“It is possible to be innovative at any age, you just have to dream…” 

55-year-old Shamam Khachatryan established a French confectionery-workshop in Vanadzor

The taste of French macaroni is already in Vanadzor. For several weeks now, Shamam’s Macarons, the pastry shop of 55-year-old Shamam Khachatryan, has opened its doors in the center of Vanadzor. Macaroni, croissants, eclairs, other French pastries are lined up side by side waiting for customers. Every morning Mrs. Shamam hurries here, takes the mixer in her hand and starts to create, offering new flavors to the people of Vanadzor and guests visiting the city, which are still unknown to many.

French confectionery is a novelty in Vanadzor, it is the first and still the only French confectionery in the city. Ms. Shamam aims not only to give a new taste and culture to her hometown, but also to create new jobs and develop the community. “It is possible to be innovative at any age, you just have to dream and go for the dream,” she said. Starting her career in the face of the pandemic and then facing the negative consequences of the war, Ms. Shamam did not give up on the difficulties, but devoted herself to her beloved work with new vigor, combining love, effort and time.

It all started a few years ago, when Ms. Shamam accidentally saw an announcement about a French confectionery course on the Internet and decided to take part in it.

– I have always been interested in French culture and their confectionery. When I saw pictures of macaroni in magazines, I looked at them with such admiration. “It was that great love that guided me,” she says.

After attending a confectionery course, Ms. Shamam first started making macaroni at home for family members and grandchildren, and over time mastered and improved the product to the point where her pasta made in Vanadzor began to compete with macaroni sold in France.

Mrs. Shamam has always dreamed of having her own pastry shop and a small French-style cafe. The first part of the dream has already come true as a result of a grant received within the framework of the “Armenian Women Entrepreneurs” program of the Armenian General Benevolent Union. With the grant, Ms. Shamam bought the necessary equipment, rented a small workshop and started operating.

The dream of having a cafe on the other hand does not give rest. Now that she has at least a minute of free time, Mrs. Shamam sits in an old chair by the window and admires the view of the city park opening from the window.

As in any business, there are many difficulties here, from finding quality raw materials, dedicated employees to selling and selling products. Ms. Shamam has learned to treat them with a smile, convinced that if there are obstacles, there are ways to overcome them.

Ms. Shamam is a master of customer service. She first introduces pasta and its peculiarities to the confectionery visitors, then only sells them. It also delivers its products to customers who order online or by phone, thus attracting new partners. The boxes and cardboard bags are made in Vanadzor. By consuming products made in Vanadzor, Ms. Shamam aims to support people working in the area by creating an additional source of income for them.