Where does the word "noosh" come from? Is it a digestive process?

It's a Persian word meaning "enjoy." My family emigrated from Iran because of the political situation. In Iran, noosh is a small, pleasant word. It's comforting. People like it.

What comfort foods do you sell for people to noosh?

We sell French pastries, salads, soups, and signature sandwiches like our ciabatta di parma (prosciutto, mozzarella, tomatoes, balsamic, garlic, olive oil, and basil). Oh, and our gelato. We are a mostly Italian cafe.

An Italian cafe with a Persian name and French pastries is an interesting mix. How long have you been in the restaurant business?

Actually, in Iran I was an accountant and I owned a men's fashion and clothing store. I realize it might seem a bit strange to name a cafe after a Persian word and then make Italian food, but personally, I like Italy. Americans travel to Italy a lot. I thought it would bring us closer together—my customers and me.

Do you feel a chasm between yourself and your customers?

Now, not at all. Most people who come in are regulars, and I have never had a bad experience here. But when starting a restaurant, people need to trust you. They need to trust your personality and to trust your food in order to be successful, and you need to earn that trust. I've been successful in this because of my Italian nooshes.