1. APRIL 2013 AJA INTERNATIONAL MAGAZINE 3
YEREVAN
SHOW
2013
Yerevan International Jewellery Show, is a grand international
jewellery show held in Armenia, that takes place in Yerevan every
last Sonday of October. The show is promoted by AJA – Armenian
Jewellers’ Association, a non-governmental organization. At an
exhibition jewels from precious metals and batch production
stones, unique jewelry of individual execution will be presented,
precious and semiprecious stones, pearls, amber, corals, bijouterie,
watches, craftwork jewellery tools etc. Yerevan Show 2012
exhibition participates both buyers and exhibitors from many
counties and it becomes an effective cooperation platform, which
is aimed to develop jewelry business and integrate Armenian
jewelry industry in global process.
This year the show will be held from 28th to 30th of October, under
the patronage of President of Republic Armenia (RA) and the
Government of RA.
2. Message from the PresidentMessage from the President
The Armenian Jewelers Association plays a pivotal role in
promoting and preserving the jewelry profession by many
international measures. We owe this to our deep rooted
culture, history as well as our past and present members
whose achievements and contributions have given us
prestige and value as an organization.
2012 was a successful year for the AJA as we met and
surpassed the organization’s goals and objectives. We
organized the first even AJA Jewelry Show in Yerevan and
took grand steps to establish the base for an economic free
zone in Armenia. With great enthusiasm, Armenia and its
leadership stand behind this massive effort and look forward
to this advancement.
We celebrated a milestone 15th anniversary for our
organization as we took inventory of the many successes
and relationships credited to the Armenian Jewelers
Association.
We opened three AJA jewelry schools—two in Armenia
and one in Moscow. To advance our profession, our senior
members must mentor our younger members by donating
their time and talent. Knowledge change between
generations must continue to maintain the necessary
GagikGevorkian
PRESIDENT’S MESSAGE
resourcestofaceominousfuturechallengesinourprofession.
The establishment of the AJA schools will forge this path
forward.
We redesigned the AJA logo to complement the strength of
our organization. The J for jewelry resembles the Olympic
torch—an enduring symbol of our history and nation. It
stands for our spirit, knowledge and foresight. The joining of
the two A’s in a circle also bears significance as it unites all
members under one vision, one cause. We come full circle to
support and help Armenian jewelers all around the world.
The jewelry profession is facing unprecedented challenges
with new and changing regulatory requirements, rapid
technological advances, shrinking margins and increasing
costs related to manufacturing and retail. The luxury of
being able to focus almost exclusively on the practice of
designing and creating is a thing of the past, as now much
additional attention is needed to take care of the “business”
end. That’s why, more than ever, relationships are key. The
AJA is committed to advancing networking and educational
opportunities in 2013 for all its members.
In many respects, our members are well positioned for the
future. Indeed, some future predictions seem discouraging,
butbeassuredthatineverychallenge,thereisanopportunity.
We will adapt and prosper if we remain flexible and
resourceful. We must keep ourselves educated and updated
in our specialty in order to maintain excellence, and keep
abreast of new and proposed issues that affect our industry
and environment.
We’ve done so much, yet there is much more to do!
My personal goal for 2013 is unsurpassed quality. I am
committed to setting the bar higher than past years—to
collectively deliver the highest quality of everything possible.
From our publication to our trade shows to our educational
forums. The AJA must continue to be synonymous with
quality and value. In view of this mission, four priorities
reflect the fundamental values I challenge myself and my
members with:
- Be Creative and Innovate. Our long-term success is rooted
in a combination of artistic creativity and technological
innovation. It is the foundation of our continued success.
- Aim for Excellence. We must never compromise when it
comes to quality and reputation. We must continue to pay
close attention to every detail and ensure the utter perfection
of all we do—from customer relations to education to
product creation.
- Strive to Be the Best in All We Do. We must strive to
constantly improve and broaden our skills. We can never be
complacent. This thirst for progress will set us apart from
the rest.
- Bolster the Image of Our People and Our Country. It
took thousands of years of culture and history to build our
image. Armenians are known as smart, honest, industrious
and talented people. This reputation is an asset—an asset
that is both priceless and irreplaceable. We must maintain
this reputation to allow for business growth and prosperity
for our country and our people.
Let us commit to a great 2013. There is no room for
compromise. We must elevate of level of quality. We must
work harder to better ourselves and our organization. AJA
is strong, stable and secure but we must make it stronger,
more stable and more secure.
I look forward to a great year—a year filled with a healthy
dose of hard work, pragmatism, efficiency and the pursuit of
excellence!
Sincerely,
4 AJA INTERNATIONAL MAGAZINE APRIL 2013 APRIL 2013 AJA INTERNATIONAL MAGAZINE 5
3. INSIDE THIS ISSUE
Business 14
Jewelry industry has a bright outlook for 2013
We Are What We Buy!
AJA news 16
AJA of Ontario
SIERA Wins Award at Centurion
AJA Reception - Dinner at Hong Kong Show
AJA looks for new prospects in Asia
Vichenzaoro 2013
AJA welcomes newest chapter to its ranks
Estet Jewelry House of Russia Wins “Distinction Award” at
International Jewelry Design Excellence Awards
AJA Western USA Elects New Board Members
Main Topic 24
On Steps of Lebanese Heritage
Returning to the Point of Departure
fACES 28
A Master Teacher and Mentor
Hrayr Tserunian
Golden Roots 30
Anjar – A Motherland for Armenian Jewellers
First Armenian Citizen in Anjar
Peace: Better Business Solution
Jeweler by Trade, Artist at Heart
COVER JEWEL 36
Masterpiece by Zohrab Creations
Antiques of the Future
PHOTTOSESSION 44
Bourch Hammoud: Little Armenia in Lebanon
30
4436
16
On STEPS OF
LEBANESE HERITAGE
at page 24
Returning to the Point of Departure
28
6 AJA INTERNATIONAL MAGAZINE APRIL 2013
4. ARMENIAN
SIGNATURES 48
The Talent is in Lebanon
A Woman’s Touch
Built to Last
Capturing the Beauty of Extreme Environments
Fit for a King, or a Sheik
In a Class by Itself
A Golden Investment
Seven Brothers, one dream
Some Secrets Must be Kept
Golden desert by Boyajian brothers
Jewelry in the Genes
Vhp’s Embellishments come with a VIP treatment
GEMOLOGY 90
Creating Success by Succession
HOROLOGY 92
All for the Association and Association for all
Interview with Harout Missirian
EVENTS 94
Celebration – Coast to Coast
The Premier of the Co/Art Exhibition
Yerevan Show 2012:
Overview Armenian Jewelry Industry
Development Prospects
INTERVIEW 110
CIBJO President Visits Yerevan Show
Golden youth 114
They came, they saw, they won
48
114
94
110
Advertisment
92
8 AJA INTERNATIONAL MAGAZINE APRIL 2013
5. Founder: Gagik Gevorkian
Publisher: «Armenian Jewellers’ Association»
non-governmental organization.
Address: Republic of Armenia, Yerevan,
1 Amiryan Street
Editor in Chief: Gayane Manukyan
Editor: Harut Sassounian
Marketing Director: Arick Gevorkian
Contributors:
Pathyl Aposhian
Paul Frumkin
Anne Nahabedian
Graphic design: Ara Poghosyan
Photoraphs: Artur Torosyan
Erick Amirkhanian
Edition of 3000 copies:
Printed in Nushikyan Print
Editorial Office:
520 N Central Ave, Glendale, CA
Tell: 1818 370 580 22
e-mail: editor@ajainternational.com
www.ajainternational.com
State Registry Certificate: 03073105,
Issued: 29.09.2006
Representatives Abroad:
Armenia: Hagop Darbinian
e-mail: darbinyan@dahako.com
USA East Coast, NY: Berge Abajian
e-mail: berge@bergio.com
USA, West Coast, LA: Sarkis Nourian
e-mail: sarkisnourian@yahoo.com
Canada, Toronto, Pierre Akkelian
e-mail: Pierre@canadiangem.com
South America, Argentina: Martin Moroian
e-mail: martin@martingroup.com
Europe, France: Hovel Chenorhokian
e-mail: hovel@hexagone-sa.com
Asia, Thailand: Arto Artinian
ARMENIAN JEWELLERS ASSOCIATION
International magazine
APRIL 2013 | №5
Advertisment
Editor In Chief
Gayane Manukyan
Dear readres,
It is my pleasure to congratulate the Armenian
Jeweller’s Association on its 15-year anniversary.
What an impressive milestone the Association
has reached. I commend all the members for
their dedication and diligent services, which
have been instrumental in the success and
growth of this vital association.
AJA kick-started 2013 with the CO/Art
Exhibition in Paris, in honor of Armenian’s
Mastery in the Art of Jewelry, the first of its
kind. The Yerevan Show, in its 3rd year already,
has amassed much attention and global interest
and finally, this latest issue, which we dedicate to
our fellow Armenian jewelers in Lebanon.
In examining the history of Armenian jewelers’
exodus from the Ottoman Empire, we find their
descendants today in Lebanon. The strong
communities in Beirut, Anjar and Bourj
Hammoud, were founded by survivors of the
Armenian Genocide. They brought with them
their skills and knowledge as jewelers and have
been passing it on from one generation to the
next ever since.
My trip to Lebanon left me humbled, inspired
and in awe. As a token of our appreciation, and
a means by which we can inform the current
generation of this community’s accomplish-
ments, we proudly dedicate this issue to them.
10 AJA INTERNATIONAL MAGAZINE APRIL 2013
6. BusinessBusiness
T
he jewelry industry has a lot to look forward
to in the upcoming year. Early projections
for the 2013 fiscal year paint a very bright
picture for jewelers, predicting an increase
in sales.
The predictions are based on sales reports from the
end of the 2012 fiscal year. Many jewelers like Allurez
of New York have enjoyed an increase in diamond
sales. Rings, pendants, hoops, and studs were among
the most popular of products. 2012’s sales were higher
than the previous year’s for the following reasons.
First of all, many long standing couples decided to
get married, and bought diamond engagement rings
for their soon-to-be spouses. This accounted for a
good portion of the diamond sales. The other reason
was the heightened emotional state of the nation,
which is not surprising. The polarizing race for the
White House left the country in a very emotional
state, and added to the stress people felt because of
Hurricane Sandy which ravaged the eastern seaboard,
as well as the Sandy Hook Elementary shooting in
Newtown, Connecticut.
Another reason was that jewelers like Allurez
presented customers with the option to customize
their own jewelry, such as engagement rings, bracelets
Advertisment
and earrings. Customers had the option to engrave
their jewelry with messages of love. In addition to
traditionally colored diamonds they also had a nice
selection of, special colors like blue, black, champagne,
and yellow. They were able to “personalize fine jewelry
for every occasion,” said Allurez an spokesperson.
Silver and rhodium jewelry were popular, mainly
because they are less expensive, and look a lot like
platinum and white gold. This year, a variety of colors
and styles are going to be used, such as amber,
emerald, black-and-white, and snakes. Snake themed
jewelry in particular will be quite popular this year,
because 2013 is the Year of the Snake on the Chinese
calendar. Other trends include Cabochon, subtle drop
earrings, and hair ornaments. Even some brass and
bronze metal will be used in 2013’s jewelry.
The year 2013 will undoubtedly bring many
exciting new trends and surprises to the jewelry
industry. Hopefully, the industry will see even more
growth in sales. Hopefully, new frontiers will be
explored, new doors will open, and new techniques
will be discovered. Hopefully, people will continue to
buy and enjoy jewelry, but not because of stressful and
tragic nation-wide events, but for the love of the
product.
Jewelry
industry
has a
bright
outlook
for 2013
12 AJA INTERNATIONAL MAGAZINE APRIL 2013 APRIL 2013 AJA INTERNATIONAL MAGAZINE 13
7. Business
I
f you’re a retail jeweler, your store takes on
the look of what you buy. If you’re a jewelry
designer, you are what you design. If you’re a
jewelry manufacturer, you are what you
manufacture. If you want to be better at what you
do, you need to stock, design, or manufacture what
people want to buy.
Sometimes I wonder whether consumers are better
jewelrybuyersthanmostretailjewelers. Consumers
buy what sells, and this becomes a bulletin to
jewelers: Stock what consumers buy!
Reordering inventory after the Christmas holiday
is important, but reordering the right merchandise
is crucial. Analyze what sold over the holidays and
replace merchandise that sold quickly. These are
your fast sellers. If an item sold within weeks,
chances are it will sell again, very quickly.
Consciously begin to reorder higher-priced
merchandise because that will increase your
average retail sale. Increasing your average retail
by Bill Boyajian
Business
We Are What
We Buy!
Business Tips
• When we continue to do what we’ve always done, we continue to get what we’ve always gotten. Isn’t it time to
change to get ahead?
• If your product or service is selling well, check to make sure your profit margin is there. If not, adjust the price
upward, quickly.
• Bright people often assume that others know exactly what they’re saying. Don’t assume this. Be confident, but
be clear in speech.
Life Tips
• Try to find a balance between firmness and gentleness. You can be decisive and kind at the same time.
Relationships will improve.
• Our lives are shaped by our thoughts, so if you want to change something in life, you need to change the way
you think.
• Don’t argue needless points to death. Get your ego and feelings out of the way. Just «let it go.» You’ll be happier,
and so will others.
sale is a key to increasing your overall revenue. On
average, only about 5% of your total annual sales
creates half of your gross profit.
Finally, consciously increase your margins this
year. Just a 10% increase in margin can bring an
extra $100,000 in increased profit to the average
million dollar jewelry store. No other factor can
increase the profitability of your business this
quickly. People don’t know the value of your
jewelry. They only know what you tell them. So
don’t worry about increasing your margins this
year.
If you believe you are what you sell, reorder fast
sellers, consciously increase your average retail
sale, and increase your margins. Do these things
and your business will improve dramatically in
2013.
Here are a few Business and Life Tips by Bill
Boyajian to think about:
Color, clarity, and carat weight are important factors of rarity in diamonds, but cut is a factor of skill and
precision.Overthepast15yearsorso,thequalityofpolisheddiamondmanufacturinghasimprovedsignificantly
aroundtheworld.Thereareseveralfactorsthathavecontributedtothis,butchiefamongthemistheintroduction
of a cut-grading system pioneered by the American Gem Society.
The AGS Lab introduced its system in grading reports back in 1996, and this, coupled with the availability of
sophisticated cutting technology, revolutionized and improved the quality of diamond manufacturing,
particularly in round brilliant cut goods. The availability of laboratory reports and the trend of improving the
quality of diamond cutting have resulted in a much better served consuming public.
The AGS Lab remains a small but mighty standard bearer of exceptional diamond cutting through its reports,
and has also developed light performance metrics and cut grades for modified round brilliant cut diamonds,
along with princess, oval, and emerald cuts. The AGS Ideal Cut has won fame over the years. An AGS Triple
Zero cut is arguably the finest measure of diamond cutting and light performance in the trade today.
A well-cut diamond is brilliant and beautiful, and displays fire and scintillation in ways that make up for the
factors of rarity that drive diamond prices so high. There is no reason to sacrifice on cut today. The availability
of fine cutting, once rare in the diamond world, is a factor that astute marketers and merchandisers should take
full advantage of. The 4th C is not only Cut, but it is Crucial!
by Bill Boyajian
Diamond Facts:
The 4th C is Crucial!
photo by Ya’akov Almor
APRIL 2013 AJA INTERNATIONAL MAGAZINE 1514 AJA INTERNATIONAL MAGAZINE APRIL 2013
8. AJA of Ontario
1. Garo Baler
2. Erol Paylan
3. Sevag Khatcherian
4. Greg Buzbuzian
5. Paravon Camgozlu
6. Aram Isnar
7. Manas Titizian
8. Adom A. Knadjian
L
ocal Armenian Jewelers held an
informal gathering at the Baton Rouge
Restaurant in Toronto on August 13,
2012.
The participants were: President of AJA Montreal
Habib Malo, Co-founder of AJA International
and Chairman of AJA Foundation Pierre
Akkelian, member of AJA Montreal Tufenkjian,
Manas Titizian, David Tahmazian, Aram Isnar,
Varouj Tabakian, Greg Buzbuzian, Ruben
Mnatzaghanian, Paravon Camgozlu, Adom A.
Knadjian, Arka Akkelian, Montreal Alique,
Akkelian, Montreal, Sevan Titizian, Nareg
Akelian, Sasha Akelian, Raffi Buzbuzian, Sevag
Khatcherian, Shant Khatcherian, Aida Knadjian,
and Aret Camgozlu.
Habib Malo opened the informal meeting by
reading the greetings of Gagik Gevorkian, the
President of AJA International, transmitting to
the gathered jewelers his good wishes for the
re-establishment of AJA Toronto. Mr. Melo also
expressed his encouragement and related to
those present the challenges facing them based
on his own experience in Montreal.
Since many interested jewelers could not attend
this meeting, a preliminary board was appointed
to start the process of eventually electing a Board
of Directors.
The following names were suggested as the initial
‘appointed’ Board:
S
cottsdale, AZ – Business was strong and the
mood was upbeat at the 2013 Centurion
Jewelry Show, which ran from February 2 to 5.
“It was unbelievable,” said Amir Goldfiner of
Los Angeles-based Rahaminov Diamonds. He
counted the show among the best his firm has
participated in.
For the third year in a row, Siera has won 1st place in
the diamond fashion jewelry category at The
Centurion in Arizona. Featuring an 18kt. yellow and
black rhodium pave large flower pendant with 13.79kt.
of mixed diamonds, Siera stole the show yet again.
AJA is extremely proud of its member and
congratulates Siera one more time!
SIERA Wins Award
at Centurion
AJA NewsAJA News
16 AJA INTERNATIONAL MAGAZINE APRIL 2013 APRIL 2013 AJA INTERNATIONAL MAGAZINE 17
9. AJA News AJA News
A
high-ranking delegation of the Armenian
Jewelers Association (AJA), headed by its
President, Mr. Gagik Gevorkyan, and
accompanied by the Head of AJA
Thailand and Honorary Consul of Armenia to
Thailand Mr. Arto Artinian, Mr. Zohrab
Istanboulian, Mr. Karen Avakyan, and Mr. Cyril
Waskol officially met on September 27, 2012 with the
President of the Thai Gems and Jewelry Traders
Association, Mr. Somchai Phornchindarak as well as
TGJTA board of directors.
The meeting took place at the TGJTA Headquarters,
on the 52nd floor of the Jewelry Trade Center located
at the heart of Thailand’s’ jewelry district on Silom
road, Bangkok. Following a warm and customary
Thai welcome and introduction by the hosts, an array
of Jewelry industry issues were discussed and pledges
were made to develop a long-term working
relationship between the jewelry Industry and
professionals of Thailand and the jewelry Industry
and professionals of Armenia.
The Thai delegation presented the available
opportunities in business friendly Thailand in terms
of jewelry related operations and the importance of
Thailand as a regional jewelry Industry hub. In
return, Mr. Gagik Gevorkyan presented the new
initiatives undertaken by the Armenian Jewelers
Association at the dynamic Yerevan Jewelry Show in
October, 2012, to build close cooperation with
established jewelry trade centers such as the one in
Thailand, the formations of jewelry related
knowledge and resource institutions in Armenia, and
AJA looks for New
prospects in Asia
AJA met with the Thai Gem
and Jewelry Traders
Association in Bangkok,
Thailand
T
he banquet was organized by the
Association’s Bangkok Chapter led by
AJA Board member Arto Artinian. The
event, organized annually during the
Hong Kong September fair period, has grown
throughout the years and is beginning to attract
more and more Armenian jewelers and jewelry
professionals who are marking their presence to
meet up with fellow Armenians from various
countries to build binding personal and
professional relationships that are based on mutual
interest as well as shared backgrounds.
All AJA events are unique because even within the
Armenian community there is a variety of cultural
backgrounds, expressing a wide array of opinions
and perspectives, creating a platform for Jewelry
business opportunities for all Armenians, be they in
Armenia or around the world.
Following a comprehensive campaign launched
through newsletters, e-cards, personal and e-mail
invitations, the Gala had an excellent start with a
full capacity banquet hall overwhelmed by
traditional Armenian hospitality.
The AJA president-elect, Mr. Gagik Gevorkyan,
began his remarks by welcoming the Armenian
jewelers in an upbeat and genuine manner,
emphasizing the importance of AJA members as an
inseparable part of the AJA’s success, and their
expected contribution to the growth of the
Association. Mr. Gevorkyan also raised two very
important points: First, he congratulated the 21st
anniversary of the Independence of the Republic of
Armenia celebrated a day earlier, drawing wild
cheers from the crowd. Secondly, he announced the
official declaration of the “Day of Jewelers” by the
government of the Republic of Armenia, reserving
the last Sunday of the month of October as the Day
to celebrate the crafts of Armenian jewelers. Mr.
Gevorgyan also stressed the importance of the
Jewelry Show in Armenia which was to take place at
the end of October. He used the occasion to
congratulate AJA Board member and head of the
Bangkok Chapter, Arto Artinian, for organizing the
banquet and assuming the responsibility of
Honorary Consul of the Republic of Armenia to the
Kingdom of Thailand.
Armenian Jewelers Association held a
Gala-Dinner in Hong Kong on September 22
AJA Reception - Dinner
at Hong Kong Show
took the opportunity to officially invite the
leadership of TGJTA to visit Armenia and
consider the opportunities created for Thai
jewelry industry members.
The Head of AJA in Thailand, Arto Artinian, made a
mutually beneficial recommendation of creating a
joint collaboration with TGJTA to assist Thai
jewelers penetrate into the CIS markets in South
Caucasus, as well as open a market gateway to
Russia, having in mind the strategic partnership
of Armenia and Russia.
The meeting concluded with commitments by both
sides to work more closely in order to strengthen
collaboration between Armenian and Thai jewelers
by sharing local expertise and the mutual business
knowledge for the benefit of the jewelry industry of
Armenia and continued growth of the Gem and
Jewelry Industry of Thailand.
18 AJA INTERNATIONAL MAGAZINE APRIL 2013 APRIL 2013 AJA INTERNATIONAL MAGAZINE 19
10. AJA News AJA News
V
icenza, Italy – Jewelry Fair VICENZAORO
, a business hub for manufacturers and
international buyers from 120 countries,
started off their Winter Show 2013 with an
international summit titled “ The Future. Now.”
The Think Tank, chaired by Simon Brooke (The
Financial Times), included the elite of the jewelry
world: Roberto Ditri, President of the Fair, Artak
VICENZAORO 2013
Udumyan, Vice President of Estet Jewelry House,
Nadja Swarovski, Swarovsky executive board member,
and Hank Siegel, Hamilton Jewelers owner and
President, among others.
The participants discussed various topics such as
trading opportunities, strategies for promoting
brands, the future of jewelry as well as new
perspectives for luxury goods.
T
he Armenian Jewelers Association is proud to
announce the establishment of its San Francisco
Bay Area chapter and welcomes the new
members to its growing ranks. This chapter will
serve the San Fransiciso, San Jose and Oakland
communities including the world famous Silicon Valley
and the venerable San Francisco Gift Center & Jewelry
Mart wholesale jewelry building.
Upon the invitation of Jirair and Serpoug Sarkissian,
founder of Giraux Fine Jewelry, AJA President Gagik
Gevorkyan and West Coast AJA Board members were
invited to San Francisco to meet the Armenian-American
jewelry community. This invitation was extended at the
5th annual ArmTech Congress gala dinner in San Jose on
December 10, 2012. The delegation from Armenia, led by
Prime Minister Tigran Sargsyan, visited California to
establish and expand relations with top business leaders
and universities in Los Angeles and Silicon Valley. Guests
invited to attend the ArmTech Congress included AJA
President Gagik Gevorkyan and business owner Jirair
Sarkissian. Upon hearing about the advances of ArmTech
Congress and its mission to strengthen, develop and
advance the high tech industry in Armenia, Mr. Sarkissian
introduced himself to Gevorkyan and informed him about
the multi-generation old jewelry district of San Francisco
and the Armenian-American jewelers’ community behind
its reputation and strength.
As the conversation progressed and based itself around
AJA’s vision of advancing and developing the jewelry
sector in Armenia and the diaspora, Gevorkyan and
Sarkissian exchanged contact information. Within days,
an invitation was extended to the AJA West Coast Board
of Directors and AJA President Gagik Gevorkyan to meet
with more than thirty Armenian-American established
jewelers in San Francisco.
Mr. Sarkissian welcomed the delegation from Los Angeles
AJA WELCOMES NEWEST
CHAPTER TO ITS RANKS
and stressed the importance of activating and mobilizing
the prominently represented Armenian American jewelers
of the region. “San Francisco is world famous for its
business, technology and design centers as well as home to
many fine retailers. My colleagues and I stand proud that
the Armenian-American jewelers are known in San
Francisco as trusted experts in fine jewelry—from design
to repair to retail service,” said Sarkissian. “We have long
stressed and acted on the importance of industry alliances
as well as engaging emerging professionals in our industry.
As our community grows, so must we. It is imperative that
we coordinate our efforts with the mission and vision of
the Armenian Jewelers Association.”
Motivated by the strength and energy of the meeting, AJA
International member Shant Haytayan and Gagik
Gevorkian called for the establishment of the San
Fransiciso AJA chapter. “With local chapters representing
more than 10 countries, the AJA serves as the voice of the
Armenian jeweler. We must ensure the participation and
success of all Armenian jewelers around the world and
carry out its mission through advocacy, information and
community efforts,” said Gevorkian. “I identify great
strength and foresight here today and am confident that
the AJA mission will be served to its highest potential.”
Meeting attendees unanimously elected Mr. Sarkissian as
the Chairman of the newly established chapter as well as
Edward Misserlian of Edwards Jewelers, and Sako
Sarkissian as Operations Manager
“This nascent chapter will allow like-minded professionals
who share the same interests, expertise and experience to
stay informed of the latest issues and trends and establish
better working relations to improve ourselves, our
business and our community,” said Edward Misserlian
“We thank the Armenian Jewelers Association and look
forward to sharing great successes!”
APRIL 2013 AJA INTERNATIONAL MAGAZINE 2120 AJA INTERNATIONAL MAGAZINE APRIL 2013
11. T
he annual Honk Kong International
Jewelry Show, one of Asia’s largest
spring buying events, opened on
March 5, 2013 at the Hong Kong
Convention and Exhibition Centre.
Organized by the Hong Kong Trade Development
Council, the five-day event hosted over 3,300
exhibitors from 49 different countries. This year,
the fair celebrated its 30th year of serving the
world’s jewelry industry -- a triumph for a
small exhibition that began in a hotel
ballroom with 100 exhibitors.
Aimed at recognizing professional elites from
around the world, the fair provides a platform
for international designers to compete for
several awards:
. Champion of the Champions
. Aesthetic Award
. Craftsmanship Award
. Innovative and Uniqueness in Design Award
. Distinction Award
. Merit Award
This year, a record breaking 187 entries were
submitted from 28 countries. The panel consisted
of seven world renowned professionals in the
industry who judged the pieces based on
innovation, craftsmanship, aesthetics, wearability
and functionability.
Estet Jewelry House of Russia Wins
“Distinction Award” at International
Jewelry Design Excellence Awards
AJA Western USA Elects
New Board Members
Amongst the winners, Russia took home 2 titles:
“Champion of the Champions” (Ilgiv F for the
2nd year in a row) with “Butterflies” ring and
earring collection, and “Distinction Award”
(The Team of Estet Designers) with the
“Swan’s Secret” ring.
The swan, a creature of a myriad of myths, has
been inspiring artists for centuries with her grace
and beauty. A symbol of fluidity, intuition and
creativity, she has bestowed unearthly gifts of
music, song, poetry and dance. They say when a
swan glides towards you, you are being asked to
make a polished mirror of your soul so that you
may reflect the spiritual worlds. Estet designers’
ambitious masterpiece was conceived to reveal
the hidden beauties and mysteries of this
exquisite bird.
Specifications:
. white gold 750
. white diamonds – 358 pc, 1.96 ct
. yellow diamonds – 106 pc, 0.73 ct
. fancy cut sapphire (colored) – 1 pc, 0.22 ct
. hyacinth – 1pc, 14.55 ct
. rhodium
A
JA Western USA ‘s Board of Directors met
on Thursday, January 9, 2013 to elect a new
Board. The meeting was called by AJA
Western USA’s Chairman Vatche Fronjian.
Election Committee Chair Shant Haytayan along with
AJA International President Gagik Gevorkyan held the
elections. Chairman Fronjian thanked everyone for
attending and praised AJA for their successful efforts
and teamwork for the past 2 years which they celebrated
with a banquet held on December 9, 2012 at the
Glendale Hilton to commemorate their 15th year
anniversary.
Mr. Haytayan thanked the Board for their excellent work
and the meeting proceeded by 25 to 28 names being
submitted for the 2013-2014 Board. 25 names were
accepted and approved on the roster. After the
endorsement by the Board, 5 members were selected for
Governing Body by unanimous open hand count:
Krikor Kraghoszian - President
Sarkis Nourian - 1st Vice President
Simon Ghanimian - 2nd Vice President
Khachig Hawatian - Secretary
Jirair Torossian - Treasurer
The newly elected members of the Governing Body
commented on AJA’s role in the industry and pledged to
collaborate to advance AJA’s mission and goals in the
coming years.
Mr. Gagik Gevorkyan congratulated the new Western
USA Board of Directors and Governing Body and
emphasized AJA’s function as one global unit. In his
remarks, he stressed the importance of all AJA’s
programs, shows, networking and educational platforms
as a means for Armenians to expand and for Armenia
to be recognized as significant contributors in the
jewelry industry.
The attendees remarked on AJA’s presence and reception
at JCK International Show. Mr. Saro Maroukian was
elected to Chair the 2012 AJA Reception at the JCK
Show. AJA Western USA board also decided to
contribute $3000 for AJA International’s website.
AJA News AJA News
22 AJA INTERNATIONAL MAGAZINE APRIL 2013 APRIL 2013 AJA INTERNATIONAL MAGAZINE 23
12. The history of the expansion of the jewelry
industry in Lebanon is only a century old but the
cause of that growth which has long sustained
Lebanon’s stance as the country’s primary
exporter dates back to a people and a profession
that took it roots in Armenia. The development of
the industry was in fact, the direct consequence
of Ottoman Turkey’s genocide of the Armenian
people. In 1915, this horrific chapter in our
history resulted in Armenians moving to Lebanon
and bringing along with them the skills of
jewelry making.
Main TopicMain Topic
13. Main Topic
On STEPS OF
LEBANESE HERITAGE
Boghos Kurdian
T
he history of the expansion of the jewelry
industry in Lebanon is only a century
old, but the cause of that growth which
has long sustained Lebanon’s position as
the country’s primary exporter dates
back to a people and profession that is rooted in
Armenia. The development of the industry was in
fact, the direct consequence of Ottoman Turkey’s
genocide of the Armenian people. In 1915, this
horrific chapter in our history resulted in Armenians
moving to Lebanon and bringing along with them the
skills of jewelry-making.
Known for their craftsmanship, Armenian
professionals established themselves as leaders of the
jewelry industry. Boghos Kurdian, President of the
Syndicate of Expert Goldsmiths and Jewelers,
explains: “By the 70’s, the profession reached its peak
and Armenians had taken over the market with their
trade, not just in Lebanon. They had also won awards
in Europe for their unique designs and excellence in
quality.”
The civil war in 1975 triggered a migration, driving
talented people to flee the country. But Mr. Kurdian
points out: “Yes, I can say that we did lose some
becauseofthewar,someoftheArmenianbusinessmen
were forced to leave and yet others stayed. In fact,
Armenian jewelers contributed greatly during the war
thankstotheirprofession.Theyhelpedthecommunity.
They did a lot. They gave to churches, they gave to
schools and community centers. I can say that 25% of
the contributions were made by our jewelers.”
Even now, despite the recent political developments,
from the Arab Spring to rising gold prices, the jewelry
industry in Lebanon still maintains its 35% share of
the country’s total exports. In value terms, that share
amounts $1.5 billion which is 23% more than base
metals and articles of base metal.
Even in the exporting field, Mr. Kurdian proudly
states: “I can say that Armenians are the ones who
expanded the industry outside of Lebanon by opening
businesses worldwide.”
They say, “all roads lead to Rome”, but in the case of
the jewelry profession, Mr. Kurdian wishes that road
would lead his goldsmiths back to their root, to
Armenia.
“I would like to express my heartfelt thanks to the AJA
for its efforts to gather all the jewelers, the Armenian
jewelers in this profession together, to have a common
and central meeting point. For all the riches this
profession provides, there is no other race that has a
similar association. In all the major cities around the
world, we are present and we should keep paving that
road towards the homeland, towards Armenia, so the
profession could return to its motherland.”
Known for their craftsmanship, Armenian
professionals established themselves as the
leaders of jewlry industri in Lebanon.
Main Topic
Returning to the Point of Departure
APRIL 2013 AJA INTERNATIONAL MAGAZINE 27
14. Faces Faces
C
ompetence and great skill in the
jewelry profession are just simply not
innate. They demand time, training
and dedication from those who wish
to enter the vocation. And every
apprentice’s dream is to learn from
one of the greats.
“There is no one like him in the world. He is unique,
no one comes close to his character. I am very proud.
We all pale in comparison to this man!” says Zorab
Istamboulian about his teacher and mentor, Hrair
Tserunian.
At the age of 92, when most people have long retired,
Mr. Tserunian is still very active and present in the
Armenian jeweler’s community in Lebanon.
“I taught and trained many students and I am proud of
them. There are over forty jewelers that trained under
me and are working all over the world today. I have
former students who are now in Australia, America,
Switzerland, and even one in Bangkok!”
They say people who love their work feel a sense of
community. Individuals who are focused on helping
other people rather than glorifying themselves tend to
feel especially happy about their vocation. We sense
that very quickly with Mr. Tserunian.
Unlike other masters who might not like to teach the
profession fully and prefer to keep key points to
A Master
Teacher and Mentor
Hrair TSerunian
themselves, believing the new generation of jewelers
might become their rivals in the future, Mr. Tserunian
derives satisfaction and pride from teaching. There is
something very peaceful and content about him.
As he reflects on his past, he recounts the path that led
him where he is today. “I came to this part of the world
firstinFebruaryof1947,butIfoundworkinDamascus,
so I stayed there until the last day of 1949. It was on the
first day of the year 1950 that I came here to Lebanon.”
Asides from teaching, Mr. Tserunian still creates
beautiful Armenian themed pieces of jewelry, although
he says he’s not always able to: “Personally, I have
always wanted to infuse the Armenian spirit into my
work. But you know, the catalog comes, customers
order what they want and your are obligated to make
that piece. Especially today, the models and designs
are so commercial, they are void of art and
craftsmanship. It used to be a lot better back in the
day.”
To show us what he means by “infusing the Armenian
spirit,” the master delicately unveils his masterpiece: A
jewel encrusted cross especially made and to be worn
only by His Holiness Aram I, Catholicos of Cilicia. We
are silenced and humbled as his message resonates
loud and clear.
28 AJA INTERNATIONAL MAGAZINE APRIL 2013 APRIL 2013 AJA INTERNATIONAL MAGAZINE 29
15. Golden roots
B
eirut may be the capital of Lebanon, but if
you’ve ever read The Forty Days of Musa
Dagh, then surely when you think of
Lebanon, you think Anjar.
The residents of this village are the descendants of
genocide surviors and more importantly, their
ancestors are the heroic characters in Franz Werfel’s
epic novel who valiantly took to the mountains and
refused to be deported and massacred by the
Ottoman army in 1915. They repeatedly thwarted
attacks on Musa Dagh until they were finally rescued
by a French ship. There is much history in this village
and so much more to be proud of.
When we visit Anjar today, we see the beauty, the
nature, the historical ruins, the cleanliness and we
Anjar
enjoy its fresh air and sweet water which makes it
almost impossible for us to imagine the Anjar of
1915: marshlands, mosquitos, contaminated
swamps, no sanitary systems which eventually
infected the newly settled Armenians
of Musa Dagh with dysentery.
Hardship is nothing new for Armenians.
It is in our nature to face them and
overcome. As William Saroyan wrote:
“It is simply in the nature of Armenians
to study, to learn, to question, to speculate,
to discover, to invent, to revise, to restore,
to preserve, to make, and to give.”
And that’s exactly what the Armenians in Anjar did.
The AGBU distributed tents. They made toilets from
wood. All the adult males along with a contractor
participated in building houses. They brought in a
French doctor to help the diseased population.
Medical volunteers distributed supplies. They
established hygiene policies and kept the premises
clean. They established The Karaguesian clinic, they
built the Haratch elementary school, and established
the St. Paul Apostolic church.
These former marshlands have become today’s
summer vacation spots for many as the number of
residents nearly doubles during the summer months
and the village is bustling.
We caught up with a few residents and visited their
workshops, their ateliers from where these highly
skilled and talented goldsmiths produce their work.
Golden roots
30 AJA INTERNATIONAL MAGAZINE APRIL 2013 APRIL 2013 AJA INTERNATIONAL MAGAZINE 31
16. A
casual conversation with Bedig Garikian
in his atelier in Anjar, Lebanon, where he
was working on a few gold pieces for
Syrian customers, led to an interesting
discovery. Bedig, a native of Anjar, declared:
“Yes, I am the first person in Anjar to become a
citizen of Armenia.”
How did that come about, you might ask? It is a story
rooted deep in his childhood and “something that
burned in my heart
for years!”
As a young student
in Syria, one day his
teacher insisted that
he declare himself
to be Arab. When
Bedig replied that
he was not an Arab,
the teacher said:
“what does your
citizenship say? It
says Lebanese. In
which language are
your documents
written? Arabic. So
you’re an Arab!”
The argument
continued. He said: “I hit my teacher and was
promptly expelled from school.“
He waited for the day when he would be able to get a
document from Armenia, so next time, someone
would question his nationality, his identity or force
him to agree to say he is an Arab, he would be able to
pull out his document and say: ”Here! Look, I am
ARMENIAN!”
During his youth, Armenia was a Soviet Republic.
But once the homeland got its independence, he
quickly went there, along with his wife and got his
Armenian citizenship.
This proud Armenian is a master craftsman in his
trade but admits that “nowadays with new
technology, there is less value in handworked pieces.
That art form has disappeared, everything is done by
machines, the Matrix software on a computer.“
When asked about his thoughts on the future of his
work, Bedig is
undecided whether
this technology is
good or bad.
“I don’t know, I’m
not sure,“ he says.
“Look at this ring, it
is handmade. If I
were to make this
ring by computer, I
could get it done in
2 hours, but then I
have to send it to
Beirut. By the time
the wax model gets
back to me, and I
prepare it and all the
work is done, I
could have done it in one day by hand. But if had an
order of 15 of the same piece, then it is better with
the computer as each one will be a 100% exact
match. In that case, it is better, it is easier to work
with the computer.”
Clearly, there are the pros and cons to both manual
and computerized ways of getting the job done. As
Mr.Garikian points out, it depends on the job in
question, or rather, the specifics of the order.
32 AJA INTERNATIONAL MAGAZINE APRIL 2013
SarkisShannakian
First Armenian Citizen in Anjar
Golden roots Golden roots
Better Business Solution
RaffiAndonian
R
affi Andonian may do most of his
work in diamonds and gold for big
city clients in Damascus and Beirut,
but he prefers the quieter, happier and
more comfortable life in the village of Anjar.
“I had lived in Beirut before but I came back
here 13 years ago. I feel more comfortable here,
it is less populated, there’s more room,“ he says
with an honest smile. “Here, wherever you go,
there are Armenians. We are all Armenians and
I feel good, relaxed.”
Raffi seems quite content with a peaceful life in
Anjar where the children are safely in school
and the men at work, but he is very concerned
about the neighboring cities and countries, with
which he does a lot of business.
“We do have local customers, we also get work
from clients in Beirut and Damascus, but as you
know, with the situation in Syria now, our
workload from there has decreased.“
His answer as to how to possibly remedy this
situation and increase business in Anjar for
jewelers is quite simple:
“Peace. Business will of course become better if
our neighboring cities and countries have more
peace. Armenians are hard working and skilled,
we just need peace.“
APRIL 2013 AJA INTERNATIONAL MAGAZINE 33
17. Golden roots Golden roots
S
arkis Shannakian may be a jeweler by
trade, but his passion of drawing has
not only given him a second
profession (he has been teaching
art at Haratch School in Anjar for 8 years) but
allowed him to use this artistic skill to
complement his already established and
trusted skill as a jeweler:
“For example, I have customers who will give
me some beads and ask me to make earrings
for them. I draw the design for the piece and
begin production at once. The customer trusts
me enough to allow me to go straight from
my design to production without
approving my sketches first.”
Just how passionate is Sarkis about either art?
“I can tell you that even when I am sitting here
working in my atelier, half my brain is on the
jewelry and the other half on drawing. I can’t
say there is a day that goes by without
thinking about drawing. Even when I leave
work and go home, which is upstairs,
I draw a little something, anything but
I always have to draw.”
Jeweler by Trade, Artist at Heart
SarkisShannakian
34 AJA INTERNATIONAL MAGAZINE APRIL 2013
18. Cover jewel
Future
When one has the privilege
to come face to face with a
Zorab creation, one can
only stare in awe and be
reminded of how beautiful
art can be.
“O
ur jewelry is literally one of a
kind, we only make one of
each piece,” explains Zorab
Atelier de Creation’s founder
& CEO, Zorab Istanboulian.
In fact, each piece is serially numbered to preserve its
identity and uniqueness.
A trail blazer in his industry, Mr. Istanboulian prides
himself in not only producing a new line every 5 to 6
years but that each collection is the result of ideas and
imagination eventually being transformed by the
artist’s creativity into tangible matter. In this case, they
are beautifully sculpted and original masterpieces
worn by women all over the world, including major
APRIL 2013 AJA INTERNATIONAL MAGAZINE 3736 AJA INTERNATIONAL MAGAZINE APRIL 2013
19. Cover jewel
movie stars and celebrities such as: Elizabeth Taylor,
Maria Menounos, Eva Mendes, Scarlett Johansen,
Katy Perry, and the list goes on.
His company has also been the recipient of many
prestigious international awards:
International Award for Best Trade name (Vienna,
Austria);
Gold Award for Excellence and Business Prestige
(New York, USA);
International Platinum Star for Quality (Madrid,
Spain);
New Millenium Award for Quality and Excellence
(Geneva, Switzerland).
A family-run business for over 50 years, his company
employs over 150 skilled workers and craftsmen
worldwide helping him continue his endeavor towards
creating jewelry of the highest quality and standards,
and leading the industry into new directions.
Cover jewel
38 AJA INTERNATIONAL MAGAZINE APRIL 2013
20. Cover jewel Cover jewel
His creations of diamonds and gold
infused with rare gems from all over the
world create a feeling of east meets west,
artistically. The collections are carried
by Elite Fine Jewelry with stores in the
USA, Brazil, Turkey, Spain, Italy,
Germany, Austria, Greece, Japan,
Taiwan, India, Lebanon, and the UAE,
at prestigious locations such as Madison
Avenue, Beverly Hills and Ritz Carlton
Hotels, just to name a few.
Mr. Zorab Istamboulian’s vision has not
only transformed metals and gems into
valuable pieces of jewelry, but have truly
made them into icons!
40 AJA INTERNATIONAL MAGAZINE APRIL 2013 APRIL 2013 AJA INTERNATIONAL MAGAZINE 41
21. Metal:
18K Rose Gold
and Palladium
Gem Stones:
Black Diamond,
Blue Diamond,
Rubellite,
White Diamond and
Yellow Diamond.
22. T
his suburb in North-
East Beirut, heavily
populated by
Armenians, is also
referred to as Little Armenia.
Bourj Hammoud is situated in the
Metn district and is home to
90,000 residents. It was developed
mainly in the 1930’s by
Armenians who came to Beirut
after the Armenian Genocide.
This district is an active
commercial pole and industrial
and handicraft activities hub. The
town is bustling with artisans. You
can easily find framers, copper
molders, piano restorers, hat
makers, cobblers, book binders,
potters, sculptors, jewelers, soap
makers, antique dealers,
calligraphists and tailors. The
services aside, the warm
hospitality and friendly
atmosphere of Bourj Hammoud is
infectious and it is no surprise
that no one here is a stranger.
Everyone knows each other.
Photosession Photosession
Little Armenia in Lebanon
24. AJA wingsArmenian Signatures
T
here are many aspects we can relate to
when describing a piece of jewelry. It is a
finished product, it is complete, inflexible
and as the saying goes, “it is set in stone.”
But not at Dakessian Jewelers.
This fourth generation family business that designs,
manufactures, wholesales and retails fine jewelry
has done just the opposite. Its pieces are
multifaceted, versatile and in the truest sense
of the word, transformable.
Reversible rings, necklaces with replaceable hanging
pendants, bracelets that open up the width to reveal
gems and even rings with interchangeable precious
stones. It is quite rare and exciting to view the pieces
as one feels a sense of fluidity and freedom.
These ingenious designs of impeccable quality are
for those who want the truly original in
handcrafted jewelry.
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48 AJA INTERNATIONAL MAGAZINE APRIL 2013
25. Always on the cutting edge of the latest in the
industry, Mr. Dakessian explains how he keeps
abreast. “There are always new ideas. Of course,
we also see what’s new out there from magazines.
Our advantage is that we are aware of what’s new
and are able to expand on that and exceed it.
The advantage we have is that we are in Lebanon,
we are among the best in the profession so we
can take an idea, design it with ease and produce it.
There is so much talent here.”
His location seems to be more than just an
advantage. Mr. Dakessian professes that Lebanon is
the only place where he is able to achieve this level of
craftsmanship. “During the civil war we tried to
make our businesses work at outside locations but it
was not possible. Only Lebanon gives us the way, the
means to be able to do this quality of work.”
The only down side he acknowledges is the fact that
people in this trade are leaving it and turning to
other professions more and more: “I would say this
is our biggest problem right now and so we have
gathered around AJA to have some meetings,
discussions to see if we can figure out a way
to help solve this dilemma.”
Fortunately, his son Boghos, is not a part of this
dilemma as he has already joined his father’s
company. “I have the privilege to be in this business,”
he says. “It’s very important for me to continue the
name of my family and the business and hopefully
bring it to new heights.”
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Armenian Signatures
50 AJA INTERNATIONAL MAGAZINE APRIL 2013
26. A
t Yeprem Jewelry, the three siblings, Lutfik,
John and Virna have embraced the legacy
of their father, Yeprem Shekherdemian,
who started the business in 1964. The
main atelier and store is located in Bourj Hammoud.
They also have a store in downtown Beirut.
Speaking with Virna, we get a better sense of
who is behind the inspiration for all the
glamorous pieces on display.
“I am the designer,” she smiles. “My older
brother runs the atelier and my younger
brother manages the business.”
Indeed, the jewelry here is not only glamorous but
big bold pieces that make a statement. “We cater
mostly to Arab countries where the women
generally prefer bigger pieces,” Virna says.
The designs are works of art, very fashionable and of
the highest craftsmanship. “Our clients greatly
appreciate our high standards. From beginning to
end, the whole piece transitions through each phase
within our shop. It never leaves our premises. We do
everything in-house. Our customers can rely on us
for clean diamonds and clean work. Everything is
done just right.”
One of the show pieces she designed
this year, in keeping with Armenian
tradition, is a bracelet inspired by
several of our nation’s symbols:
Crosstones and pomegranates on
the outside and the famous quote by
William Saroyan: “When two
Armenians meet anywhere in the
world, see if they will not create
a new Armenia.”
The Yeprem family cares deeply
about the jewelry that bears their
name. Their reputation in the
neighboring Arab countries is
unparalleled, especially to discerning
clients. They have built their success
by combining their passion,
knowledge and creativity.
In fact, when we look at the high-
class designs, all the shimmering
diamonds, it is difficult to imagine
the original way a diamond is even
formed. Some as old as 3 billion
years, shaped by rock and molten
lava, are hard and rough around the
edges when first excavated from the
earth. After many phases such as
cutting, polishing, heating and
shaping, and more importantly, with
the assistance of this woman’s artistry,
these gifts from nature are
transformed into beautiful
adornments.
Armenian Signatures
52 AJA INTERNATIONAL MAGAZINE APRIL 2013
Armenian Signatures
APRIL 2013 AJA INTERNATIONAL MAGAZINE 53
28. Georgi Sabunjian
Armenian Signatures
56 AJA INTERNATIONAL MAGAZINE APRIL 2013
S
tandinginfrontoftheirlargeofficebuilding,
Nazareth and Bedros Sabunjian have much
to be proud of. What stands behind them is
the result of 42 years of hard work,
determination and a strong family.
Unlike most children of jewelers, these two
brothers veered slightly away from their father’s and
uncle’s paths and created a company in 1969 that
specializes not in jewelry but in their cases, displays,
boxes as well as the design and manufacture of turnkey
stands.Theyalsoprovideservicesformoving,assembling
and dismantling them.
“As Armenians in Lebanon, Syria or anywhere else in the
Western world, we are recognized as hard working,
honest and trustworthy people,” explains Nazareth.
I’m sure the path to success did not come easily, not only
were you in a foreign country, but compounded with the
fact that you had begun with nothing. How did you
overcome these challenges?
“Well, nothing comes easily of course, it requires a lot of
will, endurance and strength,” says Bedros. “We started
at zero, step by step we climbed and it’s with sheer
determination that we have reached this level today,”
which they wish to pass on to their offsprings.
And this wish is already being realized. “This level that I
speak of is at a family level and of course it will stay
within the family. Our children have already entered the
business.“
Armenian Signatures
APRIL 2013 AJA INTERNATIONAL MAGAZINE 57
29. Another aspect of the future of their business is the
suggestion of Armenia becoming a free zone and they
are both not only supportive of this initiative but have
taken steps towards its realization someday in the future.
“ItismyopinionthatArmeniahasmanyadvantagesthat
could be utilized for this opportunity. The main reasons
are the following: First, we are talking about a country
that has a longstanding history with jewelry and
goldsmiths dating back 4 to 5 thousand years. Secondly,
the Armenian jeweler has mastered his trade. So we have
many reasons for this work to get done in Armenia as
well as the financial advantage (production and
manufacturing cost less). Imagine how beneficial it
would be if we could rally goldsmiths, jewelers,
businessmen and owners all together, and bring them to
Armenia! It would be extremely beneficial for Armenia’s
economy.”
The Sabunjian brothers are among the brightest minds
of Lebanon and a prime example of the importance of
strong family ties, the love of work and appreciation of
what life has to offer.
Armenian Signatures
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58 AJA INTERNATIONAL MAGAZINE APRIL 2013
31. S
ince 1920, Vartan has been one of the
most distinguished houses of jewelry.
This second generation family business
is owned and operated today by
brothers Harry and Vartan Kazandjian.
With four boutiques in Egypt, the
Kazandjian family has opened a fifth
one in Beirut, Lebanon.
With an eye for innovation and craftsmanship, Vartan
has been designing jewelry that rouse the senses. AJA
was privy to some of their breathtaking collections:
Sahara – The scenery, the geology, the history, the
flora and fauna, and the culture of the people make it
a truly unique and enchanting region. It’s hard to
imagine this desert, filled with sand dunes, dry valleys,
barren stone plateaus and salt flats, was carved out by
water and shaped over time by wind.
This place with all its natural wonders was the
inspiration behind the breathtaking collection at
Vartan. The dramatic collection includes necklaces,
earrings, bracelets and rings handcrafted by Armenian
jewelers. Each piece is meticulously sculpted and
Environments
Capturing
theBeauty
Extremeof
Armenian Signatures
62 AJA INTERNATIONAL MAGAZINE APRIL 2013
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32. adorned with gems and stones that reflect the
wondrous scenery and colors of the Sahara.
Tassili n’Ajjer, a mountain range in the Algerian
section of the Sahara Desert, contains a petrified
sandstone forest. It is a place so strange in its beauty
that it has been compared to the surface of the moon.
The lunar beauty of the Algerian Sahara may have
helped in inspiring the next collection:
Crater - There is wonder, raw beauty and romance in
the changing phases of moon. It reigns supreme over
our world of dreams. It has inspired many captivating
myths, dreams and now, the creative vision of Vartan
Jewelry.
This stunning collection has captured the essence of
the moon, with all its bright scars of meteorite craters
and dark, frozen seas of volcanic lava. Lunar contours,
edged with shadows have been brought to life using
rare gems and stones along with gold and diamonds.
The piece de resistance, a massive gold ring with a
convex bezel set with Uvarovite. This rare bright
green garnet from the Urals Region in Russia was
discovered in 1832 and named after Sergei
Semenovitch Uvarov, President of the Russian
academy of sciences 1818-1855.
The garnet family may be one of the largest in the
gemstoneworldbutwithinthefivevarieties,Uvarovite
is the most rare as it is hardly ever found in gemstone
quality. The crystals are generally opaque and very
seldom will a tiny portion be sufficiently transparent
to cut a small gem. The Ural Mountains of Russia
yield lovely Uvarovite drusy, which are very tiny
crystals that are deposited on a matrix surface.
With its intense energy, Uvarovite is said to link the
soul into its universal nature and because it is so rare,
it is a very special crystal to give a loved one as it
symbolizes what is precious and lasting.
Armenian SignaturesArmenian Signatures
Diamonds weight is 0.56cts
G color Vs1 The Rock is
5.4grms equivalent to 27cts
and the gold is 18.3 grms
18 kt gold
APRIL 2013 AJA INTERNATIONAL MAGAZINE 6564 AJA INTERNATIONAL MAGAZINE APRIL 2013
33. Y
essayan brothers Krikor and Haroutioun
have come a long way from their small
workshop in Bourj Hammoud in 1977.
Today, the business boasts four
boutiques in Lebanon, most notably a luxurious
8-floor building in Sassine Square in the heart of
Achrafieh. Throughout the years, they did more than
just dazzle the Gulf and Saudi markets
with their diamonds and designs. They attracted
the Sheiks and Princes of the region and
began making custom orders.
One such example is a 2-piece diamond encrusted
choker made special for a Sheik’s bride to be worn on
their wedding day. This exquisite 2-piece design is
reminiscent of royalty and prestige.
“We are very famous in the region, they love this
Fit for a King,
or a Sheik
level of quality. This choker can be worn as is (both
pieces clamped) or she can detach it and wear it
without the choker. It’s a one-of-a kind piece. We
only make one of each,” says Krikor.
The key to their success is perfection. From the initial
design phase to the final creation, there is a team of
highly skilled artists who work on every detail with
unparalleled precision.
What qualities make a piece a masterpiece?
“You should always use white diamonds like G plus
or H and VS quality to get a high luster. This bride
will have a bright shine on her wedding day!”
They may be catering to Sheiks today, but the Yessayan
brothers haven’t forgotten the paths they paved for
themselves and are grateful to be in the position they
are in now. “We started very slow and very small in
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66 AJA INTERNATIONAL MAGAZINE APRIL 2013 APRIL 2013 AJA INTERNATIONAL MAGAZINE 67
34. the business. But what we became is the result of 33
years of chasing this business.”
On their Armenian heritage, Krikor adds, “First of
all, we are honored to be Armenian and in the jewelry
trade. This is inherited from our ancestors who came
from Istanbul during the Armenian genocide. They
slowly established themselves here. We, Armenians,
started as laborers initially in Lebanon and now we
have big factories. We became the owners. We are all
in good shape. We have trustworthy and quality
designs, reputations, brands and worldwide
recognition.”
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35. Advertisment
M
elkon Hagopian, founder of
Hagopian Jewels, has been
amongthemostaccomplished
and distinguished jewelers
since 1951.
“My work table is my reason for living. It
allows me to discover and create something
new every day.”
With an artist’s imagination and creativity,
he conceives ideas that materialize into
works of art. Never influenced by ever
changing fashions, his designs are always
inspired from within.
The master craftsman produces distinctive
pieces by combining fancy gems, semi
precious stones and South-Sea pearls with 18
karat gold. Each piece is sculpted to
perfection according to the gem’s shape and
form.
Inspired by their father’s passion and drive,
Melkon’s sons have joined the business and are carrying on the family name. Staying
true to their heritage of enduring beauty, quality and uniqueness, the two brothers
create original pieces that are tomorrow’s heirlooms.
With a hands-on approach, each stage of the creation process is meticulously
supervised. From selection, purchasing, to hand-polishing the jewels, the final
masterpiece becomes an engraved emblem of the House of Hagopian. The
commitment to excellence extends to their loyal customers who are provided with
the highest level of customer service.
At Hagopian Jewels, the precious commodity is not the stone, but the discerning
customer who appreciates the timeless beauty of an authentic Hagopian jewel.
Melkon Hagopian
Armenian Signatures
In a Class by Itself
70 AJA INTERNATIONAL MAGAZINE APRIL 2013
36. W
hen it comes to gold,
Armenians have become
masters at not only using it to
create distinctive jewelry but
also being able to recognize its
time-tested value as a commodity. In fact, history
shows us that gold is actually a currency. It is the
only one that evolved in the marketplace over the
last 5,000 years.
This precious metal has gained its reputation
among the Armenian people for many reasons:
It is indestructible as it does not tarnish or decay
over time. It is compact, malleable and divisible.
You can easily mold it into jewelry, coins or bars.
I nvestment
A Golden
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37. You can also divide it into many pieces to be used
as currency. And lastly, it is rare and hard to find,
although you would not think that in Lebanon.
Only about 5 parts per billion of the earth’s crust is
comprised of gold and the mining has increased, at
the best of times, rarely more than 2% per year.
This slow increase makes gold hard to manipulate
when compared to the inflation of other currencies
whose values are based on government decree.
This knowledge and expertise has made Hadidian
Jewelers, located on Armenia street in Bourj
Hammoud, one of Lebanon’s largest distributors of
the precious metal.
“My father started the company in the 1940’s, but
during the civil war most businesses folded. We
came here and started it all over again in 1979,”
remarks Vasken Hadidian.
This second generation business in already
transitioning into its third.
“My brother and I represent the second generation
and my nephews are already involved in the
business so we have a third generation already
present.”
Bourj Hammoud may not offer the urban life more
common in Beirut, but in Mr. Hadidian’s opinion,
“we feel more at home here. I mean, yes, we are in
Lebanon, we feel Lebanese but we feel safe here,
free.”
Although his profile in the business is already
influential, Mr. Hadidian expresses his wishes for
AJA to become bigger, to grow and to be more
active. “As far as our homeland, we wish to be
helpful to Armenia and that Armenia will open
some doors for us as well.”
Armenian SignaturesArmenian Signatures
APRIL 2013 AJA INTERNATIONAL MAGAZINE 7574 AJA INTERNATIONAL MAGAZINE APRIL 2013
40. L
ocated at street level entrance of the ABN-
Amro Tower in Achrafieh, the Tufenkjian
Freres’ Jewelry house is impressive before
one even enters. The massive doors have a
castle like feel and one already has an idea of what to
expect inside the palatial store: Jewelry fit for royalty!
The three brothers, Laurence, Ivan and Gerard are the
men behind this prestigious company and they credit
their father, Leon Tufenkjian, who founded the
jewelry house a hundred years ago.
“At the time it was a small atelier where he worked by
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41. Armenian Signatures
himself and had a few helpers. Later it grew to almost
100 employees. Today, we still have many small
ateliers with 5 to 10 workers at each location,“ explains
Laurence.
The highly skilled jewelers they employ manufacture
pieces that cater to varying tastes. “The women in
Lebanon prefer to wear pieces during the day; they
don’t like to wait for an evening out to put on their
jewelry. They have very good taste. Then we have the
Arab market. They purchase bigger, bolder pieces and
buy according to their means and budget, of course.
Lebanese people travel a lot so they are exposed to
Armenian Signatures
different fashions. Their taste in jewelry is influenced
by this. They know what they want, so it’s both difficult
and easy in the sense that they are very specific but
they know exactly what they are looking for, which
makes our job easier.”
The impression and trust that clients have when it
comes to Armenians in the jewelry business is
unprecedented. “When Lebanese people want to buy
jewelry, they always want to purchase it from an
Armenian. We have earned their trust. It is a great
responsibility and an even greater honor.”
Mr. Laurence Tufenkjian is both a proud Armenian
and Lebanese citizen. “We want to preserve and
protect the Armenian community in Lebanon so they
won’t leave. It is a beautiful country. It accepted us
with open arms and we have been able to live very
well in this country. We live as equals among them.”
Referring to the civil war in Lebanon that lasted nearly
25 years, he adds: “We are very satisfied and happy to
live here, even though we went through some difficult
years. But we never closed our doors, not for one day,
and nor did we leave. One of our strengths is that we
stayed and struggled in Lebanon. Many left, but we
wanted to stay and maintain our business here.”
Loyalty and confidence have become synonymous
with their name: “The trust that we have today takes
years to achieve. It is something you build with time.
But you can lose it in one day,” explains Gerard
Tufenkjian.
And what is the secret behind their success?
“Well, it is a secret,” smiles Gerard, “and so it must be
kept that way. I don’t give away my secrets!“
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42. F
or over 30 years, Golden Desert –
Boyadjian Brothers’ jewelry has been
synonymous with beauty and
glamour. Their expertise and
knowledge in design has earned them
a prominent name in the gold and
jewelry industry.
Perfection means sparing no effort and Golden
Desert dedicates all the care and time needed to
create flawless jewelry. By using traditional hand-
drawing and drafting methods, their designers
create exquisite pieces that are inimitable in beauty,
precision and quality. They guarantee the accuracy,
detailing, strength and durability of each piece they
manufacture.
The company’s success is attributed to producing
the most elegant hand made jewelry in the region
GOLDEN
DESERT-
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Armenian Signatures
BOYAJIAN
with the highest standards of quality. With over 350
employees, Golden Desert is constantly growing by
challenging themselves to excel in all aspects of the
business: designing, manufacturing, marketing and
retailing.
Brothers Mardiros and Vasken, who founded the
company in 1979, have a long-standing presence in
the region. Their history has allowed them to be
very familiar with the tastes and demands of the
clientele. And by catering to those needs, they
helped set the highest standards in authentic design
and craftsmanship.
With their unique stamp of creativity, the Boyadjian
Brothers transform an initial draft into an artistic
masterpiece. Their vibrant designs have
international appeal, with just the right touch of
the Orient!
84 AJA INTERNATIONAL MAGAZINE APRIL 2013
43. AJA wings
U
nlike the many generational family
jewelry businesses in Lebanon, Armanor
is the result of brothers Ara and Ari Mher
Dakessian’s vision of manufacturing and
retailing exquisite jewelry.
“We got together in 1987 and started a small workshop
with approximately 125g of gold. We are thankful
today as we have a business which employs
approximately 25 to 30 people.”
In 1995, the business moved to a new location and
started taking on clients launching them in the jewelry
market. By 2003, the brothers had already opened
their first retail store, where their exclusive designs
were on display. Barely a year later, they opened a
second retail location in Bhamdoun, and a third in
City Mall in 2009.
Speaking about the expansion, Ari explains how
initially they had planned on expanding more globally,
but “we stayed mostly in Arab countries because
America and Europe are pretty far and require so
much more effort than dealing with Arab countries. It
was a lot easier and quicker to do business with Arab
countries. We were able to really shine there.”
The company now even boasts a new headquarter and
outlet in Beirut comprised of a showroom,
administrative departments, and atelier.
TheirdesignscatermostlytoArabtasteandpreference.
“The jewelry here is more geared towards European
styles. They are more original and unique to Arab
clientele. Even as Armenians, our taste here is more in
line with Arab people, and we cater to it.”
Ari is not phased by the lack of Armenian themed
jewelry in his collections. In fact, he feels it is because
they are Armenian that they are able to produce such
fine jewelry. “Because we are Armenian, and we think
in Armenian, we are a people who have been expelled
from lands some of which no longer even exist today
and yet we made it work, because we are Armenians!“
Jewelry In the Genes
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44. Horology
V
artan Papazian started out in a small workshop
in Beirut in 1960 by taking special orders from
private customers. His unique hand made
creations quickly gained popularity and within
years, the atelier expanded. He began taking on apprentice
jewelers and teaching them the trade. His dedication was
also passed down to his two sons, Hagop and Khachig, who
today have not only joined the family business, but have
helped VHP Jewelry expand even further.
As manufacturers, the company works with ultra
sophisticated machines imported from Italy. From lasers to
polishing equipment, their machines produce high quality
designs with absolute perfection.
VHP Jewelry’s one-a-kind pieces are also retailed around
the world. In fact, Viken Torrosian of Viken’s Jewelry
Manufacturing Co., an apprentice he trained in Beirut now
represents their line in Los Angeles. Their collections are
also retailed in Paris, Kuwait, Jeddah and Sidney.
The company prides itself on customer satisfaction.
Each creation is meticulously designed by an expert
craftsman. The result is eye candy. From colorful delicate
bracelets highlighted with a precious stone to bold golden
chokers inlaid with diamonds, the Papazians’ creations can
easily seduce the proverbial “window shopper”
to take the next step!
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45. Gemology
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Mr.
Alex Fattal has been working
in the diamond business for
the past 50 years. He is the
third in this 4th generation
business.
“My father, my grandfather, were all in the same trade
and we continue. My son is now following after me.“
While a jeweler buys and sells finished pieces with a
broad variety of gemstones, a diamond dealer or
diamantaire buys and sells loose stones.
“We deal mostly in diamonds, about 90%, and 10% in
rubies, sapphires and emeralds. We don’t make much
jewelry, very little, but we sell wholesale diamonds.
That’s our main trade,” Mr. Fattal said.
And the market is big in Lebanon. “Lebanon is a
manufacturing place. After the pieces get made in
Lebanon, they sell the goods to different Arab
countries, Europe or America but they make it here.
That’s why the diamond wholesaler’s business is so
important here. Maybe not in other countries, it may
not be that important because they don’t have
manufacturing.”
Mr. Fattal points out that most of the manufacturers
are “hard working Armenian jewelers.”
“Everyone knows that Armenians are famous
craftsmen. Actually, Armenians started the jewelry
trade in Lebanon. There are some Lebanese, others,
who have entered the trade, the business, but the
manufacturers, those who work with their hands are
mostly Armenians,” Mr. Fattal said.
With his son standing nearby, Mr. Fattal says how
proud he is that his son is starting to take over slowly.
“This is how life goes on. This is what we try to give to
our children, this knowledge we pass down and we
encourage them to do business all over the world,
especially what we are trying to do with Armenia.” In
fact, Mr. Fattal already has some diamond cutting set
up in the homeland.
His son Gary added, “It has been a pleasure for me to
carry on this work and it’s a challenge also. Today we
have challenges from all over the world. We have
competition from other countries such as China and
India, who are trying to get into this business.”
He stressed one of the main goals for Armenians is to
keep their place in the market as many countries
today are realizing the importance of the jewelry
sector in their economy.
Like his father, he too embraces AJA’s efforts to unite
the Armenians and bring them to this new frontier:
the global market.
Alex Fattal & SON
Creating
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90 AJA INTERNATIONAL MAGAZINE APRIL 2013
46. Horology Horology
T
his is the message that Harout Missirian,
one of the founding members of AJA, hopes
to get across. Born and raised in Lebanon,
Mr. Missirian originally emigrated to
Greece during the civil war. After receiving
his education at the American University
there, he moved to the US, but promptly
returned, “when things settled down.”
And it was in Los Angeles that he began his career as a jeweler:
“When I went to the Unites States, the first thing I did was look
for Armenians. Most of them are jewelers. So I had to knock on
some doors to get a job. I was employed by Armenians originally
from Syria and Lebanon. I worked in the pearl business.”
Mr. Missarian is both proud and humble as he shares his thoughts
on the current and future status of AJA:
“AJA is very strong with its members and AJA will become even
92 AJA INTERNATIONAL MAGAZINE APRIL 2013
All for the
Association
the Association for all
stronger with the unification of its members and in
trying to achieve the same goals. That is AJA’s biggest
strength. Regardless of the projects, the key is the
association of its members.”
He reiterates his one and only message of “all for the
Association and the Association for all,” by adding:
“We should all work for the good of the association
and the association must work for the good of all.”
What can the association do for its members?
“The Association is a moral entity, and this is where I
see differently. As a moral entity, it has an obligation
to bring people together. When it is well organized, it
has projects and plans that can give to different work
groups who can work in their own way and the
association would then represent the weight and core
to fight for those with needs.”
Although he feels Armenians in Armenia have come
a long way especially during the past 15 years and that
the progress is enormous in varying sectors of
industries (construction, fashion, tourism), he adds:
“I think the jewelry business is coming along,
therefore, we thought we could contribute to its
progress. We would bring Armenians from all over
the world to the same point of departure which is
Armenia.”
Do you think AJA members are interested in an
opportunity for Armenia to become a regional
center for the jewelry business, like Dubai, for
example, or CIS countries?
“I look forward to that, and I am wholeheartedly
dedicated to that, even though sometimes I work
behind the scenes. Yes, I think it can play a great role,
especially in the CIS region. Dubai is very good for
the Middle East. It has become a global hub, but why?
Thanks to open mindedness, good organization,
infrastructure, and possibilities.”
Mr. Missirian stresses that the same elements must be
applied for Yerevan to become a center like Dubai and
the work of the association must be done with a clear
objective and not for pride.
“We should remain humble despite our achievements
which should be for everyone’s good.”
Hepointsouttheimportanceofastronginfrastructure
within the AJA to be utilized as a marketing strategy.
He brings as an example the ease with which one can
operate a business in Dubai. The same model could be
applied in Yerevan, making it just as easy for someone
to go there and within a week to 10 days establish a
company, have a residence, import goods, and open
an office.
“These are the little details we have to overcome.
In this global economy, we must open ourselves
up to more than just Armenians and join the
global market place!”
APRIL 2013 AJA INTERNATIONAL MAGAZINE 93
47. CELEBRATION-
W
hether it’s the renewing power of the California
sun or the beautiful Jersey Shore, AJA marked
15 years of growth, success and development.
The creativity of its entrepreneurs and the
outstanding representation of art, design and finery of
Armenian American jewelers was recognized and reveled in
December, 2012 as the AJA West Coast and AJA East Coast
organized a dinner gala to mark the establishment of the AJA in
the United States.
More than 200 guests gathered at the Glendale Hilton on
Sunday, December 9th, 2012 for an evening of fine dining and
entertainment. The gala dinner served as a great opportunity to
recall the many successes of the past years and take inventory of
the collective talent and expertise of the Los Angeles market.
{Quote from Shant Haytayan}
On the other side of the United States of America, more than
150 guests gathered at the Waterside Restaurant in New Jersey
to mark the establishment of the AJA East Coast. Minutes away
from Manhattan on the east and Philadelphia on the west, New
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new york
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48. EventsEvents
CELEBRATION-
LOS ANGELES
Jersey was the ideal central location to bring together
Armenian-American jewelers spread across the east coast
states including New York, Boston, Philadelphia and
Delaware. {Quote from East Coast President Hagop
Bagdadlian }
“The United States of America is one of the world’s centers of
culture, entertainment, global business and higher education.
It is also home to the largest Armenian population outside of
Armenia—a population comprised of established,
professional, educated and hardworking Armenian-
Americans who are intertwined into the fabric of America,”
said Gagik Gevorkian, President of the Armenian Jewelers
Association. “In this large population of talented Armenians,
we have a strong and pulsating community of Armenian
jewelers who play in integral role in the growth and success of
our industry. I commend and congratulate the leadership of
the AJA West Coast and AJA East Coast on this milestone
celebration.”
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49. On this occasion, Mr. Papasian spoke not only in
Armenian but also in many other languages to
welcome guests from around the world (France,
Turkey,Greece,USA,Thailand,Armenia,Lebanon…).
He expressed his gratitude on behalf of AJA for the
presence of several prominent guests:
Mr. Vigen Tchitedjian, Armenian Ambassador to
France;
Mr. Yuriy Sergeyev, Ukrainian Ambassador to France;
Mr. Pavel Latushko, Belarusian Ambassador to France;
Alain Terzian, film producer and Chairman of the
Academy of Cesar;
Mr. Aram Shishmanian, CEO of World Gold Council
(London, England).
Mr. Papasian called many of the guests to the stage.
Mr. Gagik Gevorkyan, President of AJA International,
who had traveled from Moscow specifically for the
occasion, expressed his thanks to AJA France for an
T
he Premiere of the Co/art exhibition,
organized by the Armenian Jewelry
Association of France, under the high
patronage of his excellency, Mr Charles
Aznavour, Permanent Representative of the Republic
of Armenia at Unesco, was held from February 16-18,
2013 at the Paris Grand Hotel near the Opera House
and Place Vendôme.
Twenty-three exhibitors from Armenia and the
Diaspora presented their most exquisite pieces of
jewelry and watches, which were admired by visitors
over the course of three days, under high security.
A gala dinner was held on Saturday the 16th in the
lavish Opera Room of the Grand Hotel. The dinner
was accompanied by a musical program.
French Armenian film director Mr. Gerald Papasian
was the ideal master of ceremonies and successfully
conducted the course of this memorable evening.
excellent job organizing the event. He invited the members to join him on stage, namely Mr. Hovel Chnorhokian,
Mr. Cyril Waskoll and Houry Simonian.
Shortly after, all the Co/Art exhibitors, as well as AJA President Gagik Gevorgian, gathered for a group photo to
commemorate the event.
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98 AJA INTERNATIONAL MAGAZINE APRIL 2013 APRIL 2013 AJA INTERNATIONAL MAGAZINE 99
50. Several talented Armenian artists also performed at
the event:
Rouben Elbakian, the Tenor who is also dubbed the
“Golden Voice”;
Princess Sophie Auduoin-Mamikonian’s daughter
Marianne followed with a Jazz interpretation; French
actress Claire Conan-Vrinat shared a poem by Vahan
Tekeyan Hachvehartar; and lastly Ani Sargsyan, the
mezzo-soprano, accompanied by pianist Arthur
Aharonian, performed an interpretation of Carmen,
an opera by French composer Georges Bizet.
The exhibition came to a close Monday evening on an
especially high note, with the presentation of the
largest Fancy Yellow Diamond in the world, created
by an Armenian. This fascinating masterpiece,
estimated at 15 million USD, took nine months to
create and included 110 carats.
Aside from the Armenian media, 22 reporters from
the French general press were present. Reporters were
thrilled to recognize Armenians as masters in “Haute
Joaillerie”. They enthusiastically expressed their
interest in visiting jewelry workshops in Armenia. A
press trip to Yerevan is now being organized for
spring.
This first-time event was a huge success and AJA
wishes ensuing prosperity and longevity to Co/Art for
many years ahead as well as a continuing alliance,
which not only encourages expansion in the jewelry
industry, but also a means to present Armenian talent in
varying artistic fields from around the globe.
Exhibitors present at the show included:
Aigl’Or (Suisse) - ALM Joaillerie (France) - Artinian
(France) - Avedis Kendiz (Turquie) - Backes & Strauss
(Royaume Uni) - Bergio (États Unis) - Estet (Russie) -
Faerber- Collection (Belgique) - Gevorgian (Russie) -
Moog (France) - Nathalie Sevikian (France) - Nishi pearls
(Hong Kong ; Canada) - Orofasma (Grèce) - Peter
Tanisman (Suisse) - Sarkis Sahakyan (Arménie) - Sevan
Biçakçi (Turquie) - Siera (États Unis) - Tellus (Suisse) -
Vartan (Egypte) - Waskoll (France)
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51. T
he International Jewelry Expo Yerevan
Show 2012 dedicated to the 15th
Anniversary of AJA was held on October
29-31 in Yerevan.
Dozens of companies from all over the world took
part in the exhibition: Sartoro Artinian (Thailand) ,
Canadian Gem (Canada), Gem Corp(Canada),
Eberhard, Alpina, Marvin, Grovana (Switzerland,
Tellus, Moog (France), Bergio (USA), Waskoll
(France), Bagjewelry (Turkey), Gevorgian (Russia),
Adamant (Russia), Aren Style (Turkey), OROFASMA
(Greece) Zorab Creation (Lebanon), Malo (Canada),
Estet (Russia), Davtyan Designs, “Gnomon” Yerevan
Jewellery Plant- 1 and many others.
According to the assessment of experts, participants
and guests, the exhibition was a great success,
transforming the annual Yerevan Shows into one of
Yerevan Show 2012
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102 AJA INTERNATIONAL MAGAZINE APRIL 2013
52. the major regional jewelry exhibitions in the world.
Today we declare confidently that the Yerevan Show
has the capacity of being an effective international
business opportunity for our members. Many
exhibitors concluded profitable contracts. Some
participants successfully sold jewelry to customers
from Russia, UEA and India. For the first time,
Armenian jewelers from Turkey took part in the
exhibition.
The President of CIBJO, Dr.Cavaliery, prominent
jewelry expert Bill Boyajian, as well as the official
delegation of the Turkish Jewelry Association headed
by the President of Istanbul Jewelers’ Council, Alaatin
Kameroglu, were among the guests.
In the course of the exhibition, the Prime Minister of
Armenia Tigran Sargsyan hosted the reception
dedicated to the 15th Anniversary of AJA and
Armenian Jewelers’ Day.
The opening ceremony was attended by the President
of Armenia, the First Lady, Minister of Diaspora and
Minister of Economy. On October 30, a conference
on “AJA’s 15th Anniversary: Armenian Jewelry
Industry Development Prospects” took the place. Our
members and guests as well as the Minister of
Diaspora Hranush Akopian and Deputy of Minister
of Economy Tigran Arutyunian spoke at the
conference. The Government of Armenia presented a
detailed report on the setting up of a Free Zone for
Jewelry and comprehensive support to AJA’s projects
in the country.
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104 AJA INTERNATIONAL MAGAZINE APRIL 2013 APRIL 2013 AJA INTERNATIONAL MAGAZINE 105
54. O
n October 30th 2012, a conference
dedicated to AJA’s 15th anniversary was
held in Armenia. The attendees’
comments and opinions pertaining to the
prospects of Armenia becoming a regional center in
the jewelry industry were very informative.
Minister of Diaspora, Hranush Hakopian, Deputy
Minister of Economy, Tigran Harutyunian, AJA
members, guests, as well as international
representatives of the jewelry industry were all given
the floor during the conference.
The President of AJA, Mr. Gagik Gevorkyan,
welcomed the participants and emphasized that the
main driving force of AJA’s activities is charity.
Keeping in mind the Association’s long-term
objective of developing Armenia’s jewelry industry,
Armenian Jewelry
Industry Development
P r o spe c ts
Mr. Gevorkian explained the significance of the
Yerevan Show rousing a strong and real interest, so
quickly. International exhibitions are the backbone
of the jewelry industry, and as such, Mr. Gevorkian
assured everyone that the Yerevan Show will become
one of the largest, most prestigious exhibitions in
the region, within the very near future. The
President went on to explain:
“AJA is one of the All-Armenian professional
organizations, and not to sound conceited, it is one
of the most well-established and well-organized
ones. The key mission and goal of our organization
is to unite Armenian jewelers, diamond and watch
producers from all over the world around Armenia.
We are confident that we can achieve greater
success in our businesses through cooperation. By
combining our potential and uniting our collective
experience, we can initiate new projects together,
bring new investments and new prospects towards
the development of our motherland. Today, more
than ever, there are favorable conditions, as we
have the support of the Armenian Government.
And together with the Government, we have
developed a joint strategy for the creation of a
Jewelry Free Zone in Armenia.”
Former AJA president and CEO of Backes & Strauss,
Vartkess Knadjian, took the opportunity to
remember all the founding members, the board and
executive board members at local, regional and
international levels, as well as all who had the vision
and courage to take up the call of the Association
and make history.
Mr. Knadjian said:
“Looking back on the 15 years, it is easy to be
critical of what was achieved. However, to me,
what is important today is that we are here,
celebrating 15 years of the founding of AJA and we
are still together. Circumstances have changed and
the global economy has evolved and grown. AJA
has to address what role it wants to play in the
global economy and how it can bring benefits to
Armenia.”
One of the most influential experts in the industry,
former president of GIA, Bill Boyajian, emphasized
the importance of Armenians in the world’s jewelry
industry: “The role and influence that Armenians
have played in the jewelry industry is significant,
and their impact on our trade continues to expand.
Some of the great jewelry and watch brands of
today have been created by Armenian
entrepreneurs who are committed to quality and
excellence in all they do. Efforts like the
establishment of the Armenian Jewellers
Association only 15 years ago and the Yerevan
Jewelry Show only last year, help to foster
knowledge, understanding, and appeal for jewelry
created by those who share our heritage.”
Minister of Diaspora Hranush Hagopian
affectionately welcomed AJA members and Yerevan
Show attendees. She expressed her hope that AJA,
with the help of its members, can do much in
unifying Armenians around one idea-—to develop
the motherland’s industry.
The main prerequisite for Armenian jewelry
industry development is the establishment of the
Free Economic Zone (FEZ) in Armenia. Within the
framework of the conference, Deputy Minister of
Economy, Mr. Harutyunian, presented his
suggestions of necessary steps which need to be
taken in order to create a free economic zone:
“Russia, Kazakhstan, Ukraine are strategic
partners for Armenia. The Free economic zone in
Armenia will give Armenian jewelry manufacturers
a chance to expand and importers to find promising
business opportunities in Armenia.”
Vladimir Mozman, President of the Russian Guild
of Jewelers, explained what the Republic of Armenia
should offer investors today: “Goals must be clearly
defined. The main ones are: The mobilization of
foreign capital, adoption of advanced technologies
and international management experience. This is
what will ensure employment for the population
and increase foreign monetary inflow into the RA”.
EventsEvents
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