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For centuries, the fashion industry has served as a source of creativity, employment and international exchange. The role of female entrepreneurship in fashion not only fosters innovation and creativity within the industry, but also promotes individuality and important cultural narratives.
One program that supports female entrepreneurship in the fashion field is Artbox.developed by Armenian Creative Arts Foundation, art box We nurture and accelerate innovative ideas, personal brands, organizations and creative enterprises towards commercial success.
Artbox provides all the skills you need to manage the entire creative process and build a successful and sustainable business. The program is free and run online through a specialized educational platform. This can be seen as a reinvention of the incubator and accelerator model in the art world.
Creative Armenia has been working on the idea of Artbox for many years, but in partnership with the European Union and GIZ’s EU4Business “Innovative Tourism and Technology Development for Armenia” project, a pilot version of the program was launched in December 2021. I did. Launched in July 2022 in partnership with AGBU Armenia within the framework of the KATAPULT creative accelerator program with EU funding, he has developed into the current Artbox with four main programs. Counting all Artbox Incubator and Artbox Accelerator participants, the current number of founders is 65.
Here are five different fashion brands by Armenian female entrepreneurs that participated in Creative Armenia’s Artbox.
Hovash by Sona Hovhannisyan
Sona Hovhannisyan brand, Hovashwas founded on the belief that everyone, especially women, has a unique voice and story. For Hovhannisyan, jewelry serves as a tangible expression of such stories and carries a personal significance that transcends generations. “I was inspired by the idea of creating work that empowers individuals through their individuality and preserves the empowering uniqueness of a woman’s journey,” Hovhannisyan told Us Weekly.
The brand works closely with skilled artisans to ensure each jewelry item reflects a personal vision and cultural heritage. The collection also includes elements of nature, harnessing its energy to inspire and uplift.
According to Hovhannisyan, Her journey with Hovash is deeply rooted in her Armenian heritage. “Growing up surrounded by the rich artistic tradition of Armenian jewelry makers, I developed a deep appreciation for the Armenian cultural heritage and the meticulous craftsmanship involved. Inspired by my brother and I to start Hovash. We spent our childhood in our father’s room, where he made handmade jewelry and learned the power of storytelling through art.”
Artbox has played a pivotal role in the development of Hovash, providing important practical and non-practical knowledge. “It’s heartening to see how creative companies are facing challenges head-on, and the support and solutions provided by industry experts is invaluable,” she said.
Working closely with the brand’s skilled artisans, Hovash offers customers a unique opportunity to design their own custom pieces and bring their vision to life. Hovaš not only reflects personal stories, but also empowers local artisans and champions sustainability through the use of precious metals.
“My advice to aspiring women entrepreneurs is to always believe in the spark within you and have the courage to follow it. Embracing and truly expressing your unique vision It’s a courageous gift to yourself and the world: Surround yourself with a supportive network, keep learning and adapting, and never underestimate the power of persistence to achieve your goals,” said Hovhannisyan.
57 Metanoia by Ghazarian Sisters
Anush and Mariam Ghazaryan realized that they could combine their skills and ideas while studying at the Armenian National Academy of Fine Arts. Through their education at Tumo Studio and participation in workshops, the two sisters acquired all the skills they needed to create. 57 Metanoia.
While working on their final year project, the sisters explored the concept of appreciating nature, which later took the form of clothing decorated with pictures of nature. Their collection name “Metanoia” represents a transformative journey that changes your mindset, lifestyle and worldview, with the aim of inspiring conscious living. They create their bags with a commitment to nature and the environment, exemplified by a zero-waste approach. The brand repurposes leftover fabrics into new collections, breathing new life into fabrics. “Our goal is to create comfortable, distinctive bags with innovative solutions that appeal to customers who share our values and choose to support sustainable brands.” the Ghazarians told Us Weekly.
Through their participation in Artbox and collaboration with experienced professionals, Anush and Mariam gained valuable professional experience. “We were able to gain effective tactics, skillful market presentation, a deep understanding of our company’s strengths and weaknesses, and important insights into the implementation of these strategies,” they said.
The brand 57 Metanoia consists of stylish and artistic everyday reusable bag options that not only look great but also can be used in a variety of everyday situations such as gym sessions, work, study, shopping, night parties, etc. Versatile for activities. The unique technique of handmade silkscreen printing has become a signature of the brand.
In a market flooded with leather and fabric bag variations that often lack durability, 57 Metanoia bags offer a durable alternative to traditional totes.
“We believe that each individual’s journey as an entrepreneur is different. The first stages may feel uncertain and difficult, but the key to overcoming them is to start and keep going, don’t stop. “This process provides a great opportunity for personal growth, developing confidence and ultimately achieving your goals,” they said.
Artuyt by Alevik Arakelian
Alevik Arakelyan’s journey into entrepreneurship with a background in Oriental Studies Altuit It may seem unrelated. But the Artuyt concept is for Arakelian a dream since her childhood, which has become a reality, reflecting her constant interest in the history of fashion.
Artuyt is the embodiment of Arakelian’s childhood dream of combining art and fashion. Through her European travels and visits to various museum shops, Alevik realized that Armenian art was underrepresented, which sparked her desire to create her own fashion brand. “Altuit addresses the lack of representation of Armenian art both in the Armenian market and in the world. We introduce people to talented Armenian artists, foster an appreciation for their work, and It bridges the gap between our rich artistic tradition and broader awareness,” Arakelian said.
Artbox played a pivotal role in Artuyt’s development and business growth. The network provided by Artbox has helped create opportunities for collaboration and expand the brand’s reach within the industry.
“Our brand is characterized by our commitment to providing a tangible connection to art, fostering emotional engagement, and infusing meaning into every detail,” Arakelian said. By representing the entire country through its brand, Artuyt creates unique experiences that stand out and are culturally resonant.
Alevik’s advice to all aspiring female entrepreneurs is to simply ignore those who doubt your abilities. Relentlessly pursue her dreams. It’s never too late to achieve what you passionately desire. Don’t be deterred by skepticism. Pursue your goals with firm determination.
Nenshi Avetisyan by Nenshi Avetisyan
Growing up in a traditional and pious Armenian family, Nenshi Avetisyan felt a deep connection to his homeland from an early age. “I grew up with my grandmother, who spoke to me in Armenian. Hearing her stories and memories about her relatives and her homeland helped me understand myself better. I always reference Armenian music, painters and architecture in my works,” Avetisyan told Us Weekly. One example is Avetisian’s upcycled black leather structured bag, which was inspired by the ancient Armenian churches the designer encountered during his early visits to Armenia.
Nenshi Abetian Commit to sustainability, which automatically leads to honesty and openness. “It means a dialogue between everything and everyone. It’s not just about the materials used. It’s about people, their working conditions, the way they use language and the way they behave on the internet.” she said. The clothing and accessories are inspired by Armenian traditions, culture and crafts, and aim to move from a study in practicality to wearables.
“My career in the fashion industry began in 2015 when I took my first internship at a fashion brand in Moscow. At that time, I was studying my first years at her BHSAD. “While studying at university, I worked and participated in internships in Moscow,” Avetisyan said. Due to the 2020 pandemic, Avetisian was unable to pursue an international internship.But as she became more focused, this became a positive thing Active in the local fashion community and made several collaborations with local creators.
Through her participation in the Artbox program, Avetisian developed a professional perspective on her business. After creating a strategic plan for the development of the brand and forming her DNA of the brand, she used the financial support she received to promote the brand.
Avetisyan said, “We will empower new female entrepreneurs and foster a more dynamic and representative landscape by promoting inclusivity and diversity in the fashion industry, as well as providing accessible resources and mentorship programs.” It will be possible,” he said.
Hena Aposyan is a freelance journalist who primarily focuses on Armenian art and culture. She graduated from the American University of Armenia with a Bachelor’s degree in English and Communication.
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