Armenians across the world have always been able to capture attention in many different fields. Fashion is no exception. Ethnic Armenian designer and stylist Irina Yeritsyan created a new brand, Yerishi, in Milan, which is known for its luxury and limited edition purses. The brand has already become well-known and a favorite of many due to the quality and uniqueness of these purses.
Irina Yeritsyan was born in Yerevan, but spent her childhood in the USA. She loved to travel and get the most out of life. Since she intended to be closer to international culture, she decided to continue her education abroad and moved to Budapest in 2010. She graduated from the IBS International Business School with a degree in MSS Marketing and Management. Then, since she loved to study and she wished to be closer to the world of fashion, Yeritsyan moved to Milan, where she graduated from the Instituto Marangoni with degrees in Fashion and Luxury Brand Management and Fashion Design. The designer is also a stylist and she works with women in many different fields to help them dress more attractively and appropriately for their field.
“As I was studying, I did a lot of research on the details of fashion and business. I learned more about fashion and the rules for creating luxury products. I began to work for different companies to gain experience and to become a professional in my work. I held many different positions when I worked for different brands in Milan. I had a long and difficult journey before I created my brand, Yerishi, which helped me to create high-quality and original products,” the designer said.
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Yerishi is an abbreviation Yeritsyan came up with. It also has an interesting and somewhat mystical story, which the designer agreed to share in the future. Or, perhaps she will present this story in one of her future collections.
The designer took her first steps and created her brand in 2015. The purses are produced in Milan using high-quality products. Yeritsyan spent two years planning the purses in great detail, putting a lot of love into her work. Every collection has its own unique meaning and purpose. The first collection is called Eostre, which means ‘new beginning.’ These purses were made from high-quality leather, and the inside is made of high-quality and colorful velvet. Even the metallic details on the purses were produced specifically for the Yerishi brand, which emphasizes the uniqueness of the brand even further. Eostre is an elegant collection and a combination of unusual and interesting. It contains energy that signifies the personality of the woman. The designer wishes for women to come out of their comfort zones and wear unusual colors, which will further emphasize the fact that women are original and unrepeatable.
“Since purses are an indivisible part of a woman’s day, I created purses that will be in sync with the inner worlds of women. I created these purses with great respect for the image of the woman since I placed a lot of love and positive emotions into their creation, as well as placing a lot of importance on quality. By the way, I must mention that it is not easy to make purses that will satisfy the demands of all women while at the same time remaining in style, classic, comfortable, and unique. Creating purses for women is an art that demands attention since women are unique. We need to be able to understand them correctly,” the designer said. She intends to expand the Yerishi brand by creating a new collection of purses that will also include shoes and a men’s collection.
Exhibitions are expected to take place in Milan and in other European countries that Yerishi will take part in and present its purses to multi-brand stores.
Hasmik Sedrakyan
