Inside Nomiya: How Ajay is Bringing Elevated Japanese Cuisine to the American Palate
Experience top-tier sushi and modern Japanese cuisine at Nomiya in Roosevelt Field Mall. With premium fish flown in from Japan, signature rolls, and standout dishes like miso black cod, Nomiya delivers Manhattan-quality sushi in a sleek, inviting setting.
When Ajay traveled through Asia during his years in the import-export business, he wasn’t just conducting trade—he was falling in love with the food. From the vibrant street markets of Hong Kong to the refined sushi counters of Tokyo, he found himself captivated by the depth of flavors, the balance of ingredients, and the meticulous attention to detail. But one question kept nagging him: Why aren’t more of these experiences available back home?
That question ultimately led to Nomiya, a contemporary Japanese restaurant in Roosevelt Field Mall that fuses classic flavors with a modern twist—all while catering to the American palate. “We wanted to bring some of those concepts that aren’t readily available here and make them approachable,” Ajay explains. And so, he set out to do just that, despite never having owned a restaurant before.
Crafting an Unforgettable Menu
For first-time visitors, the menu at Nomiya is a revelation. Sushi lovers flock to the signature rolls and sashimi platters, which Ajay confidently describes as “Manhattan-quality power.” But it’s not just sushi that’s drawing in the crowds.
“Our appetizers are pretty bomb,” he says. The crispy rice and avocado bomb are fan favorites, while the miso black cod has become a runaway hit. Then there’s the playful Cup Nomiya, a high-end riff on instant ramen served in a ceramic cup, packed with gourmet toppings. “We took something everyone remembers from being broke in college and made it incredible,” he explains.
But what truly sets Nomiya apart is its unwavering commitment to quality. “Ninety percent of our fish is flown in from Japan,” Ajay says. “We don’t play around with any of that.” Instead of relying on a single supplier, he carefully selects specific ingredients from different vendors—one for tuna belly, another for salmon, another for shrimp—ensuring that every piece meets his exacting standards.
“It’s about what I’d put in my mouth, or my family’s mouth,” he says. “If you don’t care about what you’re serving, you’re going to fail.”
Building a Loyal Following
While the food speaks for itself, getting people through the door has been the biggest challenge. “The response has been overwhelmingly positive,” Ajay says. “It’s just about getting more people to come in.”
Those who do, tend to come back. Nomiya boasts an impressive 60% retention rate, meaning more than half of its customers are regulars. “They love our vibe, our cocktails, our food—they’re in,” Ajay says. “We just need more of them."
Looking to the Future
Opening a restaurant in 2022, just as the industry was recovering from the pandemic, wasn’t easy. “We struggled that first year and a half,” Ajay admits. “Nobody wanted to come back to work.” But with time, Nomiya has built a tight-knit team that now feels like family.
And this is only the beginning. Ajay has big plans for Nomiya, particularly with expansion into other malls through a partnership with Simon Property Group. “The goal is to turn this into a global brand,” he says. “We’re working on making the concept scalable so we can keep growing.”
With its focus on premium ingredients, expertly crafted sushi, and a dedicated customer base, Nomiya is well on its way to achieving just that.