Today we’d like to introduce you to Sanaz Moghangard.
Hi Sanaz, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
Absolutely! My name is Sanaz Moghangard and I am the co-owner of Joon & Jigar. My journey is very similar to most children of immigrants. I was born and raised in an Iranian-American household. My parents moved here to pursue the American Dream, and have shown me what true entrepreneurship looks like from the minute I was old enough to understand. They both worked full-time, so my grandmother raised us kids. Our family only spoke Farsi to us, knowing we’d go to school and learn English eventually. I was actually in ESL (English as a Second Language) classes in elementary school. I laugh about it now, but at the time I felt ridiculously embarrassed.
I tried to acclimate to be more like my peers, but my Persian grandmother made sure us “Americanized” grandkids stayed true to our roots and heritage. Because of her, I grew to adore my culture and embrace my differences. I’m Iranian, but America is my home. So, to grow up in a space that so poorly represented my culture was difficult, to say the least. I struggled to find a market that truly celebrates minorities like me. Eventually, I decided that if I can’t find a space here that truly represents me, then it’s up to me to create it.
I spoke with my aunt Shila, who is more like a sister, and she expressed she had the same struggles. That’s when we decided to launch our company, Joon & Jigar (pronounced jee-gar). It’s a brand for Iranian-American/Middle Eastern apparel, accessories, and other gift items. It was a passion project that grew into a business that gives people in the Iranian-American community a sense of belonging. It allows us to express our passion for our Iranian culture in such a fun, trendy and creative way. Our products tie-in both our Iranian and American sides to give people the best of both worlds.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
I love answering this question! Considering the fact that we began our business in 2020 in the middle of a pandemic, it went surprisingly smooth at first. Joon & Jigar gave us hope during a tough time and allowed space for creativity when the world was basically shut down. It wasn’t until after we got back to somewhat of our normal lives when we were presented with some bumps along the way. One literal, yet incredible, bump was Shila’s pregnancy. We both had to juggle Joon & Jigar with our full-time jobs, but adding a baby and other time-consuming life milestones to the mix made it difficult to prioritize our brand. We took some time off to regroup and strategize a plan that worked best for us and our new lives. We are excited to announce we have relaunched with new products, a new Home & Bath line, and of course the cutest new baby model! We are coming back strong! Make sure to shop local and tell your friends!
Alright, so let’s switch gears a bit and talk business. What should we know?
Joon & Jigar is an online Iranian-American/Middle Eastern boutique. We provide a diverse selection of products from apparel and accessories to hair oils and shot glasses. What sets us apart from other brands is how inclusive our designs are. Similar to other Iranian-Americans, I can speak and understand Farsi fluently, but reading and writing in Farsi is almost impossible for me. That’s why most of our designs include the phonetic spelling of the Farsi words using the English alphabet, our website translates the Farsi words/phrases in English, and our Instagram page has a “Learn Farsi” tab where we teach our audience. Our main focus is to celebrate our Persian culture, but it’s difficult to celebrate something you don’t fully understand. This way our products are not only inclusive for Iranian-Americans, but also for their friends/spouses/peers. We have something for everyone regardless of your ethnicity, race, gender, etc. Our products are diverse enough where everyone is fulfilled! Our dream is to one day expand to other cultures and represent other minorities.
Do you have recommendations for books, apps, blogs, etc?
Definitely! I am the most inspired when I feel connected to my Persian community. I follow all different kinds of Iranian-American entrepreneurs on Instagram. One of my favorite accounts is Chef Nadia Deljou @DelleDining. When I watch her recreate a Persian dish, all of my childhood memories come rushing back. That feeling inspires me the most. I want my products to reconnect people to their childhood memories, the same way a photo of a famous Persian stew does for me. Joon & Jigar products are so much more than a sweatshirt or hair oil. For Shila and me, it’s all about the feeling that comes with those products. For example, the sweet smell of the luxurious oils in our products connects me back to the home remedies my grandmother would make for my hair growth and dry split ends. These are the kinds of memories and feelings we want people to connect with in their own way.
Contact Info:
- Email: contact@joonandjigar.
com - Website: www.joonandjigar.com
- Instagram: https://www.
instagram.com/joonandjigar/? hl=en - Facebook: https://www.
facebook.com/joonandjigar
