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 Margarita Sahajian, a model, influencer and public figure of Armenian origin, has reached many heights. She is invited to the prestigious Cannes Film Festival for the second year in a row. The list of brands she has collaborated with includes Valentino, Maison Francis Kurkdjian, Laura Mercier, and APM Monaco.

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A post shared by Margo Sah (@margo_sah)

The respective list of such famous brands is almost endless. Sahajian, better known on the internet as @margo_sah, has more than half a million followers on social media. She posts content about everyday life, travel, parties, and gala dinners. All these are familiar scenarios presented in an easy-to-understand way. Almost everyone can find an episode or two of their own life in Margarita's posts.

The first post of this influencer dates back to 2015, almost ten years ago. At that time, Margarita girl did not even suspect that social media could become a source of permanent income for her. "I was born in Rostov-on-Don [in Russia]. There I graduated from high school and received a bachelor's degree in law. I received a master's degree in the US and passed the bar exam. I can work as an attorney, but I have always loved modeling and social media," she said in an interview with NEWS.am STYLE.

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Unlike other Diaspora Armenian compatriots, Margarita's social media accounts are not so well known in the "Armenian circle;" perhaps they do not see her as "their own."  Her beauty is quite non-standard for the US and Europe. However, it is consistent with modeling standards. Her big eyes and "basil-like hair"—a reference to a work by Armenian poet Sayat-Nova—give away her Armenian gene. "We don't have many relatives in Armenia. Primarily, they all live in Russia—Rostov. We have our own diaspora... We rarely travel. However, the connection was felt after the 44-day [Artsakh (Nagorno-Karabakh)] war [in 2020]. We all got together, started to participate in the life of the country [i.e., Armenia], to visit there more often," emphasized Margarita.

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It is noteworthy that Margarita, while talking about her impressions from her last visit to the historical homeland, did not note the places of entertainment—cafes, bars, restaurants—which are often praised by Diaspora Armenians. She enthusiastically described her trips to Armenia’s Lori Province and Jermuk city. According to Sahajian, hiking is her favorite pastime; this can be seen also in her posts on social media.

As per Margarita, her growth in social media was gradual until the Covid-related lockdown. A sharp jump was noticed already during the "quarantine." “During Covid there was a huge influx of organic followers; tremendous even. I engaged only with social media: posts, posts, content," said Sahajian. Being a successful influencer at your chosen scale is like running a business. Here you need a special tactics to stay "on top."

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Margarita, as an experienced representative of the domain, shared the secret of success. "Regularity, normality of posts. Constant communication with the audience. Travel also works for me; it's just that all of that has to be shown well. Traveling around the world, you show different people, the popularity of your posts expands; and, of course, interesting content. “As for adding content, Margarita stressed the specificity of each platform. For example, aesthetics—makeup, hair, fashion, design, style—are important for Instagram. But it is more informational or entertaining for TikTok. They are different formats. "I really like a beautiful picture, it catches my attention; it is important for me. But funny or useful videos are also great," emphasized Sahajian.

Thanks to the successful promotion of her own brand on social media, Margarita managed to visit Cannes, France at the invitation of partner brands. She has climbed the famous steps of Lumiere Theater many times. She even attended the luxurious amfAR Gala dinner, which was held at Hotel du Cap-Eden-Roc. "I arrived there as a media representative at the invitation of my friend from 24Fashion TV. I was covering the red carpet ceremony, I saw many famous stars. In particular, I remember Ricky Martin, Maye Musk, Milla Jovovich. You know, you see them now, but your personal experiences, thoughts are in your head," said Margarita.

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Then she spoke about her meeting with Naomi Campbell. Everyone's schedule is quite tight; there is hardly a spare second to talk with idols who are within arm's reach.  “We've only been here a week, so there's a lot to do. Getting ready in the morning: hair, makeup. Subsequently, photo shoots, then events. Today, by the way, we will be at the Aston Martin party; a great event," Sahajian said. Margarita, however, has not been affected by “star sickness.”

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According to her, living in New York, she has managed to see many people. The most memorable such meeting was with Chris Knott, as he bravely opened the door of a cafe for Sahajian. She always remembers such an act. The New York metropolis and Margarita easily "live" together. She actively communicates with members of her domain, PR specialists, and fashion designers.

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She talks about the Met Gala after-party, where she was invited by fashion designer LaQuan Smith, articles in The New York Post, and several other meetings with the stars. Margarita moved to New York at the age of 20, after admission to master's degree. Despite the basic education she received, Margarita's inner "creative artist" took over. Almost ten years later, after her first post on Instagram, she devotes her time to social media. Its success can only be monitored and constantly supported.

FlyOne Armenia airline is a partner of NEWS.am STYLE in covering the Cannes Film Festival. 

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