showbizEmptying champagne for tens of thousands of euros in Monaco or Saint-Tropez: Salar Azimi (39) is not averse to some decadent behaviour. Today the Dutch businessman, who we know from ‘The Sky is the Limit’, is launching a caviar line. The most expensive jar costs 100,000 euros and is lined with diamonds and gold. “A collector’s item. But we also have cheaper jars, for everybody.”
He proudly shows us the most expensive jar in his castle in Aardenburg, a few kilometers from Knokke, beyond the Dutch border. A kilogram of Van Zoggel & Azimi – named after the Dutch artist Remon Van Zoggel, whom he had designed the jar – costs 100,000 euros. That is expensive, he says. “But there is a demand for it,” Azimi said. “The jar is lined with 24 carat gold and 209 diamonds. An incredible amount of craft has gone into it. Either you keep it as a collector’s item, or you have 209 rings forged from it. That is also possible”. Azimi has been developing it for seven months. “I am a person of the good, luxurious life. Drinking champagne here, drinking champagne there. Caviar is part of that for me. I’ve eaten it all over the world. ‘One day I will make the very best myself’, I once said. And I have now done that,” says Salar. He developed the caviar together with his brother Sasan (35) – we got to know the Iranian brothers in mid-2017 in ‘The Sky is the Limit’ – but he doesn’t like to be in the media very much. “It cost us blood, sweat and tears. The caviar comes from Iranian sturgeon, grown in China. We are happy to finally be able to launch our new product.”
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It’s the umpteenth venture in their business empire now, which consists of three hotels – a fourth is in the works – restaurants, a dragon line at Cyrus, real estate and their telecommunications company that started it in 2005. “We are also still working on a matching champagne for the caviar and a gin. But first we focus on the caviar, of course,” says Azimi. “The intention is to enter the nightlife with this caviar. Those who want to be fat in a dancing order bottles of champagne, that is possible as soon as they can open again, even fatter with Azimi. There are currently plenty of discussions with dance halls and festivals.”
In addition to the €100,000 jar of Van Zoggel & Azimi, you also have different variants for “Jan en alleman”, as Salar says. The pots covered with gold are available from 250 grams for 30,000 euros. The regular jars start at 100 euros for 50 grams, 250 euros for 125 grams. “And those are the normal prices,” says Azimi. In the meantime, Azimi’s caviar is already available at some restaurants in Ghent, Antwerp, Bruges and Roeselare, among others.
More info via vanzoggelazimi.com.
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