Weft and Wool

What Weft and Wool does

Weft and Wool is a specialty online retailer of vintage and antique hand-knotted rugs founded by Jordan Heres in 2016 and operated as a bootstrapped, home-based business out of Charlottesville, Virginia. The company's core inventory consists of 80-120+ year-old Persian, Caucasian, Turkish, and Central Asian rugs sourced from villages and remote mountainous regions, with prices ranging from approximately $65 for small items and framed fragments to over $14,500 for collector-grade pieces. The merchant also operates a Framed Rug Fragments line that pairs damaged rug fragments with handmade Red Oak frames crafted by Northern Virginia partner Little City Woodworks, converting otherwise unsellable inventory into a separate product category.

The business runs on a direct-to-consumer e-commerce model through a Squarespace-powered storefront, supplemented by appointment-only local showings in Virginia and the DC area for higher-ticket rugs. A Trade Program serves interior designers, decorators, and architects with discount pricing, early access to new inventory, and custom sourcing services. Each rug sale is supported by detailed written documentation covering origin, materials, motifs, and weaving traditions, which functions as both a marketing asset and a content moat.

Weft and Wool has no external funding, no physical storefront, and a headcount of 2-3 people. Distribution is nationwide across the US with limited international shipping to Canada and other countries. Revenue is not publicly disclosed, and the founder has recently signaled intent to scale operations by purchasing a new house and building a dedicated home studio for the business.

Name

Weft and Wool

Legal name

Weft and Wool

Website

https://weftandwool.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Weft and Wool is a bootstrapped, direct-to-consumer online retailer based in Charlottesville, Virginia, that sells curated vintage and antique hand-knotted Persian, Caucasian, Turkish, and Central Asian rugs, plus framed rug fragments, to individual homeowners and interior design trade professionals.

Ownership category

akta.pro rank

Product category

Vintage and Antique Rugs

akta.pro primary industry

Secondhand Home Textiles Retail (Rugs, Bedding, Linens) (CRAIANAD)

akta.pro secondary industry

Rugs & Doormats Retail (Area Rugs, Runners, Entry Mats) (CRAIALAC)

Keywords

• Vintage rugs
• Antique rugs
• Handmade rugs
• Rug fragments
• Persian rugs

Headquarters

HQ city

Charlottesville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Rug Sales: One-time sales of vintage and antique hand-knotted rugs. Products include Persian rugs, Caucasian rugs, Turkish rugs, fragments (framed rug pieces), and accessories. Price points range from approximately $65 to over $14,500 depending on age, condition, origin, size, and rarity.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Weft and Wool curates and sells vintage and antique hand-knotted rugs (typically 80–120+ years old) from Persian, Caucasian, Turkish, and Central Asian weaving traditions, as well as custom-framed rug fragments crafted in partnership with a local woodworker. The business sells one-of-a-kind pieces through a Squarespace-powered online shop with nationwide free shipping, plus a Trade Program that provides interior design professionals with discounts, early access, and custom sourcing.

Product overview

Weft and Wool is a specialty rug retailer offering a curated collection of vintage and antique hand-knotted rugs from around the world, primarily sourced from Persian, Caucasian, Turkish, and Central Asian traditions dating back 80-120+ years. The core product line centers on the main Shop Rugs collection featuring one-of-a-kind pieces with superb artistry and natural dyes, complemented by a Framed Fragments line that provides new life to severely damaged rugs through custom framing with handmade wooden frames. The company also offers a Trade Program for interior design professionals with special pricing and sourcing services, along with educational consultation and sizing guides to help customers make informed purchases. Free shipping and a return policy with 5% restocking fee support the sales process.

Differentiator

Problem solved

Functional benefit

Products and services

• Vintage and Antique Hand-Knotted Rugs

Quantifiable outcome

• 100% hand-knotted rugs sourced from villages and remote mountainous regions, 80-120+ years old

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• SquarespacecoreTechnology or IntegrationUsed as the platform to power the online store. Provides e-commerce infrastructure including website hosting, payment processing integration, and analytics.
• StripecoreTechnology or IntegrationThird-party payment processor for secure handling of credit/debit card and banking information during purchases.
• Little City WoodworksminorStrategic or Co-development PartnerLocal woodworker in Northern Virginia who crafts handmade frames for the rug fragments. The natural wood frames are chosen to emphasize the beauty of natural dyes and materials in the fragments.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Rejuvenation: Heritage home furnishings retailer with a smaller rug and textile assortment. While not a direct rug competitor, it overlaps on the same conscious-consumer, design-forward buyer that Weft and Wool targets, though with a Pacific Northwest focus and broader home goods catalog.

Broad incumbents

• The Rug Company: Globally recognized luxury rug retailer with designer collaborations and showrooms in major design capitals. Overlaps with Weft and Wool on designer and collector customers but operates at significantly larger scale and brand prestige, with a mix of new and antique pieces.
• ABC Carpet & Home: Iconic New York home furnishings retailer with a substantial antique and vintage rug department. Competes for the same high-end rug customer but is a broad home retailer rather than a rug specialist, offering both antique and newly-made rugs.
• Loloi Rugs: Major designer-focused rug brand offering both machine-made and some vintage-look lines at accessible price points. Comparable on designer customer base and trade program, but positioned in mass-market new rugs rather than authentic antiques.
• 1stDibs: Online marketplace for luxury antiques, including rugs, connecting dealers with collectors and designers. Comparable in that vintage/antique rugs are a core category, but operates as a multi-dealer marketplace rather than a single curated inventory.

Direct peers

• Nazmiyal Antique Rugs: NYC-based antique rug gallery and online retailer specializing in vintage, antique, and collectible Persian, Turkish, and European rugs. Competes directly for Weft and Wool's designer and collector customers with similar inventory age (often 80-100+ years) and educational content positioning.
• Woven Accents: Online retailer specializing in antique and vintage hand-knotted Oriental rugs, with substantial catalog and educational content. Closely mirrors Weft and Wool's positioning around authenticated vintage rugs with transparent origin and condition disclosures.
• Rug & Kilim: Curator and retailer of antique, vintage, and modern rugs, with deep trade program offerings for interior designers. Directly comparable on curated vintage/antique inventory and designer-focused GTM, with larger showroom and trade presence.
• Doris Leslie Blau: Long-established New York-based dealer of antique and vintage Oriental rugs, serving both collectors and interior designers with curated, one-of-a-kind inventory. Operates the same high-touch, expert-led, antique-rug retail model as Weft and Wool, but at significantly larger scale and brand recognition.
• Esmaili Rugs: Antique and semi-antique Oriental rug dealer with a strong focus on provenance, education, and direct-to-consumer sales. Highly comparable to Weft and Wool on customer base (designers and collectors) and curated online business model, though with a larger Georgia-based gallery footprint.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/weftandwool
• LinkedInlinkedin.com/company/weft-and-wool

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Weft and Wool