Angela Diane. “Try to find yours – the best you can do…”

During the difficult days of the pandemic, 32-year-old Angela Diane went through many hardships, sparing no effort and time to make her business idea a success, to make her product known under the DIAN brand. Combining innovative approaches with individual work, it seeks to achieve a unique result for each client. She says that in Armenia the customer lacks just that, which will allow him to be not only fashionable, but also to have a pronounced individual style.

Sculptural bags, dresses, men’s and women’s outerwear, scarves, hats and even wallets. This is all that has been made under the DIAN brand for about two years.

Working with different genders and different age groups, A. Diane came to the conclusion that everyone in their field can make efforts to break the stereotypes, give a new color and a new approach to the field. This is especially true of fashion, which is an innovative field in itself…

I am a composer by profession, I graduated from the conservatory with a master’s degree, I was engaged in pedagogical activities, but then I realized that pedagogy is not so much mine. I worked in a casino for a while. I wanted to quit my job, but I could not for a long time. The financial aspect did not allow me. I was paid quite high. I had a great responsibility. I was supporting my family. I understood that everything is bad, it could not be worse. There came a moment when I realized I was just drowning in that swamp. I decided that at any cost, I should go out, that it is better to earn less or not, but my conscience is clear…

I wanted to do something. Before that I did some things with my own hands, but I did not even think that I could make and sell such products. I watched on YouTube how they make a bag and made it for me. I shared it on my Facebook page, my friends liked it a lot. And I got the first order. I was very worried, I did not know if it would work or not. I did not sleep for three nights until I made it.

At first I was very afraid of competition. Then I realized that even if people make the same thing, the manuscripts are the same, everyone finds their own customer. Now I can say that I am not afraid of anything…

When I first tried to reach agreements and work with different outlets or malls, I felt that they were not always taken seriously. My business was seen more as a woman’s hobby than a business. And since directors are mostly men, you have to go out of your way to convince that women are not inferior to men… Now men are more respectful and accept businesswomen.

Full text in Armenian