The Clark Sickle-Leaf carpet trebled the previous record sale of a carpet, which was $9.6 million sold by Christie's in London in 2010.

The sale served as a snappy reminder that for many people, Persian carpets are not just a floor covering but a piece of art.

While it's not an art gallery or an auction house, Rahmani's Rug Gallery in Newcastle does offer a taste of the exotic.

If you're in the market for something around $1 million, they can help you out. Of course, if you want to start small, you can get a hand-made wool doormat-size piece for around $45.

Every piece of carpet has a story, as Sam Rahmani can tell you. The piece he's holding in the picture is Persian carpet showing the Seirafian central medallion, with the gate of heaven and trees of life.

"It has a soft cream background with harmonious colour combination throughout," Rahmani says.

It was made from super-fine Kork woven wool on a silk foundation, with 870 knots per square inch.

It took more than two years to make the carpet. The price: $28,000.

When you are in this line of business, your customers are often a bit special.

"The carpet is not part of furniture," Rahmani says of the Seirafian. "It is a work of art. With art, emotion comes into it. They like a particular colour, or the age of it. Once the emotion takes over, they don't have to think about it too much."

Sam's father started the business in Newcastle 29 years ago, and it's always been in his blood.

What does he like?

"My taste is towards tribal [design]. They have a lot of character and charm. The city carpets are finer and more expensive. They are like a fine, classic painting. The tribal style is like Impressionist painting," Rahmani says.

Of course, if you are going to sell products in this category, you've got to be able to service them. Rahmani's offers a cleaning and repair service. The store's repair genius, Ben, has been in the industry for more 40 years.