Handicrafts and textile production, as an important part of the country’s cultural heritage, are also beginning to occupy a special place in Armenia’s economy. Products featuring national ornaments — from carpets and decorative items to clothing and accessories — are in demand among both locals and tourists, for whom they become one of the ways to get acquainted with Armenian culture and take a piece of the country home with them. In recent years, this sector has also been developing as a business: Armenian producers are increasingly using online platforms, expanding beyond the local market. Sevak Khachatryan, founder of the company “Artsakh Carpet,” spoke about this in more detail on the air of the Economix program. 

Syunik and Artsakh as Special Centers of the Armenian Carpet-Weaving School

According to him, the Armenian Highlands historically were one of the world’s well-known centers of hand carpet weaving. At the same time, different regions had their own characteristics and followed their own path in the development of this art. Syunik and Artsakh held a special place, Khachatryan noted, where carpet weaving reached a particularly high level.

“The Syunik-Artsakh school was quite significant and, I would even say, in many ways set the direction in carpet weaving,” he noted. The traditions of Armenian carpet weaving were preserved despite the historical migrations of the Armenian population. As a result, the craft spread far beyond the Armenian Highlands, yet its foundation and distinctive traditions were preserved.

In Artsakh, carpet weaving remained an integral part of the everyday life of many communities until the very last days. In virtually every village and settlement, there were families who practiced this craft. Women played an especially important role in preserving it: skills and traditions were passed down from mothers to daughters, and then to the next generations.  According to Khachatryan, it was precisely this natural continuity that made it possible to preserve the tradition of carpet weaving in Artsakh up to the present day.

From Carpets to Textiles and Clothing

“Artsakh Carpet” started specifically with carpets, and today hand carpet weaving remains the company’s main focus. However, as the company studied the rich heritage of Armenian carpet art, it came to the conclusion that limiting itself only to carpets would be wrong.

“We realized how rich the Armenian carpet heritage is and wanted to present Armenian ornamentation in other types of products as well,” says Sevak Khachatryan.

That is how the textile line emerged: Armenian ornaments began to be used in accessories, clothing, and interior items. According to Khachatryan, the new products received a positive response, which allowed the company to gradually expand its ассортимент.

At the same time, he emphasizes that this does not mean “Artsakh Carpet” was the first to come up with the idea of using national motifs in clothing. Similar products had existed on the market before, but in his opinion, this area did not receive sufficient attention for a long time.

“There was a perception that if clothing is good, it must necessarily be imported, produced abroad. We wanted to prove that high-quality clothing can also be made in Armenia,” says the company’s founder.

To achieve this, the company spent several years studying the market and sources of raw materials, including the materials used by well-known brands. As a result, it managed to find suppliers of quality raw materials and establish clothing production in Armenia.

Today this is a relatively small-scale production not intended for the mass market. However, as Khachatryan notes, the company focuses on quality and original design.

“We Did Not Want to Simply Print Armenian Ornamentation on Clothing”

The company paid special attention to how exactly Armenian ornaments should be used in modern clothing. In addition to carpet motifs, the team studied the history and evolution of Armenian ornamentation as a whole.

“We did not want to use Armenian ornamentation in a primitive and common way — simply take some pattern and print it on clothing. We wanted to find a different approach,” Khachatryan explains.

According to him, Armenian ornaments are highly diverse and vivid, so clothing with a rich national pattern will not suit everyone. The company tried to use this rich heritage in such a way that the ornament would not look intrusive and would fit into a modern wardrobe.

In addition to clothing, the company is gradually expanding other textile lines as well. Among the in-demand products, Khachatryan highlights scarves for women and men, as well as decorative items and interior elements, including tablecloths.

Last year, the assortment was expanded with another line — jewelry. It is also based on Armenian carpet and national ornaments.

“When you begin to study the history and evolution of Armenian ornamentation, you realize what a rich world it is. And its грамотное use is truly a very attractive theme that people like,” Khachatryan notes.