New breath ..new name. War and coronavirus are not an obstacle when there is aspiration and goal

The hard and tragic year 2020 hit the Armenian economy, many individual entrepreneurs, representatives of small and medium-sized businesses could not stand it and stopped their activities, everywhere you can see closed or rented areas, which were once active business points. However, this difficult period also has exceptions.

Recently, a boutique atelier of young stylist Irina Yeritsyan was opened in Yerevan, which at first glance captivates with its colors: the bright green and yellow of the interior immediately illuminate even the darkest day. Irina fills that positive energy with herself, says that no matter how hard life is, you should always try to manage every day and direct your efforts to the realization of your dream, ignoring the challenges, stereotypes, many obstacles…

WomenNet.am talks to a young stylist who has submitted a rather bold and confident bid in the Armenian fashion market, once again proving that risky decisions are not only made by men, but especially in times of crisis, women more often break stereotypes and generate innovative ideas. By the way, as our interlocutor notes, being innovative in fashion is a must…

Irina, a fashion brand specialist, was educated in Italy and Austria, studied at the FASHION AND LUXURY Brand Management in Milan, then went on to study EXTRA DESIGN, earning a Master’s degree in Marketing Management from IBS Budapest.

From Milan to injured Yerevan

– I am often asked why I decided to return to Armenia at this difficult time, leaving Milan, where I founded the Yerishi brand (brand of luxury handbags) in 2015. When I made my decision, I did not doubt for a second that it was right, on the contrary, I want to be an example for people to come back, not be afraid and at the same time close the bad and negative that has been generated in our country. Both my education and my experience abroad, I want to try to serve in my homeland. Living here, we do not see what is happening outside, but from the beginning, when I was getting an education, I always realized that I do not get it just for myself, that one day I will return to serve it in my country.

I was certainly warned that the Armenian market now has many risks in terms of starting a new business. But I am not afraid. After all, if I am afraid, the other is afraid, then how are we going to try to heal the country’s economy? And if we unite today and are not afraid, our country will really flourish. We do not live for one day, we really live to help each other. That is how the “Yerishi design spot” was born, which will bring color, mood and not only to Armenian women. Clothing is very important for a person, because each garment in turn has a certain psychology: women should be able to emphasize their bright personality through clothing, to be presentable in the appropriate environment.

Yerishi team is not small, each direction has its own specialist and for me it is a principle: narrow specialists work, who have been trained with that profile. The most precious thing in life is time and if one has dedicated his/her time to a specific profession, then he/she should do it. This is how I lead the team. That’s why our team is not small, or, as they say, I have created enough jobs (smiles and notices that this information is very much used in Armenia – ed.).

Does being a woman mean having problems?

– I have encountered very serious obstacles and difficulties in my life and career precisely because I am a woman. It seems that I have lived, educated and laid the foundation for my career abroad, where women’s rights are more protected, but I can say that women face problems and difficulties everywhere. As they say, the strongest survives, you just have to not break and move on to the goal. I do not like to talk about it, because it is more important that I have gone through, I have overcome the difficulties, today I have what I aspired to. Women should not be afraid, women are very strong and brave by nature, they just need to look at the complications and in many cases the artificial obstacles as a test, especially since our whole life is a test.

Clothes or accessories? This is the question

– Founding Yerishi, a luxury handbag brand in Milan, in 2015, I could not have imagined that I would love clothes so much, because I used to work with leather goods. I “feel” very good in leather, and in the beginning I only made bags. The most important thing for me is for a man or a woman to feel love and be filled with love while wearing those clothes. And I may say something strange, but when my employees are in a bad mood, they cannot work, realizing that it will definitely be passed on to a person wearing it. Clothing really has to do with mood and I take that connection into account.

Upcoming plans:

-Yerishi will grow and expand. It is not only about increasing the number of boutique studios, which is in my upcoming projects, but I am also going to open a production. Yerishi clothes are born in Yerevan, bags in Italy, but they will also be produced in Armenia. I really want the concept of fashion to be further developed in Armenia with the help of Yerishi, that I will be able to invest in my education abroad. And I know one thing: we must unite for one goal, strength – to promote small and medium-sized businesses in Armenia. I am sure we will succeed.

Full text in Armenian