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What causes odors in wool rugs and how should they be handled?

Why wool rugs sometimes develop odors during shipping and how to address them.

When a wool rug from India smells, 99.9% of the time, it's because it wasn't completely dry before being wrapped in plastic and shipped to the US. If not completely dry, the remaining moisture begins to smell within the plastic packaging. It has to travel through a hot country in plastic to the docks, where it is loaded into a dark container ship for a several-month journey to the US. Then it is unloaded and stored in a US warehouse (ours are located in the Dallas and Atlanta areas, both with warm climates), before being shipped to the consumer. Once opened, a rug in that shape will have a musty smell that has accumulated over time. While usually the steps this consumer took will make the smell go away, in extreme cases, the smell still lingers a bit longer, and the consumer wants a replacement, which is fine.

Communication Tip: When addressing musty odors, explain the cause in a way that reassures the customer it’s a natural, temporary issue—not a defect—while showing that you have solutions ready.

Example approach:

  1. Acknowledge & validate:
    “I understand the odor is unpleasant—let’s talk about why it happens and how to fix it.”

  2. Explain the cause simply:
    “In rare cases, a rug may not be fully dry before being wrapped in plastic for shipping. It then travels for months in warm, enclosed conditions, which can cause a musty smell to develop.”

  3. Offer the solution confidently:
    “Most of the time, airing the rug out, placing it in sunlight, or using baking soda will remove the odor. In stronger cases, it may take a bit longer—but the smell will fade.”

  4. Reassure with a resolution:
    “If the odor doesn’t improve after trying these steps, we’re happy to arrange a replacement so you can enjoy your rug without worry.”

Pro Tip:
Keep the focus on transparency + reassurance—customers appreciate knowing the why behind an issue, but they remember most how quickly and confidently you offer a solution.