Founder & CEO

Haleh Shoa

Haleh grew up surrounded by love and nestled between three siblings. From a very young age, a deep affinity for family stories was instilled in her. In 1979, her family was uprooted by the Iranian revolution, and they were unable to bring most of their belongings to the U.S. when they moved here. Luckily, her parents did manage to bring all of the photo albums and memorabilia. And now, the only memories that remain from her childhood are through the family photos and the stories her family members share, and the ones she has preserved for her family. Over the years, her love of photography grew and she discovered that one of her superpowers is bringing joy to those for whom she made photo albums, posters, videos, or just simply preserving their photos. With 20+ years of technical expertise as an executive creative producer and operations director for luxury brands such as Ritz Carlton, Apple, and Jaguar/Land Rover, Haleh founded Picturli from her love of people, her keen eye for photography, and her unquenched desire for storytelling. She feels honored to be able to save family legacy and preserve their story and collection for generations to come. And best of all, she loves to curate beautiful new ways for everyone to enjoy their memories.