Persian Heritage Rugs and Antiques was the brainchild of Ahmad Farid, a self-taught businessperson born in Kabul, Afghanistan. As a child he learned the art of making and repairing hand-made rugs from his mother and grandmother.

In 1990 Farid immigrated to New York City and found work repairing antique hand made Persian rugs, working in the store window dressed in traditional Afghan attire. Later that year, Farid made his way to La Jolla where he again found work as a rug artisan and enjoyed the American culture and also learned the language.

After years of delivering rugs to customers, while re-arranging their furniture and decorations to enhance the presence of the rugs, the entrepreneur developed a keen sense of design and staging.

Attracted by the old neighborhood charm of University Heights Farid opened his first store there in 1994. It has since been featured in Home and Garden magazine. His San Diego loft was also profiled on the international HGTV program “Awesome Interiors.” Farid recently expanded the store to include timeless accent pieces from around the world, unique accessories, jewelry and furniture.

The store also offers professionally hand washed and naturally air dried rug cleaning, complete interior design and staging for home or office, rug appraisals and consignment.

As part of the recent expansion of the business, Persian Heritage Rugs and Antiques is currently holding a grand opening sale and offering 40 percent off all merchandise.