EXHIBITS
Talking to America: Iranian Communities in Southern California: Nowruz Bazaar in Rancho Palos Verdes
Nowruz Bazaar in Rancho Palos Verdes
For the women who run the Iranian-American Society—a charity club that hosts an annual Nowruz bazaar in March in Palos Verdes, CA—preparing for the New Year begins long before March. They gather together to make homemade sweets like Sohan Asali (honey brittle)—with saffron, honey, almonds, and pistachios—weeks in advance to sell at the bazaar.
The charity group sets up the bazaar a couple of days before the event. Homemade sweets, pickled vegetables, Nowruz items, and popular home goods (like Iranian traditional tea makers) are set on the tables, banners are put up, and lots of sugar cubes are cut into small pieces to be served at the tea table.
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Nowruz essentials, including colored eggs and other decorative items, are sold at the Nowruz Bazaar, along with homemade goods like jams and pickled vegetables. While there is no shortage of Nowruz items in Iranian stores throughout Southern California, many still seek the "handmade" and "homemade" products for their quality and associated "authenticity."
The crochet dolls (top)—handmade by teens in an orphanage in Iran—are auctioned off at the bazaar to benefit the charity.
Anything can take place in the multi-purpose space of a Nowruz bazaar in Southern California from selling Ash Reshteh (noodle soup), kabob, and homemade cookies to advertising various Iranian-owned businesses in the area.
Going to a Nowruz bazaar is only partially about “shopping.” Within the space of the bazaar, people dance, sing, eat, and socialize with friends and strangers.
A singer impersonating the popular Iranian singer Aghasee (left) entertains the audience throughout the day, singing popular songs that create a cheerful vibe and provide numerous dancing opportunities for young and old alike.