Common Cents: Persian Rug Embargo Sanction

Persian carpet sanction or embargo which prohibits the legal import of Persian rugs into the United States will go into effect as of tomorrow, September 29, 2010. This is part of the plan to encounter the Iranian government for its nuclear programs. Let me run some numbers to see who will be hurt. The government of Iran or the people.

Iran is the second-largest oil producer and the fourth-largest crude oil exporter in the world. In 2008, Iran exported approximately 2.6 million barrels of petroleum per day. In 2008, Iran’s net oil export revenues amounted to approximately $73 billion. Oil exports provide approximately half of Iran’s government revenues, while crude oil and its derivatives account for nearly 80% of Iran’s total exports.

Now, let me go to some Persian carpet statistics. There are roughly 1,200,000 carpet looms in Iran scattered throughout the country. Usually two weavers work on each loom for many months to make one piece of Persian carpet. If we assume each weaver (male or female) has two children, four people depend on the income derived from one carpet loom. Four people, times two weavers/loom times 1,200,000 looms become 9,600,000 people, benefitting from weaving rugs in Iran. There are roughly 400,000 people working in industries related to rug production in Iran. They work in shearing workshops, in dyeing plants, washing factories, buying/selling local markets, export sector and etc. All together, it is safe to say out of 75,000,000 population of Iran, roughly 10,000,000 people depend on and benefit from Persian rug industry, directly or indirectly. Usually, rug weavers are the poorest of the poor. Iran roughly exports $700 millions of rugs every year. Compared with $73 billion of oil revenues, This is roughly one percent of the total country’s export of oil per year. This is one cent to a dollar! Thanks Washington D. C.!

Khosrow Sobhe (Dr. Kay)
Certified Rug Specialist (CRS)
www.RugIdea.com
www.LosAngelesRugCleaning.com

310-770-9085

BNI Regional Meeting and Dr. Ivan Misner

On Thursday September 20, 2010, we had a BNI Regional meeting. Roughly 170 members were present. Dr. Ivan Misner the founder and managing director of BNI, the biggest networking organization delivered an excellent speech. Many of his books including Networking Like A Pro was also on display. At the end of the meeting, there were many members standing in the line to buy Dr. Misner's book, to get his autograph on the book and to take pictures with him. I had the pleasure of having my camera with me to take and capture of these pictures.

I am posting some pictures of the event.

Khosrow Sobhe (Dr. Kay)
Certified Rug Specialist (CRS)
www.RugIdea.com
www.LosAngelesRugCleaning.com

310-770-9085

Professional Rug Cleaning: It's Not Do It Yourself.

Many people wash their own clothes and their own fabrics. They either wash it by hand or put it in a machine. Mistakenly, some people think that the same goes for rugs. They try to clean their rugs themselves. What they are not aware of is that there is a very high percentage of running the rug's colors and ruin its material by washing it themselves. Many of our customers thought they would be saving money by cleaning their rugs themselves, but they actually end up paying way more money for us to fix the color bleeding and washing and re-drying the rugs properly. So next time you think about saving money, don't try to cut from your valuable rug.

Khosrow Sobhe (Dr. Kay)
Certified Rug Specialist (CRS)
www.RugIdea.com
www.LosAngelesRugCleaning.com

310-770-9085

Rugs and Sex

Rugs and Sex; it is NOT what you think! By sex I mean gender. I inspected all our sales and rug cleaning documents for the past eight months and found out that 67% of our customers have been female! Does this mean something? I believe it does and that is women are more interested in buying rugs or have their rugs cleaned and repaired, than men. With 67% of our customers being women, that only leaves 33% for men. This is a 2 to 1 ratio!

Us men, when it comes to cleaning, whether it is our rugs or furniture, we are not nearly as detailists as women. I know my wife spends more time at home and I spend most of my life at work. If I am home, I am there to either read books in the backyard, sleep on my bed, or eat in the kitchen. I am not a huge TV person. Believe it or not, I don't spend much time around my rugs at home; I know this may sound odd...

So with that being said, my wife is the one who sees our rugs on a regular basis. If any of the rugs, even the little Gabbeh rug in my youngest son's room is dirty, she would notice it and ask me to have it cleaned. She makes it her responsibility to keep our house as neat as possible and I value that.

Let me know what you think might be the reason that nearly 2/3 of our customers are women and only 1/3 are men.

Khosrow Sobhe (Dr. Kay)
Certified Rug Specialist (CRS)
www.RugIdea.com
www.LosAngelesRugCleaning.com
310-770-9085

Lost Rug Customers

Many of our customers are not sure what they want when they come into our rug gallery in Los Angeles. Some are not sure of the design and color. Others are not even sure of the size they want. We usually start by showing them our 5' x 8' rugs and carpets. If they see that it's too small, we move on to 6' x 9' or 9' x 12' and so on. Then we show them different designs for them to figure out the right design for the place they are putting the rug in.

This process can go a lot smoother if the customer takes these measures before going into a rug gallery:

1. Measures the area the rug will be placed in,
2. Takes a note of which colors are used in the room the rug will be used in,
3. Pays attention to the type of flooring of the room (wall-wall carpet, tile, hard wood & etc.,
4. Brain storms general ideas of the design (simple modern design, crowded (busy, detailed, classic) design, & etc.

If these simple steps are taken, the rug dealer can much better assist the customers with finding the right type of rug.

Khosrow Sobhe (Dr. Kay)
Certified Rug Specialist (CRS)
www.RugIdea.com
www.LosAngelesRugCleaning.com
310-770-9085

Branding For Dummies: Response From The Co-Author

I attended a meeting at The Coalition of Iranian Entrepreneurs, aka, Iranian American Chamber of Commerce at The Olympic Collection Banquet in Los Angeles, CA on Monday September 20th, 2010. I was the President of the Chamber last year and am currently one of the board members. The Honorable Ashly Tabbador, The U.S. Immigration Judge gave a speech on "How to Leverage Your Business for 'Good'". She talked about creating social businesses to end poverty and create world peace.

Before Honorable Judge Ashley Tabaddor I presented a talk. I had summarized the book "Branding For Dummies" in one page and 20 points. I had the print out and one of our members distributed that one page. many liked it and talked to me about the book after the meeting.

The next day I wrote about this on my blog. The same day someone left a comment on that blog post: "Dr. Kay, you've done a wonderful job summarizing what branding is and does, and what it takes to build a brand. I'm the book's co-author, and I'm impressed with your list. If your blog readers want more info, I invite them to visit my website, www.bizstrong.com, where I keep a resource page with links to Branding for Dummies excerpts and advice. Also, I post ongoing information at facebook.com/bizstrong. Best wishes to you and your business!" Barbara Findlay Schenck

Sure enough, the Co-Author of the book, Barbara Findlay Schenck, had read my post and commented on it. She also found me on Facebook and commented on my page about the post. It was really interesting for me to see how active the authors of this book are and how much they care about their readers.

I have used this strategy of branding with my company and one of my websites LosAngelesRugCleaning.com and it has paid off very well.



Khosrow Sobhe (Dr. Kay)
Certified Rug Specialist (CRS)
www.RugIdea.com
www.LosAngelesRugCleaning.com
310-770-9085

Branding For Dummies; Can I use the tips for rugs?

I just finished reading this wonderful book. I like to share it with you, my lovely reader. So I summarized this 300-page book in one page and 20 points. Enjoy reading and using them!

Branding For Dummies: Discover a dynamic system for brand creation and management
Bill Chiaravalle and Barbara Findlay Schenck, Wiley Publishing, Inc. 2009
Summary of the book by Dr. Khosrow Sobhe (Dr. Kay)

1- Brands are promises that consumers believe in.
2- Brands are about building trust.
3- Consumers are willing to pay more to buy brands.
4- Retailers provide brands greater store visibility, because brands drive sales and more store revenues.
5- Your brand is your reputation, and identity.
6- Branding is to build, maintain and to protect a positive image, high awareness, and product preference in consumer’s minds.
7- Your brand is your point of differences.
8- The promise you make and keep is the backbone of your brand and the basis of your reputation.
9- Branding grows from the top down, and inside out. It needs commitment from the highest levels of leadership and support from employees.
10- The minute you get customers to believe “your goods/services are different and better and here’s why”, you turn your name into a brand.
11- Personal brands reflect personal reputations. They differentiate individuals by creating awareness of who they are, and what they stand for.
12- By developing a personal brand, you can establish yourself as an expert in the field. You can also differentiate yourself from your competitors.
13- Decide what you’re going to brand. A product, a service, a company, or an individual.
14- Building a brand doesn’t have to cost a fortune, but building a brand which is worth a fortune require target marketing and utmost consistency.
15- “If you don’t have the heaviest hammer, use the sharpest nail.” That is if you don’t have a high marketing budget, work on two things: A- Market Awareness B- Product/services distinction.
16- Your brand should have your heart and soul in it.
17- Products are made in the factory, but brands are created in the mind.
18- The key to your branding and market position is your point of difference and distinction. This is what sets you apart from your competitors.
19- Be sure that your point of difference is one you can protect. For instance, don’t base your position on having the lowest price because a competitor can always beat you on that front.
20- If you were to compare your business to a car, what car would it be, and why?

Khosrow Sobhe (Dr. Kay)
Certified Rug Specialist (CRS)
www.RugIdea.com
www.LosAngelesRugCleaning.com
310-770-9085

How to Win By Losing? Buying A Good Rug Is Investment

Many people think that they lose money when they buy Oriental or Persian carpets. That's why they have such a hard time buying rugs. But, what many, including our own customers, are not aware of is that they can actually make money by buying rugs.

By Educating yourself and having a better idea of which rugs are good quality and valuable, you can actually make money through time. A base quality machine made rug will depreciate in value, while a good quality handmade rug will appreciate. Try to find a reputable rug dealer and do not trust going out of businesses. Some variables such as the origin of the rug, its material (foundation and pile), its knot per square inch which shows the density of the knots, the current condition it's in, and etc., will determine the value of the rug. When you buy a good rug, all you have to do is to follow some simple rug maintenance tips. Vacuum the rug once a week and have it professionally cleaned every two years. Rotate the rug (change its direction) once a year. Do not expose it to direct sunlight. Then, you're good to go. Enjoy your rug. It is art on the floor.

Khosrow Sobhe (Dr. Kay)
Certified Rug Specialist (CRS)
www.RugIdea.com
www.LosAngelesRugCleaning.com
310-770-9085

Gabbeh Rugs: You Cannot Go Wrong With Simple Designs

You Cannot Go Wrong With Simple Designs

We have many different rugs from different parts of the world in our Rug Gallery in Los Angeles. They all have different designs. Our clients like some designs more than others. Some of them Like Medallion design, some like Overall (Floral) design, etc. But, one thing I have noticed is that they all love the Gabbeh Rugs, most likely for their simple designs. Gabbeh rugs are made by tribal ladies in the Fars Province, in south west Iran. Tribal ladies live a very simple life. The colors they see are the colors of the sky (blue), grass (green), mountains, flowers (red), and etc. The objects they observe are those of the nature. All of this applies in their rug weaving. The rugs they weave are what we call green rugs: Everything from the wool to the dye of the wool is natural. The designs are very simple most consisting of few colors and a design of small a goat, dog, and/or a tribal person.

Our clients love these rugs because of their simple design and their natural weave and looks. They know that they will have peace of mind with the Gabbeh Rugs.

Dr. Khosrow Sobhe (Dr. Kay)
Certified Rug Specialist (CRS)
www.RugIdea.com
www.LosAngelesRugCleaning.com
310-770-9085

Ashley Tabaddor U.S. Immigration Judge at the Iranian American Chamber of Commerce

Honorable Ashley Tabaddor, U.S. Immigration judge will have a talk in the Coalition of Iranian Entrepreneurs AKA Iranian American Chamber of Commerce in Los Angeles on Monday September 20, 2010. She had an excellent speech in our chamber on November 4, 2008 urging everyone to participate in the presidential election by voting. This meeting will take place in the Olympic Collection at 11301 West Olympic Blvd. West Los Angeles, CA 90064

The topic of her talk is an interesting one. Something you never expect from an immigration judge to talk about:

"How to Leverage Your Business for 'Good'- creating social businesses to end poverty and create world peace"

Her talk will be based on the ideas of Mohammed Yunus, a Noble Prize winner economist from Bangladesh. Yunus introduces the concept of "Social Business" which is an innovative business model that promotes doing business in order to address social problems and not to maximize profit.

You want to learn more; then attend the program. I know that I have many readers around the world who may like the idea but cannot attend this wonderful meeting. Then comeback to my blog and read the report.

The Iranian American Chamber of Commerce was established in 1986 in Los Angeles with the idea of promoting business between Iranians. In today's global village, we cannot work in vacuum, therefore our chamber cooperates with non-Iranian organizations and individuals to promote its goals. I joined the chamber 5 years ago and served as its president from July 2009 to July 2010. The term for each president is one year. We want to freshen it up, therefore, a president cannot serve more than a year, although he may run for a second term after one year of his presidency. We have regular weekly meetings on Mondays from 6:00 to 9:00 pm.

Dr. Khosrow Sobhe (Dr. Kay)
Certified Rug Specialist (CRS)
www.RugIdea.com
www.LosAngelesRugCleaning.com

310-770-9085

Hire Education and Rug Business

(This is a rug library at our gallery. Sometimes our customers borrow rug books from us to read.)

We Never Stop Learning
Education is essential in any business. Even in Rug business where most people think it's just about buying and selling rugs. Education is the key. I never stop reading and learning. I always read books/articles on rugs in order to better educate myself. I also attend many classes. I recently attended an extensions rug class at UCLA and a two-day class at the University of California Irvine, UCI offered by ASA (American Society of Appraisers). The more I educate myself, the better I can serve my clients and the more I can connect with them and their rugs. I also give many educational classes and lectures in many different locations such as my own rug gallery, The Textile Museum (Washington DC), Bowers Museum (Santa Anna, California), etc. To better serve our customers, we hire education!!

Dr. Khosrow Sobhe (Dr. Kay)
Certified Rug Specialist (CRS)
www.RugIdea.com
www.LosAngelesRugCleaning.com
310-770-9085

RugMaster.blogspot.com

If you type in "rug blogs" on Google search, 2,150,000 enteritis will appear on the screen of your computer. My rug blog, the blog you're reading is on the top. What is the secret? Woody Allen once said it: "Showing up is 85% of success". Being present on the Internet and posting real and apparently interesting stories should be the reason. I love to share these true stories with my lovely readers.

Below, I have the analysis of where my visitors come from. Yesterday, my blog had 107 visitors. I have more than 500 posts on this blog.


Source/Medium % visits
Google / organic 45.81%
Blogger.com / referral 14.24%
Direct / none 12.03%
Google.com / referral 5.06%
Yahoo / organic

Dr. Khosrow Sobhe (Dr. Kay)
Certified Rug Specialist (CRS)
www.RugIdea.com
www.LosAngelesRugCleaning.com
310-770-9085

A Talk of Dogs and Rugs at BNI Money Makers Chapter Meeting

The Meeting today at BNI Money Makers Chapter went very well as usual. After Teresa Agnew, the president called the meeting in order, we had a couple of leadership announcements and educational talk was delivered by Al Knobloch the educational coordinator. He talked about how BNI members could get more business by paying attention to some simples issues. Jean Libonate who is the treasurer gave us a report. Then every body had a 45 seconds to introduce himself/herself. When my turn came, I told the members a short story about a client of mine who once had a rug. Her dog didn't like it, so the rug was damaged by the dog and our client brought the rug to us for repair. We did a cosmetic repair and restoration. The client was very happy with our work and loved the newly repaired rug and so did the dog. The story definitely left a mark at the meeting.

We also had two speakers who talked for 6 minutes each. One on marketing and the other on home construction and remodeling. The meeting started at 8:00 am and finished right on time at 9:30 am. I have to be at work by 10:00 am so I like Tresa's strictness in finishing up the meeting right at 9:30 am. Of course those who want to network and mingle, can stay for a little longer if they wish to!


Dr. Khosrow Sobhe (Dr. Kay)
Certified Rug Specialist (CRS)
www.RugIdea.com
www.LosAngelesRugCleaning.com
310-770-9085

Rug Repair and Thimbles

Sometimes our repair personnel in our workshop use thimbles; specially when they want to fix and do the selvages or bindings on the sides of the carpets. We do the repair by hand and if the construction of the rug is very strong and stiff, the needle does not go through; so the repairman/repairwoman needs to use a thimble.

The history of using this protective metal shield which is worn on thumb or finger goes back to the first century AD. It was first used by Romans. Now we use it here in Los Angeles to repair bindings of rugs.

The first picture you see here on the top is from a 9-foot thimble on a stack of buttons from the Garment District of Toronto .

Dr. Khosrow Sobhe (Dr. Kay)
Certified Rug Specialist (CRS)
www.RugIdea.com
www.LosAngelesRugCleaning.com
310-770-9085