Haleh Shoa and her family fled Iran during the 1979 revolution, bringing only their cherished photo albums. These albums were lifelines to the past and their only tangible reminders of the life they left behind. These experiences helped shape Haleh’s passion for storytelling and memory-keeping.

After a successful career in advertising, Haleh followed her heart and founded Picturli, a photo organization, archiving, and design studio in Los Angeles. Through Picturli, Haleh has helped countless celebrities, families, individuals, and institutions safeguard their legacies by organizing, curating, and preserving their most meaningful moments. Our conversation was conducted against the backdrop of the raging Los Angeles fires.

www.picturli.com