Hoda Paripoush handles life’s challenges with grace, integrity, and what she calls “heart and hustle.” As the founder of the luxury tea company Sloane Tea, headquartered in Toronto, Paripoush charted her career path, taking her on a journey across the globe. With a rich cultural background and commitment to authenticity, she has transformed her passion for tea into a thriving business that values ethical practices and personal connections. Paripoush’s dedication to innovation has earned her a solid reputation in the tea industry and within her community. Paripoush shared her unique journey and the values that continue to help drive her leadership. She also discussed the importance of hospitality in the tea industry, and how she faced and overcame numerous challenges as an immigrant to Canada.
How has your Iranian and Indian background influenced your life and business?
Both Iran and India are major tea drinking nations. While growing up, tea was always the first beverage of the day and the last beverage of the night. Whenever someone dropped by, we welcomed them with tea. That same element of hospitality is a global symbol. Hospitality was critical, growing up in a Persian family that lived in India for about 11 years, and then moved to Brockville, Ontario. Those two cultures shaped my perception of tea as more than just a beverage; it was an experience, a moment of pause, connection, and warmth. I want to connect with that part of myself more, which led to my career in tea.
You were the first to receive a tea sommelier certification in the US and Canada. How important is it for you to continue in your field?
When I entered the tea industry, it was due to circumstances and timing. The specialty tea industry was relatively new to North America, especially regarding education about tea. I attended the World Tea Expo and met people from the Specialty Tea Institute of the USA, where I took courses. Canada didn’t have a program then, but George Brown College launched it soon after. Having all this information felt like being a chef who had studied an incredible cookbook but had never been in a kitchen. To immerse myself fully, I travelled to tea gardens, origins, and farms, learning about how the industry varies from country to country. My thirst for knowledge led me to do something uncommon, but people were ready to experience it. Being a pioneer wasn’t intentional; it was about making the experience approachable for a demographic not being tapped into.
What qualities do you try to exemplify as a leader in your company and the broader world of tea?
Authenticity and integrity are essential. These qualities are integral to everything we do, and our relationships. Many customer relationships have blossomed into lifelong friendships because of authenticity and integrity. People sense that energy and want to be a part of it. From day one, travelling through Darjeeling and visiting tea gardens, I was honest about who we were as a company. We weren’t big players in the industry, but our passion was immense — farmers and producers respected us for our honesty and passion. Authenticity and honesty with yourself and others make a significant difference.
How have you responded to the challenges of setting up and sustaining Sloane Tea?
It’s been a learning process. I couldn’t have fathomed the skills I’ve developed, the fears I’ve faced, and the uncertainty I’ve embraced to keep the business moving forward. As a practical person, my hit-the-ground-running attitude has been balanced with solid strategy planning as the business has grown. Balancing tactical efforts with strategic planning lets you focus on the next move or project. It’s about “kicking the can forward” — even small steps in the right direction are progress. Your vision might change from what you initially set out to do, but that’s natural.
What advice would you like to give other entrepreneurs, especially those from diverse backgrounds?
Assume “yes.” Move forward with the conviction that you will succeed, but do so with the caveat of doing the math, research, and due diligence. Passion attracts people, and they want to be part of that story. Ask for help, and don’t hesitate to seek further assistance from those who have already helped you. I didn’t come from a business background, but I’ve always had heart and hustle, growing up with obstacles that required me to put my pride aside and ask for help.
The Edge Team | Staff Writer
