Discovering the Heart of a Diverse City

When I first bought the small neighborhood grocery store that would eventually become Balboa International Market, I didn’t imagine I was stepping into something much bigger than just running a business. I thought I was creating a place to sell food—ingredients that reminded people of home, the way certain spices or breads can bring you back to your childhood in a single bite. What I’ve come to realize over the years is that I wasn’t just building a store. I was helping build community.

San Diego is one of the most culturally rich and diverse cities in the country. People here come from everywhere—Persia, Iraq, Syria, Ethiopia, Russia, Turkey, and countless other places. And with them, they bring their stories, their tastes, and their traditions. In opening a market that tried to reflect that mosaic, I started to learn lessons I never expected—lessons about people, business, and what it really means to serve a community.

Food is a Language We All Speak

Early on, I noticed something fascinating. Customers didn’t always speak the same language, dress the same way, or come from the same cultural background—but they gravitated toward the same kinds of food. Flatbreads, olives, pickled vegetables, dried fruits, spices. The labels might have been written in Arabic, Farsi, Turkish, or Russian, but the appeal was universal.

Food connects people. That may sound like a cliché, but I’ve watched it happen every day for years now. People who would otherwise never cross paths find themselves standing side by side at the butcher counter, asking for lamb shank or whole chicken, exchanging cooking tips. It’s not just commerce—it’s culture.

What I’ve learned is that if you can create a space where people feel seen and respected—especially when it comes to something as personal as food—you build trust. That trust becomes the foundation for long-term success in business and in relationships.

Cultural Understanding Is Good Business

Running a multicultural business isn’t just about stocking a wide variety of international products. That’s only part of it. It’s about truly understanding the values, habits, and needs of different communities—and being willing to learn from them.

For instance, some customers follow halal dietary laws, others are vegetarian during religious observances, and others might shop only for organic or preservative-free options. We’ve had to learn how to meet all of those needs, and it’s taught me and my team to listen more closely. If someone is asking for a specific type of flour or a spice blend they haven’t found in years, that’s not just a request—it’s an opportunity to connect more deeply.

Being attentive to cultural practices also means celebrating holidays that may not be on the mainstream calendar. We prepare special inventory and displays for Ramadan, Nowruz, Orthodox Christmas, and other cultural milestones. These moments bring a festive energy into the store, and more importantly, they show our customers that we care about what’s meaningful to them.

Challenges That Became Teachers

I won’t pretend that building a multicultural business is easy. There have been misunderstandings, supply chain frustrations, and times when certain items took weeks or even months to track down. I’ve had to deal with language barriers, changing import regulations, and customer preferences that can vary wildly from one cultural group to another.

But each of these challenges has taught me something. They’ve forced me to become more adaptable, more patient, and more creative. They’ve pushed me to build a team that reflects the diversity of our customer base—employees who can speak the languages, answer questions, and offer guidance in ways that I alone could never do.

One of the most important lessons has been that no matter how different our backgrounds are, most people want the same things. They want good food, fair prices, and to feel respected when they walk through your doors.

Expanding the Vision

Years after the market took root, I expanded into the restaurant world with Sufi Mediterranean Cuisine. It felt like the natural next step—taking the raw ingredients we sold and showing what could be done with them. I wanted people to taste the stories behind the food.

That expansion has helped us connect with even more people. Whether someone is shopping at the market, dining in the restaurant, or ordering catering for a family celebration, the same principle applies: respect for tradition, attention to quality, and a welcoming atmosphere for everyone.

A Personal Journey

Running a multicultural business in San Diego has changed the way I see the world—and myself. I used to think of myself as a pharmacist who became a store owner. But over time, I’ve come to see that what I really am is a bridge. I help people find the foods they love and reconnect with the places they come from. I help create a space where cultures don’t just coexist—they come alive, side by side, in celebration of their richness.

And while I’ve only mentioned my own name a few times in this blog, what matters more to me is the name on the building: Balboa International Market. That name means something now—not just in San Diego, but to the thousands of families who have found a little piece of home inside our walls.

There’s still much more to learn, and many ways we can grow. But if there’s one thing this journey has taught me, it’s that diversity isn’t a challenge to overcome. It’s the strength that keeps us going.