Fresh seasonal fruits, delicate Armenian herbs, and intricate, Armenian-inspired designs—the creations of Bella Avetisian, confectioner and founder of B’Nur, offer a taste of Armenia in every bite.
But B’Nur is more than just pastries; it tells edible stories inspired by Armenia’s rich architecture, nature and culture. Each piece invites you on a journey, bringing tradition into the pastry world in a way that is both visually stunning and decadently delicious.
Born and raised in Moscow, Bella Avetisian’s culinary journey started at an early age. Deeply influenced by the women in her family—her mother and grandmother—both of whom were skilled cooks, the kitchen was always a special place for her. “We would gather around a big table and share meals every day,” she recalls. “This taught me the significance of food in life and its deep connection to emotions.”
For the Avetisian family, visiting Armenia’s monasteries during the summer was a cherished tradition, adding a deeper sense of meaning to their travels. For Bella in particular, the ancient churches and monasteries left a lasting impression. She still recalls her first trip to Tatev, where the monastery’s almost magical atmosphere captured her imagination. It was from that sense of nostalgia that her inspiration first began to bloom.
When it came time to enroll in university, Bella opted for culinary school to deepen her skills in the kitchen. “Having my mother’s baking tools and equipment at home was a huge advantage—it definitely motivated me even more to pursue this path,” she says. Around the same time, Bella’s older sister, Nensi Avetisian, a fashion designer, began incorporating Armenian architectural motifs into her designs. This creative approach inspired Bella, leading to a collaboration with her sister, where she experimented with food as an artistic medium. She crafted edible creations—such as jelly-based pieces—reimagining her sister’s dress designs in culinary form. She crafted jelly-based pieces and used molds originally intended for leather bags to shape cookies and pastries, imprinting them with the same intricate patterns.
Their first collaboration, The Tasty Series, seamlessly blended Armenian heritage with modern innovation. Drawing primarily from traditional family recipes, Bella reinterpreted them into contemporary desserts that echoed the textures and patterns of her sister’s Spring/Summer 2022 fashion collection.
Bella’s culinary journey continued to evolve as she pursued a degree in food technology while gaining hands-on experience in various confectionery shops across Moscow. Working in cafes specializing in French pastries, alongside those offering traditional European and Russian desserts, she absorbed a wide range of techniques and honed her craft with each new experience.
After spending summers in Armenia throughout her childhood, Bella made the decision to move to Yerevan permanently after graduating from university in 2022. Although she had founded B’Nur at just 18, while still attending culinary school, relocating to Armenia gave the project new depth and purpose. It evolved from a passion project into a more structured and integral part of her life. In Yerevan, Bella began crafting pastries that combined her technical expertise with rich Armenian influences. She also started to build B’Nur’s social media presence more intentionally, recognizing an opportunity not only to fully realize her creative vision but also to contribute to the development of Yerevan’s growing pastry scene.
The name B’Nur is a playful twist on the Armenian word Nurb, which means delicate—something Bella feels perfectly captures the essence of her creations. By simply adding a “B” at the front, a nod to her own name, she blends personal touch with meaning, making the name feel uniquely hers.
Bella’s creative process is best described as a breathing art project, one that never really stops. She has carefully organized folders filled with photos she’s taken of architectural details, village churches, and even patterns spotted on daily walks through the city. She constantly draws parallels between the intricate designs she sees and the pastries she creates, always experimenting but staying true to her style. Through her distinctive process, her desserts are not only rich with technique, but they hold memory and meaning. Every week, she returns to her photos and notes to create something new, yet quintessentially B’Nur.
One of Bella’s favorite projects began during a trip to Gyumri, where she spotted a beautiful pulpulak (water fountain). As she recalls, it wasn’t just any fountain, it was a blend of architectural elements she’d seen in different Armenian churches, all woven together into a single, stunning design. She quickly snapped a photo, sketched it out, and tracked down a sculptor who helped her turn the design into a custom silicone mold. That mold became the foundation for a whole collection of pastries—everything from madeleines to gatas—all shaped with the same intricate details.
Bella runs her operation from her home kitchen, where she crafts each piece by herself. Her creations are available for special orders online, but if you’re in the know, you can catch her weekly specials at VochLuys VochMut every Saturday—as well as her signature carrot cake, baked fresh daily. “It’s a small-batch, but it is a deeply personal operation, which makes each piece feel so special,” she says.
The ingredients used in B’Nur’s pieces are tied to the seasons. Bella loves using fresh, seasonal fruits not just for flavor, but for their vibrant colors and the inspiration they bring. Apple season is one of her favorites, but spring is when she truly comes alive creatively, especially with the arrival of colorful berries. “Wandering through local markets is part of my process. I’ll often spot a piece of fruit or a color palette that sparks a new idea,” explains Bella.
While she always aims to incorporate Armenian ornaments and architectural motifs into her desserts, creating something entirely new each week can be a challenge. That’s when she turns to her past creations, reworking and reshaping them with new ingredients, forms, or flavors.
For Armenians, like many other cultures, desserts are often tied to memories, connections and family traditions. For Bella, that connection starts with her grandmother’s honey cake, a flavor she will forever associate with love and comfort. When she asks others about their favorite desserts, she knows the answer will almost always be something made by a mother or a grandmother—napoleon, gata, or something equally nostalgic. “These conversations reveal more than just dessert preferences,” Bella says. “They open windows into people’s lives, their families, and the traditions they grew up with.” She also believes that in Armenia, desserts tend to stay close to their roots, and that’s what she does with her pieces––staying true to Armenian classics. She believes these traditional sweets already carry so much cultural weight, and her goal isn’t to reinvent them, but to honor them. “My goal is to preserve their essence,” she says, while adding her own delicate touch through design, shape and presentation.
Alongside baking, illustration naturally became part of Bella’s creative world as she developed her signature pastries. Early on, while collaborating with local coffee shops, she noticed that staff often struggled to explain her intricate creations to customers. That’s when inspiration struck: why not include a card with each delivery, featuring a beautiful illustration of the dessert along with a description of its ingredients? This way, customers could not only appreciate the visual artistry but also connect more deeply with what they were about to enjoy.
The same illustrations will be featured in Bella’s upcoming book, a collection of her creations that showcases her connection to Armenian heritage. For her, each dessert preserves and reimagines Armenian culture, blending tradition with innovation. This book will offer a window into her creative process, highlighting how she intertwines elements of Armenian history into her pastries.
Looking ahead, Bella envisions expanding B’Nur beyond Armenia’s borders. She plans to travel, gain new experiences, and build connections that will help her grow her craft. It’s all part of her ongoing journey to refine her personal style and share the rich flavors and stories of Armenia with the world.
