Q&A with Anna Augusto of Augusto Fine Rugs

With a background in interior architecture, Anna Augusto has carved out a trade-only rug service designed to support Idaho designers and assist them in sourcing custom rugs for their projects.

As a first generation rug company owner, she relishes seeing the impact that the rugs she supplies have upon the environments they are destined for.

Can you describe your showroom and its location?

We have a small showroom located in downtown Boise, Idaho. It is just under 1,000 square foot. In January 2024, we transitioned to be solely ‘to the trade’. We have found that working with smaller rugs and samples works well for this format, as most design firms order to their specifications.

We are set up to meet designers and their clients by appointment. This ensures that we are fully present and prepared for our time with them. However, all designers that register with us are given a code to the showroom.

This allows them to have access if they need to swing by and grab samples or if they want to look through options independently, as we are often out of the showroom on deliveries or visiting design firms. Our showroom is for the trade, so we want to be sure that our resources are accessible and convenient for their projects.

Who are your main clients, and what is your company best known for?

Although most of our projects are in the Boise Metro Area, a growing number of our projects are in Sun Valley, Idaho, or other nearby resort mountain areas. We have been diligent about regularly visiting design firms in these markets over the past few years.

We are in Sun Valley every six to eight weeks. This frequency has helped us develop deeper relationships and stay current on the needs of the market. Our goal is to be known as a showroom that provides a personalised experience.

Are there any rug types that are particularly popular or in demand right now?

Our market seems to be split between rugs with a tribal look, neutral pieces and traditional rugs with updated colours.

What are you looking forward to at COVER Connect New York 2026?

Outside of seeing all the beautiful rugs, by far my favourite part of the market is visiting with other dealers and our vendors. Truly, all the companies that show are high quality vendors and individuals.

We particularly love the designs that Olker Rugs have come out with over the last few shows. They are well received in our market. In addition, the colourful Taimany collection from Samad Rugs is a standout.

What shifts or challenges do you anticipate for the industry over the next decade or more?

It’s difficult to forecast, yet I cannot imagine our industry staying business-as-usual. With the changes in stocking and buying patterns on the dealer side, I anticipate there will be response on the production side. This may indicate fewer weavers and higher prices/longer lead times.

In addition, we face challenges on a global level, such as weather pattern changes and geopolitical dynamics. It seems naive to assume our industry wouldn’t be affected. With that being said, I do believe there will always be a demand for hand-knotted rugs. It simply may become more of a cottage industry.

I do have concerns about our larger designer accounts as people retire and leave the industry. Younger designers appear to have more of an appetite for direct sourcing or different price points.

We are always following this trend and finding new ways to engage and appeal to a younger audience while maintaining the traditional showroom/designer relationship. I relate to this duality as I personally sit between the two generations. As with most things, it presents a mixture of excitement and a little bit of apprehension.