The Becky’s Carpet & Tile Superstore sign in Manchester, Mo., depicts a cartoon image of owner Becky Rothman, self proclaimed "Queen of Carpet," on a flying carpet. (Photo by Wampa-One via Flickr)

St. Louisans will no longer be able to get a “rich man’s carpet at a working man’s price,” as the self-proclaimed “Becky, Queen of Carpet” has landed, ending her more-than-30-year reign over the region’s flooring industry.

Becky’s Carpet & Tile Superstore closed the doors to its five locations this week, citing competition with big box stores and the recession as the reason. Since the late 1970s, Becky’s owner, Becky Rothman, has graced area airwaves with memorable commercials of her flying on a carpet around the St. Louis Arch.

Haim Mano, associate professor of marketing at the University of Missouri–St. Louis, was quoted June 13 in the St. Louis Post-Dispatch about the closing stores and the impact the chain has had on the area.

“She was an icon,” Mano told the newspaper. “Everybody knows Becky.”

Mano, who uses the classic commercials in his classes, said the over-the-top antics used by the company grabbed viewers’ attention.

He added that they were a success in that they accomplished what advertisers hope to do: be memorable and bring awareness and recognition to a brand.

Mano also discussed the Queen of Carpet’s legacy June 18 on KMOX (1120 AM).