The traditions of Afghanistan, the Amini’s homeland, represent such a vivid and significant cultural heritage that the family not only strives to keep it alive and well, but has also made it the focus of its business for over half a century.
“A history of traditions, travels and hard-won
conquests. A story made of people...”
From the company’s salad days until today, nothing has changed at the heart of its corporate vision. Indeed, the many, sometimes difficult, events it has lived through over the years and successfully overcome thanks to the family’s traditional doggedness, have never diverted Amini from its starting project: to create and market rugs capable of exceeding the most stringent and rigorous selection criteria and standards, thanks to their excellent workmanship, the traditional know-how of master weavers, and the quality of the materials used. This awareness of possessing and, above all, of skillfully managing and growing such a valuable wealth of knowledge and expertise allows the company to operate with the utmost confidence and to offer an originality and authority in today’s challenging and ever-changing economic milieu, in which fashions and trends replace one another with astounding rapidity.
“…whose passion and commitment
towards their culture led them to become a
competitive international reality.”
In an effort to contrast the effects of globalization and the consequent uniformity that has now also affected interior decoration, coupled with the frenzy of today’s financial systems, the “same everywhere” aesthetics, and the quest for quantity over quality, Amini has taken a clear stand: its goal is to pursue a project that seeks to offer a diverse range of carpets, “out of the box” artifacts that represent the exact opposite of the prevailing patterns in today’s home and public interiors. A bold proposal that brings together its cultural origins, traditions and today’s furnishing needs. So, if on the one hand Afghanistan, Nepal, Persia, India, Morocco, and Turkey are the countries where carpets are still made today because they cherish the traditional craft, handed down across generations, that allows to create true works of art, on the other side the decorations and techniques employed bear witness to the absolute contemporaneity of Amini’s vision.