Mostafa Dargahi
Chief Executive Officer
Please tell us about the beginning of your entrepreneurial journey. How did the idea come to you, and what were your first steps?
In the beginning, I joined my cousin in Kashan, a city that’s deeply connected to our family’s heritage. He planned to rent a machine-made carpet factory there, as Kashan is known for producing high-quality carpets. I joined him on this venture and became the manager of the factory. As young and curious entrepreneurs, we began experimenting with various yarns and designs, creating unique carpets. That’s when the “Anar” brand was born. The name “Anar” came from the pomegranate tree in my grandfather’s yard in Kashan, which inspired the idea for our brand. Alongside carpets, we started working with cowhide to create decorative leather items. Unfortunately, due to rising costs and financial constraints, we had to sell the products at a loss and shut down the factory. However, the innovative products we created were valuable, and I brought them back home, where we continued crafting in the garage.
One day, my sister asked me to make a cover for her new laptop using some of the leather we had. She crafted a beautiful laptop case, and that’s when the idea of making leather bags hit me. The “Charmanar” brand was born, and we began selling our products online. One of our first products sold quickly on Digikala, which gave us the confidence to continue expanding our product range.
It seems like the “Anar” brand has always been about innovation and new ideas. What kept you going, especially when you faced challenges like losing the factory? What motivated you to stay committed?
That’s a great question. Honestly, I can’t explain exactly why, but I’ve always loved this work. It’s a combination of design, art, craftsmanship, and connection to nature. Even though we didn’t make significant profits early on, we were passionate about what we were doing. The very first sale of our product was a turning point. Despite the challenges, I believed in the uniqueness and quality of our work, which set us apart from mass-produced products. We handpicked the best leather, cut it by hand, and stitched it with love, creating something special. I saw our products as pieces of art, and the positive feedback from those who saw them motivated me further. I believed there was a place for our products in the global market.
Even after losing the factory, my father supported us financially, and we reinvested every penny into purchasing more leather and expanding our product line. We didn’t use any of the profit for personal expenses; it all went back into the business. Over time, as our products gained recognition, we were able to expand further, both in terms of product variety and online sales.
Once you started producing and selling your products in Tehran, how did you take “Charmanar” to the international market? What steps did you take to transition from a small business in Iran to a brand in markets like Turkey and the U.S.?
Our strength was having a talented team. My older sister was a professional graphic designer, my younger sister was skilled at designing and crafting the bags, and my older brother had great experience in project management. I was the manager, and together, we worked to create an international brand. From the very start, I envisioned our brand as a global entity. Even with the challenges we faced, I was determined to get our products into global markets. I asked a friend studying in Italy to register our brand there, as international sales were difficult for me due to the sanctions. With his help, we set up a store on Etsy and slowly began selling internationally.
I also knew that Turkey, with its unique position and easier market access, was the best next step for expansion. I went to Turkey, set up a company, and began selling online, though there were still restrictions due to my background. However, in Turkey, we found an unexpected opportunity in the Airbnb business. I rented a small house, started listing it online, and with the money earned, I gradually furnished the house. This led to acquiring more properties, and after two years, we expanded our business to a total of three houses. All along, I was focused on growing “Charmanar” internationally.
After establishing a presence in Turkey, how did you manage to expand to the U.S.? What plans do you have for growing “Charmanar” in the American market?
After stabilizing the business in Turkey, where we diversified our product offerings, we decided it was time to expand to the U.S. We had added high-quality leather furniture, clothing made from traditional Iranian fabrics, and jewelry. I knew the U.S. market held great potential for sustainable and luxury leather products. With the support of my team, I was able to come to the U.S. on a business visa and register my company here. We are now in the process of registering the brand and preparing to enter the U.S. market.
My vision is to create a space for “Charmanar” in both online stores and physical galleries, focusing on eco-friendly products. The U.S. leather industry is highly developed, with strong animal husbandry, and I believe there’s a huge opportunity to offer something unique. We aim to position ourselves as leaders in luxury leather fashion and design, something that has yet to be fully realized in the U.S. market.
You’ve mentioned sustainability and the environment. Is this a key part of your brand strategy? What steps have you taken to make your products more eco-friendly?
At “Charmanar,” our goal is to create a harmony between materialism and spirituality. We draw inspiration from sacred geometry in designing our products, aiming to create timeless beauty. One of our main principles is that we do not use any fossil or electric energy in the production process. All steps—cutting, stitching, and other details—are done by hand. Each product is crafted by an artisan who imbues it with their personal touch, turning it into a meaningful piece. We want our products to carry a sense of history and connection to nature, offering not just physical items but also a deeper experience for our customers.
This refined version emphasizes your dedication, strategic decisions, and innovative approach as you expanded your business internationally. It also underscores the value you place on craftsmanship and sustainability, resonating well with modern consumer values. Would you like to adjust or add anything else?