Exclusive: Creative Director of Safavieh Darioush Yaraghi Says It's a 'Special Honor' to Help People Pick Out Rugs and Furnishings for Their Home

Darioush Yaraghi's family started and has continuously operated Safavieh, which has the finest selection of Rugs & Home Furnishings, so it only made sense for him to go into the business and later become the Creative Director of Safavieh.

"After studying finance and marketing, I officially joined the company and began orchestrating innovative strategies that have propelled Safavieh beyond traditional paradigms, reshaping its image from a bastion of antiquity to a dynamic hub of contemporary home decor," Yaraghi exclusively tells Morning Honey. "I grew up in the halls of Safavieh. So much knowledge and love for the industry was handed down to me that passion has always been inherent within me. As I’ve learned more about the different facets of the company, the artisans around the world, and the unique opportunity to bring treasures from around the world to customers, I have grown even more passionate about each element."

"I always wanted to be part of the family business, but finding the right path for myself came when I figured out a way to merge my creativity with marketing and finance," he continues.

As the Creative Director, he's "responsible for championing our customer-centric philosophy, elevating the retail experience through unparalleled service and a vast selection of handcrafted furniture and rugs," he explains of his role. "I am proud that we have distinguished ourselves as the largest collection of rugs and furniture in New York City. In a city like this, that is no small feat!"

He adds, "What makes Safavieh so special is the fact that we are not just a business or retailer. I am a custodian of family values that has spanned four generations. I take immense pride that we are a family business and consider each customer interaction a testament to Safavieh’s enduring commitment to quality and integrity. In our NYC locations, we’ve had three generations shop with us! Safavieh Home has solidified its reputation as the foremost destination for discerning homeowners seeking bespoke furnishings and distinctive accents. Beyond our quality items, we have a customer-centric approach to business that has allowed us to grow and expand, specifically this has worked well in our NYC showrooms."

In his role, Yaraghi and his colleagues are "constantly searching for new and exciting artisans that can bring something special into the homes of our clients," he says.

"We always strive to offer on-trend items, whether they be rugs, home decor or furniture, but everything we carry also has a level of quality and craftsmanship that has lasting style and quality," he notes of the products that are available. "Your home is a direct reflection of your style but interpreted in such a way that is also functional. Melding those two elements provides a unique opportunity for a person or a family to make a statement that they get to live in every day is a really special honor."

Yaraghi has "so much fun" when helping find the right products for people's homes.

"A lot of Safavieh’s offerings of bespoke furnishings and artisanal rugs are elements that can bring personality to your living space. While it should be functional, I always think people should allow the items that surround them to bring them joy, from a small side table to a large living room rug they can and should bring a smile to your face," he shares. "I love the way that one item can transform a room. There are so many times there is one piece a white room can be designed around i.e., a beautiful rug. Taking the textures, colors, and size, designing a room around it is both challenging and can result in the most stunning space."

This fall, Yaraghi already has his eye on some new items and trends, which will be available to customers from the NYC Safavieh Home showrooms. "Two brands we recently welcomed are Miniforms, known for their hand blown venetian colored glass that brings charismatic soul to contemporary design and Fiam, an Italian glass furniture and accessories company offering textured, transparent and crystalline bent sheet glass in pure style with a minimalistic spirit," he says.

Yaraghi is excited to keep continuing his career and helping others along the way.

"Looking forward, I hope to continue Safavieh’s digital transformation, navigating the intersection of tradition and technology to expand our global footprint. We have such an amazing opportunity to continue the tradition in a new and exciting way, and I look forward to leading that charge," he says. "We will continue to expand our catalog, never losing sight of our unwavering dedication to superior customer experiences. We will continue to redefine luxury retail through both experience and offerings for the NYC area."

He concludes, "We have worked extremely hard to solidify Safavieh Home as the foremost NYC destination for discerning homeowners seeking bespoke furnishings and distinctive accents."