Armen Pogossian represents a new generation of luxury entrepreneurs. As co-founder of Pogossian Luxury Brand House, he is developing Jardins d’Arménie Royal Brandy with the ambition of bringing Armenian craftsmanship and culture onto the global luxury stage. Following the presentation of the Muse powered by Jardins d’Arménie at the Opéra Garnier during Paris Fashion Week, he shares in this exclusive interview his vision of a luxury where heritage, creativity and cultural identity meet.
What inspired you to create a dialogue between the world of Jardins d’Arménie and haute couture through this collaboration with the Muse?
Pogossian: Luxury today is about storytelling across disciplines. Jardins d’Arménie is rooted in heritage, craftsmanship, and culture, and haute couture operates on those same principles.
The collaboration with the Muse was an opportunity to translate the spirit of our brand into another artistic language — fashion. It allowed us to express Armenian identity not only through taste, but through design, texture, and visual narrative.
In what ways do Jardins d’Arménie and the Muse share a common vision of luxury and Armenian heritage?
Pogossian: Our shared vision is that true luxury begins with authenticity. Both Jardins d’Arménie and THE MUSE draw inspiration from Armenian heritage, but reinterpret it through a contemporary lens. Rather than treating tradition as something static, we see it as a source of creativity. The goal is to transform cultural heritage into something modern, refined, and globally relevant.
Jardins d’Arménie has strong ties with Monaco and is now presented in Paris. How do France and the Principality contribute to the identity and international development of the brand?
Pogossian: Monaco and Paris represent two of the most influential centers of global luxury. Monaco offers a highly international audience and an environment that values exclusivity and refinemen Paris, of course, remains the epicenter of art, fashion, and cultural innovation. Being present in these environments allows us to position Jardins d’Arménie within the highest tier of the luxury ecosystem while introducing Armenian craftsmanship to a global stage.
Royal Brandy stands out through a unique ageing process, particularly in apricot wood barrels. How do you balance innovation and tradition in your approach to craftsmanship?
Pogossian: For Royal Brandy, innovation should always emerge from tradition rather than replace it. Armenian brandy has centuries of heritage, and respecting that foundation is essential. At the same time, we believe craftsmanship evolves. Aging spirits in apricot wood barrels reflects that philosophy — it is both deeply Armenian and technically innovative. It allows us to create something distinctive while remaining authentic to our cultural roots.
What does it mean to you to celebrate Armenian culture in such an iconic venue as the Opéra Garnier?
Pogossian: The Opéra Garnier is one of the world’s most iconic cultural institutions. To celebrate Armenian culture in such a space is both symbolic and meaningful. It demonstrates that Armenian craftsmanship and artistic heritage belong in the global cultural conversation. For us, it is not only a moment of pride but also a statement about the international relevance of Armenian creativity.
Seeing couture silhouettes inspired by the world of Jardins d’Arménie, what emotions or reflections did this creative interpretation of your brand evoke for you?
Pogossian: It was both inspiring and rewarding. When you build a brand, you rarely imagine it being interpreted through another creative discipline like couture. Seeing designers translate the spirit of Jardins d’Arménie into silhouettes and textures reinforced the idea that the brand is not just a product — it is a universe that can inspire art, fashion, and culture.
After “The Muse, powered by Jardins d’Arménie”, what are the next milestones for the brand and its international expansion?
Pogossian: Our focus is on strategic international growth in key luxury markets, particularly Europe, the United States, and Asia. Beyond distribution, we are also building cultural collaborations that position Jardins d’Arménie at the intersection of heritage, luxury, and creativity. The ambition is to develop the brand not only as a premium spirit but as a broader lifestyle and cultural platform.
Jardins d’Arménie embodies both cultural heritage and contemporary luxury. How do you ensure the brand remains authentic while appealing to an international audience?
Pogossian: Authenticity is our foundation. The soul of the brandy is rooted in Armenian culture — from the ingredients and craftsmanship to the narrative behind the brand. The international appeal comes from presenting that heritage through modern design, sophisticated branding, and global luxury standards. When authenticity is genuine, it naturally resonates across cultures.
Through Jardins d’Arménie, you promote Armenian craftsmanship on the global stage. Do you see the brand as a cultural ambassador, beyond the world of spirits?
Pogossian: Yes, absolutely. Jardins d’Arménie is ultimately about celebrating Armenian creativity and craftsmanship on the world stage. If the brand helps introduce people to Armenian culture, heritage, and artistry, then it serves a role that goes far beyond the world of spirits.