Pregomesh by Sirusho: How Armenian Ethnic Jewelry Became Trendy
Across the world, not everyone knows about Armenia, or they might have limited knowledge about it. Over the last few years, Armenia has become more popular as an affordable and great tourist destination, with hospitable people and famous Armenians who have taken over various fields of our lives. Armenia has been known as an ancient country where silver and gold jewelry carry a history worth thousands of years. Nowadays, brands such as Pregomesh are bringing back the traditions and history with a twist of the current trends.
Sirusho
Pregomesh was founded in 2012 by Sirusho, one of the biggest pop stars of Armenia. Being raised in a family of musicians, Sirusho’s music involved Armenian elements such as traditional instruments and other details. Ever since then, she has always been an inspiration for Armenian women and many follow her fashion and try to recreate her style.
The Kardashians.
The idea of starting the brand came after the release of the music video “Pregomesh,” in which Sirusho wore traditional garments and jewelry. Knowing her popularity, it wasn’t a surprise that the demand for traditional jewelry increased. According to the brand, “it aims to share the beautiful tradition of Armenian jewelry-making with the world,” and they have successfully achieved it in a short amount of time. Since the foundation of the brand, Pregomesh has expanded to men’s and bridal collections, has been featured in various popular magazines, and even launched a series of Armenian dolls.
Sirusho in Pregomesh music video.
All of the jewelry pieces of Pregomesh are handmade using 925 silver, genuine stones, and other materials all found and made in Armenia. Sirusho participates in the process of creating each piece, which, in my personal opinion, adds a sensitive and personal character to the brand. One of the most special details about Pregomesh is that the designs are carefully chosen and reflect historical designs and ornaments found in Armenian churches, ancient jewelry pieces, etc.
You might ask though, why should I wear Armenian jewelry, or how can I incorporate it into my daily outfits? Don’t worry. Pregomesh has pieces for all occasions since it has three lines: Exclusive (bold and heavy designs rooted in Armenian heritage that can be great statement pieces), Basic (variety of silver pieces that you can use on a daily basis) and Maral (bridal collection with traditional motifs). These will allow you to add a special touch to your style and characteristics that are hard to find anywhere else.
Sirusho wearing Pregomesh.
As an Armenian myself, I can’t express how proud I feel when brands like Pregomesh become popular abroad. Seeing how others admire our heritage and wear jewelry that carries a rich history and persistence only makes me happy. If you ever feel like you lack something bold or unique to stand out, make sure to check out Pregomesh. I’m sure you will find something that will make you feel special
Article by Anahit Aharonyan, Contributor, PhotoBook Magazine
Tearsheets by Daniel López, Art Director, PhotoBook Magazine
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