The story behind why I created PÉRXICAN spice blend

The story behind why I created PÉRXICAN spice blend

Three years ago, the gorgeous Silver Lake building where I was hosting my Persian Supper + Salons in LA was sold and the new owners legally evicted the tenants, including me.

It was one of the most heart-breaking moments of my life because I was not only losing my affordable, rent-controlled home, but also the garage I had converted into my art studio, the outdoor space where I could host gatherings and the ability to continue my pop-up dinner series (featured in Eater LA).

When life gives you lemons, you make Persian Limonada

Given my budget for rent as a self-employed creative and LA’s escalating rent prices, what I could get for the same price as my former space was basically a bedroom inside of a shared home with others….which wasn’t going to work for me.

And so, I put all my belongings into storage and decided to go to a city I had never been to before but which had been calling my name like a mysterious and seductive siren: Mexico City.

What awaited me there would forever change the trajectory of my life and add even more layers to the already layered existence I had as an artist, cook and culture maker.

I spent the Fall of 2019 exploring the food, culture and people of Mexico City. Through one of my best friends and his husband, I met some of the city’s most interesting artists, gallery owners, designers and creatives. Through my own curiosity and appetite for culinary adventure, I met some of CDMX/s emerging chefs, food writers and restauranteurs. And because of my love of underground nightlife, I explored some of the city’s underground and subversive parties and events.

Connecting my Persian roots with my travels in Mexico

My explorations in Mexico City deserve their own post(s) but for now, let me get to the story of how this trip inspired the Persian-Mexican artistic spice blend I created in 2021 called PÉRXICAN. As I was navigating the bustling, colorful city streets of Roma Norte and Condessa, the two neighborhoods I spent most of my time in, I started to feel a vibe that I felt when I was a child walking thru the streets of Teheran.

Something about the tree-lined streets that gave a tranquil shade to a combination of both modern and Arabesque-style homes with their unassuming concrete walls and decorative iron gates took me back to Teheran, the city where I was born and spent the first four years of my life.

The smells of gasoline fumes and floral cleaning products mixed with that of onions and garlic frying and would waft into my nostrils as I headed out in the mornings to enjoy a cortado at a local cafe. I found myself back in the streets of Teheran, holding one of my parent’s hands as they walked me to preschool, stopping to get me a Persian orange-cardamom muffin (Cake Yazdi) on the way.

I also noticed that the architecture, graphics, posters and the overall design + creative vibe of the city reminiscent of the youthful and optimistic brilliance I saw in the pre-revolutionary design/art movements happening in Iran in the 1960’s and early 70’s.

I started to wonder if there were also any similarities in the foods and flavors of Persian and Mexican cuisine. Mexico has a long history of “Middle Eastern” culinary influence brought over first by the Spanish Conquistadors who colonized Mexico and whose own food was influenced by the Moors and Arab cultures; and then later with the immigration of Lebanese and Syrians in the 19th and early 20th century, resulting in some iconic dishes such as “Taco Al Pastor.”

But Persian cuisine is not the same as Arabic cuisine, though they share some similar cooking styles and ingredients. As far as I could tell, there had been minimal immigration or influence of Persian food and culture in Mexico and yet, everywhere around me I saw examples of how these two cultures would be a culinary and cultural marriage made in heaven.

The Creation of PÉRXICAN Spice Mix

And so, a couple years later, in the thick of the pandemic, I decided to take this time to make my tiny kitchen in the studio apartment I now called home my “spice lab” and start experimenting to figure out what the perfect marriage of spice and herbs from Mexican and Persian cultures would taste and look like.

My new home, which came to me as an unexpected blessing thanks to a dear friend who lives upstairs and gave me first dibs on her highly coveted rental unit, is in a highly Mexican/Latinx immigrant neighborhood of Highland Park in Los Angeles. I do not think this juxtaposition of me creating Persian food culture out of a Latinx neighborhood is a coincidence but instead, a nod and blessing from the culinary and culture goddesses and gods above.

The creation of PÉRXICAN spice mix allowed me to flex my culinary, design, art and storytelling muscles. The process of creating this layered seasoning that looks like art and has a label worthy of a designer perfume bottle is another talk show and I will write about that at another time.

For now what matters is that I birthed this gorgeous, aromatic, culturally-fluid food art project and now it is available for you to try and play around with in your own cooking. I call it an all-purpose seasoning because folks have been messaging me saying they literally use in all their dishes to boost the flavors of their cooking. I can tell you that I use this one bottle of seasoning as my own go-to for almost all of my everyday dishes as well.

What makes this so delicious and universally appealing? I have created an old-world, savory, aromatic blend that brings iconic Persian flavors like fenugreek, sumac and turmeric and enhances it with more smokey and peppery flavors of Mexican cuisine such as ancho chile peppers and smoked paprika. There are also herbs + spices that both cultures have in common such as cilantro and cumin, along with other spices that make this the most layered, delicious seasoning blend out there.

Explore PÉRXICAN for yourself

It has been a little over a year since I launched my Persian-Mexican, culturally-fluid spice blend! I love receiving messages and photos from folks who have given PÉRXICAN a try and are sharing their feedback and rave reviews with me!

If you are curious to try my hand-crafted spice blend for yourself, I now offer it both in its original layered bottle form and a new pre-mixed refill bag. I make these aromatic spices to order and infuse my love of culture and connection into each bottle and bag.

You can order your spices right here in my online shop and you can always message me here with any questions.

Nousheh Joon + Buen Provecho!

PRIDE-THEMED VIRTUAL VIDEO BACKGROUNDS FOR FUN FACTORY!

Excited to share the PRIDE 2020 illustrations I created for Fun Factory! They are available as free, downloadable imaged that you can use for your next zoom/video conference gathering.

Click HERE to see the full artist Q+A interview and to download the art!

The objective was to represent a diverse and inclusive array of folx in the QTBIPOC spectrum that are expressing joy and a sense of community. Body positivity, sex positivity and disability pride are also portrayed amongst the various characters I created in both the Bar Scene and Pride Parade Scene.

For me this was a project very aligned with my own values as a designer and artist and I was honored to be selected to create this art for Fun Factory.

LA TIMES FOOD SECTION

My SAVAGE MUSE illustration and SAVAGE TASTE culinary worlds came together when I was asked to create some SAVAGE MUSE-inspired motifs for an article about the Persian/Iranian restaurant scene in the Westwood district of Los Angeles. Below is the collection of illustrations I submitted to the editor for use in the article, which you can view here.

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The editor was inspired by a multi-media art piece I created called “Split Mirrors” where I juxstposed illustrated motifs on top of a photo collage.

EVERYBODY GYM WALL ART

EVERYBODY is the radically inclusive gym + wellness center that is the first of its kind in Los Angeles, and quite possibly the world! Everything about EVERYBODY’s mission and values are perfectly aligned with my own mission at the SAVAGE MUSE design studio to work with clients and brands who are creating services, products and platforms that celebrate diversity and inclusivity.

I was asked to create a diverse and inclusive range of bodies in motion that represented the core values of the gym + wellness center. I included queer/trans/non-binary bodies, folx from a range of ethnicities/heritages and body types.

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A shot of the back wall of EVERYBODY GYM with some of the diverse characters I illustrated.

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Coming Out While Iranian: My Tastemade Cooking Show Debut

Can you imagine preparing, on camera, one of the most beloved and complexly nuanced/symbolic dishes of your country of origin—while sharing intimate and vulnerable details of not only your coming-out story, but of the subsequent challenges that have come with navigating the world of dating, family, and community as your intersectional queer self?

I was invited by Tastemade to take on this very unique challenge when I was asked to prepare Ghormeh Sabzi, one of the most iconic dishes of Iran (and dare I say the Persian Empire) while I shared stories about my journey as a queer, Iranian, Muslim-raised immigrant womxn.

This all came about when the Director of Original Series at Tastemade read the piece I wrote about coming out to my parents in the 90’s while cooking Ghormeh Sabzi (out of my tiny NYC kitchen) for a couple of queer Iranian friends who were visiting me from San Francisco. See full story here.

He invited me to come to Tastemade headquarters and do a full episode cooking show for a new series called Cooking With Pride, where I would share my stories with host Ingrid Nilson—while simultaneously showing her how to prepare Ghormeh Sabzi.

No. Big. Deal (!!!)

Ghormeh Sabzi is a very traditional Persian/Iranian dish that involves a lot of sophisticated and layered flavors from herbs such as fenugreek, parsley + cilantro; sour + earthy notes from fresh + dried limes (Limoo Amani) and spices like turmeric that meld together in a slow-cooked, savory and verdant stew that is served with a steaming plate of basmati rice.

For me, there was something poignantly symbolic about preparing this layered, complexly flavored, traditional dish on-air while discussing in detail some of the very complex, layered and vulnerable experiences I have had navigating the world as a queer, Iranian-American non-binary immigrant “outlaw” of sorts who came of age in the late 80’s/early 90’s within a tiny, Arizona-based Muslim community that was themselves considered “outlaws” by the larger Islamic communities and countries of the world.

During this cooking show, I share everything from my coming out story-to the awkward trauma around my first kiss—to where my desire has shifted to in terms of the gender(s) and orientation(s) I now date versus who I was dating in the early 90’s. All while preparing a dish that is a national treasure.


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It has been a few weeks since the Tastemade “Cooking With Pride” episode I am on has aired. I have been surprised by the way the Iranian communities around the world have responded to this cooking show.

I have not received any negative or derogatory comments about the fact that I am a very out queer Iranian person who is not shying away from bringing visibility to folx like myself on shows like Tastemade. To me, this is HUGE and a sign that perhaps the collective conscience of the global Iranian communities are much more aware and accepting of the existence of Iranian LGBTQI within their local communities.

What I *have* been surprised by is the number of Iranians who have VERY PASSIONATELY engaged with the brief video clip posted on Tastemade’s Instagram page to proclaim that my Ghormeh Sabzi is not up to their standards and expectations (based on the brief clip showing how the dish was plated and presented on the show).

At first, I felt like I needed to explain to each Iranian viewer who commented that this is “TV” and that I didn’t literally whip up a complex dish that takes hours to cook in 21 minute…and that the finished dish they were criticizing so fervently was prepared by in-house chef/food stylists and shot for TV. Frankly, I thought the food stylist who prepared the pot of ghormeh sabzi for the camera did a fantastic job, considering it was her first time cooking a dish she had never seen or tasted before.

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Once I got over the initial impulse to defend myself and the cooking show, I realized that the comments seem to come from a deep sense of pride and respect for the legacy of the Persian/Iranian culture and history. I was actually deeply moved by how strongly some Iranians felt compelled to police and criticize the way the Ghormeh Sabzi dish looked on air.

I know that for many Iranian families (including mine) who have had to flee their motherland for political and religious reasons, one of the only things they can hold onto and continue to nurture and pass on to the next generation(s) is the magnificent and unique Persian/Iranian culinary tradition.

For a scattered population of people, keeping the recipes and oral tradition of the motherland intact is equivalent to keeping the culture alive and well, despite wars, revolutions, displacement and reinventing yourself in a foreign land with foreign flavors.

I understand and have been deeply touched by all the Iranians (both living in Iran as well as the diaspora) who wanted to have their voices heard and who wanted to protect and honor the spirit of their motherland and history by commenting on the cooking video clip on Tastemade.

This only inspires me to want to create more cooking and culture videos where I can continue to explore and honor the stories, food and culture of a variety of intersectional people and communities around the world. Let us celebrate and keep alive the food, stories and heritage of our ancestors while we simultaneously showcase those individuals and movements today that are pushing boundaries and creating new language, culture and social movements.

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DIME NAIL COLLABORATON

I designed both a multi-media window art installation (featuring tape art and a hanging mobile sculpture) as well as a collection of illustrated merchandise with the signature Savage Muse watercolor digital collage vibe. Kristin Dias-Gyimah, the owner + creator of DIME NAILS wanted her muse, Grace Jones and the LA nail culture to be my inspiration for this project.

Read more

EVERYBODY GYM T-SHIRT DESIGN

EVERYBODY is the radically inclusive gym + wellness center that is the first of its kind in Los Angeles, and quite possibly the world! Everything about EVERYBODY’s mission and values are perfectly aligned with my my own mission at the SAVAGE MUSE design studio to work with clients and businesses who are creating services, products and platforms that celebrate diversity and inclusivity.

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I was honored when the co-founders Sam Ripinsky and Lake Sharp commissioned me to create the art for their gym’s t-shirt and wall murals. (See separate post about the EVERYBODY wall art I created.) It was an opportunity for me to bring to life a cast of characters that represent a diverse range of body types, gender expressions, and more.

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Me in the t-shirt I designed for EVERYBODY GYM. Proud member of this radically-inclusive gym!

Me in the t-shirt I designed for EVERYBODY GYM. Proud member of this radically-inclusive gym!

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SAVAGE TASTE FEATURED ON EATER LA!

I’m deeply honored to have my SAVAGE TASTE PERSIAN SUPPERS + SALONS featured on EATER LA!

Here is a link to the full article: https://la.eater.com/2018/11/28/18105614/savage-taste-queer-silver-lake-persian-dinner-popup-parisa-parnian-los-angeles

Message me HERE if you’d like to get on the invite list for future dinner parties and gatherings!

Closeup of me holding the Adas Polo (Lentil Rice with raisins + cranberries). This rice also has a potato “tahdig” which is the crusty rice developed at bottom of the pot. Photo: Meghan McCarron for la.eater.com

Closeup of me holding the Adas Polo (Lentil Rice with raisins + cranberries). This rice also has a potato “tahdig” which is the crusty rice developed at bottom of the pot. Photo: Meghan McCarron for la.eater.com