Mediamax continues its Made in Armenia special project in its Banks.am portal. Under this title, we present you the companies which produce unique goods or provide unique services in Armenia.

\"Nina\'s Treasures\" store which presents Armenian souvenirs, gifts, clothes, handicraft and interior accessories made by \"Nina Hovnanian Couture\" has been operating in the centre of Yeravan since 2006.



\"11 years ago, when the Tourism Development Agency was set up we researched what was needed for development of Armenia\'s tourism. Armenians have hands of gold. I wanted to have a place where art and craft would be presented together and tourists would see the work of these hands of gold and find treasures. This is where the name of the store was born\", founder of \"Nina\'s Treasures\", Director of \"Nina Hovnanian Couture\" Nina Hovnanian told Mediamax\'s correspondent.



She noted that she originally wanted to name the store \"Armenia\'s Treasures\". \"But I was told I would have to pay AMD 600 000 to use the word of \"Armenia\". It\'s inconceivable\".

At first, the store presented ancient Armenian carpets, handicraft, sculptures, gold and silver jewelry. \"I am a designer. When I felt the market was mature enough to open a design center I immediately set to work\", said Nina Hovnanian.

The production with Nina Hovnanian\'s design made by \"Nina Hovnanian Couture\" is exported to the United States, Russian Federation, United Arab Emirates, Australia, France, Germany and other countries under \"Made in Armenia\" label. The company also has customers from New York, Russia and other countries. In case of orders, the number of workers reaches 80.



\"Our production is mostly consumed in Armenia by tourists and smart local residents. Unfortunately, our nation has a complex of buying Armenian goods. We have a number of goods which are not souvenirs and local residents can use them but they are ready to buy the same thing from a foreign producer\", said the company\'s Director.

The production mainly focuses on children\'s clothes which is mostly hand-made: \"We have a type of children\'s clothes which has only 100 copies and we give a certificate to customers together with the clothes\". 95% of children\'s clothes are exported. We also have women\'s attire and bags. The bags are numerated and we have foreign customers who have a collection and they always come to buy the bag of the next number\", said N. Hovnanian.



The Director of the company noted that they have no profit in Armenia. \"International media is in love with our production, we are invited to various contests from all over the world, to take part in fashion parades and here people think that if it\'s Armenian it\'s not good. If we sell 95-99% of the production abroad, it means the domestic market doesn\'t value our work\".

However, Nina Hovnanian thinks that they have no competitor in the sphere in Armenia.

\"Production is the back of a country\", she said adding: \"Tax laws and everything here on the whole are anti-\"made in Armenia\".



The Director thinks that production of \"Nina Hovnanian Couture\" is quite affordable for the Armenian market. \"Our production is cheaper than the imported ones for those who buy expensive things. A question rises: if foreigners value our production why don\'t our compatriots do that...?\"

The store has a branch in Dilijan. It\'s planned to open new branches in other places as well, sell the production online in Armenia and United States.

Siranush Yeghiazaryan
Photos by Karen Hovhannisyan