"I enjoy meeting people, I love having them walk through the front door - that's one of the main reasons I'm in this business."

The store's showroom was described as spectacular, with "high ceilings, natural lighting and a superior assortment of top quality rugs and decorative accessories" and the business was deemed a pillar of the community, "as each year it garners many local, regional and national business awards."

The year was 2006, and the ROY award was Rugs as Art's second. The store has also been a ROY finalist six times and was named National Area Rug Retailer of the Decade by Rug News Magazine in 2000. Locally, it's been voted Best Area Rug Store by the readers of the Sarasota Herald Tribune seven times, and in 2002 received the Small Business of the Year award from the Sarasota Chamber of Commerce.

Murse attributes some of his retail success to his love for people, and for the product he sells. "I enjoy meeting people, I love having them walk through the front door — that's one of the main reasons I'm in this business." He said it was just a matter of combining that passion with the passion he has for the rug business and for the product as an art form, to get to where he is today.

"I carry over 100 different rug vendors from 40 rug-producing countries. From the handmade group I love Kashanian, Shalom Brothers, Feizy, Masterlooms, Jaipur, Capa Imports. In the midrange, Nourison, KAS. From the machine-made group, Karastan, Oriental Weavers, Dynamic Rugs. We have everything from A-Z, flat, woven, traditional. We take the best of the best of what they have out there that fits our marketplace and try to create a mini-market of it here."

Before they reach the store's rug market, though, Murse's customers must walk through the approximately 4,500 square feet of home accessories that make up about a quarter of Rugs as Art's inventory.

"One enhances the other," Murse said. "When (the customers) walk in the store they first walk through the accessories, lamps and occasional furniture before stepping into the rug showroom. Today, for example, a man bought a thousand dollar rug from me, then on his way out, he asked about a $4,000 cabinet — and bought it."

Murse's wife and business partner Lucy is in charge of purchasing and merchandising the accessories. "When Lucy comes with me to market in Atlanta, High Point or Vegas, we spend as many days or more going through the home accents and gift showrooms and give it just as much purchasing time as we do with rugs," Murse said. "Sometimes we're at market for anywhere from five to seven days."

Murse learned about rugs and retailing as an employee of Airbase Carpet Mart in New Castle, Del. "I went to work for them in 1976 and was there for about nine and a half years. As a buyer, I went to the markets in Atlanta, New York and Chicago, and then overseas."

In 1986 he started Rugs as Art in Sarasota's Gulf Gate shopping district. The 800-sq.-ft. store was founded on the principle of providing the locals with a superior selection of quality area rugs at attractive pricing and with outstanding service. In 1989, the store moved to a larger 4,500-sq.-ft. location on South Tamiami Trail, the town's main road, and gained a local following and national recognition through aggressive advertising.

Rugs as Art owner John Murse stocks product from more than 100 rug vendors in 40 rug-producing contries. A Second rug showroom operates from within a furniture store in Port Charlotte. Fla.

"We want people to feel at home here," Murse said. "When we built this building, we designed it to be comfortable — not ostentatious but not warehousey either. We built a welcome area within the design center where we serve refreshments, Cokes, cappuccino."

Since 2005, the company has also operated a second location, a rug store within a furniture store in Port Charlotte, Fla.

"There's not a person in this town that doesn't know this building. We get a lot of professionals, empty nesters and snowbirds — people who vacation and/or live here for several months— a lot of Europeans, and some from Canada and the Midwestern states."

Asked about the current economic climate, Murse admits things have been tough for the last couple of years. "Anything else would be lying; we're doing all we can to continue to attack the marketplace, which includes a lot of advertising. Where many would cut back, I find ways to continue and get deals and keep my name and face out there."

He's finding more purchasing strength in the higher end. "They may not be spending like they did two years ago, but those who have the money are still buying high-end. My midrange has backed off a little, so we recognize that we've lost a fraction of our consumer in certain categories."

The store's high level of service is also a hallmark of the company's Internet business. After going online in 1992, Murse's clientele grew beyond Florida. The site's features include an extensive information section, produced in-house, on everything there is to know about rugs: history, fibers, types of weaves, selection, colors and dyes, rug care and cleaning, even recipes for a few homemade cleaning solutions.

Murse said it was garnered from a combination of many sources, gathered over many years. "I can't take credit for it, a lot of the information came from within the industry. I've collected and saved articles over 20 years to use as teaching tools for employees as they've come on board."

And it is the care and keeping of those employees that keeps Murse on his toes. "My biggest challenge is to be the best steward I can with what I've been blessed. I'm responsible for 28 to 30 people and their families. I want the people who work here to have the best atmosphere to work in and the best job I can provide them."