Celebrating heritage, elevating emotion

Jardins d’Arménie continues to expand its international presence. How would you define the essence of the brand today?

Jardins d’Arménie is the expression of a clear vision: to translate Armenian heritage into a contemporary luxury brand with international relevance. At its core, the brand is rooted in authenticity, craftsmanship, and emotion. We did not set out simply to produce a spirit; we set out to create a house with a distinctive identity — one that reflects Armenia’s cultural richness through a refined and elevated lens. Every element, from the product itself to its presentation, is designed to convey meaning, elegance, and a strong sense of origin.

Your collaboration with The Muse during Paris Fashion Week marked an important milestone. Why was it important for you to present the brand in this context?

Paris Fashion Week is one of the world’s most influential platforms for culture, creativity, and luxury. For us, presenting Jardins d’Arménie in that environment was a deliberate strategic choice. The collaboration with The Muse made sense because both projects are driven by a shared appreciation for identity, aesthetics, and cultural storytelling. It was an opportunity not only to increase visibility, but to position the brand within a wider luxury conversation — one that extends beyond spirits into fashion, art, and lifestyle. That kind of context is important when building a brand with long-term international ambition.

What did this moment represent for you personally?

On a personal level, it was both meaningful and validating. Seeing the brand presented in such an iconic setting, surrounded by influential creatives and international guests, confirmed that our vision has resonance beyond Armenia. It was also a proud moment because it demonstrated that Armenian heritage can be communicated in a way that feels sophisticated, modern, and globally relevant. For me, it reinforced the belief that brands with real identity and depth can cross borders in a very powerful way.

Jardins d’Arménie is increasingly present on the international scene. What are your ambitions for the brand globally?

Our ambition is to establish Jardins d’Arménie as a credible and enduring name in the luxury spirits category. We are focused on building the brand selectively and intelligently, market by market, through partnerships that genuinely understand our positioning and values. International growth is important, but it must never come at the expense of coherence or brand integrity. We are not pursuing scale for its own sake; we are building for longevity. The objective is to create a brand that is distinctive, respected, and emotionally resonant across markets.

Your product is highly distinctive, notably through its ageing process. How does this reflect your philosophy?

The ageing process reflects exactly how we think about brand-building: with precision, intention, and respect for identity. Beginning with oak, moving into apricot wood, and returning to oak is not just a technical process — it is a deliberate signature. Apricot wood carries strong symbolic value for Armenia, so its inclusion allows the product to express something deeper than flavour alone. It creates complexity, elegance, and differentiation, but also narrative. Our philosophy is that true luxury lies in substance as much as in presentation. Every decision should serve both quality and meaning.

You recently announced Levon Aronian as an ambassador for the brand. Why did this collaboration make sense to you?

Levon Aronian was a very natural choice because he represents many of the values we believe define Jardins d’Arménie: excellence, intelligence, discipline, and effortless elegance. He is not only one of Armenia’s most respected figures internationally, but also someone who carries his identity with authenticity and dignity. For a brand like ours, partnerships must be credible and aligned. This collaboration made sense because it is built on shared values and a shared commitment to representing Armenia at the highest level on the world stage.

Levon Aronian said: “Representing Armenia on the world stage has always been a source of pride for me…”. How does this resonate with your own vision of the brand?

It resonates very strongly. That idea is at the heart of what we are building. Jardins d’Arménie is deeply Armenian in its inspiration and character, but it is created for an international audience. Our objective is not to dilute that identity in order to travel — it is to elevate it. When Levon speaks about the beauty of Armenia and the spirit of the Ararat Valley, it reflects precisely what we want the brand to communicate: something rooted, sincere, and culturally rich, yet expressed with a level of sophistication that speaks globally.

Finally, how would you like people to experience Jardins d’Arménie?

I would like people to experience Jardins d’Arménie as more than a product — as a moment of meaning. Of course, quality and taste are fundamental, but true luxury goes beyond consumption. It creates emotion, memory, and connection. Whether discovered in an intimate setting or shared on a special occasion, the experience should feel refined, distinctive, and memorable. Ultimately, that is what we want the brand to stand for: not excess, but depth; not noise, but presence.