Pure Rug

Pure Rug: handmade Persian and Oriental rugs sold online from the UK

Pure Rug is a family-owned retailer of handmade Persian and Oriental rugs operating from the United Kingdom. The company presents itself as a specialist in authentic, hand-knotted carpets and sells through its online store, from which it states it ships to various countries. Its catalogue combines new production with antique pieces, and the business describes more than two decades of experience in the rug trade behind its founding family.

What the collection includes

The store is organised around handmade rugs rather than machine-made production. The site groups its stock by shape and colour — runners, rectangular, round, red rugs, beige and white, and large rugs — and also by provenance, with dedicated sections for weaving centres such as Nain, Qum, Tabriz, Isfahan, Kashan and Heriz. Hallway runners and large living-room pieces are both presented as part of the range.

Individual listings in the catalogue at the time of writing included a colourful Tabriz rug of 296 x 200 cm, a black and red Tuyserkan carpet of 235 x 145 cm and a red Sarouk piece of 313 x 215 cm. Each entry gives the size in both centimetres and feet, and the shop indicated free shipping on those items.

Sourcing and the family background

According to its own account, Pure Rug works directly with weaving communities in villages, bypassing intermediaries, and describes this as a way of combining ethical sourcing with fair value. The company states that its rugs are made by artisans using traditional techniques passed down through generations, and that it selects partners who use eco-friendly materials and fair labour practices. It also says each piece is inspected before dispatch to meet its quality standards.

The business frames its rugs as investment pieces and publishes explanatory material on its site covering types of handmade rugs, rug sizes, weaving, the case for Persian rugs as an investment, and the differences between machine-made and handmade carpets.

Buying terms and customer feedback

The shop advertises free and quick delivery along with a 32-day right of return. Promotional messaging on the site referred to a time-limited sale of up to 70% off. Pure Rug states that it is rated Excellent by customers on Trustpilot, and the site quotes a customer comment praising the help received when choosing the size of a pair of small Kashan rugs.

Company details

The site identifies the operator as Pure Rug LTD, described as a company registered in the UK, and states that the business is based in the UK while serving customers internationally through its online store.