About

Parev. I'm Anouche.

My family came from Anatolia — Western Armenia — and was displaced in 1915. Like so many Armenian families, what survived the journey wasn't property. It was memory: a language, a faith, a handful of images carried down until they felt like home even to those of us born far from it. I was born in Geneva, a long way from Ararat, and I found my way back to all of it through cloth.

That's what this shop is. I design textiles that bring Armenian heritage into the room you actually live in. The Hayr Mer — the Lord's Prayer in the Armenian script. The alphabet Mesrop Mashtots gave us in 405. The pomegranate. The peacocks of the illuminated Gospels. Mount Ararat. Motifs that have held Armenian identity for centuries, made into blankets, pillows and pieces you can keep, use, and hand on.

I'm particular about one thing: these are woven, not printed. A print sits on the surface and cracks with time. A weave is the cloth itself — the pattern runs all the way through, the fringe is part of it, and it softens with every wash instead of wearing out. For pieces meant to be passed down, that difference matters to me.

Everything is made to order, so nothing sits in a warehouse and nothing is wasted. I spent years selling on other people's marketplaces before building a home of my own for this work. This is that home — Armenian from the first page.

If you carry Armenia with you the way I do — whether you grew up with the language or are only now finding your way back to it — I hope you find something here that feels like yours.

Շնորհակալություն for being here.
— Anouche