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Meet Norel Ebriani of Pull&Thread in Torrance

Today we’d like to introduce you to Norel Ebriani.

Thanks for sharing your story with us Norel. So, let’s start at the beginning, and we can move on from there.
My father opened up our rug shop in 1978. We have been a family operated business for over 40 years. Pull&Thread started off as an IG account that my sister, Devora, and I spontaneously came up with. I then started taking the account seriously and grew an admiration for rugs and the rug weaving process. I never really understood why my father was so passionate about the unspoken language of rugs as an art until I started working at the showroom myself.

Pull&Thread was inspired by our dear father and rug aficionado, Mr. Eli Ebriani, of blessed memory. There is a rich history that is embedded in every thread through the warp & weft. The difference that a rug makes in any space is not just noticeable. It’s transformative and binding. Not only are the threads bound together tightly. That’s the effect it also has on friends and family—it brings people together.

Pull&Thread is an idea my sister, Devora and I had. We are sisters born into the rug heritage and have been enamored by them ever since. Every piece you see in our online store, and at our showroom in Torrance, CA is 100% HAND-KNOTTED.

We’re always bombarded by how great it is to pursue your passion, etc. – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
The road has been far from smooth, but I find the bumpier roads are the more rewarding ones. The bumps are accompanied by challenges that ultimately are beneficial for growth and success. The more challenges I face, the more wisdom I gain that can be applied to the next bump.

Some struggles along the way are the art of business. I have a new found respect for businesses, especially the brick and mortar shops that have been around for decades. It is definitely harder than it appears to be and although it is a tedious process, I enjoy learning new ways of conducting business every single day.

We’d love to hear more about your business.
Pull&Thread is dominantly a family-run home decor shop with a 41-year-old legacy. We specialize in 100% hand-knotted, naturally dyed rugs that enhance any space they choose to reside in. All rugs have trekked from faraway places that take pride in their craftsmanship; countries include Iran, Turkey, Pakistan, India, Afghanistan, Morocco, Greece and beyond.

We are known for providing quality product and service to our clientele. Alongside home decor, we strongly believe in shopping small and creatively collaborating with visionaries that strive to have a positive impact in this world. We also LOVE hosting quarterly events that symbolize the strengths we have as a community, I enjoy throwing them as a reminder of our humanity and the deep connections that are merely necessary for our survival.

Pull&Thread represents bringing people together one hand-knot at a time, that’s the magic that is deeply embedded in the ancient finely woven artisanship.

Contact Info:

Image Credit:
Kyler Yamashiro, Rachel Gray, JP Cordero, Norel Ebriani, Katja Muller

Getting in touch: VoyageLA is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.

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