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Happy Nowruz! Celebrating Persian New Year with a Tour of Tehrangeles

Caroline Wu
Mar 22, 2024
Happy Nowruz! Celebrating Persian New Year with a Tour of Tehrangeles

Nowruz took place on March 20 this year, and this celebration of the spring equinox dates back over three thousand years.  Westwood Blvd, just south of UCLA, is home to a profusion of Persian restaurants, markets, bookstores, and ice-cream stores with flavors not found in your typical Baskin-Robbins.  Hence, the affectionate moniker Tehrangeles for this little pocket where an Iranian diaspora has settled.  

Restaurants like Shamshiri Grill, with its juicy beef koobideh kebab broiled to perfection and tomatoes that burst in your mouth, proves to be a hit with a wide cross-section of Angelenos.  For dessert, be sure to stop at nearby Saffron & Rose for their namesake flavors or Mashti Malone’s for a uniquely Persian faloodeh shirazi, similar to a rosewater sorbet, topped with cherry sauce and rice starch vermicelli.

Shamshiri Grill Ethnicity

There are also numerous Persian markets in the area should you want to buy groceries and try cooking yourself.  Jordan Market, Tehran Market, and Star Market all see over half their clientele come from the segment of Educated Urbanites.

Persian markets segments

If you’d like to simultaneously celebrate Women’s History Month and buy yourself a little something for the New Year, then look no further than Cult Gaia, just a short drive away in West Hollywood.  Founded by Jasmin Larian Hekmat in 2012, its Ark bag reached cult status within just a few years.  Oozing a vacation-ready vibe and cool-girl aesthetic, the LA-based designer has most recently opened up a new store on the ritzy island of St. Barths.  While the majority of visits to the West Hollywood store come from metro LA, there are still quite a few fans coming from further afield to shop.

Cult Gaia trade area image

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Caroline Wu

Director of Research,

Caroline brings expertise in retail, CRE, entertainment, media, CPG, and tourism, and specializes in synthesizing broad datasets into actionable recommendations for growth. She has worked as the US Director of Consumer Insights at Unibail-Rodamco-Westfield, VP of Retail Insights and Intelligence at Omnicom, and Senior Director at Kantar. Caroline holds an MA in Sociology from Stanford University and a BA in International Relations from Stanford University.

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