The Brand with an Armenian ‘Passport’ has transformed people’s perception of jewelry art.
For nearly 50 years, the world’s most famous brands and renowned fashion houses have presented at Milan Fashion Week. And the presence of Armenian names and brands on such prestigious and luxurious platforms is yet another opportunity to speak out about Armenia.
It is delightful that earlier this March, the Armenian brand UHI took part in Milan Fashion Week with its new Renaissance and EYECONIC collections. The founders of the UHI brand are Armen Shahinyan and his wife, Narine Harutyunyan. Armen is an experienced designer who, before founding his own brand, worked in the industry for about 15 years, collaborating with various international organizations.
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His jewelry and craftsmanship have been featured multiple times in renowned international magazines and publications. According to Vogue, Armen combines impeccable craftsmanship with fashion-forward innovation, turning each piece into not just an accessory, but an expression of style and individuality.As part of Milan Fashion Week, UHI’s bold, original, and refined collections were presented in one of the most luxurious palaces, where showcasing Armenian jewelry to an audience of high fashion insiders was a moment of great responsibility. The attendees were captivated by Armen Shahinyan’s exceptional creations — especially the decorative fashion eyewear, which align closely with the aesthetic of Western markets. Notably, UHI is the first in the Armenian market to introduce these types of pieces, including statement earrings with ear molds and nose accessories, among others.
Narine, a specialist in sales and marketing, told Aravot that they have participated in numerous shows around the world, presenting UHI – which, as she puts it, is deeply personal and soulful, reflecting their true essence. The brand’s name, ending with the Armenian feminine suffix “-uhi,” also hints at their mission: to serve and celebrate women of all ages. Narine adds that Armen creates each piece with such love and care that she herself would gladly wear every one of them.
According to Armen, UHI, with its 3-year history, represents their lifestyle, passion, inspiration, creative occupation, and livelihood, or more precisely, the sum of all these things. Unlike many other brands, they are more public, with active pages on social media, generating income from UHI and reinvesting it back into the brand. The founders of this Armenian brand emphasize that it’s crucial for them not to lose their identity – whether at Milan Fashion Week or on any platform. Armen creates jewelry that is Armenian in spirit, yet doesn’t incorporate traditional, recognizable elements of Armenian jewelry art. Instead, UHI’s pieces embody bold creativity, inspiration, and a signature of individuality. Thanks to these qualities, UHI drew significant interest and admiration at this season’s Milan Fashion Week.
As previously mentioned, Armen Shahinyan has been in the field of jewelry design for over 15 years. He crafted his first handmade pieces for Narine when they were still university students. At the time, it was the only way a young student could give meaningful gifts to the girl he loved. Today, Armen is a true master of his craft, with full command over the entire technical process of jewelry making. This expertise allows his designs to come to life with precision and perfection. This Armenian brand has transformed perceptions of jewelry art, entering the market with a unique signature style and proving that fashion-forward jewelry is not only possible in Armenia – it’s thriving. UHI creates pieces that had never before existed in the Armenian market.
The founders of UHI have created an exclusive design studio, a space where beautiful and ambitious ideas are born. It is here that they meet with potential clients, involving them in the creative process of making a piece of jewelry, allowing each person to feel that they’ve entered a unique space, where jewelry is crafted specifically for them.
Interview by Gohar Hakobyan
Photography by Parinya Wongwannawat, Giona Afzal, Anna Minaeva, Bundzilo Tanya.
