All wool rugs shed as a natural consequence of how they are made; this is especially true of new wool rugs. This is normal, and will reduce with time & usage.
Vacuum a new wool rug 5-6 times a week for the first few weeks using a low-pressure vacuum cleaner without beater bars. Vacuum in the direction of the pile and not against it.
Please do not pull loose ends if any. Trim with scissors. Some wool rugs are made using a large loop weave and these loops can come undone. Do not pull "stray" loops, always cut them back with scissors.
Remove spills immediately and do not soak the rug in any liquid. Blot any liquid with a clean cloth or a paper napkin.
Colors may fade slightly when placed in areas of direct sunlight. In this case, it is advisable to periodically rotate your rug to ensure this process is even.
Please keep away from sharp objects, hot surfaces, open fireplaces and excess moisture.