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Following the recent launch of his first cookbook Andy explores what it takes to be an independent food writer, video maker along with a cook, who has already established himself as an influencer within his field. "My principle when it comes to creating material is that it must be based on stories, perspectives, and emotion, to ensure there's a purpose behind it."

Websites as an experience that is carefully curated experience

Andy traced the origins of his love of food back to his childhood. "My parents came from Iran to California from Iran in the late '70s And with them they brought with them the culinary traditions of their country," he says. "I think those food practices and the flavor, methods, my extended family always having me around are the things that sparked my first passion for cooking and food." He chose to focus on cooking and writing for a profession because this love "expanded to an intense and ever-changing curiosity for everything food related."

"This site is both for people who are familiar and not familiar with my work," Andy says. "I want to make sure people have an understanding of my work, and be able to engage with both current and future content that the site will produce." One of the new material Andy wants to create will be on his Things I Love pages. The site gives him an opportunity to highlight his top food and lifestyle brands and expand the boundaries of his well-known brand a little further. "While my recipes and writing are a major part of my career for a while now," Andy says, "I am now taking advantage of new opportunities to be showcased on the site."

The lessons learned from the very first year as an author

This past year, while writing and publishing his first book Andy has been looking into the ins and outs of working on his own. This includes building his personal brand, and developing supportive habits as a creator.

"I think my integrity in what I like to prepare and publish about food have nearly remained the same," Andy says, referring to the way he conducts his brand now, compared to the way he did things before he became independent. "I consider my design aesthetic, which is something that has always been clear to me on the personal level -- is now visible and is a major aspect of what I do. I have more creative control in the present."

Andy's advice to aspiring creators? He recommends being selective about which projects you want to pursue, wherever feasible. "Take on projects and work alongside people who will motivate you and that you can learn something from," Andy says. "But keep in mind that not every project might satisfy this--which is okay! The point is to keep evolving."

Inspiring by Andy's tale? Begin building your own brand on .