Meet Jalal Mohammad Amiri
Jalal Amiri is the founder of Rumi Saffron, a young and purpose-driven business bringing authentic, high-quality Afghan saffron directly to Australia. With strong ties to farmers back home and a passion for meaningful, socially responsible work, Jalal has grown Rumi Saffron from a university side project into a promising venture. His business supports both Australian consumers and Afghan farming communities, ensuring purity, fair pricing, and genuine impact.
Read more about Jalal’s business journey so far:
Jalal’s business
My business is called Rumi Saffron. I work directly with saffron farmers in Afghanistan, purchase the saffron from them, import it to Australia, package it here, and then sell it to retailers or directly to consumers. The saffron I bring in is completely authentic and pure, and because I have direct relationships with the farmers, I’m able to source the highest grade at a competitive price.
I have been operating the business for a little over a year now.
Before starting Rumi Saffron, I was studying at university. Even as a student, I always wanted to build something meaningful that had a social impact, not just a financial purpose. Afghan saffron is known as one of the best in the world, but farmers often remain invisible and customers don’t always trust the origin because the market is full of fake or low-quality saffron. I saw a clear gap and an opportunity to bring genuine Afghan saffron to Australia while creating positive impact.
I discovered Many Rivers while searching online for organisations that support early founders and provide business coaching. Their website appeared during my search, so I reached out. I’ve now been working with Many Rivers for almost a year.
Working with Many Rivers
I discovered Many Rivers while searching online for organisations that support early founders and provide business coaching. Their website appeared during my search, so I reached out. I’ve now been working with Many Rivers for almost a year.
I have received amazing support from Many Rivers. My business coach, Laurelle, has been incredible. She has helped me understand business strategy, supply chain management, and marketing. Her guidance has helped me avoid many mistakes and move forward with more confidence.
The most useful part of the support has been having regular appointments with Laurelle. This structure has helped me stay disciplined, focused and on track as I work to scale my business. Every piece of advice has helped me improve my decision making and keep moving forward.
I haven’t received a loan from Many Rivers yet, but I have discussed the possibility with Laurelle and may consider it in the future.
At the moment, I don’t have any employees. I manage everything myself, from operations and supply chain to marketing and finance. It’s challenging, but the support I get from my coach helps me navigate it.
Biggest Challenge
One of the biggest challenges has been cash flow and timing. Saffron is harvested only once a year, usually in late October and early November. If I miss that window, there is no opportunity to buy again until the next year. That means I have to be very precise with planning and make sure I have enough funds available at the right time to purchase stock for the entire year.
Another challenge is managing everything on my own. Running a business alone requires a lot of discipline and careful decision making, especially in a time sensitive industry like saffron.
Biggest Success
My biggest success has been building trust with my customers. Every client I’ve served so far has been extremely happy with the quality and service I provide. They continue to return and also recommend my products to others. This word-of-mouth marketing has been incredibly valuable and has helped the business grow naturally.
Biggest Change
Since starting the business, I’ve become more independent. Living on my own in Australia, the business has helped me cover my living expenses and supported me during my studies. It has also given me a strong sense of direction and the confidence to see Rumi Saffron as a long-term opportunity.
At the same time, I’m proud that my business supports family farmers back in Afghanistan. It allows me to connect them with international markets, giving them more opportunities and creating meaningful social impact.
Future Goals
In the short term, I want to expand into more restaurants and retail stores across Australia.
In the long term, my dream is to establish my own saffron farm in Afghanistan. This would create more job opportunities, allow me to control the entire process from growing to selling, and ensure the highest levels of purity and quality. It will also allow me to guarantee fair wages for workers and continue building a business that makes a positive contribution to both Australia and Afghanistan.
Thank you Jalal Amiri for sharing your business journey with us. We wish you the best of luck with future endeavours and business success.
If you would like to stay updated with Jalal’s small business, follow “Rumi Saffron” through the following links:
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