As a new mom and college student, Firuzé Hariri opened her first boutique in the 1970's, on San Francisco’s vibrant and elegant Union Street- a neighborhood bustling with renowned artists and socialites.

In 1996, at the height of the tech boom, she began designing her own line of novelty shirts and jackets, called Beluva. Her pieces incorporated practicality with novelty, appealing to her new and growing list of Silicon Valley clients. 

In 2002, she opened a store situated on the quaint promenade of Sausalito, just a stone's throw away from the Golden Gate Bridge.

Today, Firuzé offers her distinctive assortment at her Sausalito boutique. Her signature Beluva, easy-to-care-for shirts are distributed at finer stores across the country. They are proudly made in the USA.

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