Let's get down to business: Sophie Javadi-Babreh

SOPHIE Javadi-Babreh is a partner in Thames Carpets, a family-run business that has been based in Henley since 1956. She has lived in the town all her life and joined the company in 2016 as an apprentice. She has a passion for art and interior design and continues to run this legacy business.

Describe your business

Thames Carpets specialises in antique and contemporary handmade rugs. We also offer expert cleaning, restoration and weaving services.

How many people does it employ?

The business is run by my dad and me with the help of two wonderful skilled repairers who assist us with restoration and cleaning. Our contemporary rugs are crafted by our family in our weaving workshop in north-west Iran.

What did you do before you joined this business?

I grew up surrounded by rugs and as soon as I finished school, I joined the family business. It was a natural decision to follow in my parents’ footsteps.

When did the business begin?

Thames Carpets was founded in 1956 by Joseph Benardout. The Benardout family frequently collaborated with my dad, who was running an antique rug business in Lincoln at the time. When Joseph’s sons, Cecil and David, retired in 2001, my dad took the reins.

What was the objective?

To nurture and celebrate this ancient art form while evolving it to inspire the next generation. The rug market has become flooded with poor-quality, fast-fashion rugs and many people, due to a lack of information, feel there is no alternative. My goal is to change that by offering high-quality rugs and passing on the knowledge of my dad and other rug legends I am fortunate to know.

Who or what influenced you?

My lifelong love for rugs, they’re so much more than decoration. We live on them and they carry our stories. Growing up, I saw my parents dedicate their lives to their passion and the freedom that comes with being self-employed. While it’s not always easy, the fact that you’re doing it for yourself makes it all worth it.

Do you have a mentor or role model?

My dad is my hero. He started weaving rugs at the age of four in a factory in Iran and has dedicated his life to rugs. He inspires me every day.

What would you do differently if you could start again?

I don’t regret anything because every action taught me something valuable. If I could go back, I would definitely be more audacious. I started running the business at 17 and it took me a while to build my confidence. Now that I’m more experienced, I understand that people don’t expect you to know everything.

What’s the best thing about running your own business?

The journey — you get to spend every day working towards what you believe in. It’s the most rewarding thing I’ve ever done. Nothing is more important than family, friends and health and that’s the beauty of running your own business — you can integrate them along with all your other interests. I’ve never been someone who looks forward to the weekend because I enjoy every day.

What’s the most challenging aspect?

You are responsible for everything. And time
management.

How do you market your business?

Social media has significantly boosted our sales and connected us with incredible people, some of whom we’ve had the pleasure of collaborating with. Additionally, we’ve prepared a space for our first public rug viewing and sale event in more than 20 years on July 6.

How important are online sales?

We launched our new website, marking the first time our rugs have had an online presence. Offering online sales has been a game-changer.

Where is your business headed?

It’s a very exciting time for us. I’ve been curating my dad’s collection of more than 1,000 rugs, releasing them on our website in small batches each week and continually adding new pieces.

What’s the most valuable thing you’ve learned?

Start now. Don’t wait for tomorrow or for things to be perfect — they never will be. Everything falls into place once you start. And perseverance is key.

What would you advise someone starting a business?

Find something you love. It will be very difficult to put in the time and energy required if you don’t.

What’s the biggest mistake you’ve made?

I’ve made many mistakes. I once bought the wrong rug at an auction. It was pretty expensive. We still have it — it’s a beautiful rug but very damaged. My dad never lets me forget it.

What three qualities are most important to success?

Confidence, open-mindedness and discipline.

What’s the secret of your success?

I listen to criticism and want to develop as a person.

How organised are you?

Over the years I’ve improved dramatically. Being organised makes life so much easier.

How do you dress for work?

I wear an outfit that can quickly transform from smart-casual to casual. I need to be able to go from client meetings to stacking rugs at a moment’s notice.

What can’t you do without every day?

Tea, a walk outdoors, music and… rugs!

Lunch at your desk or going out?

Usually at my desk but I would love a lunch meeting.

Do you continue to study?

I learn best on the job. Every day’s a school day.

What do you read?

Catalogues! I don’t have time to read much but when I do I like philosophy. Zen and the Art of Motorcycle Maintenance is one of my favourites.

How are you planning for retirement?

I hope I never retire. My dad is 67 and he still invests all of his time and money in rugs and is constantly planning future projects.

Interview by Will Hamilton, intermediary and global marketing consultant, Hamilton Associates