We had the good fortune of connecting with Fay Behbehani and we’ve shared our conversation below.

Hi Fay, what’s your definition for success?
I used to think that success was purely monetary, until I hit the $$ goal and still didn’t feel like I had reached the mark of success. After this, I started to dig a little deeper on what success really looked and felt like. I looked to identify people around me who I thought were successful and realized that there were patterns of behavior and 3 common traits; a childlike curiosity, levity at times that are hard and shifting with a ‘no matter what, this will happen’ kind of attitude, and helping others to realize their ambitions – rising tides lift all ships.

To me, true success is measured by the softness in my actions, even as a leader when thing feel and are tough, a willingness to listen to the people around me. To maintain a level of depth in the connections within my community and to the environment. And lastly, the love that I can show daily, in a world that wants to make you hard.

What should our readers know about your business?
I’ve worked in beverage for about 5 years now. The similarities between the beverage landscape and the other industries i’ve worked in (law and advertising), is that they’ve been dominated by older white men, which was a massive sigh throughout my career.

it was a dream and a vision to create a company that is changing the way the world drinks and cheers’s, that is founded and operated by a strong, diverse set of women. Having perspectives from so many different parts of the world from humans who have been uniquely shaped by their distinct experiences and careers. This brings a level of depth and richness to bonbuz that shapes the direction differently. It’s this expansive mindset that helps mold and build a beverage innovation company that is helping define what the future of drinking looks and feels like.

It was a meandering path to get to bonbuz! After working in corporate law, advertising, and then co-founding a vodka company, I decided that I could do things differently, and quite frankly, better. It wasn’t easy starting a new product in a new category at time of social unrest and viral pandemic [insert 2020], but there really wasn’t any other option for me. It had to be done, as people were stocking up on booze, and didn’t have better functional options available to help change state at such a destabilizing time.

When people started to lock themselves inside, to drink and slow down, I made the conscious effort to speed up and get shit done. working while people are ‘sleeping’, is a motivating factor for me – there’s just less distractions.

I don’t come from a family legacy of entrepreneurs or anything but i do come from a family of strong women who have fought against the odds to create a better life for themselves. My grandma left Iran as a single mother with 6 children in the fight for a better future. She was fearless in her pursuit of a better life and i wouldn’t be here today if she didn’t have the gumption to do crazy shit upping and leaving, for a good cause.

I’ve never been one to coast through life, and that hasn’t always worked favorably. instead it’s felt hard. I’d make myself sick before exams even at a very young age because of my competitiveness and I think that’s what has got me to where I am today. I wanted to do something entrepreneurial with impact and quitting drinking for 3 years made me realize what was holding me back at the time. I was committed to being a leader on the frontiers of a new category that has the power to totally shift the dynamics of cultural conditioning and socializing.

I came here 6 years ago with a suitcase and no $, none – I was actually in debt. I didn’t know how i would stay in the US permanently, but i was dedicated to making it work. i had a vision that i could create a better life for myself, be financially free and leave a legacy. I didn’t have a network but i built one, from scratch. One thing led to another, and i just kept pushing on. No matter what it took. And here i am today. You can do it too.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Friday Bike ride in Santa Monica along the beach
Beach break to watch the sunset
Dinner at Dudley’s Market – amazing natural wines hand selected by the owners, and they catch their fish daily. Get the the whole fried fish – you will not regret.

Saturday
Sunrise hike in Hollywood’s Wisdom tree overlooking the reservoir. A short and steep uphill climb followed by epic views as you traverse the mountain to the Hollywood sign. Can do a loop or a straight shot and back.
Head to Stanley’s wet goods for a charcuterie plate, all picked by Mattie, the manager there (say hi from me!) – get the buz n’ tonic

Sunday
Kundalini at Noho Yoga to feel like a fresh human and zen for the rest of the day
Beach day at Westward in Malibu – cute little beach surrounded by cliffs and cliffside homes.
A quick bite and bev at the oceanfront restaurant, The Sunset overlooking the water.

Monday
Dinner at MizLaLa in West Adams for a Mediterranean feast.
1-2 hour foot massage at Tibetan Herbal Foot Soak in San Gabriel to walk on literal clouds

Tuesday
Walk through
Dinner at Lolos in E Hollywood – another fine selection of natural wines for those interested.

Wednesday
Switzer Falls hike to see an ickle water and epic views
My favorite spot to eat homemade Iranian food, Raffis in Glendale

Thursday
Drive to Palm Springs for the day, hang out by the pool at the Ace.
Eat at Del Rey in Villa Royale boutique hotel, very moody and the tapas are unreal.

Friday
Stop off at Idyllwild, the cutest little mountain town with plenty hikes and decent coffee.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
Dulma Atlan from MakeLane. She’s committed to helping and educating female founders build their legacies.

dulma@makelane.com

Website: bonbuz.com

Instagram: https://www.instagram.com/bonbuz

Linkedin: https://www.linkedin.com/company/bonbuz

Twitter: https://twitter.com/bonbuz

Facebook: https://www.facebook.com/bonbuz/

Image Credits
Michael Louis

Nominate Someone: ShoutoutLA is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.