What ISHKAR LTD does

ISHKAR LTD is a London-based, privately-held specialty retailer founded in Kabul, Afghanistan in 2016, operating an e-commerce storefront (Shopify-hosted) at ishbar.com, a physical showroom at 94 Columbia Road, London (E2 7QB), and a global trade programme. The company sources and sells handmade Afghan rugs (flatweave kilims and hand-knotted carpets), hand-embroidered fabrics, and limited jewellery collections featuring Afghan gemstones such as Panjshir Valley emeralds, all produced by master artisans in Afghanistan using 100% Ghazni wool under a Label STEP Fair Trade certified supply chain. Hand-knotted rugs involve over one million individual knots and 4-6 months of production time; flatweave rugs take 2-3 months. The product range spans 93 SKUs across flatweave, hand-knotted, embroidered fabrics, and curated artist collaborations with Aziza Kadyri, Louis Barthélemy, Christopher Le Brun, Sussy Cazalet, and Skateistan.

The business operates four revenue streams: (1) direct-to-consumer rug sales (£425 to £7,500+ per piece), (2) custom and bespoke rug commissions with free consultations at the London showroom or remotely, (3) a tiered B2B Trade Programme offering 10-25% discounts to interior designers, hoteliers, architects, and creative studios with complimentary samples, and (4) a travel division (ISHKAR Travel) offering curated small-group trips to remote destinations including Socotra (Yemen), Pakistan's Hunza Valley, Tajikistan's Bartang/Wakhan corridors, and Algeria, priced at $3,990-$5,040 per person. Quarterly jewellery drops (March, June, September) supplement the core catalogue.

The customer base spans individual design enthusiasts, trade professionals (interior designers, architects, hoteliers), art collectors/galleries, and adventure travellers. Marketing relies on content-driven storytelling through press features in Forbes, Vogue Paris, Dezeen, and The Guardian, an email newsletter with 10% first-order incentive, Instagram visual storytelling, a YouTube channel, and a travel journal. The company ships worldwide via DHL Express with UK VAT deducted for international orders. ISHKAR is a certified Label STEP Fair Trade Partner subject to independent supply chain audits. Ownership is private with no disclosed institutional investors, funding rounds, or M&A activity.

Name

ISHKAR LTD

Legal name

ISHKAR

Website

https://ishkar.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

ISHKAR LTD is a London-based, privately-held retailer selling handmade Afghan rugs, fabrics, jewellery, and curated adventure travel to individual consumers, interior design trade professionals, art collectors, and cultural travellers globally, via e-commerce, a London showroom, and a B2B trade programme.

Ownership category

akta.pro rank

Product category

Handmade Afghan Rugs and Artisan Home Textiles

NAICS

Carpet and Rug Mills (31411)

SIC

Carpets & Rugs (2273)

akta.pro primary industry

Area Rug Manufacturing (IMAOAJAC)

akta.pro secondary industries

Woven Floor Coverings Manufacturing (Axminster/Wilton/Flatweave) (IMAOAJAF), Rugs & Doormats Retail (Area Rugs, Runners, Entry Mats) (CRAIALAC)

Keywords

• Handmade Afghan rugs
• Flatweave kilim rugs
• Hand-knotted carpets
• Artisan home textiles
• Curated adventure travel

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Rug Sales: One-time purchase of hand-knotted and flatweave rugs made to order or in-stock. Prices range from £425 for flatweave to £7,500+ for premium hand-knotted pieces. Includes bespoke and custom orders.
2. Custom & Bespoke Rugs: Customisation of existing designs in colours and dimensions, plus fully bespoke commissions. Includes consultations at London showroom, remotely via video call, or at customer's home within London.
3. Trade Program: B2B sales to trade professionals with tiered discount structure based on order value (10-25% discounts). Services include exclusive pricing, complimentary samples, and dedicated support.
4. Travel Experiences: Small-group curated trips to remote regions including Socotra, Pakistan, Tajikistan, and Algeria. Includes bespoke trip planning. Pricing from $3,990 to $5,040 per person.
5. Jewellery: Limited jewellery collections available in-store and through quarterly online pre-order windows (March, June, September). Bespoke engagement rings using Panjshir Valley emeralds crafted in UK.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

ISHKAR LTD designs, sources, and retails handmade Afghan rugs (flatweave kilims and hand-knotted carpets), hand-embroidered fabrics, and limited-edition jewellery featuring Afghan gemstones such as Panjshir Valley emeralds. Production is coordinated from Afghanistan with 100% Ghazni wool, and all rugs are made by master artisans. The company also offers curated small-group and bespoke travel experiences to remote regions (Socotra, Pakistan's Hunza Valley, Tajikistan, and Algeria), supported by a London showroom, a D2C e-commerce site shipping worldwide via DHL Express, a custom and bespoke service, and a dedicated Trade Programme for interior designers, architects, hoteliers, and creative studios.

Product overview

ISHKAR LTD is an e-commerce retailer specialising in handmade Afghan crafts, operating primarily as a Shopify-hosted online store alongside a London showroom. The core product portfolio consists of flatweave rugs (handwoven kilims), hand-knotted carpets, and hand-embroidered fabrics—all produced by artisans in Afghanistan. The company also offers quarterly jewellery drops featuring Afghan gemstones, a travel division providing group and bespoke trips to remote regions, a custom and bespoke rug service, and a trade programme for interior design professionals. Artist collaborations (with Aziza Kadyri, Louis Barthélemy, Christopher Le Brun, Sussy Cazalet, and Skateistan) extend the product range with limited-edition collections.

Differentiator

Problem solved

Functional benefit

Products and services

• Flatweave Rugs Handwoven Afghan flatweave rugs (kilims) made from raw Ghazni wool, using one of the earliest forms of weaving. Lightweight, durable, and versatile with geometric and organic designs; starting from £425 per rug.
• Hand-knotted Rugs Luxurious hand-knotted wool rugs made in Afghanistan by master weavers using ancient craft techniques, in traditional and contemporary designs; typically priced from £1,500 to £7,500+ with premium artist collaborations exceeding this range.
• Hand-embroidered Fabrics Intricately hand-embroidered fabrics using traditional Afghan embroidery techniques produced by Afghan women in Pakistan, sold via the website's dedicated fabrics collection.
• Jewellery Series Limited jewellery collections featuring Afghan gemstones such as Panjshir Valley emeralds and carnelian/lapis pieces, handcrafted in the UK and available quarterly through online pre-order windows (March, June, September) plus year-round in-store availability at the London showroom.
• ISHKAR Travel Curated small-group and bespoke travel experiences to remote regions — Socotra (Yemen), Pakistan's Hunza Valley, Tajikistan's Bartang Valley and Wakhan Corridor, and Algeria — with pricing from $3,990 to $5,040 per person and a 30% non-refundable deposit.
• Custom & Bespoke Rugs Bespoke rug service adapting existing designs to preferred colours and dimensions (50+ colour options for flatweave, 190+ for hand-knotted), plus fully bespoke design commissions; consultations available at the London showroom, remotely via video call, or in-home within London.
• Trade Programme Dedicated programme for interior designers, architects, hoteliers, and creative studios offering tiered exclusive pricing (10% under £500, 15% at £500–£1,000, 20% at £1,000–£5,000, 25% above £5,000), complimentary samples, a trade catalogue, dedicated support, and bespoke commissioning services.
• Flatweave Rug Samples Returnable flatweave rug samples (25cm x 25cm) priced at £5.00 and available in 22 colours, allowing customers to evaluate colour and texture before purchase; returnable within 14 days.

Quantifiable outcome

• Rugs lasting multiple centuries with proper care
• +2 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered major and core.

• SkateistanmajorStrategic or Co-development Partner · 1 January 2025Limited capsule collection of handmade Afghan rugs combining craft with contemporary design. 30% of proceeds donated to Skateistan, supporting safe spaces, skateboarding programs, and education for children in at-risk communities.
• Label STEPcoreStrategic or Co-development PartnerISHKAR is a certified Label STEP Fair Trade Partner. This comprehensive certification encompasses universal human rights including prohibition of child labour, working conditions, fair wages, and eco-friendly production. Independent audits throughout the supply chain reinforce industry sustainability and ethical standards.
• Aziza KadyrimajorStrategic or Co-development PartnerArtist collaboration producing limited-edition hand-knotted wool rugs. Collection inspired by Cosmos-related patterns found in Suzani embroidery, reinterpreting Kadyri's cultural and historical heritage through contemporary design.
• Louis BarthélemymajorStrategic or Co-development PartnerArtist collaboration creating hand-knotted wool rug collection. Joyful imaginaries inspired by gardens of paradise, co-created with female weavers in Afghanistan.
• Christopher Le BrunmajorStrategic or Co-development PartnerCourts and Fields collection of limited-edition rugs, designed by artist Christopher Le Brun and hand-knotted by master weavers in northern Afghanistan.
• Sussy CazaletmajorStrategic or Co-development PartnerCollaboration with Norfolk-based artist and textile designer. Hand-knotted rugs inspired by colours and landscapes of Afghanistan, translating original watercolours into geometric compositions.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Jaipur Living: Artisan-focused rug brand producing hand-knotted and hand-woven rugs with designer collaborations and strong trade/designer distribution. Comparable to ISHKAR across artisan sourcing, designer partnerships, and the dual DTC-plus-trade go-to-market motion.
• Stark Carpet: High-end custom carpets and rugs primarily serving interior designers, architects, and luxury residential projects. Directly comparable to ISHKAR's trade programme focused on designer/specifier customers, with overlap in custom rugs and luxury price points.
• The Rug Company: Luxury hand-knotted and hand-tufted rug brand with high-profile designer collaborations and bespoke custom service for residential and hospitality clients. Closest direct competitor to ISHKAR's hand-knotted and custom-bespoke offering, with comparable premium positioning and trade channel.
• Annie Selke: Designer-driven rugs and home textiles brand offering artisan-made and printed rugs with strong designer aesthetic. Comparable to ISHKAR on the designer/artisan rug overlap and on storytelling-led brand building.

Broad incumbents

• Safavieh: Major rug and home furnishings manufacturer-retailer with extensive product range across traditional, transitional, and modern rugs. Comparable rug category offering but far broader portfolio and price spectrum than ISHKAR's artisanal niche.
• Loloi Rugs: One of the largest US rug brands, spanning accessible to premium price tiers with broad retail distribution. Overlaps with ISHKAR on rug category and trade channel but operates at much larger scale and broader price range.
• Crate & Barrel: Large multi-category home furnishings retailer carrying premium rugs across designer and artisan lines. Comparable in DTC rug retail for design-conscious consumers, though ISHKAR is far more specialised and artisanal in positioning.
• West Elm: Williams-Sonoma-owned home furnishings retailer with a meaningful rug category including artisan and Fair Trade Certified collections. Comparable in DTC rug retail and Fair Trade positioning, but operates as a broad home retailer with much wider assortment.

Others

• Black Tomato: Luxury experiential travel company specialising in bespoke and small-group trips to remote, off-the-beaten-path destinations. Directly comparable to ISHKAR's travel division in customer profile (affluent, culturally curious travellers) and destinations.
• Wild Frontiers: UK-based adventure travel operator focused on remote regions including Central Asia, the Middle East, and North Africa. Comparable to ISHKAR Travel in small-group expeditions to the same geographic footprint (Tajikistan, Pakistan, Algeria) and traveller demographic.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@ISHKAR-co
• LinkedInlinkedin.com/company/ishkar-ltd

Compliance1 record

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 ISHKAR LTD