The importance of family has always been an integral part of the Iranian Jewish community. There is a sense of closeness and a nurturing bond that exists within the culture that one does not see in any other cultures. Today, Bobak and his brother are co-owners of the business and work together to make sure that it is running smoothly. Bobak runs the design and fashion aspect of the business, while his brother handles the financial end. When asked if he experiences conflict working with his family he responds with, “It’s sometimes difficult working with family because you have to be guarded of what you say and how you say it, but after so many years it gets easier as you develop a certain way of interacting when it comes to the business.”

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