Los Gatos Weekly-Times

Photograph by George Sakkestad

Siamak Shamouilzadeh is the owner of Ariana Rug Gallery.

New In Town

Close to the Heart

Siamak Shamouilzadeh, owner of the new Ariana Rug Gallery in downtown Los Gatos, believes in doing things differently.

Instead of coming up with a witty business name or playing up the exotic locales from which his merchandise originates, Shamouilzadeh named the store in honor of his young daughter.

Instead of following the methods he's seen work for many rug merchants--high-pressure sales and large showrooms--Shamouilzadeh runs a homey, modestly sized gallery in which visitors are welcome to browse and touch the rugs, even if they don't plan a purchase during that visit. This appreciation for rugs is something close to his own heart.

"When you work with rugs, you develop a passion for them because they're works of art. They're beautiful things that stay in a family for generations. I like rugs and I like people, and I realized this is what I want to do," says Shamouilzadeh, a Los Gatos High School graduate who now lives in San Jose.

Before opening his gallery, Shamouilzadeh co-owned a similar gallery in Menlo Park. Eventually, the commute got too tiring. He has also worked in the rug business in Canada and New York.

All of the rugs--new and used--are handmade. The used ones fall into three categories: those less than 50 years old are "old," those between 50 and 100 are "semi-antique," while those over 100 are "antique." The rugs, made of wool, silk or a combination of the two, hail from countries including Iran, Pakistan, India and China.

Shamouilzadeh offers free in-home consultations for clients unsure about sizes or colors. The gallery also offers pick-up and delivery of rugs for hand-cleaning or restoration work.

Ariana Rug Gallery, 457 N. Santa Cruz Ave. Hours are Mon.-Sat., 10 a.m. to 6 p.m.; Sun. by appointment. 399-5600.

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