Do not pull any loose threads. Use scissors to simply cut the ends.
Vacuum regularly and shake to remove dust.
Avoid prolonged moisture and direct sunlight
Blot spills immediately with a white cloth or dab a paper towel.
Vacuum a new wool rug 3 to 4 times a week for the first few weeks using a low pressure vacuum cleaner without beater bars. Vacuum in the direction of the pile, not against it.
Professional rug cleaning is recommended with reputable rug experts