For Bruce Shabahang, every rug has a story waiting to be discovered.
Step inside Shabahang Rug Gallery in Waukesha, and it quickly becomes clear why the fourth-generation owner describes the two-story showroom as an art gallery rather than simply a retail store. Thousands of handwoven rugs line the walls and floors, each representing months or even years of meticulous craftsmanship.
"I have a dedicated passion for the art of collecting fine rugs," says Shabahang, whose family's business began in 1885 when his great-grandfather established a rug business in Iran. "My father trained me how to find that special rug. It's like a treasure hunt. We cherry-pick from different regions of the world. We go through a thousand before selecting a few to bring home."
That search takes him around the globe several times each year, where he visits premier master weavers. Buying straight from the weavers allows him to offer exceptional quality without the markups often added by distributors.
The finest rugs require extraordinary skill and patience. Some contain as many as 500 knots per square inch, each one tied by hand using remarkably nimble fingers. Depending on the size and complexity of the design, a single rug can take a year and a half to complete.
"It's all about the knots," Shabahang says. "The beauty of a quality rug is that it ages gracefully and gets better over time."
Visitors to the gallery can see the process firsthand. A large loom displays an unfinished rug, offering a glimpse into the painstaking craftsmanship behind every finished piece. Wool and silk are the primary materials, and weaving techniques have remained largely unchanged for centuries. What has evolved are the patterns, blending old-world traditions with contemporary influences.
Some designs feature intricate high- and low-pile weaving that creates a striking three-dimensional effect. Others draw inspiration from architecture, nature, or the everyday lives of the weavers. One rug was designed to resemble the dome of a mosque.
Although many symbols have been passed down for generations, Shabahang says no one fully understands the meaning behind every design.
"Rugs tell a story,” he says. "Some patterns reflect the lifestyle of the weaver."
His collection spans nearly every decorating style, from traditional Persian masterpieces and tribal designs to transitional and contemporary pieces. Rather than directing customers to a particular section, Shabahang begins each consultation by learning about their homes, lifestyles, and personal tastes.
That personalized approach has earned loyal clients who travel from throughout Wisconsin and as far away as Chicago. Since choosing a rug can feel overwhelming, the gallery offers customers the opportunity to take rugs home before making a decision.
"It's hard for people to visualize a rug in their home," he says. "Hanging here is not showing its full potential."
Shabahang believes a rug is much more than a decorative accessory.
"Rugs are the foundation and glue of a room," he says. "They make your couch look better, your dining room look better, your office look better."
His philosophy is simple: selecting a rug is much like selecting fine art.
"There's no science to choosing art," he says. "It's got to choose you."
Beyond sales, Shabahang Rug Gallery also operates what he affectionately calls a "rug spa." Using enzyme washes, sanitizing treatments, and hang drying, the gallery restores rugs while preserving delicate fibers. He recommends professional cleaning every three years to maintain both appearance and longevity.
"My clients notice and appreciate the unique, one-of-a-kind rugs," he says. "It's an educational process to understand what this art is all about."