Jonathan's father, John Gooch Senior, worked within the Rug Industry since the age of 16 so, with Jonathan having been brought up around the industry his whole life, it seemed like a natural progression that he would follow in his father's footsteps. 

Having worked alongside his father at China Carpets, Jonathan Gooch went on to launch his own company Gooch Oriental in 2003.  He began sourcing wool and silk rugs in China, Pakistan and India, bringing to market beautiful hand crafted styles which were sold into leading high street and independent retailers.

With its sourcing capabilities, The Gooch Brand rapidly developed to encompass wool and silk high-end hand knotted rugs from Nepal, high-end Turkish weaves and expanded its sourcing routes into the Middle East to deliver unique traditional and tribal rugs.

Although John Gooch Senior retired in 2018 at the age of 80, he is still involved in the business.