Born from the vision of the descendants of ancient Persians, “Nowruz” was conceived as a homage to the spirit of the New Year celebrated across Central Asia, marking the beginning of spring, a time of renewal and rebirth.

The tradition of Nowruz gatherings brought together communities in a shared experience of music, poetry and food, moving past the boundaries of social status and beliefs. “NOWRUZ” the restaurant, in its essence, captures this spirit.

Inspired by our founder’s regular trips to Afghanistan, Uzbekistan, Tajikistan and Kazakhstan as a child with her family, The focus is to bring authentic Central Asian & Afghan food to UK diners. Before launching the business in 2024, 20 years of travelling across Afghanistan and a group trip to Samarkand and Bukhara in Uzbekistan cemented the idea of how NOWRUZ would stand out in the UK. They were inspired by the chaikhanas of the region where people would come together to drink tea, eat and socialise. They have a staple of life for centuries, serving not just as places to enjoy tea and food, but a place where people come together to share news and engage in community life. There was a story to tell.

NOWRUZ is a women-led business, run by people from the region who have preserved the traditional cuisine in the UK and the region. It’s the first of its kind in the UK.