Loloi is one of the hottest rug brands right now. Perhaps best known for collaborations with Rifle Paper Company, Magnolia Home, Amber Lewis, and Jean Stoffer, it offers some of the most stylish rugs at the best prices. However, the brand’s most recent launch—an entirely new concept called Joon Loloi, is truly taking the brand to the next level.
Launched on December 10, 2024, Joon Loloi offers contemporary home furnishings from sofas to accent chairs, lights, and pillows—all at attainable prices.
“We’ve designed pieces we know will stand the test of time—both in their aesthetics and construction—with distinct flourishes and upholstery options that reflect the company’s roots in textiles. It’s a combination of contemporary style and timeless patterns, focusing on textures, colors, and materials that add layers to your home,” Cyrus Loloi, Co-Founder of Joon Loloi and Principal of Loloi tells me. “We felt it was really important to not let just aesthetics be the sole focus and set out to go deeper. Joon Loloi seeks to be your guide – the trusted friend you take to try out new couches, and the design-savvy enthusiast that nudges you toward something beautiful and unexpected through inspiring and educational content.”
Here’s everything you need to know about this launch, along with a few of Joon Loloi’s must-haves.
A New Business
Two years in the making, this was an entirely new business and a learning curve for Loloi. “Building a new business isn’t for the faint of heart, but having decades of learnings, industry relationships, and working with true experts in the field gave us an enormous advantage in bringing Joon Loloi to life. Working on a new start-up is exciting because you get a chance to create your vision for a new brand from scratch. We think the presentation is beautiful, but we’re equally proud of how we’ve built our back-of-house to allow for scale.”
It’s worth noting that the name is also meaningful to the founders. “Joon in Farsi is a term of endearment and expression of affection and care for others that permeates the spirit of our brand and allows us to pay homage to our Persian heritage,” explains Loloi.
The Goods
The brand launched with living room pieces including seating, decor, and lighting, with dining launching in Spring 2025. From art to throws and larger pieces, it’s easy to incorporate the brand into nearly every room of the home.
As for hero products, Loloi tells me the Camdyn Settee in the Chara Desert Blend Fabric is his favorite. “It has an all-over textile-inspired pattern. It’s emblematic of our history in textiles and future in new categories all coming together for Joon Loloi.”
He is also a big fan of the Elena Sofa and Elena Chair, which he called show-stopping. “The retro-inspired takes on a club-chair silhouette, with high, flared arms and a super-soft cushion that beckons relaxation.” These are really cool, standout pieces that belong in a room asking for a warm yet modern piece with just a touch of cozy.
For those who want a more romantic look, he recommends the Rosamund Sofa which features a curved seat and wave detail with a wraparound skirt. This more contemporary piece is incredibly unique, especially for the price point. Available in a choice of eleven different fabrics, it has a vintage aesthetic with the practicality of something brand new.
Another one of the founder’s favorite pieces is the Oakley Square Coffee Table. “Naturally inspired, and bold—you can almost imagine it being made of found materials. Its slab marble top is stone, each unique in its markings, with a geometric pine base that speaks to inspiration rooted in Japanese architecture featuring real iron hardware.”
Joon Loloi Rugs
Like its parent line, Joon Loloi has plenty of rug options including washable rugs made sustainably and GRS-certified. There are also higher-end hand-loomed rugs at great prices like the Dunbar Rug which features a contemporary-cool pattern.
“Its wool-cotton weave adds natural texture in a rich, charming plaid for maximum depth and character,” says Loloi.
What’s Next For Joon Loloi
Loloi tells me that collaborations are the main brand’s bread and butter and there will be plenty for Joon Loloi, although none can be announced just yet.
However, the brand does plan to launch two collection launches per year, Fall and Spring—with new products in every category, as well as several category expansions.
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