Exploring Life & Business with Elika Dehghani Founder of Diyar Concept Store

Today we’d like to introduce you to Elika Dehghani Founder Of Diyar Concept Store.

Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
My journey as an entrepreneur grew naturally from my relationship with art and culture. Painting, ceramics, and gifting meaningful handmade pieces were creative practices of mine, but they slowly showed me that I wanted to go beyond my personal work. I wanted to create a space where Persian and Middle Eastern artistry could be seen, valued, and appreciated. I wanted to help other artists like myself to have a place where they can be their true selves, display what they create, and have the freedom to evolve their art. I could see that there was a need for spaces that honored Persian artists, especially young individuals; ones that moved beyond stereotypes and tradition, and focused on the contemporary expression of culture. Entrepreneurship became a way for me to foster two things that I love, creation and community. It was through this vision that I, alongside my husband, Ali Ghaffaripour, co-founded Diyar. Starting Diyar was less about building a “business” and more about building a home for stories, creative exchange, and where other communities can be introduced to Persian art and traditions. And so, Diyar became a space for connection between past and present, artists and art-lovers, culture and community.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Building Diyar has been deeply rewarding, but it hasn’t always been smooth. Entrepreneurship and starting one’s own business is full of challenges. One of the biggest challenges has been learning how to hold both vision and responsibility at the same time. As a founder and CEO, especially in a culture-centered business like Diyar, every decision carries emotional, cultural, and ethical weight, not just financial ones. This has been a constant learning process for me, as I face both challenges of maintaining a small business, and ones unique to leading a cultural space. Limited resources, uncertainty, and the emotional labor that comes with supporting artists, especially during difficult political and social moments are some that come to mind. As an Iranian woman, navigating entrepreneurship has also meant overcoming doubt, visibility challenges, and the pressure to explain or justify the importance of cultural work. Ultimately, these challenges are what shape Diyar. Each obstacle I faced proved to me why a place like Diyar needs to exist and be maintained. Because it is not just a store, and this is not just a business. It is a space built on resilience, intention, and care, and one that supports expression and representation for many creatives.

Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
In Farsi, “Diyar” means land or home, and for us, Diyar is about more than a physical space, it’s about the feeling of home, even when home feels distant or uncertain. As a concept store, Diyar exists at the intersection of culture, art, and everyday life.

We offer a diverse, carefully curated collection, ranging from home accessories, servingware, custom-made ceramics, paintings, illustrations, and sculptures to unique jewelry, clothing, artisanal objects, and books. Many of these unique works are handmade or produced in small batches, and all carry rich histories, stories, emotions, and identity. All of our collection is selected based on excellence in quality, craftsmanship, and emotional resonance.

Furthermore, Diyar is not just a store, but a creative community. Our art workshops transform the way people engage with creativity. From porcelain painting, pottery painting, to hands-on pottery, our classes offer participants the rare opportunity to tap into their own artistic potential and craft meaningful, personalized pieces. Our porcelain (china) painting workshops are especially significant because they revive an art form with a rich history, and present an experience that is rare and quite hard to find. By offering these workshops, we make this heritage craft available again to creators of all ages, allowing them to engage directly with a timeless artistic practice.

What sets Diyar apart is our focus on intention, care, and cultural authenticity. We amplify underrepresented voices by connecting audiences to Persian art, craft, and storytelling in personal and contemporary ways. At the heart of Diyar is our collaboration with Persian artists, especially emerging independent makers creating fully handmade work. Despite cultural and political challenges, their art stands as a testament to resilience, passion, and meaningful expression.

How do you define success?
For me, success is measured less by scale and more by meaning. It’s about building something that feels honest, sustainable, and aligned with my values. And that, for me personally, is something that supports artists, honors culture, and creates real connection with people.
It is also being able to grow without losing intention, maintaining integrity in curation, care in relationships, and purpose in every decision. If Diyar can continue to be a space where artists are supported, stories are shared, and the community feels seen, then that, to me, is success.

Pricing:

• Products: $10 – $3000
• Workshops: $30 – $120

Contact Info:

• Website: https://www.diyar.store/
• Instagram: https://www.instagram.com/diyarconceptstore/
• Facebook: https://www.facebook.com/profile.php?id=61560759380756
• Other: https://www.tiktok.com/@diyarartshop?is_from_webapp=1&sender_device=pc

Image Credits
Diyar holds the credit for all photos.