental rug gallery was renamed woven accents (now simply woven); the stack of 3,000 polaroids was converted to a fully searchable website; the inventory was diversified and expanded through partnerships and collaborations with contemporary rug designers; and the property was acquired on melrose to build a 10,000 sq ft modern-day trade outpost at the center of the thriving west hollywood design district.

organically over the years, sam has assembled a talented team of sales, development and design professionals to help him invent and insert a certain west coast vitality into the age-old rug trade, and attract an audience of almost exclusively interior designers.

for one love, the limited edition urban art rugs made in collaboration with contemporary artists launched in 2014, sam handed artist kenny scharf a thirty-thousand-dollar antique oushak to spray paint on, and now the intrepid entrepreneur offers it for fourfold on 1stdibs. 

when working on the launch of studio woven, an in-house design office to produce series of hand woven rugs that aim to become contemporary classics, it was his new design director who remarked that sam is so intimately involved with the actual design of the rug, going back and forth on every detail about materials, colors, pattern and texture etcetera that he might as well be called studio woven’s creative director. so she does, as does design within reach (dwr). since 2016 studio woven has designed and sourced 4 custom rugs for dwr, adding a new wholesale chapter to the enterprise. 

director of production

ben moradzadeh

with ben joining his father and brother in the family business early 2015, woven started to fire on all cylinders. in charge of production, he regularly flies out to india, nepal and other exotic locales, to meet with fabricators, and learn about the particular textures, weaves and materials they specialize in. daily he meets with our inhouse design team to advise on certain manufacturers and weaves to use for both stock and custom pieces. he communicates with the manufacturers in the far east, whose response to our often urgent inquiries start flowing back around midnight in the pacific time zone, and ben prides himself in giving answers to them before the sun rises, not wasting a second of production time. 

managing director

danielle barr

woven’s director of business development danielle is helping to shape the brand by managing special projects, creating strategic partnerships, and spearheading growth into new markets. A trailblazer with a proven track record, she is a respected innovator in the decor industry. 

after honing her skills in the fashion industry with top international brands like dior and ferragamo, danielle took her experience in branding, marketing and business development to the design industry. she learned about craftsmanship while working at clarence house and the rug company and successfully grew those businesses in the united states.

to join woven, danielle left her position of vice president of global sales and business development at dering hall, the online marketplace, where she oversaw the team that curates the dering hall site. 

design director

christina tullock

since joining woven in 2015, christina leads the daily operation of woven’s inhouse design studio, where she is primarily tasked with the design and production of studio woven’s rug series of contemporary classics.

a hand-drawn sketch leads to a watercolor painting that turns into a schematic design in the computer where each pixel defines a single knot, and these specifications are sent to the weavers overseas, who first make it into a 2’ by 2’ sample that upon approval over the next 3 to 4 months is woven into the fully fledged rug. this is christina’s domain.

she leads the design and fabrication of our handwoven rugs, customizable in size, color, weave, texture and materials, inspired and informed by the antique and vintage rugs that surround her corner of the workfloor. the launch in october 2016 of over fifty individual rugs, organized in six thematic categories, have the potential to completely transform woven’s business.

the eclectic, intuitive, business-savvy insights of creative director sam are counterbalanced by christina’s mid-century modernist and minimalist streak. both decor industry veterans, they have formed a collaboration that brings together a melange of influences to synthesize into rugs with the staying power to become treasured heirlooms.

sales director

jeannene sands

since 2005, jeannene has used her design expertise and focused customer serviceskills to help clients enhance their projects with beautiful offerings from woven. a southern california native, jeannene ran a successful floral and garden design business for many years. she brought her love of the serenity and beauty of the garden to an interior setting when she joined the woven 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. outside of woven, jeannene spends her time mentoring children, cooking and gardening at home.

business development west coast

terah gisolo

operating from our west coast outpost, terah gisolo is charged with building customer relationships and maintaining connections in the interior design community.

an effective, results-oriented sales professional with more than 15 years experience in retail environments, specializing in luxury home goods, furniture and design, terah has an established track record of consistently exceeding sales objectives and building long-term relationships with clientele. her management experience includes running a high-margin studio, leading sales teams, marketing, community outreach and partnership development, visual merchandising and event planning.

at woven terah is treasured for her ability to maintain a positive and productive work environment with integrity and professionalism, always the first one to offer encouragement and share wisdom. she dubs herself a social good influencer. her deepest passion lies in her after hours social enterprise real good, which is all about ending abuse of dogs, and helping homeless and shelter dogs find loving homes. by shopping at www.realgood.dog, a sizable percentage of every purchase is allocated to a dog in need.

vice president, finance and corporate strategy

nathan brookshire

every company needs a numbers guy.  as a former investment banker, nathan brings a quantitative rigor to woven's strategic and business development initiatives. no stranger to the design business, nathan began his career after college as a financier to the art, architecture and design community and has since sharpened his business acumen at such companies as barclays capital, warner bros, and netflix.  his eye for design is firmly influenced by his analytic and pragmatic sensibility, softened by the openness and whimsicality of his native california backdrop. 

vice president sales – wholesale division

leslie fierabracci

underscoring leslie’s role to manage our strategic dwr relationship and nurture new wholesale business is a 15+ year career selling home decor, textiles, and art to various national retailers. no trend in the decor industry retail goes unnoticed by her. leslie has been an integral part of the product development process, working alongside both creative and strategic teams to successfully launch and sell-through new product. revered for her otherwise impeccable manners, leslie can’t shed her new york pride (or accent) but loves living in sunny southern california.

operations manager

stephanie kuehl

a self-proclaimed gypsy from the midwest, stephanie was working in chicago when the opportunity arose for her to become woven’s operation manager. she packed her belongings and drove across the country to manage our team of 7 rug handlers plus the showroom, running the day-to-day operations from her favorite perch behind the scenes, setting the ambiance for the sales team to excel. this role allows her to blend her extensive business background with a passion for interior design and all things antique, vintage and contemporary.

outside of work she lives at her yoga studio and loves her new neighborhood of silverlake, its vintage shops, restaurants, record stores and live music. but especially, after extended stints in seattle and chicago, she relishes in the riches of the eternal california sunshine.

designer

dave sanderson

the new recruit of 2017, dave joins the studio woven design team with a background in hospitality and casino carpet design. a trained painter, draftsman, and graphic designer, dave is positioned to act as a jack of all trades within the woven ranks. he works directly with design director christina in order to render articulate and provocative designs from start to finish. a fervent student of life, dave likens himself to a sponge within a sea of artistic cultures and expressions, eagerly absorbing influences and challenges in order to bring visceral and visual clarity to any design.