Armenian brands like Melante, White, and Alex Textile offer stylish, affordable fashion, yet international giants like Zara remain dominant. Edita Movsesyan explores pricing, design, and market appeal to see whether local brands can compete—and what they need to succeed.

Loom Weaving, founded by Inga Manukyan in 2014, sparked a quiet revolution in the Armenian fashion industry. More than just a knitwear brand, it became a force of artistic expression, creating pieces that embody movement, innovation and self-expression.

With her bold vision, upcycled jewelry designs and multiple creative endeavors, Natacha Kalfayan empowers artisans, fosters women’s entrepreneurship, and is reshaping Armenia’s design landscape with sustainability, creativity, and social impact.

A journey into the rich heritage of ethnic Armenian jewelry, uncovering its historical significance, symbolic meanings, and some of the contemporary brands preserving and reimagining these timeless traditions for a modern audience.