#68 Empowering Armenian Artisans: The Mission Behind Nayiri Jewelry

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The Rectified Podcast

Sandy Dedeian

79 episodes

1 week ago

Unleash the true potential of your direct-to-consumer brand with the Rectified Podcast. Dive into real conversations with fellow founders and experts who share authentic insights to help you scale your direct-to-consumer business. Experience clarity over confusion and take actionable steps as you listen, learn, and grow. If scaling your brand feels daunting, join us now and transform your journey into success!

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#68 Empowering Armenian Artisans: The Mission Behind Nayiri Jewelry

The Rectified Podcast

29 minutes 12 seconds

5 months ago

#68 Empowering Armenian Artisans: The Mission Behind Nayiri Jewelry

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In this episode of the Rectified podcast, my guest is Clara Yalmanian, co-founder of Nayiri Jewelry. Clara discusses the inspiration behind the Armenian-made brand Nayiri, highlighting its meaning 'land of many rivers' and its rebranding journey.

The discussion touches on how the brand began from Clara’s personal wish to create artisan jewelry in Armenia, emphasizing the craftsmanship and affordable pricing due to local material costs.

Clara shares her personal and entrepreneurial backstory, including her impact-driven mission to support displaced Armenian goldsmiths from Lebanon and Syria by providing sustainable livelihoods. She explains the design and production process, marketing strategies, target audience, and how Nayiri maintains competitive pricing.

Clara also discusses the cultural differences in gold jewelry preferences between Middle Eastern and European markets, and how Nayiri adapts to these.

The episode concludes with insights into Clara's supportive community, business challenges, and how the brand differentiates itself by focusing on value and sustainability through recycled materials.

Nayiri Website: https://nayirijewelry.com/

Nayiri on Instagram: https://www.instagram.com/nayiri.jewelry/

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