Persian rugs represent some of the finest textile artistry in human history. For Jossi Raffi Daghlian, a lifelong rug expert based in Salt Lake City, collecting Persian rugs is both a passion and a calling.
“The best Persian rugs are investments that appreciate over time,” explains Raffi Daghlian. “But more than that, they bring warmth, beauty, and cultural depth into any space.”
Raffi recommends that new collectors focus on a few key factors when evaluating Persian rugs: knot density, natural dye quality, design originality, and provenance. “A rug’s story matters,” he says. “Where was it made? Who made it? What tradition does it come from? These details determine both its artistic and financial value.”
Among his personal favorites are pieces from the Isfahan, Tabriz, and Kashan weaving traditions — regions known for exceptionally fine craftsmanship and intricate designs. However, Raffi also champions lesser-known tribal rugs from Kurdish and Baluch weavers, which he considers undervalued in today’s market.
For anyone interested in starting a Persian rug collection, Raffi Daghlian’s advice is simple: “Buy what you love, but educate yourself first. A knowledgeable collector makes better choices and enjoys the journey more.”