From Prohibition to Creation
Samira was born and raised in Iran, where the production, sale, and consumption of alcohol have been prohibited since the Revolution, and the culture of spirits is absent from public life.
She moved to Canada in 2010 and built a professional career as a Chartered Professional Accountant (CPA). While successful in her field, she chose to build something of her own, a project that reflects both her heritage and her belief in progress.
This shift, from restriction to creation, shaped the foundation of Noosh.
Learning the Industry
Entering the spirits industry was a deliberate choice.Samira invested time in professional education and developed a deep understanding of the technical, regulatory, and creative foundations of distillation before launching Noosh.
Noosh was not born from a single moment, but from a path shaped by learning, discipline, and intention. The process was complex and demanding, but essential.
Why Noosh
Noosh was created with a simple but intentional vision: to protect and carry forward what still remains.
Persian culture is often remembered for its past, but Noosh focuses on what still lives on, through the land, its botanicals, and the values they carry.
By introducing these botanicals into a modern gin, Noosh became Canada’s first gin infused with Persian botanicals. Chosen for their history, cultural significance, and their role in rituals of celebration, these ingredients allow heritage to be preserved and shared in a contemporary form.
Woman-Founded. Woman-Owned
Building a spirits brand as a woman within a traditionally male-led industry, while coming from a background historically excluded from it, comes with challenges.
As Samira explains:
“This work is a continuation of years of effort to push boundaries and challenge restrictions. That someone with my background has entered this industry is proof that the path to change is still alive and still moving forward.
“This reflects the message shared through the suspended garden of the Noosh label, and the nature of saffron itself. From the harshest conditions, beauty can still rise. Noosh carries my story. In many ways, it reflects who I am.”
The Future of Noosh
Noosh looks forward with intention. The vision is to introduce exotic Persian botanicals, the essence of our heritage, to the world through a spirit the world already knows and loves.
Through Noosh, we invite the world to experience Persian elegance, resilience, and refinement, shared across cultures and moments.
As the founder reflects:
“The future of Noosh is simple: to let A Sip of Persian Elegance travel quietly, confidently, and without borders.”
May the soul of our stories find a home in every heart.
Noosh!
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