Nowruz Celebration Launches the Persian Heritage Society of New Jersey

April 7, 2025
By AAPI New Jersey

For thousands across New Jersey, Nowruz is a cherished 3,000-year-old holiday that commemorates the spring equinox. But this year’s vibrant celebration at The Montclair HUB on March 22nd held extra significance, marking the official launch of the Persian Heritage Society.

Dozens gathered to dance, savor food and immerse themselves in the music of Persian musicians, all to welcome the new season. The holiday’s themes of renewal and community resonated deeply with the newly formed organization, a women-led initiative dedicated to cultivating an Iranian community throughout the Garden State.

Raha Brown, the vice president of the Persian Heritage Society, said one of the first waves of Iranian immigrants came to the United States after the Iranian Revolution of 1979. At first, she said, there was an adjustment period where some community members wondered, “Are we even staying here? Do we?”

“We’re all kind of recognizing this is where we live, and we’re probably not going back,” said Brown. “This is our home, and I think that that really guides the formation of this type of group. It couldn’t have existed this way even 20 years ago, because there wasn’t this same settled immigrant mentality.”

The Nowruz event organizers and founding members of the Persian Heritage Society of New Jersey. Image courtesy of the Persian Heritage Society of New Jersey

The path to establishing the organization was paved by the experiences of navigating life in the United States after the revolution. For Megan Giulianelli, president of the Persian Heritage Society, engaging with her heritage was once complex.

“For the past 40 years, I never even looked back,” shared Giulianelli, who left Iran as a teenager. “If I looked back, I couldn’t survive here. It was very painful, because seeing another Persian event would be a reminder of all that we were missing and all that we had lost.”

That changed when Giulianelli took a late-autumn walk with Amber Reed, president of AAPI New Jersey, where the seed was planted to start the Persian Heritage Society. Reed recounted the impact of hearing Giulianelli’s story of watching missiles fall on her homeland.

“I was overcome with memories of how isolated and fearful we felt before forming AAPI New Jersey in 2021, as we faced not only the COVID-19 pandemic but attacks on our community members and surging anti-Asian prejudice. For the people who have helped build AAPI New Jersey, coming together was the first step to finding strength in community,” said Reed.

When Reed asked Giulianelli about starting her own group to help bring Iranians together, Giulianelli did not know if it was possible at first.

“Amber said, ‘AAPI New Jersey will help you guys.'”

And from there, the idea took root. A series of introductions led to Giulianelli, Brown, Taraneh Makabenta, Ria Mulvey, and Dr. Soheila Vossough meeting in December. By January, they decided Nowruz would be their first event.

Haft-seen table decorated in symbolic items — Traditional haft-seen table featuring a collection of symbolic items, generously donated and designed by Sahel Rothera Events. Photo credit: Iris Shih

Community members dance in celebration of Nowruz — Community members took to the dance floor with family and friends. Image courtesy of the Persian Heritage Society of New Jersey

AAPI New Jersey helped connect the Persian Heritage Society with The Montclair HUB, a local community space, to house the event. A central meeting room was adorned with hanging lights and long, communal tables for Nowruz. Music from Persian artists Amir Vahab and Mehrnam Rastegari filled the air as people danced to their songs.

The event had everything from vendors selling baked goods and crafts, to a magic show for children, to an extensive food spread filled with dishes like shirin polo, a sweet rice dish filled with nuts and dried fruit.

“It was just [fate]. Because things kept falling into place,” said Brown. “It really is an extremely short time to put together such a big event, and the outcome was, I think, better than we could have imagined.”

Musicians performing — Composer and musician Mehrnam Rastegari, known for combining traditional Persian music with modern styles. Photo credit: Iris Shih

Children sit in the audience enjoying a magician — Children were invited to enjoy a special show by a magician, as well as snacks and arts and crafts. Photo credit: Iris Shih

The Nowruz event itself was also a testament to this collaborative spirit of the local community and the togetherness that the holiday represents. Makabenta’s mother made a soup called ash reshteh, which is filled with noodles, beans and herbs. A local gelato shop contributed by creating an ice cream infused with saffron.

Looking ahead, the Persian Heritage Society is focusing on community-building through more cultural events, including book talks, film screenings, and celebrations of other significant holidays, such as a winter solstice bazaar and a fall harvest feast.

“We’re so excited for so many things,” said Brown. “And as we got such a good response to the Nowruz event…it was really encouraging. And I think we’re at a moment where people are really asking for more.”

The Persian Heritage Society can be followed on social media through Facebook and Instagram.