100
The Jewish Home | JULY 28, 2022
Mind Y
ur Business
Benny Imani: Learn From Your Mistakes By Yitzchok Saftlas
Benny Imani
T
his column features business insights from a recent “Mind Your Business with Yitzchok Saftlas” radio show. The weekly “Mind Your Business” show – broadcasting since 2015 – features interviews with Fortune 500 executives, business leaders and marketing gurus. Prominent guests include: John Sculley, former CEO of Apple and Pepsi; Dick Schulze, founder and Chairman Emeritus of Best Buy; and Beth Comstock, former Vice Chair of GE; among over
400+ senior-level executives and business celebrities. Yitzchok Saftlas, president of Bottom Line Marketing Group, hosts the weekly “Mind Your Business” show, which airs at 10pm every Sunday night on 710 WOR and throughout America on the iHeartRadio Network.
O
n a recent 710 WOR “Mind Your Business” broadcast, Yitzchok Saftlas (YS) spoke with Benny Imani. founder and CEO of MiMi’s Sweets. Imani originally came from Iran to the U.S. with just $50 in his pocket. He now owns a successful diamond and candy business. *
*
*
So, Benny, when you came to America three decades ago, you didn’t speak much English. How did you navigate communication and networking in business? I didn’t know a word. I didn’t even know the difference between “go” and “went.” I was basically clueless. So that was very difficult. We were in Flatbush,
where they gave us English classes, trying to teach us some English on the side. Of course, we were a bunch of 30-40 wild boys from Iran. We were teenagers, and it was very difficult learning. But when you need to survive, you become a survivor. And I tried my best to learn as much as possible over a short period of time. It wasn’t perfect, but it got me around after six months. And slowly, slowly I progressed. I was always, I think the American term is, a “go-getter.” I had to be on my toes. I had a younger brother, and I was like both a father and mother for him. Of course, he was a very smart boy, thank G-d. He was in school while I was half in high school, half trying to work. And I would talk to friends and friends of friends, and they would offer jobs here
and there. So, whatever it was, I took it. Whether it was cleaning, working as a waiter, deliveryman, etc. Over time, you get to know people and start growing your network.
I understand you were working a little bit in diamonds, and then you even started a chocolatier company. Perhaps you could talk about that and maybe even some of the challenges? For the first five years, I worked many different jobs just to survive, because we had no support from anywhere. I learned very early that I need to have a goal. I need to find something that I like. If I like the job, I’ll be successful. I liked the jewelry industry and start-
ed looking into it, asking here and there, but I didn’t have a job for six months and it was very depressing. Then a friend of mine called me up and said, “I’m working on 47th Street in one of the jewelry booths, but I’m going to move to Boston, do you want to take over?” I jumped on it, and I worked there for a year and a half, but there was not much room to grow. I started looking for a higher position, found another company, and became their buyer for five years, traveling all the time and learning the diamond business. In 2001, I opened my own jewelry business, which is still operating and is our main business. But I grew up in Iran where there was never 100% certainty as to what’s going to happen tomorrow. So, I had to try not to put all
