A Dream 20 Years in the Making

There are moments in life when you take a step back and realize you’ve arrived at a place you’ve been dreaming about for years. For me, launching Noshejan is one of those moments. This venture isn’t just a business—it’s the culmination of two decades of ideas, passion, and perseverance. What began as a flicker of an idea has become a reality, and over the past year, I've had the incredible opportunity to build something that reflects everything I love about food and creativity.

This journey has been profoundly rewarding, but the most special part has been sharing it with my children. They’ve seen Noshejan grow from just a conversation at the dinner table into a tangible product ready to be enjoyed by others. Watching them witness the transformation—from vision to reality—has made this entire experience even more meaningful. This year has been a testament not only to the power of dreams but also to the importance of pursuing what you truly love, and it has been the most fun I’ve ever had while working.

A Year of Building Noshejan

Bringing Noshejan to life has been a process that I can only describe as exhilarating. While I’ve had the concept of creating something food-related for many years, it was only in the last year that everything aligned for me to take the leap. And once I started, there was no going back.

Over the course of this year, I worked through every aspect of the business—from researching ingredients to perfecting the seasoning blends, from designing packaging to building the website. It’s been an incredible journey of learning and growth, one where every day presented new challenges and opportunities to be creative. There were moments when I had to make decisions on the fly, adjust my plans, and figure things out as I went, but those were also the moments when I felt most alive.

Having my kids by my side throughout this process has been especially fulfilling. They watched me take an idea and develop it, seeing firsthand how a business is built from scratch. I hope that this experience has taught them the value of creativity, persistence, and passion. More than anything, I hope they’ve learned that following your dreams is always worth it.

The Joy of Combining Passion with Purpose

Cooking has always been my happy place, my way of expressing love and care. From the simplest weeknight dinners to elaborate meals shared with family and friends, food has always been at the heart of what I do. Noshejan allows me to extend that love for food on a larger scale, creating products that will hopefully spark joy in kitchens beyond my own.

One of the most exciting parts of this process has been developing the seasoning blends. I wanted each blend to be an experience—a culinary passport to flavor journeys inspired by the spices and ingredients I cherish most. Whether it’s the warmth of a traditional Afghan blend or the bold punch of a smoky adobo mix, each product reflects my passion for exploring the world through food.

Creating these blends has allowed me to combine two things I care deeply about: good food and creativity. Every step of the way, I’ve approached this project with the same excitement I feel when experimenting in the kitchen. And while there have been long nights and busy days, it has never once felt like work. This experience has shown me that when you do what you love, the process itself becomes the reward.

Sharing the Experience with My Children

One of the most fulfilling aspects of building Noshejan has been sharing the journey with my children. From brainstorming ideas together to taste-testing new blends, they’ve been involved in ways that have made them feel like part of the process. They’ve seen the ups and downs, the small victories, and the occasional setbacks. I hope these experiences will stay with them and encourage them to follow their own dreams, no matter how long it takes.

In a way, the past year has been as much about showing them what’s possible as it has been about launching a business. I want them to know that even big dreams can come true with enough passion and dedication. Watching their excitement grow alongside mine has been a reminder that pursuing something you love is always worth the effort.

Why Noshejan Means So Much to Me

Noshejan isn’t just a brand—it’s a reflection of everything I believe in. In Farsi, Noshejan means the equivalent of “Bon Appétit,” a phrase that transcends the act of eating and carries with it a spirit of hospitality, warmth, and joy. I’ve always believed that food is more than just fuel—it’s a way to connect with others, celebrate life, and create memories. Noshejan embodies that philosophy.

Every time someone uses one of my seasoning blends, I want them to feel the same sense of joy and adventure that I experience when cooking. Whether they’re preparing a quick weekday meal or hosting a dinner party, my goal is to make their time in the kitchen more enjoyable and inspiring. I’ve poured my heart into every detail, from sourcing high-quality ingredients to creating blends that spark creativity in every dish.

Challenges and Triumphs Along the Way

Like any new venture, building Noshejan has had its challenges. There were moments when things didn’t go as planned—suppliers delayed shipments, packaging designs needed last-minute changes, and some blends required endless tweaking before they were just right. But every challenge was also an opportunity to learn, adapt, and grow.

The triumphs along the way—finalizing the product line, seeing the website come to life, and preparing for launch—have been some of the most exhilarating experiences of my life. Each milestone has reminded me that hard work pays off, and every small victory has been a step toward making Noshejan a reality.

What Comes Next: A Flavorful Adventure

As I launch Noshejan, I can’t help but feel excited about what the future holds. This is just the beginning of what I hope will be a long and flavorful journey. I have so many ideas for new products, collaborations, and ways to connect with the Noshejan community.

But more than anything, I’m looking forward to seeing how others will use these blends in their own kitchens. It’s a dream come true to think that people will soon be cooking with the products I’ve created, adding their own flair to dishes, and sharing meals with loved ones. Knowing that Noshejan will play a small part in those moments is incredibly meaningful to me.

Gratitude and Reflection

As I reflect on the past year, I feel an overwhelming sense of gratitude. I’m grateful for the support I’ve received from family, friends, and everyone who has encouraged me along the way. I’m grateful for the lessons learned, the challenges overcome, and the joy of building something from scratch.

Most of all, I’m grateful for the opportunity to pursue a passion that brings me so much joy. Launching Noshejan has been one of the most fulfilling experiences of my life, and I feel incredibly lucky to be able to share this journey with others.

To everyone who has been part of this adventure—thank you. I can’t wait to see where this journey takes us next.

Launching Noshejan has been a dream come true, but it’s also just the beginning. I’m excited to see how this brand grows, evolves, and connects with people over time. My hope is that Noshejan will inspire others to explore new flavors, enjoy the process of cooking, and create beautiful memories around the table.

This is more than a business to me—it’s a labor of love, a celebration of good food, and an invitation to embark on a journey of flavors. I can’t wait to share it with the world.