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The London Stories: Sophie Javadi-Babreh, Rug Dealer
In our London Stories series, we met Sophie Javadi-Babreh – a rug dealer who grew up surrounded by the art of weaving. With roots in her father’s lifelong craft and an eye for timeless quality, Sophie carries forward a tradition built on patience, presence, and love for detail – values that never go out of style.
What made you become a rug dealer?
My dad started weaving rugs as a child in Iran and has dedicated his life to the craft. I grew up surrounded by his work, so rugs have always felt like home to me. When I was 17, I realised I had this incredible world of ancient craftsmanship and my father’s lifetime of knowledge right in front of me - something most people had never seen. That’s when I decided to return home and share it with the world.
“I’ve learned the power of showing up – again and again, even when things feel uncertain.“
Do you have to dig deep to find your creative nature or do you feel it's natural to you?
It’s constantly changing really. Creativity often comes naturally because I grew up in such a free environment, but running a business can be so practical and fast-paced that I sometimes have to slow down and reconnect with what inspires me. I’m lucky that my work keeps me surrounded by incredible art and people - it’s endlessly inspiring.
Are there any trade secrets you can share with someone who is about to enter your field?
It’s not really a secret, but my advice would be to expose yourself to as many rugs as possible. It helped me massively to handle antique pieces and compare them with more poorly made, mass-produced ones. In a world flooded with fast fashion, the best thing you can do is truly value quality - in both the rugs you make and sell.
What’s the most unexpected lesson you’ve learned while navigating your career?
I’ve learned the power of showing up - again and again, even when things feel uncertain. It sounds simple, but it’s been the most transformative lesson. Every connection, opportunity, and idea has come from being present and putting love into the work. You never really know what’s waiting around the corner.
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