CHELEBI: Extraordinary Furniture for Ordinary Price

12 December 2017

It’s been a year since CHELEBI joined Azerbaijani market as a new national brand. What is important is that CHELEBI has managed to change general concept of Azerbaijani Furniture and Home Decor Accessories. Reflection in the texture of unique household items aspects of national culture and applied art make these products the object of particular attention of both domestic and foreign connoisseurs. It should be mentioned that the latter does not mind taking away a piece of Azerbaijani originality from our country. CHELEBI is creativity in business. We will discuss it with General Manager of Chelebi Furniture and Décor – Simon Ahmed.

How do you assess the work done in terms of developing your project?

This year we have done quite a lot of work. At the same time, we managed to realize only a small part of our plan. We still have plenty of ideas. In general, the idea of CHELEBI arose after the successful design of the carpet room on the national stand of Venice Biennale. Later on, we asked ourselves – why not create a commercial product that will be an art creation and at the same time embrace the Azerbaijani cultural themes. The company has been founded by talented artists Aida Mahmudova and Farid Rasulov. Brand borrows its name from famous Chelebi Carpet which belongs to Karabakh Carpet School. As of now, we have established loyal customer base which keeps on expanding. Gradually, people appreciate and, most importantly, make sense of our products since there is nothing of the kind in Azerbaijan yet. Unfortunately, nowadays we witness a certain tendency in our society regarding purchase of expensive, yet faceless furniture. And we are here to offer you our services in creating your very special corner with national patterns, where joy and positive emotions will complement your daily life. They say CHELEBI’s high quality goes along with high cost. Is it so? We are exploring the market, and indeed our brand is sometimes associated with fabulous prices. Such opinion tends to turn into a stereotype that we wish to get rid of. What we do is
not either cheap or expensive. Everyone wants to acquire a product with properly balanced aesthetics, quality and price. And we offer our customers furniture and decor where such balance can be observed. Particularly, our furniture prices are quite comparable with those for high-quality Turkish or Italian products. At the same time, we suggest brand new interior solutions to create that very special home environment. There are three product types under CHELEBI brand – Limited Edition, Exclusive and Unique. Considering the fact that our Unique products are produced as single handmade specimens, their fair price is quite comparable to those of similar products by famous design companies. We intend to put more efforts and will do our best in this direction.

How often do you plan to renew your product range?

I believe we can manage to create 1 or 2 collections a year. You need to understand specifics of this business. It is not fashion industry where collections should be updated every quarter.
Our range includes upholstered furniture, tables, cabinets, and interior accessories like cushions, lamps, table sets and tea sets, etc. And soon it will be expanded to include all those items, where we can use our branded texture; i.e. tiles, wallpapers, blankets, and everything related to Interior and Design. We are working on them, and they will be available by next
autumn, hopefully.

Which materials are used in furniture production?

All the products are made of wood. We use mainly high-grade tree species like oak, ash, and elm in some of our products. Our choice is related to the excellent quality and durability of products made of such woods. Where ash is chosen, products are made in Azerbaijan. Oak items (such as soft furniture and etc.) are made in China in close cooperation with a Dutch company. We signed a contract of the partnership under which they manufacture these products exclusively for us. All the soft furniture items are made as Limited Edition, up to two hundred units in one series. Limitedness gives unique character to our products, and persons who buy them. Our main philosophy is not based on embracing of the whole market, but indeed, mostly on gaining our share of the market. We also work with corporate clients who may fulfill their wishes for creating an exclusive product based on CHELEBI concept. We would love to hear about how your new products are born First things first, we create 3D models that we believe will be successful in the market. We send them to the factory where they confirm their readiness to start production. Our quality
management carries out direct control at the factory, and as the end result, finished products are shipped to Azerbaijan. It should be mentioned that we have to manufacture part of our production abroad due to the fact that within Azerbaijan we could not find suitable conditions for production of this quality. As for the illustrations that our products abound I should note that it is made exclusively for CHELEBI. I’d like to stress that we do not copy anyone, we make our own and original items. We involve our artists in this work, for example, we cooperate with the People Artist of Azerbaijan Arif Huseynov. CHELEBI has separate series covering such topics as national cuisine, traditions, and customs, Azerbaijani vegetables and fruits, etc. Our designers work with images that are popular in the national culture. How about bringing products to international markets? This action is also in our plans. We also expect to involve talented artists from abroad in our
work. I believe CHELEBI is destined to have success abroad because I see how popular our products are among foreigners. However, for the time being, we are focused exclusively on customers in Azerbaijan.

Rugiya Ashrafli