Six Generations

Among the store’s many patrons was the late Reza Shah, who was so impressed by the store that he had Shapur’s grandfather open another location across the street from Saadabad, the newly constructed palace in the district of Darband. A generation later, Shapur’s father opened his own business in the upscale commercial area of Lalezar, the Persian equivalent of the Champs Elysee. It was at this store Shapur began learning the trade at the age of fifteen, and by nineteen, he had joined his father as a partner in the family business. With the expertise of five generations, years of experience and endless plans and ambitions, Shapur wanted to carve out his own place in the world of fine jewelry. His vision was to open a new fine jewelry boutique that would honor the generations before him and breathe fresh life into the ancient trade.

In order to distinguish his business, Shapur left the commercial center of Lalazar and moved uptown to the northern part of Tehran, across the street from the entrance to the U.S. Embassy. Shapur himself designed the ambitious new store, a 5,000 square-foot space featuring an elegant, hand-crafted wooden interior with Old Persian style influences. Shapur called the new store Partieh after an historical area in Persia. Everything from the name of the business, its new location and unique design reflected Shapur’s own distinct personality and he went on to apply this sense of innovation to the design of his jewelry. The result was an entirely new and expanded collection of precious stones, handcrafted sculpture pieces and silver enamel pieces commissioned by famous people all over the world.