About

About Us

Boft Fine Rugs is owned by Ali Keshvari and Sarah Jacobs.  Born in Iran, and raised abroad, Ali has been in the Persian and Oriental rug business since 1984.  An expert in a wide variety of hand-knotted carpets, and, in particular, a specialist in Persian (Iranian) carpets, Ali selects each piece in their store.  A discerning collector, Ali seeks out rare, unusual, and exceptional pieces, and has built his reputation on an inventory of carpets unlikely to be seen anywhere else in the world.

Sarah is a rug enthusiast with a masters degree in anthropology. She is particularly interested in the cultural history of carpets and in the way weavers pass their practices and knowledge down through the generations.  The tradition of carpet weaving is thousands of years old, and while designs and dyes have become more sophisticated over time, the tools and basic techniques have changed little.  To Sarah, carpets provide not only a beautiful addition to your home, but a link to another way of life and an ancient form of expression.  

At Boft, our goal is to build a lifetime relationship with repeat customers, not a single sale.  We have built our business on honest, knowledgeable service, fair pricing, and excellent after sales care too (we provide all kinds of repair and cleaning services).  Our goal is to share our enthusiasm for and knowledge of fine rugs with customers to help them select pieces that suit their budget, lifestyle and décor.  Our zero-pressure sales approach includes the option to try carpets in your own home to see how they look.