Conversations with Hashem H. Panah

Today we’d like to introduce you to Hashem H. Panah.

Hi Hashem, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
About three years ago, I started working in marketing with a close friend. Through that experience, I realized that I really wanted to build my own business — something meaningful that involved a real product, not just services.

I later spoke with two other friends about different ideas, and we decided to focus on handmade Persian rugs. We chose this because traditional handmade rugs are not just products — they are art, culture, and craftsmanship that represent a rich heritage.

Unfortunately, the market has been flooded with cheap printed rugs, which has made it harder for authentic handmade rugs to be seen and appreciated. This motivated us to step into the industry and help keep this tradition alive in the U.S. market.

The journey was not easy. Over the past three years, we gradually built everything step by step. We worked with different wholesalers and designers and carefully hand-selected every rug for our collection. At the same time, we built our online platforms ourselves and handled most of the operations in-house so we could keep costs reasonable while maintaining high quality.

Because we control the process, we are able to offer carefully curated rugs at fair and competitive prices compared to the market. Today, our collection includes more than 400 handpicked rugs, most of which we gathered over the last two to three years. We officially launched sales about a year ago, and since then we have been working hard every day to grow the business.

Our goal is to keep authentic works more alive in the rug industry.

We all face challenges, but looking back would you describe it as a relatively smooth road?
It hasn’t been a completely smooth road. The biggest challenge for us has been competing with much larger companies in this space. As a small, self-funded business that we built from the ground up, surviving and finding the right market fit naturally takes more time, patience, and resources. That makes the journey more demanding every day, but also more meaningful.

To stay lean and sustainable, we use AI tools to operate more efficiently as a small team, reduce unnecessary costs, and keep the business moving forward without needing a large workforce.

At the same time, access to capital is another challenge. If we are able to secure the right grants or long-term financing with flexible terms, it would allow us to scale faster, invest more in high-quality sourcing, and reach a wider audience — all while keeping authentic works more alive in the rug industry.

Appreciate you sharing that. What else should we know about what you do?
Our work is centered around authentic handmade Persian rugs. Because of our cultural background and origins, we have deep knowledge of rug patterns, colors, materials, weaving techniques, and what makes a rug truly high quality and authentic.

This understanding allows us to carefully hand-pick each piece for our collection, ensuring that every rug meets a high standard of craftsmanship and artistry. We work closely with designers and customers to help them find rugs that truly fit their style and space.

What we are most proud of is the uniqueness of our collection. Nearly every rug we carry is one of a kind there is only one piece available. This comes from our intentional, hands-on curation process rather than mass production.

What sets us apart is this combination of cultural knowledge, careful selection, and commitment to authenticity. We don’t just sell rugs — we bring meaningful, original works of art into people’s homes.

Is there anything else you’d like to share with our readers?
I would just like to say thank you very much for this opportunity and for being open to sharing AfraRugs’ story with your readers. We truly appreciate your support and are grateful to be part of this conversation.

Contact Info:

• Website: https://afrarugs.com/
• Instagram: https://www.instagram.com/afra_rugs?igsh=ZG1xaTU3aTZxbXJk
• Other: https://www.etsy.com/shop/AfraRugsCo?ref=seller-platform-mcnav#items

Image Credits
Afra Rugs