Fay + Belle Rugs

What Fay + Belle Rugs does

Fay + Belle Rugs is a family-owned artisanal rug company operating dual business-to-business and direct-to-consumer channels. The company curates vintage Turkish rugs sourced globally and produces custom hand-knotted Nepalese rugs in collaboration with master weavers, offering a proprietary library of more than 90 exclusive patterns developed with award-winning artists. Its Designer & Artist Collections extend the catalog through curated collaborative releases, differentiating the assortment from generic rug retailers.

The company monetizes through two channels: a Trade Account Program serving interior designers who specify custom rugs for client projects, and a direct-to-consumer e-commerce site selling vintage and in-stock rugs at price points ranging from $375 to $9,411, with custom rugs priced by quote. Operational leadership rests with co-founders Martha O'Hara and Kate following a recent transition, and the business runs on a small team of 1–10 employees without institutional funding. The digital presence was formalized through a partnership with Glory & Brand.

The operating geography is described as Austin, Texas across multiple sources, though one firmographic record lists Minneapolis, suggesting either a secondary office or a data discrepancy. The supply chain is anchored by direct relationships with Nepalese master weavers, and product is marketed to a discerning, design-literate buyer — both professional interior designers and high-end residential customers — rather than mass-market consumers.

Name

Fay + Belle Rugs

Legal name

Fay + Belle

Website

https://fayandbellerugs.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Fay + Belle Rugs is a family-owned artisanal rug company that curates vintage Turkish rugs and produces custom hand-knotted Nepalese rugs via direct partnerships with master weavers, selling to interior designers through a Trade Account Program and to consumers via DTC e-commerce.

Ownership category

akta.pro rank

Product category

Designer Area Rugs

NAICS

Floor Covering Retailers (449121), Home Furnishings Retailers (44912)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

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

akta.pro secondary industries

Area Rug Cleaning (In-Shop/Plant) (HSAEAIAB), Rug Repair & Restoration (Fringe/Binding/Weave) (HSAEAIAI)

Keywords

• Custom area rugs
• Vintage Turkish rugs
• Hand-knotted rugs
• Interior design rugs
• To-the-trade rugs

Headquarters

HQ city

Minneapolis

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Vintage Rug Sales: Sale of curated one-of-a-kind vintage rugs sourced from around the world, including Turkish, Oushak, and Anatolian rugs. Prices range from approximately $375 to $9,411.
2. Custom Hand-Knotted Rug Sales: Fully customizable hand-knotted rugs made in Nepal, ordered through interior designers with patterns designed exclusively for Fay + Belle by award-winning artists.
3. Designer Trade Program: To-the-trade custom rug sales through interior designers with trade discounts and concierge services.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Fay + Belle Rugs curates and sells one-of-a-kind vintage Turkish rugs (including Oushak, Anatolian, and overdyed styles) and produces fully customizable hand-knotted Nepalese area rugs. The vintage collection is sold direct-to-consumer via their e-commerce site and Instagram Shop, while the custom Nepalese rug line is offered primarily through a to-the-trade program for interior designers with designer discounts, concierge services, and strike-off sampling.

Product overview

Fay + Belle Rugs is an Austin, Texas-based artisanal rug company founded in 2014, specializing in two core product lines: (1) vintage Turkish rugs sourced globally including Oushak, Anatolian, and overdyed styles available as area rugs, runners, and scatter rugs; and (2) fully customizable hand-knotted Nepalese rugs with over 90 distinct pattern options (including Arabesque, Shatter, Faux Bois, Whisper, Blooming, Diamond, and Kosmo) that can be customized by pattern, color, material (wool or silk blend), knot count, and size. The company operates primarily as a B2B trade supplier to interior designers, offering trade account programs with designer discounts and concierge services including custom renderings and strike-off ordering.

Differentiator

Problem solved

Functional benefit

Brands

• Designer Collection: Custom hand-knotted rugs designed exclusively for Fay + Belle by award-winning artists and designers.

Products and services

• Vintage Area Rugs One-of-a-kind vintage rugs curated from around the world, sourced from Turkey and other regions, including Turkish Oushak and Anatolian styles, with some restored to original look and others overdyed in custom hues. Available as area rugs, runners, and scatter rugs priced from approximately $375 to $9,411.
• Custom Hand-Knotted Area Rugs Expertly crafted, artistically designed custom rugs hand-knotted by master weavers in Nepal. Fully customizable in pattern (70+ exclusive designs), colors, materials (wool or silk blend), knot count (default 100-knot cut pile), and size. Sold primarily to interior designers with quote-based pricing.
• Designer & Artist Collections Curated collections created in collaboration with designers and artists the company admires, offering limited-edition pieces that bring beauty and soul into residential interiors.
• Trade Account Program Trade discount and concierge services program for interior designers, including designer pricing, strike-off ordering, custom renderings delivered within 48 hours, and dedicated consultation on custom Nepalese rug orders.

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

Feature4 records

Partnerships

One partnership is on record.

• Master Weavers in NepalcoreStrategic or Co-development PartnerDirect partnerships with master weavers of Nepal for hand-knotted custom rug production. Each rug is carefully hand knotted with traditional knot styles that leave a tufted pile and generate an elaborately soft and plush surface.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Rejuvenation: Rejuvenation is a broad home furnishings retailer (owned by Williams-Sonoma) offering rugs, lighting, and home decor. Comparable in selling premium home furnishings to design-conscious consumers, though as part of a much broader portfolio.
• Safavieh: Safavieh is a broad incumbent in the rug industry offering vintage, transitional, and modern rugs across many price points through wholesale and retail. Comparable as a rug retailer with vintage and traditional lines, though at much larger scale and broader assortment.
• Annie Selke (Dash & Albert): Annie Selke (Dash & Albert) sells rugs, including vintage-inspired and custom lines, through DTC, wholesale, and designer channels. Comparable in offering curated rugs to consumers and the design trade with a focus on pattern and color.

Direct peers

• Jaipur Living: Jaipur Living sells artisan-made rugs including hand-knotted and vintage-inspired designs through trade and DTC channels. Comparable to Fay + Belle in offering artisan rugs to interior designers and direct consumers with a focus on craftsmanship and design partnerships.
• Loloi Rugs: Loloi is a direct peer offering designer and vintage-style area rugs with a strong trade program for interior designers, plus DTC e-commerce. Both compete in the curated rug space with designer collaborations and custom capabilities.
• Ben Soleimani: Ben Soleimani is a premium rug retailer offering vintage, custom, and designer rugs to interior designers and homeowners with a DTC and trade focus. Directly comparable to Fay + Belle's premium positioning and trade-to-designer GTM motion.
• Loloi x Amber Lewis / Amber Interiors: Amber Interiors' collaborations with Loloi and similar designer-led rug collections compete directly for the same interior designer specifier market that Fay + Belle serves through its trade program.
• Woven (custom rug company): Woven is a direct peer specializing in custom handwoven rugs with a designer-friendly platform. Comparable to Fay + Belle in offering customization (pattern, color, size) for interior designers and consumers seeking bespoke floor coverings.
• Amber Lewis for Loloi: Amber Lewis for Loloi is a designer collaboration producing curated, vintage-inspired rugs through the Loloi platform. Comparable to Fay + Belle's Designer & Artist Collections in using exclusive designer-led pattern libraries for the trade market.

Emerging players

• House of Hackney: House of Hackney offers maximalist, designer-led home textiles including rugs with custom and made-to-order options. Comparable to Fay + Belle as an emerging design-led brand targeting design-conscious consumers with premium textile products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/fayandbellerugs
• LinkedInlinkedin.com/company/fay-belle-rugs

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Fay + Belle Rugs