EPISODE 244
Turning Her Family’s Escape from Iran into Her Life’s Work
with Haleh Shoa
When your past has been uprooted, how do you hold on to who you are?
For Haleh Shoa, that question shaped her life. At just nine years old, she fled Iran with her family during the Revolution — carrying little more than a few cherished photos. Those images became her connection to home, her culture, and her story.
Decades later, after a thriving career in luxury advertising, Haleh realized that storytelling was still at the heart of everything she did — but now, she wanted those stories to mean something deeper.
That realization led her to found Picturli, a photo organization and legacy storytelling studio dedicated to helping families preserve their memories and reconnect with their histories.
In this episode, Haleh breaks down how to honor your story, protect your memories, and transform personal pain into purposeful creativity.
The Emotional Power Of Preservation
What if the stories that shaped your brand were lost? Haleh shares how preserving memories goes beyond nostalgia and is an act of protecting your identity.
Through her family’s experience of displacement and the lessons learned from clients who’ve lost irreplaceable archives, she challenges founders to think about their own story as an asset worth safeguarding.
The message: don’t just build a business. Build something that remembers where it came from.
Turning Chaos Into Legacy
Haleh reveals how her team at Picturely transforms thousands of disorganized photos into cohesive, lasting legacies—and how that same principle applies to entrepreneurs.
By bringing clarity and intention to the stories you share, you can turn complexity into connection and create a brand that stands the test of time.
Enjoy this episode with Haleh Shoa…
Soundbytes
20:21 – 20:41
“I think it’s really important for those who are running a business to make sure that the branding feels right to them. You know, yes, it has to hit the right audience, but it’s coming from us. It’s like something that we create. So it really has to feel right from our soul.”
29:21 – 29:37
“A lot of growth comes from within, right? It’s that alignment that you have in your own heart about what you’re creating, and sometimes I fall off track and go, “Oh, my God. Why am I doing this?” And then I have to go back to my why.”
Quotes
“Good enough is not enough.”
“Think of your future self.”
“The challenge is a learning experience. It’s all happening for you, and not to you.”
Links mentioned in this episode:
Connect with our Guest Host
Website: https://www.picturli.com/
Connect with Haleh Shoa on LinkedIn: https://www.linkedin.com/in/halehshoa/
Free Resource — The Seven-Step Guide to Archiving Your Legacy: https://picturli.com/connect
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