Javid Javdani Calls for Stronger Community-Centred Businesses in Multicultural Cities

Entrepreneur advocates for small ventures that reflect heritage, identity and local needs

SAN DIEGO, CA / ACCESS Newswire / May 20, 2025 /Entrepreneur and former pharmacist Javid Javdani is calling on aspiring business owners, especially in multicultural cities like London, to think deeper about how their work connects with community identity. Drawing from his own journey from hospital pharmacy to founding Balboa Market and Sufi Mediterranean Cuisine, Javdani is raising awareness about the value of purpose-driven businesses that reflect the diversity of their neighbourhoods.

Javdani 's message is timely. According to the UK Office for National Statistics, 14.4% of businesses in London are minority-led, and the city is home to over 270 nationalities and 300 languages. But despite this rich cultural mix, many neighbourhoods still lack access to shops and services that cater to specific heritages.

"When I opened Balboa Market, I wasn 't just selling food-I was offering connection," Javdani says. "The first time someone found a spice they hadn 't seen since childhood, I realised we were giving people a piece of home."

Javdani believes small businesses can be more than transactional-they can become cultural bridges. In his own case, Balboa Market in San Diego started as a small corner shop but grew into a hub of international ingredients, attracting a loyal customer base across ethnic lines.

His restaurant, Sufi Mediterranean Cuisine, followed. He wanted to move from selling ingredients to offering the full experience, including traditional dishes like saffron rice and tahdig.

"We had people try sumac or Persian rice for the first time. And others hadn 't tasted it since their parents passed," he shares. "That kind of emotional impact-that 's where real business value lives."

But the path hasn 't been smooth. Javdani admits to early mistakes, like stocking what he thought customers wanted without asking. He now advocates for listening over guessing.

"I lost money trying to lead with assumption. Feedback is what turned it around," he says.

This advice is particularly useful in competitive cities like London, where market saturation and high rent can make or break new ventures. He encourages entrepreneurs to lean into what makes them unique, rather than copying big chains.

Javdani also urges people to avoid glorifying risk. "Don 't jump in blind. Use what you know-but stay curious about what you don 't. And above all, build with purpose," he adds.

The Importance of Local and Cultural Representation

Research by the UK 's Federation of Small Businesses shows that 63% of people prefer shopping with small local businesses because they offer personalised service and unique products. Yet, many local high streets are dominated by generic shops, leaving little room for culturally meaningful businesses to thrive.

"London has the diversity and demand," says Javdani, "but it takes brave, thoughtful founders to step in and build spaces that reflect the people who live there."

Call to Action: Build Around What Matters

Javdani is not launching a campaign or selling a course. His message is simpler: look around your own street, your own culture, your own needs-and start there.

"You don 't have to start big. You just have to start true," he says.

He encourages aspiring business owners to:

• Talk to neighbours before building a business plan

• Fill gaps that larger businesses overlook

• Celebrate their own cultural background through service and story

• Adapt by asking, listening and adjusting constantly

About Javid Javdani

Javid Javdani is a San Diego-based entrepreneur originally from Iran. He earned his Doctor of Pharmacy before pivoting into the food industry. He is the founder of Balboa Market and Sufi Mediterranean Cuisine, both of which are rooted in cultural connection and community service.

To read the full interview, clickhere.

Contact: info@javidjavdani.com

SOURCE: Javid Javdani

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