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We connected with Virna Chakardemian via Zoom. On the other side of the screen sat the creative director of the jewelry brand Yeprem: striking purplish-pink hair, a confident gaze, and a voice that carries both Lebanese and Armenian accents. Yeprem was founded in 1964 by Yeprem Chakardemian, a craftsman who initially focused solely on wholesale jewelry and personally designed each piece.

Virna recalls spending summers in her father’s workshop as a teenager with her brothers.

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“We were literally absorbing that world,” she says. “He often took us with him, showed us everything, explained how the business worked. It was a school of life and craftsmanship. Even back then, we understood this would be a part of our future.”

Later, each of the three children chose their own path.

“There are three of us, and around 2000, my brothers and I joined the family business. Since early childhood, we were immersed in this environment. During summer breaks, when there was no school, we were always with our father, following him around.”

“I initially studied interior design, then moved into jewelry design, and later specialized in gemology — the science of gemstones. I started out creating designs and collections. But as the company grew, I took on marketing and PR. My brothers and I divided responsibilities, and brand promotion became my area.”

Today, Yeprem operates internationally, with over 50 retail points across the globe and a star-studded clientele from the US, Europe, and beyond. This required building a full brand ecosystem — website, social media, global branding — to create a cohesive customer experience.

“We have PR teams in Europe and the US that handle local media, while we manage global communications.”

“Our key differentiator is that we transformed gold and diamonds into bold accessories. We made them visible, expressive — especially for women who want to make a statement. That’s what caught the attention of celebrities and other designers. Some even drew inspiration or copied our style. We’ve created a whole new kind of jewelry aesthetic.”

Virna shared insights on how she and her brothers shaped the brand's vision.

“When we designed our original pieces, our goal was for them to be worn by women with strong personalities — women who know what they want and aren’t afraid to be different. That’s where our slogan comes from: ‘Your Voice, Beauty, and Power’. A woman wearing Yeprem shines brighter, speaks louder, and gains inner strength.”

When I asked whether it was more important for jewelry to be comfortable or memorable, she replied:

“Both are important. Of course, comfort comes first. We never release a design until it’s tested across different body sizes — ears, neck, wrists. We check that nothing pinches or creates tension. Even our most avant-garde designs go through multiple stages, from concept to wearability testing.”

At Yeprem, they believe jewelry can’t be luxurious if it’s uncomfortable, no matter how beautiful it looks. We also talked about how the concept of luxury has evolved globally.

“It’s changed a lot. Luxury used to be loud. Now it’s more about mindfulness, depth, simplicity, and character. We work with various markets — Europe prefers minimalism and delicate forms; the Arab world favors bold, statement pieces. The US is somewhere in between. Our focus is on a niche clientele that values uniqueness and strong design. Our clients know we offer the highest quality stones and flawless craftsmanship. We don’t mass produce — and that’s what makes our products truly valuable.”

Armenia and its traditions remain a powerful source of inspiration for Yeprem — something they are very proud of.

“We never forget our roots. A part of Armenia lives in every piece we create. One of our diamond bracelets is inspired by Mount Ararat — it curves like the mountain with its two peaks. We even launched a collection inspired by khachkars (traditional Armenian stone crosses) at Baselworld, one of the world’s largest jewelry fairs. We were the first to bring khachkars into fine jewelry. Yes, others copied it later, but we were the original. Our designer came up with the idea, and it received international recognition. It became a form of cultural diplomacy.”

“One strict principle we follow every year: only Armenians work in our company. Couriers, office staff, designers — all Armenians. It’s not just about preserving the brand, but also our identity.”

Being the only woman among three brothers is already a challenge — being a woman and a mother is a double one. Virna nods in agreement.

“Of course it’s not easy. Being a woman, especially the only one among three men, is tough. But being just a woman is easier than being a woman and a mother at the same time. I spend the whole day at work, in meetings, and then I come home and become a mom — homework, activities, home life, kids. My husband helps, of course, but I try to take the family with me on business trips when I can, so we’re not apart. Or I limit trips to 2–3 days max, so I can return quickly.”

“Our Armenian market is also growing. Women are starting to value design, uniqueness, and trends. While there are still traditional tastes, our client is someone who has an eye for aesthetics and style — someone who is visually literate. They might find inspiration on Instagram, but they make thoughtful choices — they choose the best.”

Naturally, we discussed what makes a woman successful.

“Success is confidence, hard work, and determination,” says Virna. “It’s not a perfect Instagram picture. Success is when a woman can balance family, work, and herself. Especially as a mother — knowing how to prioritize, where to focus. The hardest part isn’t achieving success, but maintaining it. But that’s what truly matters.”

Still, we often hear stories of talented women afraid to pursue a career.

“I see it a lot. A woman can be brilliant and talented but still have that fear inside — that she won’t make it, that she won’t get enough support. Especially in business. Jewelry requires major investment, reputation, risk. You need trust and experience. And if you don’t have a big name, it’s hard to break through. It’s especially tough for women. But if you have the right team, support, unity — you can succeed. That’s our secret.”

Perhaps that applies to any business.

“Exactly. Doing it alone is very hard. Family support — from your husband, your kids — that’s what makes a woman strong,” says Virna, smiling, clearly thinking of her own family.

Would she want her children to continue the family business, just as she and her brothers did?

“I don’t force them, but they’re already involved. My son has been traveling with me to exhibitions since he was 12 or 13 — Bahrain, Qatar, everywhere. He loves working in the workshop, watching the process. My daughter is more creative — she’s into fashion design, helps with our photoshoots, gives feedback. I try to build her confidence.”

“I think my son will go deeper into the business. We’ve done our part — now it’s their turn. And of course, our kids know who they are, where they come from. We never let them forget. At home, we speak only Armenian. I take them to Armenia at least once or twice a year. We make sure they don’t forget the language, the culture, the history.”

“Our father started this. We expanded it. And in the future, I want Yeprem boutiques to open in every corner of the world. Expanding is hard. But maintaining our standards is even harder. And that’s what we’re focused on. Yes, the brand is now recognized. We’ve worked with many celebrities. And we’re confident: the best is yet to come.”

Liana Aghajanyan

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