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Farzi Laghaei: Honest Moves

By Caitlyn Stair, Diamond Certified Research Reporter

For Farzi Laghaei, moving isn’t just about transporting belongings—it’s about honesty, reliability and making an often-stressful process feel seamless for his clients.

Farzi got his start in the industry in 2008, moving small pieces of furniture with a partner who advertised on craigslist. Over time, he gained experience in logistics, labor management and customer service, eventually selling that business to pursue his own vision. After briefly attempting retirement (he even moved to Hawaii for a short time), he quickly returned to work. “I thought I would retire, but it only lasted a couple of months,” he recalls. “I realized I like staying involved.”

In 2016, Farzi launched Sweet Lemon Moving Services. “I wanted to start my own company so I could expand further and do things the right way,” he explains. “We started small, but we just kept growing.”

Today, Farzi focuses on delivering professional, reliable moves for residential and commercial clients throughout the East Bay, San Francisco, and Marin County. “Moving is very labor-intensive and requires a lot of training, but it’s a solid business,” he says. “People always need this service.”

Farzi is passionate about satisfying his customers and supporting his team. “I owe a lot to my guys—they’re well-trained, professional and kind,” he says. “That’s why most of our business comes from repeat or referral customers. If someone gives us a low rating, we’ll call them and make it right. It doesn’t happen often, but we believe in being upfront and establishing trust.”

Originally from Iran, Farzi has lived in the Bay Area for nearly 50 years and now calls Alameda home. “I came here as a kid,” he says. “My entire family had to leave Iran during a difficult time and this place became our new beginning.”

Outside of work, Farzi stays active in his community with basketball, pickleball, gym sessions and time with friends, but his commitment to Sweet Lemon Moving Services remains his biggest focus. “I work seven days a week because this business never really stops,” he shares. “But I like taking care of my team members and clients.”

When it comes to a professional philosophy, Farzi espouses the importance of honesty and respect. “If you’re honest about your rates and services from the start, you’ll avoid problems and build long-term trust,” he offers. “Just take care of your staff, provide good customer service and move on to the next day.”

Ask Me Anything!

Q: What’s the first thing you’d do if you retired tomorrow?
A: Honestly, I don’t see myself retiring any time soon. I have a strong team, so maybe one day I’ll step back and let them take on more responsibility, but I would still stay involved.

Q: If you could choose one superpower, what would it be?
A: The best superpower would be to know what someone is thinking, especially when you’re dealing with a stranger.

Q: If you could time-travel, would you go to the past or the future?
A: The future. I want to see the unknown and find out what’s going to happen. I’ve already experienced the past.

Q: What’s the strangest food you’ve ever eaten?
A: Frog. The sauce was good, but the meat…not so much.

Q: What’s your favorite holiday?
A: Thanksgiving. I get together with family members who I only see once a year, which makes it special.