Beverly Hills Caviar, operated by a married couple, wants to make caviar affordable to everybody in America. The noble mission of the pair is to make wild-sturgeon eggs available to everyone in the USA, excluding West Hollywood, begins in three suburban malls in Southern California. The prices range from $10 to $5,000 an ounce. They want us to have fun with the idea. Did you know that “no normal people” with children live in West Hollywood? OK... 

“What’s the point of being in business in America if you can’t sell to all of America? We decided to choose three separate malls because any normal person with kids is not living in West Hollywood. Normal people live in the suburbs. The caviar is accessible, not next to Louis Vuitton and not next to Armani or Burberry. It’s in a convenient place where you’re not uncomfortable with someone looking at you checking out.”