Finding Purpose Beyond Profit

When I first stepped into the world of entrepreneurship, I didn’t know what the journey would fully look like—but I knew exactly how I wanted it to feel. I wanted to build something rooted in care, respect, and quality. After years of working as a pharmacist and observing how businesses served (or failed to serve) their communities, I realized there was space to do something more human. That’s how Balboa International Market was born—not just as a place to buy groceries, but as a place where people could feel seen, welcomed, and connected to the tastes of home.

Looking back, it’s easy to get caught up in how far we’ve come—the expansions, the growth, the long lines of loyal customers—but what I hold closest are the small, consistent decisions that allowed us to grow without losing our soul.

The Risks of Rapid Growth

Growth, especially in business, is usually seen as a win. And yes, it’s exciting. But growth without intention can also become a distraction. Bigger isn’t always better if the original mission gets diluted in the process.

When I expanded Balboa Market, and later opened Sufi Mediterranean Cuisine and the catering business, I had to be extremely conscious of how these changes would affect not just our brand—but our people. I constantly asked myself: Will this expansion compromise the customer experience? Will our employees still feel like family? Will we still be able to offer the same level of personal service and quality ingredients?

It’s easy to slip into a corporate mindset, especially when success starts building momentum. But I’ve always believed that customers can feel it when a business is being run from the heart versus when it’s being run just for numbers.

Keeping the Human Touch

One of the things I’ve learned is that you can scale operations, but you can’t scale care unless you actively work at it.

For example, I’ve made it a point to remain involved in the day-to-day rhythms of the market. I walk the aisles. I listen to customers. I check in with our team. These aren’t things I have to do anymore—but they remind me why I started, and they keep me grounded. Our employees aren’t just staff—they’re part of the reason people come back. Their warmth, their pride in what we offer, and their attention to detail are what set us apart. That only happens when you treat your people with dignity and empower them to care.

Even something as simple as keeping certain specialty items in stock—products from small regions or lesser-known brands—sends a message to our community that says, “We see you. You matter.” That message is a huge part of our identity, and I never want to lose that.

Listening to Our Community

Balboa Market wasn’t built on market research or corporate forecasting—it was built on listening. Listening to the Iranian family looking for a particular type of rice they haven’t seen since they moved here. Listening to the young couple trying Middle Eastern cooking for the first time. Listening to longtime neighbors who just want fresh produce and good meat at fair prices.

Community input has guided many of our decisions, including expanding our catering business. We saw that people wanted the same quality and authenticity of our store offerings brought to weddings, parties, and special events. It wasn’t just about profit—it was about serving people where they are, in the moments that matter most.

I’ve always believed that when you listen—really listen—your community will help you grow in a way that stays true to your values.

Saying “No” When It Matters

Sometimes the best business decisions are the ones you don’t make. I’ve had plenty of opportunities to franchise, to cut corners, or to outsource. But every time I’ve been tempted to do something just because it’s easier or more profitable, I’ve had to pause and remember: the soul of this business is in its authenticity.

That means saying “no” to products that don’t meet our standards. It means turning down partnerships that don’t align with our values. It means not chasing trends if they don’t fit who we are.

There’s power in restraint, and there’s clarity in knowing what you stand for. That clarity has saved me from decisions that might have looked good on paper but would have cost us our identity.

The Reward of Staying Rooted

Today, when I see a mother and daughter speaking Farsi as they shop for ingredients, or a group of friends laughing over kabobs at Sufi, or a couple placing an order for their wedding catering because they trust us—that’s when I feel most proud. Not because of the size of our business, but because of the soul we’ve preserved.

Balboa Market is more than a business to me. It’s a living reflection of everything I believe in: quality, community, respect, and connection. And as we continue to grow, I know our success will always be measured not just by the bottom line, but by how well we stay rooted in those values.

In the end, growing without losing ground isn’t easy—but it’s possible. And for me, it’s the only way that truly feels like success.