Our Mission
Inspire and empower the courageous who celebrate Armenia.
We decide to celebrate our past and nod to our future.
Anyone who wears PRIME clothing makes a bold decision to become an ambassador of the Armenian way of life.
Our Values
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Education
- We develop our workers and encourage them to learn and pursue their own passions
- We educate society about the Armenian way of life through our designs
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Social Responsibility
- We pay taxes to build the Armenian society
- From production to sales, Armenians get fair wages in the life cycle of our product
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Eco-Friendly
We aim for zero waste by reusing and recycling all materials
How did Prime begin?
I grew up with my brother and mother in Yerevan. In order to support us financially my mom would bake sweets and we would deliver them to local stores.
So the first entrepreneur in my family was actually my mom.
Back then I would dream of being independent and have no one telling me “You can’t do this because you’re a girl”.
However it wasn’t until I met my supportive partner that I got the courage to start my own business. I was an SEO specialist at the time and he explained to me, “While you can develop yourself in your career, you can develop your community by starting your own business.”
So in 2019 I got the courage to open the first Prime store. Now Prime generates the designs and sells clothing at three stores in Yerevan which my teammate produces.
What makes Prime different?
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When I realized that Armenians are hungry for prints that resonate with their Armenian identity, we began to collect design ideas from everywhere including our customers.
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We try to make people smile with the designs and with the store atmosphere, where visitors can listen to their own or the store’s vinyl records.
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We have also kept prices affordable for local Armenians.
What’s the future of Prime?
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If you always see and wear clothing with english words, you’ll forget where you come from.
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So it’s incredible to see people take pride in their Armenian identity and share snippets of culture with others they pass by. I get goosebumps when I see it!
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Our next phase is to develop our e-commerce platform and reach the diasporan Armenian community all over the world.
Our Prime Family
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Hranush [Our Production Boss]
She is the magician who makes everything happen.
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Astgh [Star]
She knows how to convince you. Our star also manages our Instagram and TikTok channels.
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Mariam
Boxing and tourism are her passions. Watch out—she's the one who replies to your online messages!
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Diana [bilingual]
Expert in self education. Loves horseback riding, enjoys telling our story.
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Alice [artist]
The one who creates unreal reality.
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Mariam
Girl with blue hair - she is a kick ass junior developer now.
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Mary
Our dancer and most active teammate. She knows how to make us laugh.
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Arpi [RP]
Future designer and illustrator. She explores everything and plays guitar.
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Araks
Chaque personne a sa propre voie
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Diana [beloved]
Diana is a future interior designer and the heart of our Garegin Njdeh store.
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Hasmik [flower]
Hasmik just graduated from school. She is one of the kindest teammates in our family.
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Alisa [from Artsakh]
Our sun and future architecture.
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Milena
Girl who always sings and smiles with her eyes
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Gayane
Nail art master
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Maryne
Girl with a character
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Mary
Master of Korean language and loves basketball
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