About The Rug Warehouse

Our Story

Some might say that we came upon our trade naturally; others might say we have been called on the carpet all our lives. Our family traces its roots to Kashan, Iran, one of the major textile and rug weaving centers in Iran. The city of Kashan is world renowned for its fine quality wool rugs as well as its famed Mohtasham carpets woven in the 19th century.

Kashan is where our grandfather, the late Hadji Yahouda Haroonian, became best known as a master in the field of high quality rugs. Here he began acquiring and manufacturing fine rugs in 1912, as well as exporting his personally selected pieces to Europe, North America, and Japan. Our grandfather must have had a premonition that our father would follow in his footsteps because he left a place called The West Coast to him, and to us.

As it turns out, we have always had a preference for natural colors and fibers in our rugs; tradition matters and craftsmanship counts. Today's automated machine production cannot compete with the craftsmanship and quality of a true hand-knotted rug.. A prime example of our love for traditional rugs is The Rug Warehouse's popular Natural Collection. These remarkable pieces are hand spun in Afghanistan.

Weavers use natural dyestuffs derived from native plants, vegetables, and insects. Their goal is to recreate the palette used by the Moghal court artisans three centuries before them. Their handicraft is a true marvel. These one-of-a-kind rugs are exclusively available through The Rug Warehouse.

The passion we have for our art has given great benefit to a select group of clients including: designers, exclusive department stores, movie makers, individual collectors and rug lovers from around the world.

Along with our interest in tradition and craftsmanship, we have another endearing quality. We are committed to value. If you like magnificent rugs, genuine and honest people, and want to keep a grip on your checkbook, you have come to the right place: The Rug Warehouse, where we make sure the magic is not just in the carpets.

Our showroom

The Rug Warehouse specializes in high-end rugs and carpeting in line with current residential and commercial design needs.

At our showroom you will find generations of experience along with a wide selection that reflects our taste for the most desirable styles and the highest quality available.

With an abundant inventory to choose from, and an almost unlimited selection of made-to-order and customizable designs, you can find or create the perfect rug to fit any space.

Our direct relationship with rug manufacturers ensure the best service for our clients.

We would love to show you more of what we have to offer. Los Angeles design and architechture firms can schedule presentations with our Accounts Manager via email at: hello@therugwarehouse.com.

Also, feel free to visit us. Our showroom has been located in the Helms Bakery District for over 20 years.


Our team


George Haroonian

As a 3rd generation Oriental rug expert, Mr. Haroonian has operated The Rug Warehouse for over 30 years. He has overseen its growth from a traditional business to a more modern one, while preserving the original values of integrity and quality that were instilled by his grandfather back in Iran.

Mr. Haroonian has traveled extensively to source rugs and to stay current on the latest designs and trends from around the world. In addition to guiding customers on a quest for the perfect rug for their home, commercial project, or a movie set, George has acted as advisor to financial and art institutions in buying and restoring rugs.

Throughout his career, Mr. Haroonian has also been active in local community affairs, with a mission of creating understanding and tolerance among people from various backgrounds. Over the years, he has been a board member and president of several community organizations and ran a community magazine. He was a founding member of the Southern California Rug Dealers Association.

Beyond his business and community commitments, George enjoys travelling locally as well as internationally and spending time with his family.


Nora Haroonian

Nora Haroonian took position as Vice President of The Rug Warehouse & More in 2013, after earning her Bachelor's Degree in Political Science, and minor in Film, Television, and Media Studies at Loyola Marymount University. Nora is a dynamic member of the team as she is not only the Manager of the showroom, but her duties expand to: attending trade shows to pick out new collections for the store, maintaining the website and social media accounts, and also working directly with customers as a salesperson. She is a key figure in growing The Rug Warehouse's Trade Program, which includes meeting and dealing with Interior Designers, Architects, Set Decorators, and other members of the Trade. Nora also curates all the music that plays in the showroom!

On her spare time, Nora is an avid reader, traveler, and film/music fanatic. She enjoys exploring art museums, learning about all cultures of the world, and spending time with friends and family. 


Antonio Lovera

In Memoriam

We are here on the shoulders of those who came before us and those who have left us too soon. Their standards, honesty, and care for doing the right thing guides us in our magic carpet ride to be the best business we can be. We shall always remember them.

Massood Haroonian (1922 - 2006)

The patriarch of the family, Massood's career in the rug industry spans for over five decades. He followed in his father's footsteps in Tehran, Iran, and quickly established himself as a reputable and prominent rug expert worldwide. For over 50's years, Massood had clients located around the world in places such as Japan, Europe, and North America. In Iran, he was member of Board of Directors Iranian Carpet Export Council and official expert to the Ministry of Justice (during the reign of the Shah). In the United States, he became a respected member of Appraisers Association of America. Massood Haroonian had a perceptive eye for fine art, and an unrivaled reputation for treating his clients and vendors with the utmost respect and integrity.

Dan Haroonian (1950 - 2003)

Our beloved older brother and uncle, whose claim to fame was his honesty and care for others. A man of dignity and service to humanity. He started his career in rugs with helping his father in the export trade. Once in Los Angeles, he was one of the founders of Haroonian Oriental Rugs, a company dedicated to trading and service of fine new and antique rugs.

Moussa Haroonian (1963 - 2007)

Moussa Haroonian, the youngest of the Haroonian brothers in Los Angeles, immigrated to the US at age 15 with his parents. After finishing with his studies in 1985, he joined his father Massood and brothers Dan and George in the family business of fine, new and antique Persian rugs. With his determination, dedication, and creativity, Moussa was instrumental in changing the direction of the business and helped make it a flourishing and successful one. His sharp eye in business and his innovative mind attracted close and friendly relationships with all major vendors in the U.S. as well as overseas. His kindness and morality taught all that knew him how to treat one another. His knowledge and passion of fine rugs has been a core reason why The Rug Warehouse is the business it is today.