Saturday, May 3, 2025, was the first day of a series of specialized meetings on handwoven rug in Qom province, attended by the chairman of the Qom Chamber of Commerce, the head of the rug, Arts and Handicrafts Commission of the persian Chamber, members of the Qom Chamber's board of directors, the director general of industry, mining and trade of the province, prominent rug experts including Mr. Mehdi Keshavarz Afshar and Touraj Jouleh, and a group of activists and pioneers of the Qom handwoven rug region

At the beginning of the meeting, Javad Kazemi, a handwoven rug producer and member of the board of directors of the Qom Chamber of Commerce, welcomed the meeting and stated that the topic of marketing and sales was the main focus of the meeting and began the meeting

Mohammad Irani, head of the Qom Chamber of Commerce, assessed the situation of handwoven rug exports as undesirable. He believes that the change in consumption culture has removed handwoven rug from the category of capital goods. Therefore, he suggested that a transparent problem-solving be carried out in the field of handwoven rug and a suitable strategy and outlook be prepared for the post-sanctions era

Abolfazl Rajabian, a handwoven rug producer and member of the board of directors of the Qom Chamber of Commerce, considered the presence of the National rug Center of Iran in these meetings essential and expressed his dissatisfaction with the absence of the head of the National rug Center of Iran in this meeting

Morteza Miri, a member of the board of directors of the persian Handwoven rug Producers and Exporters Union, spoke at the regional handwoven rug event in Qom, saying that this is the first time that this important event is being held and can enhance the position of the province's rug at the national level. The formation of the rug Commission in the persian Chamber of Commerce, with the support of experienced activists, is a step towards giving priority to this industry in the country's economy. He continued by adding that the special attention of Qom officials to the development of this art is unparalleled and the efforts of the activists are commendable. This support by the Qom rug community shows the attention paid to this area and its economic importance

Alanour Tavakoli, the head of Iran's rug exporter, considered Qom rug to be one of the main pillars of the country's handwoven rug and attributed the decline in rug exports in recent decades to various factors, including domestic and foreign sanctions. He considered other factors such as changing consumer tastes and weak marketing and branding to be important

Masoud Sepehrzad, the head of the Tehran Handwoven rug Sellers Union, stated in relation to the topic of the meeting in line with the challenges of marketing and sales that there are several problems in the field of selling handwoven rug, some of the most important of which are the existence of foreign and domestic sanctions, especially domestic sanctions, the decrease in global demand and the increase in the production of persian handwoven rug, the repetitiveness of designs and the lack of attention to customer tastes, the lack of government support for handwoven rug, changing lifestyles and the young generation's reluctance to buy handwoven rug, the high price of handwoven rug due to the increase in the price of raw materials, the decrease in skilled weavers and the withdrawal of the young generation from the field of handwoven rug, the time-consuming production and the decrease in the speed of supply, the lack of branding and the lack of international channels

Akbar Abdali Mohammadi, head of the Qom Provincial Industry, Mine and Trade Organization, referring to his presence at the meeting to review issues and problems in the handwoven rug sector, stated that the purpose of his presence was to benefit from a training course related to this field. In response to Mr. Rajabian's criticism of the absence of the head of the National rug Center of Iran, he explained that Ms. Kamani's absence was due to the late invitation of the organizers and its coincidence with a strategic meeting with the minister on Saturdays. According to him, Ms. Kamani apologized for her absence and announced that she would attend one of the five upcoming meetings, other than Saturdays. He continued by appreciating the cooperation of the Chamber of Commerce in implementing this regional event and expressing hope that holding such meetings could be beneficial and effective for the handwoven rug community of Qom Province and the entire country. Akbar Abdali Mohammadi, head of the Qom Provincial Industry, Mine and Trade Organization, referring to his presence at the meeting to review issues and problems in the handwoven rug sector, stated that the purpose of his presence was to benefit from a training course related to this field. In response to Mr. Rajabian’s criticism of the absence of the head of the National rug Center of Iran, he explained that Ms. Kamani’s absence was due to the late invitation of the organizers and the fact that it coincided with a strategic meeting with the minister on Saturdays. According to him, Ms. Kamani apologized for her absence and announced that she would attend one of the five upcoming meetings, other than Saturdays. He further expressed his appreciation for the cooperation of the Chamber of Commerce in organizing this regional event and expressed his hope that holding such meetings could be beneficial and effective for the handwoven rug community of Qom province and the entire country

Touraj Jouleh, a researcher and expert on handwoven rug, emphasized that forming a think tank with the presence of prominent people in this field is essential to examine and solve the problems of handwoven rug. He believes that all planning and decision-making related to this field should be made in this think tank, and in Qom province, this is of particular importance

According to the pre-determined schedule for this regional event, 60 minutes of the session was to be dedicated to the lecturer’s speech, followed by 2 hours for interaction and dialogue between the participants and producers in Qom province. However, the program did not go as expected, and in practice, the first 1 hour of the session was spent on the speeches of the invited guests. This significantly reduced the lecturer’s speech time to only about half an hour. Therefore, there was not enough time to fully utilize the lecturer’s research, and the useful time for constructive discussion among the attendees was also reduced

Next, according to the previous plan, Professor Mehdi Keshavarz Afshar presented a PowerPoint presentation and addressed the problems and challenges of marketing and selling handwoven Qom rug as follows

Mehdi Keshavarz Afshar, a faculty member at Tarbiat Modares University, in his speech on the pathology of handwoven rug in Qom, stated that the main problems of handwoven rug in Qom in terms of marketing and sales are the lack of transparency of the price of handwoven rug  in the market, the lack of accurate and precise information about the characteristics of the rug, the failure to hold proper art exhibitions to present handwoven rug in Qom, the failure to produce correct content from rug and their artists and publish it in cyberspace. He added that the art market in general, and the handwoven rug market in particular, suffer from significant ambiguity and lack of clarity. Referring to the multifaceted nature of handwoven rug, he considered them a combination of culture, a work of art, and a luxury item, which he examined with the approach of creative industries. He then referred to creative industries and their role in the economy, and introduced them as part of the economy of creation, production, and distribution of cultural and artistic products and services. He then addressed the numerous and complex challenges facing the handwoven rug sector in the form of creative industries

Among the challenges raised are the following

Subjective values: He addressed the issue of subjective valuation in handwoven rug and emphasized that the value of a handwoven rug is not defined solely on the basis of its tangible, technical, and functional characteristics, but rather subjective and cultural factors also play a role in determining its value. This makes calculating and determining a fair price more complicated

Intellectual Property and Rights Infringement: With digitalization and easier access to artworks, he emphasized the increasing risk of copyright and intellectual property infringement in this area. This poses serious problems for artists and handwoven rug producers and requires appropriate legal measures and solutions to protect their rights

Interaction between artistic originality and economic justification: He emphasized the importance of interaction between artistic originality and economic justification in the field of handwoven rug. That is, artists and producers must pay attention to both the artistic quality and originality of their work and not neglect its economic aspect. This interaction is a two-sided challenge and requires interdisciplinary and innovative solutions

Mr. Keshavarz Afshar's remarks reflect the complexities and numerous challenges in the field of handwoven rug and the necessity of paying attention to its various aspects, including cultural, artistic, economic, and legal aspects. These challenges require closer examination and the provision of innovative solutions to solve them

Next, each of the activists and rug producers in Qom province presented their opinions regarding the challenges of marketing and selling handwoven rug in Qom

Abolfazl Sadeghi, head of the Qom Handwoven rug Weavers Union, emphasized the importance of succession planning and paying attention to young people, saying that handwoven rug require experts and people knowledgeable in academic subjects, and more opportunities should be provided for young people to participate in this industry. He also stated that the government will not help export and improve the situation of rug, therefore he emphasized the cooperation and support of the private sector as an effective factor in the progress of this industry

Mohammad Reza Rashtizadeh, the head of the Qom Province Handwoven rug Employers Association, considered unity among the people in this field important and stated that nothing positive will happen in this field until this unity and solidarity is achieved. He added that given the advancement of technology in the world, new technologies can be the savior of handwoven rug. In support of Professor Keshavarz's words, he stated that one of the main problems of handwoven rug is the lack of transparency of consumer prices in the market and added that when the price of rug is not presented transparently in the market, a healthy market will not be created. In line with Mr. Touraj Jouleh's suggestion and having a think tank, he also said that this has been happening in the Iran-Guereh complex for nearly ten years and many economic and branding consultants have been used to provide operational solutions to solve the problems of handwoven rug. In addition, he emphasized that the Qom Handwoven rug Employers Association has held more than 40 meetings in the last 3 years to brainstorm and brainstorm with activists. He continued by saying that the activities of the Iran Guereh Group in the last 10 years in order to solve the problems are now in the form of a ready-to-use platform for all activists in this field. He concluded by saying that instead of blaming the government and waiting for its actions, the producers should take responsibility for their weavers and generate enough wealth to be able to cover their insurance costs and wages properly and fairly. It is unfortunate that today the wage of a weaver, if the wage is 60 million a dorah and a half in 8 months, is about 7 to 8 million per month

Mohammad Reza Sedighian, a handwoven rug manufacturer in Qom, reacted to the planning of this educational panel and the limited time of Professor Mehdi Keshavarz Afshar's presentation, emphasizing that considering the one-hour time allotted for his teaching, thirty minutes was not enough to present important material. Therefore, it is better to fully allocate time to the professor in future sessions so that the material can be presented with higher quality. Then, in line with the problems of Qom rug, he mentioned excessive focus on service aspects. He suggested that by focusing on artistic aspects, such as branding and recognizing artists, greater success can be achieved in this field

Ali Asghar Khoshgoftar Moghadam, the head of the Designers and Painters Association, spoke about the intellectual property of rug, saying that this has been done, but regarding industrial property, there are problems and challenges that require serious consideration and follow-up by the handwoven rug community

Ali Jourabchi, a businessman and seller of handwoven rug, said that intellectual property is considered more in the field of design, while it is better to give importance to it in other areas such as the root and the shiraz

Abolfazl Khoshsohbat, a handwoven rug manufacturer in Qom, said that in the past, weavers used to receive higher wages, but today, due to the increase in the costs of producing handwoven rug, the profits from production have decreased. He also mentioned Mr. Keshavarz's words and stated that some middlemen in Qom copy the designs and plans of Qom manufacturers and reproduce them with lower quality. In this regard, the question arises as to how the issue of the presence of middlemen and the problems arising from it can be resolved

Javad Eliasi, Vice President of the Qom Handwoven rug Weavers' Union, spoke about the wages of handwoven rug weavers, saying that every year, according to the dollar rate, the wages of weavers have also increased. For example, today, a weaver's wage is calculated at today's dollar rate, but if even with the same amount, the wage seems low, the main factor in this issue is the government and inflation. Therefore, we cannot ignore the government and its laws

However, it should be noted that there is a contradiction between the statements of Mr. Rashtizadeh and Eliasi regarding the wages of Qom rug weavers. Mr. Rashtizadeh believes that producers should pay weavers a fair wage by producing and increasing wealth, and the government should not be blamed. In contrast, Mr. Eliasi considers the weaver's wage to be relative to the daily rate and attributes the low wages to factors such as the government and inflation. Mr. Rashtizadeh seems to have a more practical approach, because producers can improve the situation of weavers through better management and increased productivity

Hassan Azizi, a faculty member and lecturer at Hazrat Masoumeh University, emphasized the importance of the team-building process to provide innovative and marketing solutions. He pointed out the need for constructive interaction between the university, the market, and the industry, and suggested that experiences and achievements related to the rug field should be made available to the public in a documented form, such as by writing a book

Mohammad Moghadami Rad, representing Qom Azad University, said that knowledge management has a significant impact in the field of rug. He suggested that artificial intelligence capabilities be utilized to expand marketing and increase sales of handwoven rug

Seyyed Mojtaba Farhadi, Secretary of the Qom Provincial Chamber of Commerce, stated regarding the issue of intellectual property in rug design that this is a very important issue that should be examined in the Dialogue Council

Ms. Sormeh, an activist in economics and art, spoke about the challenges related to the handwoven rug of Qom, saying that this product has a very high status and value. However, manufacturers have not yet been able to pursue appropriate marketing and sales strategies for luxury goods. She emphasized that the taste of the audience must be formed and attitudes towards this luxurious and valuable product must be reviewed

Malika Sadri, an architect and designer, said about the combination of architecture and rug that using technology, it is possible to display the designs of handwoven rug with the help of projectors. This innovation can have a significant impact on the promotion and sale of handwoven rug. She also suggested that these capabilities and facilities be exploited further

Following Malika Sadri's remarks, Mohammad Reza Rashtizadeh said that the Iran Guereh website has augmented reality (AR) capabilities, which allows users to virtually view their chosen rug in their home before purchasing. Also, Ms. Sormeh continued her remarks by emphasizing that luxury goods are considered investment goods, and for this reason, it is necessary to maintain their value in the long term. One of the main challenges for manufacturers is that every year they have offered their rug to the market at a lower value, which has caused consumers to lose out

Touraj Jouleh, considering the existing infrastructure and the basic concepts presented, it is better to understand the concept, meaning, and why of a handwoven rug before anything else. If these concepts are not defined correctly, an all-silk rug will be mistakenly classified as a luxury product. However, a work of art has distinct differences from a luxury product in terms of meaning and value

On Tuesday, May 6, 2025, the second edition of the Qom Province Handwoven rug Regional Event was held with the theme of "Creativity and Innovation in Handwoven rug Design Using Artificial Intelligence Tools" in cooperation with the Qom Province Designers and Painters Association. In this regional event, many people, including manufacturers, designers, painters, and activists in the field of handwoven rug, were present to exchange views and experiences together in addition to learning about artificial intelligence

At the beginning of the meeting, Ali Asghar Khoshgoftar Moghadam, the head of the Qom Province Designers and Painters Association, welcomed the attendees and participants who attended the course online and began his speech with the history and introduction of artificial intelligence. Using a PowerPoint file, he stated: “Artificial intelligence is a set of algorithms and computer processes that act, think, and analyze like humans

He further emphasized: "With the entry of artificial intelligence into the fields of work, we should not be afraid of it; rather, by using this technology correctly, we can go through the work path more intelligently, faster, and with the least amount of errors." He also added that artificial intelligence can also help humans in analyzing and exchanging information in a comprehensive and accurate manner. Khoshgodar Moghadam stated: "Artificial intelligence is always trying to think, act, and analyze data like humans, and this similarity is becoming more perfect day by day

Continuing this section, he referred to the scientific history of artificial intelligence and said: "This technology has a history of more than 60 years; for example, in the 1960, a simple chatbot named Eliza was introduced. In the 1980, neural networks were developed, and their evolution continues. Also, in the 2000s, significant advances were made in the fields of image processing, speech recognition, and machine translation

In part of his speech, to further clarify the importance of the topic, he asked the question: "Why and how has artificial intelligence been able to attract public curiosity in recent years?" And in response, he listed three main factors

The first factor: The dramatic increase in the volume of data and information available in the world, which has paved the way for machine learning for artificial intelligence

The second factor: The growth of processing power through advanced servers and sophisticated hardware, which has enabled faster and more efficient data processing

The third factor: The advancement of web-based technologies

He then asked another question to examine the relationship between humans and artificial intelligence, saying: "Can artificial intelligence work alongside humans or might it become a competitor?" He cited a historical example in this regard, saying: "In 1997, Garry Kasparov lost to artificial intelligence in a chess match, and this was humanity's first bitter experience of being defeated by its own creation

He continued: "The remarkable thing is that these tools are publicly available, and experience has shown that whenever a new technology enters a field of work, it leads to the loss of many jobs

In the final part of the speech, the eloquent Moghadam divided the structure and algorithms of artificial intelligence into six main branches

Machine learning: based on data that humans provide to the system

Natural language processing: includes understanding and interacting with human language through speech, writing, and text

Artificial neural networks: composed of digital neurons to perform complex calculations, such as analyzing the results of experiments

Computer vision: to analyze and recognize the content of images and videos through advanced image processing

Audio or speech processing: recognizing and converting human voice into processable data

Robotics: the science dedicated to creating intelligent machines or humans

Finally, Khoshozattar Moghadam announced a 15-minute break and asked the attendees to actively participate in the next part of the session, which is dedicated to practical training in the use of artificial intelligence tools

The second part of the training course focused on creativity and innovation in designing handwoven rug using artificial intelligence tools and was held with the presence of Professor Mohsen Memar. In this part, Professor Memar, while examining the capabilities of new technologies, introduced various applications of artificial intelligence in the design process and production of visual content

He stated that the main goal of this workshop was to improve the awareness and capability of handwoven rug activists in utilizing new technological tools and stated: “Artificial intelligence, as an emerging and powerful tool, can play an effective role in the content transformation of products In the first part of his speech, the architect introduced four main methods of using artificial intelligence to produce content, including: “Converting text to text”, “Text to image”, “Image to image” and “Text to video”. These methods enable the creation of creative and diverse content in different formats and create a new experience for designers

He then introduced some of the websites that are useful in producing visual content using artificial intelligence, including ChatGPT, GROC, Krea, Copilot, and Leonardo, each of which, with its unique features, provides users with the ability to produce high-quality visual content. Simple design, support for text and image inputs, and high speed of content production were cited as advantages of these tools

In another part of the course, how to log in and use the ChatGPT tool for design and ideation was explained in detail. The architect suggested using websites such as Temp Mail to create a temporary email to register in the system. He explained the steps for registering and logging in to the OpenAI ChatGPT system step by step and stated that users can achieve very accurate and creative outputs by providing accurate information and using targeted prompts

In this section, he also mentioned the importance of prompt writing, saying, "The quality of the output of AI tools is directly dependent on the accuracy, clarity, and purposefulness of the input commands." According to him, a precise prompt can produce creative content that meets the user's needs, while vague or incomplete commands may yield poor results

Providing examples of how ChatGPT can be used in rug design, the architect added: "Users can specify features such as color, pattern, design style, size, and shape of the rug and ask this tool to produce a design that suits their needs. The ability to combine two different designs or add specific details to a design is also among the outstanding capabilities of this technology

Next, he presented how to use artificial intelligence tools through the websites of GROC, Krea, Copilot, and Leonardo to produce visual content in full

At the end of the meeting, the architect emphasized the need to synchronize traditional art with modern technologies and said: "In the digital age, utilizing artificial intelligence tools is not only an opportunity, but also a necessity to maintain competitiveness in traditional industries such as handwoven rug." He expressed hope that these trainings will pave the way for further growth and innovation in the field of handwoven rug design

On Thursday, May 8, 2025, the second edition of the Qom Province Regional Handwoven rug Event was held, with the focus on the vital role of digital marketing in the field of handwoven rug, with the aim of improving the status of handwoven rug. In this important training course, manufacturers, activists and enthusiasts of the field of handwoven rug attended to examine the latest digital marketing methods and strategies in a dynamic and interactive environment and exchange views on how to improve and develop the status of handwoven rug At the beginning of this training course, Professor Mohammad Reza Sheikh Bahai, a prominent lecturer and expert in the field of digital marketing, asked all attendees to introduce themselves and state their areas of expertise in the field of handwoven rug. This was done with the aim of creating an initial understanding and establishing effective communication between the participants and the instructor so that the training topics could be tailored to the needs and experiences of the participants. After this initial introduction and familiarization, Sheikh Bahai began his speech by explaining theimportant role of digital marketing in today's world

Providing in-depth and strategic insights, Sheikh Bahai stated that digital marketing offers unparalleled opportunities for the growth and development of the handwoven rug industry by providing the ability to achieve more tangible results in shorter time frames and at much lower costs compared to traditional methods. He emphasized that this approach not only helps increase sales and profitability, but can also lead to branding, increased brand awareness, and creating lasting relationships with customers. However, he noted that achieving these benefits requires a comprehensive and structured plan for operating in the online space to best utilize all the potential capacities of this space. This plan should include specific goals, appropriate marketing strategies, accurate budgeting, and performance measurement criteria

Sheikh Bahai, referring to the increasing importance of data as the beating heart of digital marketing, considered it important that success in this field requires deep attention to data and its careful analysis. He believed that adopting a quantitative and data-driven approach is the key to success in the digital world. He pointed out that instead of relying on assumptions and speculations, marketing strategies should be adjusted by carefully analyzing data and customer behavior patterns. This means that instead of relying on personal opinions and limited experiences, activists in this field should pay attention to market data, customer information, and advertising campaign statistics. With this approach, marketing decisions can be made based on reliable evidence and documents and significantly increase the likelihood of success. Using the tariff code (HS Code) of handwoven rug and analyzing export data from different countries, he carefully examined the status of persian handwoven rug compared to other competitors at the international level. These analyses showed that Iran faces challenges and opportunities in this area that require careful attention and planning to improve the current situation

Emphasizing the need to move towards data-driven marketing, Professor Sheikh Bahai noted that many of the activists in this field are reputable brands, but unfortunately they are not known in cyberspace. He suggested that the intelligent use of artificial intelligence tools, especially ChatGPT, can help them find their true place in the digital market by presenting a different and attractive image of themselves and communicate with more audiences. Referring to the position of handwoven rug as a luxury and valuable product, Sheikh Bahai emphasized the need to improve the level of knowledge and awareness of the audience about this authentic persian art, and considered this serious responsibility to be the responsibility of all activists in this field

Given the traditional nature of the handwoven rug market, Sheikh Bahai described entering the digital marketing arena as not an option but an inevitable necessity. He warned that otherwise, manufacturers would be forced to store their rug in warehouses and wait for the day when a buyer would be found. He emphasized that the era of secrecy and traditional methods is over and that in order to survive and succeed in this field, it is necessary to move towards new technologies and take advantage of all the potential of digital marketing

In the continuation of this event, Professor Sheikh Bahai introduced and explained the most effective solutions and tools available in the field of digital marketing. He introduced online advertising as one of the main and efficient ways to attract new customers and explained its different types. Display advertising, click-through advertising, native advertising, using Google Ads, retargeting, text advertising, advertising on social networks, email marketing, using affiliate and sales links, thematic advertising, banner advertising and keyword advertising were just some of the tools he mentioned and explained to the participants how to use them correctly

Sheikh Bahai continued his speech by explaining the basic steps of digital marketing and emphasized the importance of customer segmentation, defining the value proposition, choosing the right communication channel, establishing effective relationships with customers, managing key resources, performing key activities, creating strategic partnerships, creating sustainable revenue streams, and managing the cost structure. He explained each of these steps in detail and, by providing practical and tangible examples, helped participants gain a better understanding of how to implement them in their businesses and be able to use these strategies more effectively in line with their goals

He also introduced Google Trends as a valuable tool for examining the search volume of keywords related to handwoven rug in different cities. He explained that this tool helps marketers in this field to analyze user search data, identify their behavioral patterns and adjust their marketing strategies accordingly. In addition, he emphasized the importance of simple and user-friendly UI (user interface) and UX (user experience) design for websites and introduced mailerlife.com as a powerful tool for managing email marketing campaigns

Professor Sheikh Bahai once again emphasized the importance of using AI tools such as ChatGPT to produce engaging and creative content, design webinar scenarios, and other content marketing activities. He urged participants to use these tools and methods to innovate and be creative in their marketing activities and to improve the position of this authentic art in domestic and international markets by presenting a distinctive and up-to-date image of persian handwoven rug

In the final part of the class, Mohammad Reza Sheikh Bahai, the instructor of the course, emphasized the significant importance of using LinkedIn as a powerful tool for handwoven rug industry activists. He explained to the attendees that LinkedIn is more than just a job search platform, it is an international professional network that allows for communication, information exchange, and business opportunities

Therefore, by providing practical guidance, he taught participants how to log in to LinkedIn effectively, create a professional and attractive profile, and take advantage of all the features of this platform to develop their business. He emphasized that the LinkedIn profile should act as an online showcase of the business and provide complete and accurate information about work history, skills, achievements, and individual and organizational expertise

He also mentioned the importance of creating a broad network on LinkedIn and recommended that participants get to know and connect with people working in the field of handwoven rug in different countries around the world, as well as in Iran. He emphasized that these connections can lead to exchanging experiences, receiving market information, finding new business partners, and creating export opportunities

Finally, Sheikh Bahai, emphasizing the need for continuous and professional activity on LinkedIn, urged participants to regularly update their profiles, publish valuable content, interact with other members, and take advantage of all the features of this platform to develop their businesses. He expressed his hope that by using LinkedIn and utilizing digital marketing, handwoven rug activists will be able to enhance their position in domestic and international markets and achieve greater success

This training course, by providing knowledge, tools, and practical solutions, is an important step towards empowering handwoven rug activists in Qom province to have an effective and successful presence in the competitive arena of global markets and is expected to bring positive results in the near future. This event not only helped to improve the knowledge of the participants, but also provided an opportunity for networking and exchange of experiences among activists in this industry, which can lead to further synergy and development of the handwoven rug industry in Qom

On Saturday, May 20, 2025, the second round of the regional handwoven rug event in Qom Province was held on the topic of challenges and problems of the handwoven rug industry (human capital, etc.) with the presence of Professor Fathali Qashqaifar and a group of manufacturers and activists in the field of handwoven rug

At the beginning of this meeting, Professor Fathali Qashqaifar, referring to the importance of human resources in the field of handwoven rug, stated that humans are based on thinking and imagination. It is this thinking and imagination that gives them the power to create and innovate. In the field of handwoven rug, human resources are the beating heart of production. The skill, creativity, and precision of this force determine the quality and value of handwoven rug. Without skilled and motivated human resources, it will not be possible to produce high-quality and competitive rug in the market. Professor Qashqaifar also emphasized the need to pay attention to the social and cultural needs of human resources, including appropriate working conditions, fair salaries and benefits, and the necessary platforms for individual advancement. These factors will increase motivation, job satisfaction, and loyalty to the profession among the human resources active in this industry, and ultimately, will lead to the prosperity and sustainable development of handwoven rug

He continued by stating that rug are more than just decorative items; they are a symbol of interaction and closeness between people. The inherent nature of rug invites interaction and conversation. rug manufacturers should be aware of the importance of storytelling and narrative in their products. The stories behind a rug, from how it is produced to the culture and history associated with it, can increase the value and appeal of a rug to customers and create an emotional connection with the audience

In today's world, it is essential to create a new world based on the basic needs of man. A precise understanding of the needs of the present and the future creates new needs in itself. Authenticity arises at every moment and every second and is a dynamic and ongoing process. This dynamism and authenticity are also clearly visible in the rug, because each rug is a reflection of its time and social and cultural conditions

Professor Qashqai added: "Contrary to popular belief, rug are not a one-dimensional phenomenon, but rather the product of a historical process spanning thousands of years that is rooted in human identity. From traditional weaving patterns to modern technologies, each stage of rug production has a story to tell. Recognizing and understanding human needs and how to respond to them, along with understanding ourselves, is the key to a deeper understanding of rug and their connection to human needs throughout history

In line with the importance of producing content on handwoven rug, he mentioned that through images, videos, articles and related stories, a significant role can be played in introducing and promoting high-quality and authentic rug. This content can help audiences connect with rug as part of human history and culture and understand the values ​​inherent in them. Also, introducing production processes and raw materials can help build trust and a better understanding of rug among customers. Ultimately, producing high-quality and engaging content can transform rug from a purely decorative item into a cultural and emotional experience

Master Qashqai Far believes that the fundamental problem in the field of handwoven rug is ignoring the balance between supply and demand and insisting on excessive production. In his opinion, this approach not only harms the rug economy, but also causes this art to distance itself from its cultural and social status and become merely a commercial commodity

Professor Qashqaifar's proposed solution is to change the approach to production and focus on quality rather than quantity. He believes that production should be significantly reduced and, instead, prices should be set based on the true value and luxury of the product. This strategy aims to create a reputable and valuable brand that a specific audience will seek out and be willing to pay more for its authenticity and quality

Professor Qashqai Far considered cyberspace a powerful tool to achieve this goal. However, he emphasized that simply entering cyberspace and creating an Instagram page or website is not enough. Success in this field requires an efficient, expert, and creative force that can convey brand values ​​to the audience by producing attractive and targeted content and establish a deep and lasting connection with them

Finally, Professor Qashqai addressed the issue of unrealistic expectations and the lack of a clear and fair classification system for the value of handwoven rug. He believes that this ambiguity and lack of transparency confuses buyers and sellers and undermines the true value of exquisite and authentic rug. Establishing an accurate evaluation and classification system based on qualitative and artistic factors can help address this problem and create transparency in the rug market

In the second part of the meeting, Mr. Mohammad Reza Rashtizadeh and Javad Eliasi joined the discussion panel to express their views on the challenges and problems in the field of handwoven rug

Mohammad Reza Rashtizadeh, the head of the Qom Province Handwoven rug Employers Association, in a discussion about the challenges facing the handwoven rug sector, pointed to the high quality of Qom rug and said: If the rug produced today in Qom were woven forty years ago, they would have gone straight to museums due to their unparalleled quality and artistic value. Stating that the current rug of Qom are not comparable to the rug of the past in terms of technique and elegance, he addressed the fundamental question of why the market demand for them is low despite the production of such valuable works. Rashtizadeh believes that in addition to technical and artistic quality, handwoven rug require narrative and content. He added: At the same time as producing handwoven rug, their story and identity must also be created. This requires the presence of content creation experts who can convey the artistic and cultural value of the rug to the audience. According to him, manufacturers should pay as much attention to managing this aspect of production as to the production of the rug itself. Referring to the durability and intrinsic value of handmade carpets, the head of the Qom Handmade Carpet Employers Association said: “A handmade carpet, like a family’s voice recorder, contains years of memories and stories of life and is a symbol of peace and slow living. In today’s world, what other work of art can connect several generations?” He linked the change in consumer tastes towards Nepalese and Indian rug with simpler designs to the removal of persian rug from showcases and their replacement with other products. This has led to a general change in consumer tastes and views towards persian rug. To change this trend and re-attract customers’ attention to persian rug, Rashtizadeh suggested holding exhibitions where each artist can directly communicate with their audience and introduce themselves, from the weaving stage to design and production, and show the value of their work. According to him, the main key to re-attracting customers’ attention is modern marketing and showing the intrinsic value of persian handwoven rug. He added: "We need to tell the story of the rug, showcase its art and elegance so that the consumer understands it and connects with it. Our goal is to convey this understanding and feeling to the consumer

Master Fathali Qashqaifar considered the persian handwoven rug one of the most collective national arts and compared it to the art of cinema. He emphasized: "The persian rug is a symbol of teamwork, and its result is a unique work that is formed from the cooperation of several individuals." He continued by pointing out one of the main challenges in this field and said: "In this collective art, sometimes the producer or director wants to do all the steps alone, while such an approach is not only ineffective, but also damages the final quality." Master Qashqaifar, referring to the importance of taste formation in the global arena, added: "One of the principles of marketing in the fields of art is to be able to create taste; that is, you must have an active and influential presence in global markets, in such a way that the audience accepts you without anything being imposed on them." Criticizing the dependence of the persian rug trade sector on poverty in the contemporary era, he stated: "When I see the status of the weaver but do not make an effort to sell it at a reasonable price and offer it at its real value, I have actually prevented him from improving his standard of living." He emphasized that the buyer's perspective is also influential in this process, adding: "If the buyer knows that the carpet he buys is the result of suffering, pain, and sorrow, he will feel that its negative energy is transferred to his home. Because from a physical perspective, objects carry the energies and emotions of the environment." Master Qashqaifar explained by citing examples from the Turkmen rug weaving culture: "In Turkmen culture, there is a carpet called Tutluq that is woven for a girl by her friends when she gets married and stays in her home for the rest of her life; a rug full of memories and love. In contrast, a forced rug is a rug that is removed from the loom for some unfinished reason. He continued: "If we want the persian rug to shine in the world, we must see it as a living being; an entity with a biological, economic, artistic, and historical philosophy. The rug must become a paradise that transforms the unwell state of every person. The rug has meaning only for someone who has retained the motivation to live." Professor Qashqai Far also took a critical look at past exhibition policies and said: "Perhaps the mistake started when, instead of displaying authentic persian rug in museums, we went to exhibitions like Domotex and placed the rug next to industrial rug and wallpaper. This means that we wanted to say to ourselves, accept us as much as wallpaper." He emphasized in the end: "If the persian  rug is present in prestigious art exhibitions and has content to offer, it will regain its place. But until this path is taken, we will be measured by false standards

Javad Eliasi, vice president of the Qom Handwoven rug Weavers' Union, said: "A rug manufacturer is like a film director. A director who may cut a hundred times to get a shot and start over. The director must know what he wants to do." He added: "A director who doesn't know when to cut and doesn't know the right time cannot follow the right process. Instead of taking 2,000 shots for a one-hour film, he proceeds with a much smaller number because he doesn't know what he wants." Eliasi continued: "Why did our rug suddenly grow so much in the 1941, 1951, and 1961?" If we study it properly, we will understand why such growth occurred. He added: "During World War I, our rug were exhibited in museums. With the outbreak of the war, this process slowed down a bit, but people continued to see persian rug in museums." After the end of World War II and the beginning of the economic renaissance, people wanted to own the rug they had seen in museums. “I can safely say that a hundred times as many rug as we have produced have been painted or sculpted,” Eliasi concluded. “But have they all survived? Have they all remained valuable and found their way into museums

In the final hours of the specialized meeting examining the challenges and problems of handwoven rug, the participants raised their questions, which are as follows

.?What is the solution to improve the situation of handwoven rug
.?A question was asked by Professor Qashqaeifar: Do you believe that rug should be presented in art exhibitions

.?Can you name other art exhibitions where participation would be effective

A question was asked by Professor Rashtizadeh that it seemed that handwoven rug, especially in Iran, face certain cultural influences: The persian audience has traditionally grown up withrug. In your opinion, should we introduce rug to the audience with particular care and elegance to make them less familiar? Do you know a solution for this

Regarding the history and storytelling of handwoven rug, which is influential in the discussion of marketing and branding, a question was raised: What points should be included in this storytelling to have a positive impact on the rug and its brand.? 
A question was raised: Considering the differences in tastes between persian and Europeans: Should we change ourselves to approach their tastes, or, as the origin of the world's rug, should we create tastes for them?

In response to these questions, Mohammad Reza Rashtizadeh, head of the Qom Province Handwoven rug Employers' Association, said: persian rug do not maintain their value compared to Indian and Nepalese rug. While Indian and Nepalese rug maintain their value every year. We have not yet been able to manage our workshops properly so that we can deliver orders on time and with the desired quality. While Nepal delivers according to request with selected colors and quality wool. He added: The solution to this problem is for the manufacturer to disclose prices and determine the real value of the rug. Prices must be announced transparently and the manufacturer must stand by it and consider a share for sellers and advertisements. It is also necessary to use the media to introduce the carpet and make it visible on a global level

In his closing remarks, Professor Qashqai Far emphasized that one should not expect an immediate solution from professors or experienced individuals, because handwoven rug have reached this state through years of mistakes, negligence, and wrong decisions. He also noted that a large part of the current problems of rug are due to our way of looking at and thinking in this field, and another part is related to policymaking and governance issues. He considered the way out of these conditions to be creativity, innovation, continuous dialogue, and most importantly, turning ideas into action; a path that requires serious cooperation and follow-up

On Tuesday, May 13, 2025, the third session of the regional handwoven rug event in Qom Province was held, with the topic of dos and don’ts in combating the smuggling of handwoven rug and confronting the sale of imported rug. The session, which was accompanied by a presentation by Professor Mohsen Sharifi Aliaei and the presence of a group of pioneers, producers, andactivists in the field of handwoven rug, examined various aspects of the challenges facing the art of authentic persian handvowen rug

At the beginning of the meeting, Professor Sharifi Aliaei analyzed the current situation of rug smuggling in the country and spoke about the significant increase in demand for non-persian rug, especially Afghan rug, in the domestic market. According to him, imported rug have made their way into many rug stores due to their similarity in design and pattern to persian rug and lower prices. This phenomenon has reduced demand for authentic persian rug and has faced serious problems in the handwoven rug sector. Professor Sharifi attributed the decrease in domestic production to the migration of rug weavers, lack of financial support, and reduced economic incentives

He also cited weak border controls, the lack of comprehensive and mandatory rug authenticity certificates, and the lack of an accurate information system as reasons for the spread of smuggling and fraud in this area. According to Professor Sharifi, certifying rug should not lead to an increase in price, but should be a tool to preserve the authenticity, identity, and brand of persian rug. He also considered the lack of accurate statistics to be one of the key weaknesses in planning in this area

Sharifi Aliae then presented a set of necessary measures to combat rug smuggling. These measures include the use of smart technologies at borders and customs, increased surveillance patrols, rug identification using QR codes and registration in the national system, public education to identify authentic rug, widespread information dissemination, financial and insurance support for rug weavers, and the formation of specialized inter-agency committees

He also emphasized issues that should not be neglected in combating the smuggling of handwoven rug. These include banning the entry of rug without identification documents into the market, preventing the sale of foreign rug as persian rug, increasing monitoring of online and traditional stores, maintaining the position of official judicial experts in assessments and dealing with violations, and creating an accurate database for analysis and major decision-making

Professor Sharifi Aliaei continued his speech by discussing several basic solutions to combat smuggling and fraud in the field of handwoven rug. Among these suggestions was the creation of a national rug tracking system that would enable the precise tracking of each rug. Also, intelligence and customs cooperation with neighboring countries and strengthening border surveillance were other necessary measures that Professor Sharifi proposed. He also emphasized that the sale of rug without tracking codes should be prohibited and finally emphasized the domestic and international branding of persian rug as an important step in protecting the authenticity and identity of this art

He also pointed out the negative effects of the global market on the status of persian rug and emphasized that smuggling of persian rug through unofficial routes and rebranding at smuggling points, especially in European markets, has led to counterfeit rug being sold under the name of persian rug This has not only obscured the authenticity of this persian art, but has also seriously damaged the global reputation of persian handwoven rug

Master Sharifi Aliaei considered the persian handwoven rug to have unique characteristics that distinguish it from any other similar rug. According to him, each persian rug has its own "fingerprint" and a person familiar with this art can recognize its authenticity just by touching the rug. He emphasized that the decrease in demand for authentic persian handwoven rug has directly led to a decrease in the income of rug weavers and ultimately their leaving the job

In conclusion, Master Sharifi introduced the Qom silk rug as one of the most valuable examples of persian rug due to its fine weaving, variety of patterns, and high originality. However, due to its high price, low-quality copies of this type of carpet have become popular in the market by imitating the design and selling it cheaper. He emphasized the need to design a precise identity card with standard items for handwoven Qom rug, adding that cultural programming and the production of specialized content can be effective in promoting the status of Qom rug at the national and international levels

In the second part of the meeting, Mr. Abolfazl Sadeghi and Mohammad Reza Sedighian joined the discussion panel to express their views on the fight against handwoven rug smuggled into Iran

At the beginning of this panel discussion, Abolfazl Sadeghi, the head of the Qom Handwoven rug Union, pointed out the importance of holding training classes and said: The presence of veterans in these classes indicates that learning in the field of rug never ends. He continued by emphasizing the need to combat smuggled goods and stated: The import of smuggled goods is being combated all over the world, and just as imports are sometimes needed to regulate the market, maintaining the position of domestic products also requires a serious fight against smuggling, especially in the field of rug. Referring to the entry of smuggled rug into the country, Sadeghi said: Illegally imported rug, especially Afghan carpets that are mainly imported from the borders of Khorasan province, have caused serious damage to the country's economy and the reputation of persian handwoven rug. Although the security police are combating this phenomenon, these measures are still not enough

He considered one of the main reasons for consumers' acceptance of these rug to be the lack of sufficient information and education, and added: "The low price of these rug has caused people, especially uninformed consumers, to buy them. On the other hand, some sellers also deceive customers by offering these carpets under the name of persian rug or mislead the market by using the name Afghan; an action that eventually undermines trust in the quality and guarantee of authentic persian rug" Sadeghi concluded by emphasizing: "This trend will initially harm the global status of authentic persian rug. Therefore, increasing the level of public education and awareness, especially among sellers and buyers, will play an important role in confronting this threat." He considered supporting producers to be very important, stating: "When we do not even have the ability to provide the raw materials we need, we cannot expect to compete effectively with other markets." One of the main problems is the high import tariffs on raw materials, especially silk. These heavy tariffs have led some to resort to smuggling raw materials, as they enter the country through illegal routes at lower prices. This trend not only harms domestic producers, but also calls into question the quality and authenticity of persian rug

Mohammad Reza Sediqian, a handwoven rug producer in Qom province, suggested during the meeting that the issue of rug smuggling be examined specifically for Qom province. Referring to the lack of accurate statistics in this area, he said: Unfortunately, there are no clear statistics on many issues, including rug smuggling. One of the basic solutions for better management of this situation is to register the rug production file from the time of production. By entering accurate information, this measure can help maintain the authenticity of the rug and better track it in the market. He continued: Unfortunately, some persian manufacturers, in order to reduce costs, transfer their rug to countries such as Afghanistan and Pakistan for weaving; because labor is cheaper in those areas. He also pointed out another challenge and said: Today, a large part of the weavers of exquisite silk rug in Qom are Afghan immigrants, and for this reason, it has become difficult to distinguish persian and non-persian rug in some cases. He then asked one of the attendees, who has a history of exporting rug to Pakistan, to share his tips and experiences with the other attendees regarding smuggled persian rug being transported to Pakistan

Mr. Sayedzadeh, an activist in the field of handwoven rug, continued the meeting by referring to the issue of rug smuggling and emphasized that the entry of Afghan rug into the country should not discourage and disappoint domestic producers. He added: The idea that we have lost in the competition with smuggled rug is incorrect, because smuggling flows in both directions and even rug are smuggled from Iran to Afghanistan and Pakistan. Sayedzadeh, stating that smuggling is widespread in the field of handwoven rug, proposed holding specialized exhibitions of handwoven rug so that persian producers have more opportunities to directly offer their products. In another part of his speech, he considered effective control of smuggling to be dependent on decision-making and serious measures at higher levels, and added: The responsible authorities at the country's entry points should act with greater sensitivity, because smuggling can only be combated through careful monitoring of the borders. He continued: "If activists in this field can update maps and designs by taking into account domestic and foreign tastes, and in addition, gain accurate knowledge of neighboring markets and establish more effective communication with them, they can gain a significant share of the regional market and exploit existing capacities for the benefit of persian rug

Reza Ermi, a handwoven rug producer in Qom province, considered today's topic essential and reacted to the small number of participants, stating: "At least 10 percent of the guild's activists were expected to be present at this meeting." He further requested Mr. Sadeghi to devise measures to increase the participation and more effective presence of guild members in such programs

Professor Sharifi Aliaei, emphasizing the importance of a more prominent presence of rug activists in such meetings, considered targeted advertising and effective information dissemination to be key factors in increasing participation. He also noted that choosing the right time to hold meetings plays an important role in welcoming and actively participating in the meetings. He asked Mr. Khoshgoftar a question: Considering the special features of the design and role of Qom rug, is there a history of designers from this province designing for customers or clients abroad.?

Ali Asghar Khoshgoftar Moghadam, head of the rug designers and painters of Qom province, in the pathology section of the handwoven rug field, considered the lack of a clear roadmap in this field to be one of the fundamental problems, which he attributed to the lack of planning by government institutions. He stated that this gap has affected and disrupted all parts of the handwoven rug chain, from production and supply of raw materials to exports, creating a database, and even combating smuggling. He also pointed out the problems in the import field and stated: We are facing serious challenges even in importing into our own country; to the extent that we have not only lost international markets, but we are also losing the domestic market. In response to Professor Sharifi Aliaei's question, he added that in the field of rug design and painting, we have cooperated with foreign countries, either directly or indirectly. What is important is that we must strive to maintain and strengthen all aspects of our existence in the rug field; And the first step on this path is to develop a clear and operational roadmap

Mohammad Reza Rashtizadeh, the head of the Qom Province Handwoven rug Employers Association, while thanking the National rug Center for holding these meetings and training courses, pointed out the importance of the transformation in rug design and said: "In order to be able to update the rug style and harmonize it with the consumer's taste, we must change our attitude towards design. Today, European designers are active in countries like Nepal, and these countries make good use of their capacity; so why shouldn't we benefit from the capacity of persian designers?" He continued by offering a suggestion: rug associations, unions, and a collection of organizations in Qom can define a week called Qom rug Week. In this program, manufacturers should be present in their chambers and interior designers, designers, and architects should be invited to closely familiarize themselves with the production process and capacities of Qom rug. This interaction can be a bridge between manufacturers and designers so that Qom rug can either be better introduced or properly transformed. Rashtizadeh concluded by emphasizing that establishing effective communication between designers, manufacturers, and producers is a vital necessity for the future of Qom rug and maintaining their position in domestic and international markets

In the end, Professor Sharifi-Aliaei presented the final solutions to summarize this session, which are as follows

Border surveillance on the entry of smuggled rug
Investigation of cyberspace in the sale of smuggled rug
rug certification and authenticity verification
Supporting domestic production with stable exchange rates to improve the production situation in Iran
Public awareness and information of the rug community and consumers from those who care about handwoven persian rug and their guardians

On Saturday, May 17, 2025, the fourth session of the regional handwoven rug event in Qom Province was held, with the topic of the advantages of vegetable dyes over chemical dyes. The session, which was accompanied by a presentation by Professor Kamaluddin Qarnjig, was attended by a group of pioneers, producers, dyers, and enthusiasts in the field of handwoven rug. Professor Qarnjig made some points about the characteristics of natural dyes, dyeing methods, and their differences with chemical dyes. Afterwards, some attendees shared their views and questions with him, and discussions took place between the professor and the participants

At the beginning of the meeting, Professor Kamaluddin Qarnjig, referring to the role of the dyer in the rug production process, added: "The dyer is not only responsible for dyeing wool or silk, but the final quality of the rug depends to a large extent on his work." Professor Qarnjig then pointed out three basic goals in the dyeing profession that every knowledgeable dyer should base his work on: first, achieving uniformity in dyeing, meaning that the dye is distributed harmoniously and evenly across the surface of the fibers without spots or fluctuations; second, achieving the precise and desired color that has been predetermined and can be repeated with the same quality and concentration in subsequent times; and third, creating appropriate color stability, so that the color is resistant to washing, light, and abrasion and does not change or deteriorate over time

He added that uniformity in dyeing means that the color is evenly distributed over the entire surface of the product and there is no difference between different parts. This uniformity must be maintained both in one dyeing session and in subsequent iterations, which is called repeatability and color reproducibility. Professor Qarnjig added: "The dyer must reach a level of skill that allows him to reproduce the same desired color with the same quality over and over again without hesitation

He then referred to the tools for measuring and controlling color quality and said: "There is a device called a spectrophotometer that displays the difference between two colors based on numbers. But ultimately, it is the human eye that must judge and make the final decision. No device has yet been able to replace the expert's eye in understanding the beauty and harmony of colors." The professor explained that if the dyeing done does not match the original sample, this device will provide a corrective formula to show the way to recreate the color

He then addressed the important issue of color fastness and said: "In rug dyeing, the issue of color fastness is even more important than the beauty of the color. If the dye used in the dyeing process is not resistant to environmental factors such as water or rubbing and spreads or disappears with the slightest contact, all the efforts made in the previous stages to prepare and produce fibers, dye, and weave will be in vain, and the artistic and practical value of the rug will be greatly reduced." He introduced three main types of color fastness characteristics that play a fundamental role in evaluating the final quality of dyeing, as follows

Light fastness: This determines the extent to which the color is resistant to direct or indirect light, especially sunlight and artificial light sources, and does not change. This type of fastness is especially important in rug that are placed in bright spaces or exposed to light

Washing fastness: It refers to the degree of color stability against contact with water and detergents. This characteristic plays a decisive role in maintaining the appearance and value of the effect when washing the rug or even due to environmental humidity

Rubbing fastness: It relates to the paint's resistance to physical contact and friction; that is, it is examined whether the paint falls or spreads when exposed to foot traffic, stretching, or abrasion

These features, especially in handwoven rug that are exposed to use and ambient light for years, play a decisive role in the durability and value of the productProfessor Kornjig noted that the evaluation of these indicators should be carried out both through precise laboratory equipment and field surveys by expert experts in order to obtain a real and practical result

Professor Kornjig explained in detail the method of testing these fastnesses. To test wash fastness, the dyed fibers are placed in a cotton cloth and washed in running water, then dried at room temperature and without direct sunlight. In the case of rubbing fastness, a cotton cloth is rubbed dry or wet on the surface of the product, and the contact time should be twenty seconds back and forth to measure the amount of color transfer

In the second part of the meeting, Professor Garnjig discussed the difference between dyes and pigments and clarified that pigments are not used in dyeing fibers because they are insoluble in water, but are more commonly used in printing. In contrast, dyes are soluble and can bond with fibers. He said in this regard: Dyeing is an exothermic process, but not an endothermic one. In order for all reaction steps to proceed smoothly, the dye bath must be gradually cooled at the end of the process; even adding ice is one of the methods that completes the dye-fiber bond

In explaining the different dyeing methods for wool fibers, the professor mentioned three modes: fixed product and mobile solution (which is the most common type), mobile product and fixed solution, and finally mobile mode for both. He emphasized in this regard: “If the bath temperature is not uniform, or the movement of the product in the solution is not appropriate, the dye will not be absorbed properly and unevenness will occur

He then referred to the types of acid dyes used in wool dyeing and divided them into three groups: "Lolling", "Milling" and "Super Milling". Professor Garnjig explained the characteristics of each of these groups as follows

Luling dyes have small molecular size, are quickly absorbed by fibers and have high migration power, but their color fastness is low. Ultimately, their brightness and transparency are very high
Milling dyes have larger molecules, migrate very slowly, but once they penetrate the fibers, they are difficult to remove. Therefore, they are more stable
Super milling dyes, with very large molecules and a high tendency to absorb fibers, have the highest wash fastness, although their solubility in water is lower

In this regard, the master added: "In rug, we need a color that lasts, not just shines. Therefore, color stability is more important than its transparency

Regarding the elimination of possible unevenness in dyeing, he also explained that the absorbed color can be extracted and corrected from the fibers by using substances such as chlorine and hydrosulfite; but these methods often cause damage to the fibers and it is better to observe all aspects for uniformity before dyeing

He then discussed dyeing methods with natural dyes and introduced three common methods: first, dyeing and then denting; second, denting before dyeing; and third, performing both processes simultaneously. Professor Qarnjig emphasized that in the third method, skeins of wool are placed in a bath containing dye, denting agent, and auxiliary materials, and after a day or two, they are washed and dried. This method is highly effective and is used in many vegetable dyes

At the end of the meeting, Professor Kamaluddin Qarnjig, summing up the topics discussed, once again emphasized that the art of dyeing, especially in the field of handwoven rug, is a combination of precise knowledge, practical experience, sensory accuracy, and commitment to quality. He noted that understanding the characteristics of color, utilizing modern measuring tools, and relying on the trained eye of the dyer can lead to the creation of colors that meet the needs of persian rug in terms of both beauty and harmony, as well as stability and durability. Referring to the valuable capacities of vegetable dyes, the professor considered this method not only environmentally friendly, but also in line with the spirit and authenticity of traditional arts, and said: If we use natural colors carefully and consciously, we will not only help the health of the fibers and the environment, but also keep the cultural identity of persian rug alive. Unlike many chemicals, natural dyes do not contain harmful or carcinogenic compounds and are harmless to the weaver and the consumer. Also, unlike industrial dyes, their waste does not pollute water and soil resources. Therefore, returning to plant dyes is a return to a healthy, sustainable, and rooted art

On Tuesday, May 20, 2025, the fifth meeting of the Qom Province Regional Handwoven rug Event was held with the topic of “Challenges and Problems in the Production and Supply of Raw Materials for Handwoven rug and Production Statistics.” The meeting, which was accompanied by a presentation by Hadi Pourjahan, was attended by a group of veterans, producers, and enthusiasts of handwoven rug, who discussed and exchanged views on issues related to the production and supply of raw materials

At this specialized meeting, Hadi Pourjahan presented a comprehensive analysis of the current state of rug production and the challenges related to the supply of raw materials. His remarks could be categorized into two main axes: first, the importance of accessing accurate production statistics, and second, the difficulties in supplying raw materials that play a decisive role in the quality and continuity of rug production

In the first part, Professor Pourjahan emphasized that “statistics are the language of common understanding between producers, decision-makers, and even buyers,” and stated that knowledge of production statistics brings numerous benefits to carpet industry activists. He explained that this data is not only effective in individual decision-making such as production scheduling or choosing a weave style, but also plays an important role in collective planning, negotiating with intermediaries, assessing the market situation, and making demands of responsible institutions

He noted: “When a manufacturer knows how much rug has been produced in his country or province, he can better analyze market conditions; for example, find out whether the market is saturated or whether there is still production capacity. He can even identify which styles or designs are competitive and which have the potential for greater growth.” Professor Pourjahan continued: “Statistics allow the manufacturer to plan his work more accurately. If we notice that production has decreased over a period of time, it may be better to implement designs that have been produced less during the same period. Or, conversely, when demand is increasing, we increase production accordingly

Hadi Pourjahan also pointed out the role of statistics in development decisions, saying: "If the overall production trend is growing, the manufacturer can think more confidently about expanding the workshop or recruiting human resources. But if the data indicates a decrease in production, it is better to manage resources more cautiously or even plan to enter new markets

In another part of his speech, he emphasized the importance of statistics in making informed demands of decision-making institutions, adding: "When a producer speaks in the language of statistics, his words are more documented and effective. He can convey his problems more accurately to officials, participate more effectively in union meetings, and express his demands with numbers and analysis in receiving support, facilities, training, or subsidies

Continuing the session, Pourjahan addressed another issue that is directly related to the quality, beauty, and prestige of carpets: raw materials. He emphasized that without sustainable access to wool, silk, cotton, natural dyes, and traditional tools, there is no possibility of continuity in weaving nor will it be possible to elevate the status of carpets. He noted that handmade rug are not just consumer goods, but also carriers of persian culture, craftsmanship, and aesthetics. Therefore, damage to their supply chain will have consequences that go beyond economic issues

Pourjahan presented comparative statistics to provide a clear picture of the declining production trend. According to him, the amount of rug production in 2006 was more than five million square meters, but in 2006 this figure had decreased to about one million and two hundred thousand square meters. The number of weavers also decreased from about two million to three hundred thousand, and rug exports, which were once considered the most profitable sector in this field, have fallen from two billion dollars to less than fifty million dollars. However, provinces such as Qom, Azerbaijan, Isfahan, Kerman, Fars, Kurdistan, Hamadan, and Khorasan are still considered active regions

He then spoke in detail about the situation of wool. The decline in native livestock due to drought and the growth of industrial livestock farming has led to a decline in the quality of wool. On the other hand, some of the high-quality wool is exported, while imports of low-quality wool have replaced it. The lack of local workshops for traditional cleaning and spinning has also added to the problem, making it difficult to access raw materials of the right quality at the right time

Regarding silk, Pourjahan pointed to the closure of silkworm breeding centers in the north of the country, saying that this situation has increased our dependence on imports from countries such as China and Uzbekistan. These imports are not only costly, but also unsustainable. On the other hand, the market is saturated with a type of artificial silk that is neither quality nor authentic, but is sometimes sold as natural silk; an issue that undermines the trust of buyers. The loss of traditional skills such as spinning and spinning silk is also a concern, the negative effects of which will become apparent over time

Pourjahan continued by addressing the status of natural dyes, saying, "Traditional dyeing methods have largely been forgotten. The cultivation of plants such as safflower has declined, and the new generation of dyers has little familiarity with traditional methods." This is despite the fact that natural dyes play an important role in the beauty, authenticity, and even export value of rug

He concluded by emphasizing that if handwoven rug are to continue to have a sustainable place in the lives of persian and in global markets, serious investments must be made in three areas: production based on statistics and analysis, support for the raw material supply chain, and the revival of traditional skills and knowledge. According to him, achieving this goal requires collective thinking and cooperation, a forward-looking outlook, and targeted support

At the end of the meeting, the attendees expressed their views and experiences. These discussions, which were based on practical issues and everyday concerns in the field of production and supply of raw materials, helped to clarify the various aspects of the issue and provided a basis for continued communication among handwoven rug activists

On Sunday, July 13, 2025, the third edition of the regional handwoven rug event in Qom province was held, focusing on “Domestic and International Marketing of Handwoven rug” and featuring a presentation by Professor Reza Abiak. The meeting, which was held in an educational and interactive atmosphere, was welcomed by a group of manufacturers, sellers, designers, enthusiasts, and activists in this field. At this event, participants were introduced to new concepts in marketing, new market trends, and practical solutions for increasing sales in domestic and international markets

At the beginning of the meeting, Professor Reza Abiak answered this common belief by posing the question, “Is the rug market really stagnant?” and stated that the global market still has a high capacity for handwoven rug, but these opportunities will only become real when producers and market activists take marketing principles seriously and distance themselves from traditional methods. He said, “The global market for handwoven rug is still alive; it is we who have not entered the market

Criticizing the disregard for the fundamental principles of the market, Professor Abiak emphasized that marketing is not simply knowing a few techniques or slogans, but rather a precise and structured science that only yields results when implemented in a practical way in business. Stating that “marketing is scientific-practical and practical-scientific,” he explained: “This means that every action in the sales process must have a scientific basis, and every knowledge must be tested and implemented in the field.” He added: “Until the lessons learned from marketing are put into practice, there will be no sustainable change in sales and communication with the market.” According to him, many handwoven rug activists either do not know the science of marketing at all, or if they do know it, they do not implement and continue it, and this has hindered their real growth in the domestic and foreign markets

He added that many manufacturers, instead of paying attention to the market structure and customer tastes, have focused on the margins and traditional habits, and this has severely reduced the market share of handwoven rug in Iran. According to Master Abiak, handwoven rug are not just a commodity, but also a cultural, artistic, and even psychological asset for the consumer, and can only be sold if the audience connects with them

In the next part of his speech, he likened the handwoven rug market to a four-sided square, the first side of which is accurate knowledge of the product. Knowing the characteristics of the product, understanding trends, and paying attention to changes in the audience's taste were among the things that the master emphasized, saying: "Today's audience cannot be satisfied with a design and color that was desirable in the market 50 years ago. A rug is sold that the market wants, not what only the manufacturer considers beautiful

Another key point raised in the meeting was the importance of storytelling and building a personal and commercial brand. Referring to tools such as the website, Instagram and other social networks, Professor Abiak noted that these platforms should be a place to tell the story of the brand, the history of production, introduce the founders, successes, inspired plans and designs, and human narratives involved in the rug production process. According to him: “The audience must know your story. They must feel that the carpet is not just a product but the result of an artistic, human and indigenous effort

Professor Reza Abiak, during part of the meeting, pointed out the special importance of holding exhibitions in the handwowen rug marketing process and emphasized that exhibitions play a very important role in introducing and displaying the product, but they should not be seen solely as a place for direct sales of rug. He explained that many activists and exhibitors at exhibitions focus only on the goal of immediate sales, and this limited perspective reduces the real productivity of exhibitions

He made a critical point, noting that unfortunately, on the last day of the exhibition, which is of particular importance and usually has the most visitors and networking opportunities, many exhibitors are busy packing up their booths to return to their city and place of business more quickly. He called this behavior very wrong and harmful, and stated that the last day of the exhibition is a golden opportunity to consolidate connections and create deeper interactions with potential customers and colleagues

Professor Abiak emphasized that the real success of exhibitions is not in the opening days, but in the closing days and even the days after the official end of the exhibition. For this reason, he suggested that participants and exhibitors stay in the same city for at least two to three days after the end of the exhibition to deepen the relationships established, make new connections and pursue further collaboration and sales opportunities. This extra time is crucial for follow-up negotiations, face-to-face meetings and post-exhibition services and can make a major difference in business success

The professor also pointed out the importance of professional “booth construction” and proper design of the product display area, stating that the booth layout, decoration, lighting, and even the way booth personnel dress should all be done carefully and based on the brand strategy. He noted that the customer’s first glance at the booth will have a profound impact on his feelings and decision

On the other hand, Professor Abiak emphasized the importance of proper product presentation and how to treat visitors, saying: “Being polite, professional, and friendly with every visitor, even if they are not a potential customer, can create a network of positive communication and word-of-mouth advertising.” He noted that mishandling or ignoring visitors may cause irreparable damage to the seller’s brand and reputation

Finally, Professor Abiak presented these points as basic principles and prerequisites for success in exhibitions and recommended that handwoven rug activists should change their perspective on exhibitions; exhibitions should be an opportunity to build lasting relationships, transmit the culture and art of handwoven rug, and create a lasting experience for customers, not just a place for immediate and short-term sales

Continuing his speech, Professor Reza Abiak introduced different sales models and explained in simple terms the various ways of communicating with the market to the participants. He emphasized that no sales path will be successful without proper understanding of the audience and designing a suitable strategy

Professor Abiak also emphasized the importance of location in luxury goods such as handwoven rug, saying, “Instagram and the website are just tools to attract attention. rug need to be seen, touched, and felt up close. This is not a product whose value can be conveyed through images alone

In the final part of the session, attendees introduced themselves and their businesses. This interactive session, with direct guidance from the professor, was an opportunity for participants to receive practical feedback on how to introduce themselves, market, produce content, and develop a business. Professor Abiak emphasized the importance of presentation, saying, “You must confidently say who you are, what you do, and why your work is important. Being self-conscious or exaggerating both hinders effective communication with the audience

He continued by saying that self-introduction is not just an introduction, but a part of the brand; the audience decides whether to trust you or not from these first few sentences. By examining each person’s words, the master offered advice on refining the brand message, improving digital communications, developing effective content, and strategies for attracting the target audience, emphasizing that listening to the voice of the market is one of the main ways to survive in this field

In concluding the session, he emphasized once again: “You have to produce a rug in a way that people want to buy it, not just because you think it’s beautiful.” He advised that understanding the target market, analyzing consumer behavior, and being able to recreate products based on changing tastes are the most important skills that today’s handwoven rug activists must learn and practice