Dr Mahtab . Dec 15 2024 . 9 minutes read time
The Y!
Why a New Happiness?
At Intrigue Yellow®, we believe happiness isn’t a fleeting trend; it’s a timeless essence rooted in Jaan and Xerad—concepts simplified as wellness and wisdom. These Persian principles form the foundation of an intelligent humankind, creating a harmonious heaven on Earth. Inspired by the archetype of PersianNess, one of humanity’s earliest and most influential civilizations, this vision extends from the teachings of Ferdowsi’s poetry to Cyrus
the Great’s Charter of Human Rights, written nearly 2,600 years ago. But why is this legacy not a cornerstone of global education? Why are these transformative ideas locked away in museums and libraries, misunderstood or forgotten? This is where Intrigue Yellow began. Fueled by curiosity, we traced the timeless blueprints of Persian living and reimagined them as an accessible, evidence-based roadmap for modern life—a clever resource for living well and wisely.
Why a New Happiness?
At Intrigue Yellow®, we believe happiness isn’t a fleeting trend; it’s a timeless essence rooted in Jaan and Xerad—concepts simplified as wellness and wisdom. These Persian principles form the foundation of an intelligent humankind, creating a harmonious heaven on Earth. Inspired by the archetype of PersianNess, one of humanity’s earliest and most influential civilizations, this vision extends from the teachings of Ferdowsi’s poetry to Cyrus
the Great’s Charter of Human Rights, written nearly 2,600 years ago. But why is this legacy not a cornerstone of global education? Why are these transformative ideas locked away in museums and libraries, misunderstood or forgotten? This is where Intrigue Yellow began. Fueled by curiosity, we traced the timeless blueprints of Persian living and reimagined them as an accessible, evidence-based roadmap for modern life—a clever resource for living well and wisely.
The Intrigue Yellow Journey
Intrigue Yellow started with one question: Why?
Why has PersianNess—a blueprint for humanity—been overshadowed by political and social divides? Why are its insights not celebrated universally as tools for everyday living?
With a playful yet purposeful spirit, Intrigue Yellow began exploring these mysteries, transforming ancient wisdom into a modern movement for health and humanity. What emerged is a philosophy of creative humanness, framed by principles of good words, good thoughts, and good deeds.
From the grassroots level in Chicago, we envisioned a lifestyle model blending the simplicity of slow living with the avant-garde creativity of today. This Lifeitude—a life of joy and balance—is designed to transcend cultural, gender, and societal boundaries, fostering a global sense of unity and responsibility.
Why Jaan and Xerad Matter
Rooted in Persian philosophy, Jaan represents life force, vitality, and health, while Xerad embodies wisdom, intelligence, and ethical living. Persian poets like Ferdowsi used these terms to weave poetic yet practical blueprints for thriving societies. Ferdowsi’s Shahnameh wasn’t just a collection of stories; it was a guide to decoding life as a moral and intelligent art form. When paired with Cyrus the Great’s human rights framework—a revolutionary charter of freedom, choice, and respect—these principles laid the foundation for humanness models that modern psychology echoes in theories like Maslow’s hierarchy of needs. At Intrigue Yellow, we decode these ancient insights into practical, everyday tools that empower individuals and communities to live with intention, creativity, and gratitude
Becoming PersianNess: A New Happiness
Our movement is more than a cultural revival; it’s a global call to action. Through PersianNess, we promote a lifestyle that celebrates: 1. Health: Rooted in nature, cyclic living, and holistic self-care. 2. Wisdom: Emotional intelligence, ethical choices, and creative humanness. 3. Humanity: Inclusive, earth-friendly practices that prioritize compassion over division. This vision starts with the self—heart, mind, and body—and expands outward to home, community, and global citizenship. It invites people to transition from passive belief systems to active, evidence-based living that is functional, optimistic, and resilient.
Why PersianNess Now?
PersianNess isn’t about nostalgia—it’s a contemporary answer to modern challenges.
• Loneliness epidemics..
• Mental health crises..
• Environmental degradation..
• Divisive ideologies..
Ancient Persia, a multicultural epicenter influencing half the world’s population at its height, offers timeless solutions. By reviving its principles of natural law, free will, and ethical choices, Intrigue Yellow proposes a path to unity, well-being, and sustainable living.
The Art’a Lifestyle: A Capsule for Daily Living
Art’a, the name of our lifestyle system, is derived from ancient Persian scripts and refers to living in harmony with natural law. Art’a celebrates:
1. Seasonal Living: Inspired by Persian earth celebrations and chronobiological wisdom.
2. Toxic-Free Homes: Incorporating Persian hospitality and design principles for health and happiness.
3. Empowered Femininity: Honoring women as architects of society, both at home and beyond.
Our products and services—from journals and herbal remedies to sportswear and media campaigns—are designed to make PersianNess an easy-to-adopt global lifestyle.
Building the Future: A Call to Action
Intrigue Yellow is a foundation for impact, supported by grants, donors, and creative partnerships. Our work extends to:
1. Educational Media: Teaching PersianNess as a science-backed, artistic way of living.
2. Health and Wellness Initiatives: Reviving practices like Pahlavani calisthenics and Persian food-as-medicine.
3. Cultural Sustainability: Preserving Persian heritage through modern storytelling, fashion, and design.
Join the Y!
At Intrigue Yellow®, the question Why? leads us forward.
• Why should humanity accept suffering as inevitable?
• Why can’t happiness be a global standard?
• Why not make PersianNess—the original blueprint for thriving—a daily practice?
Through Jaan, Xerad, and a profound sense of curiosity, we invite you to join this journey of rediscovery and transformation. Together, let’s make PersianNess the new happiness—
a timeless gift for a modern world
The Y!
Why a New Happiness?
At Intrigue Yellow®, we believe happiness isn’t a fleeting trend; it’s a timeless essence rooted in Jaan and Xerad—concepts simplified as wellness and wisdom. These Persian principles form the foundation of an intelligent humankind, creating a harmonious heaven on Earth. Inspired by the archetype of PersianNess, one of humanity’s earliest and most influential civilizations, this vision extends from the teachings of Ferdowsi’s poetry to Cyrus
the Great’s Charter of Human Rights, written nearly 2,600 years ago. But why is this legacy not a cornerstone of global education? Why are these transformative ideas locked away in museums and libraries, misunderstood or forgotten?
This is where Intrigue Yellow began. Fueled by curiosity, we traced the timeless blueprints of Persian living and reimagined them as an accessible, evidence-based roadmap for modern life—a clever resource for living well and wisely.
The Intrigue Yellow Journey
Intrigue Yellow started with one question: Why?
Why has PersianNess—a blueprint for humanity—been overshadowed by political and social divides? Why are its insights not celebrated universally as tools for everyday living?
With a playful yet purposeful spirit, Intrigue Yellow began exploring these mysteries, transforming ancient wisdom into a modern movement for health and humanity. What emerged is a philosophy of creative humanness, framed by principles of good words, good thoughts, and good deeds.
From the grassroots level in Chicago, we envisioned a lifestyle model blending the simplicity of slow living with the avant-garde creativity of today. This Lifeitude—a life of joy and balance—is designed to transcend cultural, gender, and societal boundaries, fostering a global sense of unity and responsibility.
Why Jaan & Xerad Matter
Rooted in Persian philosophy, Jaan represents life force, vitality, and health, while Xerad embodies wisdom, intelligence, and ethical living. Persian poets like Ferdowsi used these terms to weave poetic yet practical blueprints for thriving societies.
Ferdowsi’s Shahnameh wasn’t just a collection of stories; it was a guide to decoding life as a moral and intelligent art form. When paired with Cyrus the Great’s human rights framework—a revolutionary charter of freedom, choice, and respect—these principles laid the foundation for humanness models that modern psychology echoes in theories like Maslow’s hierarchy of needs.
At Intrigue Yellow, we decode these ancient insights into practical, everyday tools that empower individuals and communities to live with intention, creativity, and gratitude.
Becoming PersianNess: A New Happiness
1. Health: Rooted in nature, cyclic living, and holistic self-care.
2. Wisdom: Emotional intelligence, ethical choices, and creative humanness.
3. Humanity: Inclusive, earth-friendly practices tha prioritize compassion over division.
This vision starts with the self—heart, mind, and body—and expands outward to home, community, and global citizenship. It invites people to transition from passive belief systems to active, evidence-based living that is functional, optimistic, and resilient.
Why PersianNess Now?
PersianNess isn’t about nostalgia—it’s a contemporary answer to modern challenges.
• Loneliness epidemics.
• Mental health crises.
• Environmental degradation.
• Divisive ideologies.
Ancient Persia, a multicultural epicenter influencing half the world’s population at its height, offers timeless solutions. By reviving its principles of natural law, free will, and ethical choices, Intrigue Yellow proposes a path to unity, well-being, and sustainable living.
The Art’a Lifestyle: A Capsule for Daily Living
Art’a, the name of our lifestyle system, is derived from ancient Persian scripts and refers to living in harmony with natural law. Art’a celebrates:
1. Seasonal Living: Inspired by Persian earth celebrations and chronobiological wisdom.
2. Toxic-Free Homes: Incorporating Persian hospitality and design principles for health and happiness.
3. Empowered Femininity: Honoring women as architects of society, both at home and beyond.
Our products and services—from journals and herbal remedies to sportswear and media campaigns—are designed to make PersianNess an easy-to-adopt global lifestyle.
Building the Future: A Call to Action
Intrigue Yellow is a foundation for impact, supported by grants, donors, and creative partnerships. Our work extends to:
1. Educational Media: Teaching PersianNess as a science-backed, artistic way of living.
2. Health and Wellness Initiatives: Reviving practices like Pahlavani calisthenics and Persian food-as-medicine.
3. Cultural Sustainability: Preserving Persian heritage through modern storytelling, fashion, and design.
Join the Y!
At Intrigue Yellow®, the question Why? leads us forward.
• Why should humanity accept suffering as inevitable?
• Why can’t happiness be a global standard?
• Why not make PersianNess—the original blueprint for thriving—a daily practice?
Through Jaan, Xerad, and a profound sense of curiosity, we invite you to join this journey of rediscovery and transformation. Together, let’s make PersianNess the new happiness—a timeless gift for a modern world.
