Beni Rugs Launched the Chelsea Collection
The new luxury line revives an ancient Moroccan handweaving technique once reserved for royalty.
Updated on Oct. 12, 2026 in Interior Decorating
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Beni Rugs has officially debuted its Chelsea collection, a series of handcrafted carpets that incorporate a weaving method historically used by Moroccan nobility. The designs, curated by artistic director Colin King, draw inspiration from regional ironwork, mosaics, and natural elements.
Why it matters
This launch reflects the company's commitment to preserving traditional Moroccan craftsmanship while scaling the employment of female weavers. By integrating these complex techniques into its supply chain, the firm aims to sustain artisanal practices that might otherwise vanish.
An 8-by-10-foot Chelsea rug features over one million handwoven knots and requires six months to complete. Prices for the collection span from $2,400 for a 3-by-5-foot piece up to $28,800 for a 12-by-15-foot rug.
The players
Beni Rugs
A design company that specializes in traditional Moroccan weaving and maintains operations in New York City.
Colin King
The artistic director who derived the designs for the Chelsea collection from local ironwork, medallions, and mosaics.
The details
The production process utilizes a technique discovered in a Rabat atelier, now used to create dense, dark-toned rugs. Beni Rugs supports its workforce by providing female weavers with essential services including childcare, transportation, meals, and healthcare.
Timeline
The Chelsea collection was formally introduced in October 2026.
Culture Shift
The debut of the Chelsea collection mirrors a growing societal movement toward slow-made luxury and the revival of heritage crafts. It positions the brand against manufacturers favoring mass automation, aligning with a broader consumer demand for traceable and ethical production methods.
New York City residents interested in the collection can visit the local showroom to view the craftsmanship in person. Shoppers should note the extended production time, as these pieces are crafted over a six-month period.
The takeaway
Investing in heritage-crafted home goods supports traditional artisans and local supply chain benefits. Consumers should prepare for extended lead times given the labor-intensive nature of these million-knot designs.
Further reading
For more background on high-end residential aesthetics, browse the latest from Interior Decorating.
Source note: This article includes information reported by WWD.
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