We had the good fortune of connecting with Norel Ebriani and we’ve shared our conversation below.
Hi Norel, where are your from? We’d love to hear about how your background has played a role in who you are today?
I am originally from Palos Verdes, CA. My father and mother came from Iran in the 70’s. The way my upbringing and background impact me is the fact that I come from an immensely rich culture. My father opened up the rug shop where I currently work in 1978, Coming in the shop as a young child I was unaware of the beauty that surrounded me. My siblings and I would just jump on the piles of rugs and chase each other around the shop completely in our own little worlds. It was only until I started working here a couple of years ago I realized and truly appreciated what my father had started,
To answer the question, growing up as a first generation daughter of two immigrants had a positive impact on my life. Persian culture is filled with depth and meaning that it naturally spills over into my personal and professional life.
Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
My work is gratefully multi faceted.
Working as an entrepreneur, we are required to wear many hats. Creative, Visionary, Therapist, Accountant, Designer, the list goes on.
I am mostly proud and excited about the fact that we are family operated and women led. We love getting personal with people, we are not just a showroom that offers home decor as a service. We also create and maintain rapport with our clientele. This is very important to us, because we want people to feel at home when they come in here. Calling them by their names, making them a cup of tea, spending time together exactly like how we treat our family they are a part of our extended family, this gives us the most joy!
Getting to where we are now definitely was not easy. Challenging to say the least. To be quite honest, we almost closed our business a couple years ago. This was naturally devastating to me and my siblings simply because there was a strong emotional tie that was ever so present. I know we are told many times not to mix personal with business, but that was close to impossible. We are only human at the end of the day, and emotions run high when you believe so strongly in a shop that holds a family legacy.
We did everything in our power to stay open, it was a constant struggle and uphill battle. Facing people that would tell us daily that it’s not worth it to stay open, you need to close and move on, think about doing something else etc… I am not the type to attach to material things or places but this was an exception, so we fought.
I learned many lessons along the way and continue to learn every day. One of the many lessons is to just keep going, no matter what. If you believe so strongly in an idea or a vision just go for it! There are many risks involved along the route but somehow there is always a solution and there is always a way.
I want the world to know that Pull&Thread means many things! My brilliant sister, Devora came up with the name. Being it that our foundation as a shop are hand knotted rugs. When you Pull&Thread a needle you create a beautiful masterpiece, which oftentimes leaves you in awe. But the magic that happens when you Pull&Thread is also deeper than this. The rebranding of our space was official a year ago. In addition to the rebranding we are also an event space. We love bringing together the community. Hosting events that include popup markets, live music, art exhibits, workshops, dance classes, wine tasting, painting classes, soundbaths, and many more! So the name of our brand is all encompassing, simliar to when we Pull&Thread a rug to create a work of art, when we Pull&Thread a community we come together and create this tight knit bond that is inseparable and absolutely magnificent.
Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Ah ok! First place I would take them is the beach! We would hang at the beach for a while, walk along the pier then go get our wine on at Barsha. A beautiful family owned Wine Tasting Room in Manhattan Beach and their restaurant right after that is located in Hermosa Beach. Best Tunisian food in all of LA! We would also check out Dacha, an home decor shop in Manhattan Beach that carries some of the most beautiful home accessories that owner Lauren curates herself so tastefully. Sunday we would get breakfast burritos from another family owned establishment called Phanny’s. The BEST breakfast burritos, I promise you. Everything involves food, I am such a foodie! haha
Who else deserves some credit and recognition?
My mother and father!
If it wasn’t for my father who came from Iran and started this family run shop, I would not be working here today. He truly was a rug aficionado and extremely passionate about what he did. I appreciate how much of a hard worker he was and his devotion to what he brought to fruition from nothing.
Thank you to my mother who made the brave decision of keeping the business open after my father suddenly and unexpectedly passed in 2007. She barely knew anything about running a business, nevertheless she is self taught, committed and is the ultimate badass!
Shoutout to my parents fo sho!
Jp Cordero Emma Marie