we create products with conscience.

I’ve loved design since I can remember.
As a little girl, I drew for hours and made clothes, bags and shoes for my dolls.
Design wasn’t just a hobby — it was my language, my joy, my future.
And now, I’m here — grown, determined, and building a brand with both hands and heart.

When my drawings turned into real products, it felt magical.
I entered the world of creation as an artist enters a kingdom — where leather, form, and detail respond to your vision.
It was like a feast for the soul.
I was drawn in — not only by design, but by the challenge of manufacturing.
I felt the beauty.
But behind it — I also began to feel something else.

I started noticing the cost.
Not price — but impact.
Behind every beautiful product, there was often cheap labor, pollution, exploitation.
I couldn’t ignore it.

I stopped eating meat and animal fat — long before I fully understood why.
My inner voice knew: something was wrong.
As designers, artists, engineers — we are not just creators.
We’re also participants in a broken system.
And that realization changed everything.

What surprised me most — was that I wasn’t alone.
I realized many others felt the same.
It was like collective thinking — something universal, spiritual even.
As if we were all hearing the same voice from within — not from our minds, but from the universe itself.
And today, it’s becoming clear:
It doesn’t matter who or where you are — what matters is that each of us is taking a step.
And progress is real.
The world is changing.

While researching, I discovered that the oldest leather shoe ever found was discovered… in Armenia — my ancestral land.
That moment felt like a sign.
As an Armenian woman, I felt an even greater responsibility to continue this legacy of craftsmanship — rooted in nature, in dignity, in soul.
Our ancestors created not for trends, but for function, harmony, and reverence.
I wanted to do the same — but in today’s world.

In China, I came across ancient books on vegetable-tanning.
In Armenia, I studied natural fiber dyes.
In India, I learned about organic glues, water-friendly processes.
My team and I developed a new kind of sole — made from organic fats, water-resistant, flexible, and clean.
A dream became real.

And then — I found a book by Indian physicist Jagadish Chandra Bose.
He proved even metal responds to pain.
Reading him, I felt something powerful.
I saw myself in him.
His philosophy of life felt close to mine — he did what he believed, and he believed in what he did.
Not as a brand, but as a way of living.

He, too, chose not to patent his discoveries.
And that became another sign for me.
I had already made the same decision.
Because I believed that knowledge, when it serves life, should stay open.
Free to be used for the good of the whole.
And now, more than 10 years later, I see that the world has moved in the same direction.

I see that many others, somewhere, at some point, also made a shift —
They changed their choices, and the world around them changed, too.
It’s a quiet revolution.
And we are all a part of it.

The world is awakening.
People are choosing differently.
And I believe a time will come when we’ll all understand:
endless consumption doesn’t bring real happiness.
But care does.
Connection does.

So my mission is not just a business — it’s a reflection of my values.
To build with love.
To create with respect.
And to walk — lightly, with soul — toward a better world.

Lili Shaumian.