Biography
Serj belongs to a long lineage of jewelers and as a fourth generation jeweler he is reinventing his family craft by infusing it with modern tools and technology. A century ago, in Western Armenia, devoted to his family ideology his grandfather continued a thriving jewelry business, while being responsible for training several big jewelry houses of those times. As a 12 years old boy he used to work at his father’s atelier, creating extremely small metal objects. Graduating his MA as an engineer, Serj was attracted to the craft of creating precise and beautiful objects early in life, and spent considerable time working on CNC lathe machines and phasers. While keeping his passion for gold and diamonds alive, Serj worked in several businesses like logistics, finance and Information Technology.
Serj says, “Jewelries create memories, some become a nobel tradition, some remain in history. Such important aspect should be more global and more accessible to humanity”. By combining his family heritage and his personal expertise in various domains, Serj is on a mission to bring the creativity of Jewelry artist and the expertise of a jewelry manufacturer to a wider market of the jewelry industry. While jewelry has been very traditional and local, Serj is working on creating a platform to cross pollinate and co-create unique jewelry in the global market through use of technology. Creativity, quality and customer satisfaction is central in his value system, and he works closely with quality experts like HRD Antwerp to deliver the highest level of quality for his products.
