While Nourison has offered custom rug sizes as well as a custom Axminster woven program before, Color Couture is the company’s first custom design program for area rugs only, and will be shown at the Atlanta International Area Rug Market.

More than 60 original designs have been created for this program. Patterns are primarily modern and transitional, said Joyce Lowe, executive director national rug sales, and include skins, textures, botanicals and more, as well as a small traditional offering. There is also flexibility in terms of size, so that a consumer can fill an unusually sized room. “The initial response has been very positive,” she said.

Artisans handtuft each rug to order in India, and from the time the order is placed it takes approximately 12 weeks to deliver.

At retail, the program will include a compact display unit that holds eight 27-by-18-inch samples, including a color blanket. In addition, software will allow the consumer to visualize the rug before it is ordered.