For downtown’s Persian Jews, work plus worship equals success
Fast-paced techno dance music blasts through Chikas, a retail clothing store off Santee Street in the heart of downtown Los Angeles’ Fashion District, which many call the Garment District. Robert Mahgerefteh, the store’s owner, helps the dozen or so young women looking for great deals on the latest fashions.
“Many of us from the Iranian-Jewish community working in the Garment District have a very hard work ethic, sometimes working six or seven days a week,” he said. “People like myself grew up seeing our dads and uncles put the time and effort into making their businesses a success, so we’re following in their footsteps.”
Mahgerefteh, 29, is among the more than 300 Iranian Jews who work as retailers, wholesalers or importers of clothing, fabrics and fashion accessories in downtown’s Fashion District. Over the last 30 years, their businesses and Iranian-Jewish investment in downtown real estate have helped transform the district into one of the major business hubs in Southern California.
In addition to improving the area, Iranian-Jewish businessmen have brought their faith and practice with them, establishing synagogues in the area and supporting several downtown kosher restaurants. Rabbis even travel to the Fashion District to teach Torah and other topics during lunch-and-learn sessions.
And while the flood of cheaper clothing and fabrics from China has driven some Iranian Jews out of the business, others have remained downtown, finding their niche in the new marketplace.
Following their immigration to Los Angeles from Iran, hundreds of Iranian Jews flocked to the Fashion District in the late 1970s and early 1980s, either because of their familiarity with the garment trade or because it seemed the easiest way to earn a living.
Iranian-Jewish real estate developer Behrooz Neman, who has owned properties in downtown’s Fashion District since the mid-1980s, said the area was in dire economic conditions when Iranian Jews first arrived.
“It looked like South Central with only old buildings and empty warehouses,” Neman said. “I can honestly say that if the Iranian Jews had never come to Los Angeles, there would be no Garment District as you see it today.”
Those Iranian Jews who first worked the Fashion District didn’t have the higher overhead costs of the larger American fabric companies, said Amir “Aby” Emrani, co-owner of Emday Fabrics.
“And, we also gave ourselves smaller commissions,” he said.
Today, Emday Fabrics and a handful of other Iranian-Jewish-owned businesses are among downtown’s largest and most successful fabrics importers, selling to both a national and international clientele.
“In the early days, we worked very hard and long hours — it was just myself, my brother and my father. … Little by little, the hard work and our ability to give much lower pricing to our customers allowed us to grow,” Emrani said.
Among the businesses that found a niche early was Donna Vinci, a division of Brasseur Inc., which specializes in plus-size women’s suits, among its other high-end women’s clothing.
“It was very successful for us, and we have continued over the years to build on that idea with many different designs and brands for the same customers,” said Danny Golshan, Donna Vinci’s co-owner. “Our focus is on being unique and bringing up-to-date clothing to our customers.”
With Hollywood not too far away, Iranian-Jewish-owned businesses such as the Italian Fashion Group have also supported the needs of costume designers for major television shows and films. The company, run by three Iranian- Jewish siblings, has become a top manufacturer of high-end, custom-made Italian suits that attract entertainment industry designers and celebrities such as Al Pacino, Terrence Howard and James Belushi.
“Our custom line of suits, Di Stefano, has become the pearl of our company,” said Shahrouz Stefano Kalepari, co-owner of the Italian Fashion Group, adding that their suits have appeared on such televisions shows as “The Mentalist,” “Castle,” “Law & Order: Los Angeles” and “The Defenders.”
“Our suits and shirts are 100 percent hand made and the patterns are designed from scratch for each individual order, to create a very personalized and custom fit for our customers. We use the most precious accessories such as horsehair canvas inside our suits, pure silk linings and mother-of-pearl buttons,” Kalepari said.
But with cheaper labor and raw material in China and the Far East flooding the Fashion District, Iranian-Jewish businesses have found it increasingly difficult to compete with Chinese goods.
Businessmen like Kalepari say they have had to be more aggressive in marketing their products and educating their customers about the higher quality of their clothing in order to survive.
“Unfair competition with China, combined with the lack of knowledge from some customers, makes it very frustrating at times,” Kalepari said. “But in the end, a high-quality product speaks for itself, and when a famous designer of top-quality clothes in Beverly Hills uses our company’s line for his own personal use, this gives us the utmost satisfaction that we have done the right thing and can survive in this market.”
Aside from the district’s retail and wholesale businesses, nearly 40 Iranian-Jewish real estate developers have purchased or constructed buildings and other properties over the years to further solidify the community’s influence in the area.
These Iranian-Jewish developers have not only upgraded the appearance of the stores and buildings in the area, but were pivotal in the creation and growth of the widely popular “alley” shopping area within the heart of the district — a nearly three-block stretch along Santee Street that resembles a Middle Eastern-style open bazaar.
“In the early 1980s, there was no alley in existence,” Neman said. “The idea to use the space in the alley area came from mostly Iranian Jewish developers who wanted to get the maximum use of their properties in the area by making these smaller spaces behind their buildings available for retailers.”
Not only have Iranian-Jewish businesses thrived and prospered in the fabrics and clothing industry, but city officials have praised the community’s entrepreneurial efforts during the last three decades of the Fashion District’s revitalization.
“The Persian community has helped to reshape the district by partnering with stakeholders in the area to form business development districts to keep the area safe and clean for business to thrive,” L.A. City Controller Wendy Greuel said. “This community has been at the forefront of growth in the Garment District, and I am confident that the future will bring greater prosperity as downtown continues its transformation.”
The financial growth over the last 25 years alone in Southern California’s garment business speaks for itself.
“In 1984, California Mart in downtown’s Garment District did about $50 million in sales annually, which was for all the U.S. sales of garments on the West Coast,” Neman said. “Today the annual sales for the garment business in Southern California alone is $150 billion — and without a doubt it is because of the hard work of Iranian-Jewish- and Korean-owned businesses in downtown.”
Many local Iranian Jews also credit Ezat Delijani, one of the community’s most prominent real estate developers, who died in late August, for having transformed the area by pioneering mixed-use developments in downtown Los Angeles as well as for purchasing and renovating four historic theaters on Broadway near the Fashion District.
“The investment Ezat Delijani made in the historic area of Broadway brought new life to an area that was stricken with graffiti and blight,” said David Rahimian, a former special assistant to L.A. Mayor Antonio Villaraigosa. “The Delijani family led a preservation effort that brought the theater back to life, not only making it a jewel on Broadway but a proud site for all Angelenos to enjoy.”
With all of their financial success, Iranian- Jewish businessmen in the area have still maintained their strong Jewish bonds in the district, even establishing three synagogues in the area.
Ohr HaShalom, also called the Downtown Synagogue, is perhaps the most popular synagogue in the Fashion District. Located inside a 300-square-foot storefront, it attracts up to 30 Iranian-Jewish businessmen for daily prayers.
“It’s more convenient for businessmen from our community to come to the synagogue that is close to their businesses in the area in order to do their early morning prayers or to say the Kaddish prayers on the anniversary of the deaths of their loved ones,” said Abner Cohen, a fabrics businessman and co-founder of Ohr HaShalom.
The other two synagogues in the area are located within the offices of Iranian-Jewish businesses, housing Torahs as well as other prayer books. Yet the business owners operating these office synagogues would not grant The Jewish Journal entry out of concern that the publicity could attract unwanted security challenges.
In addition to the synagogues, a handful of local rabbis frequent the different Iranian-Jewish-owned businesses in the Fashion District, providing free lunchtime classes on Torah and religious practices.
“We love teaching Judaism, and we offer these businessmen insights on how they could benefit from Torah in their everyday lives to become better fathers, better partners and better community members,” said Rabbi Yosef Shemtov, executive director of the Yachad Outreach Center, which is affiliated with the Pico-Robertson-based Torat Hayim synagogue.
Over the course of each week, Shemtov and two other Iranian Jewish rabbis from his group visit more than 50 Iranian-Jewish businesses in downtown’s fashion and jewelry districts. Their group began the teaching program for Iranian Jews working in downtown Los Angeles eight years ago and, Shemtov said, it has gradually grown in popularity.
Kosher restaurants in recent years have also popped up the Fashion District, including Snack 26 deli, offering sandwiches to Iranian-Jewish businessmen on the run, and Afshan Restaurant, providing customers with kosher chicken and beef kebabs as well as popular Persian stews and rice dishes. Both eateries also deliver to their clients downtown.
With all of the ups and downs in their businesses, Iranian Jews working in the Fashion District said their strong sense of spirituality and Jewish values have enabled them to continue working hard to achieve success in the fashion industry.
Shervin Arastoozad, an Iranian-Jewish designer and owner of Cut n’ Paste Handbags, says the one thing he’s learned about business is that you must build a foundation to get anywhere.
“One very important foundation for me has been Judaism and the morality it brings into [my] business and everyday life,” he said.
For more interviews with Iranian-Jewish businessmen in downtown’s Fashion District, visit Karmel Melamed’s blog at jewishjournal.com/iranianamericanjews.