With much of the original structure now exposed, Paymon's show floor offers a more open environment.

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ABOVE: The loft overlooking William Street and Hurkamp Park has not been accessible to the public for nearly 100 years. TOP: After undergoing an extensive renovation, Paymon Fine Rug Imports lights up the sky at dusk.

With more space for the massive collection, large rugs adorn the walls of the newly renovated Paymon building.

Paymon Fine Rug Imports newly renovated

Date published: 11/10/2007

BY BILL FREEHLING

Over the past four months, Paymon Matini has been trying to transform his imported rug shop in downtown Fredericksburg into the type of store you'd find in Georgetown or New York.

The showroom at Paymon Fine Rug Imports has been expanded to 9,000 square feet, a 50 percent increase. Carpet was ripped out and replaced with hardwood floors. Ceilings in the back room have been raised from 9 feet to 22 feet, revealing the building's original black steel beams from Bethlehem, Pa.

The previously unused upstairs space is now a showroom filled with Persian rugs that looks over the corner of William and Prince Edward streets. Copper wrapping surrounds the original ceiling beams. Lighting and a heating and air system have been installed.

Jazz plays throughout the building, which Matini bought five years ago. Large windows allow passers-by to see inside. Matini plans to install a plasma television and couches upstairs, giving customers a place to rest. He might rent out the entire store to couples during special occasions such as anniversaries.

Matini has run the business for the past 16 years. During that time the 43-year-old Iranian-born man has built up an inventory of thousands of imported Oriental rugs.

Matini wanted to create a space big enough to display his rugs, which he's directly purchased from Iran, India, China and Pakistan. He says he wanted the quality of the building to match the quality of the rugs, which come in many sizes and prices.

"I'm a small businessman with big ideas," Matini said. "We're going to the next level."

Matini doesn't want to say exactly how much money he spent over the past four months on the now-completed project, but he said it ran in the hundreds of thousands. He admits it was a risky endeavor, but one that was "well-calculated."

He hopes the new store will draw in customers far and wide. He wants it to be a stop for "destination shoppers" who come specifically for the experience and wide selection of imported rugs.

Matini is also hoping that his renovation project is the first in a line of business improvements on the William Street corridor and throughout downtown Fredericksburg. He sees no reason why the city can't rival the offerings of Alexandria and Georgetown.

Date published: 11/10/2007