Since 1977 her boutique, situated on one of the most prestigious shopping areas of San Francisco known as Union Street, has stood the test of time offering ladies contemporary fashion with an individual European style. A second retail store opened in 2003 on the main promenade of Sausalito, right across the Golden Gate Bridge.

In 1996 Firuze ventured into designing her own reversible novelty jackets, launching her Beluva collection.

Beluva is also sold in the finest upscale shops across the United States. National showrooms and sales representatives are available in New York, New England, Chicago, Atlanta, California, Pennsylvania and Dallas.