What challenges did you face in the early stages?
- The journey was quite challenging. Establishing a manufacturing business in Armenia is not easy due to limited opportunities, high costs, and numerous organizational difficulties.
At the beginning, we had only four tea blends, with just 200 boxes of each. We were operating with very limited resources - some of them even borrowed and every step had to be carefully calculated. In fact, I had even considered the scenario that if we managed to sell those products within two years, we would at least be able to cover our financial obligations. From the very beginning, we moved forward with a practical mindset, but with great faith in our vision.
How did Teayan become a recognizable and sought-after brand?
- Teayan quickly gained recognition because there were very few Armenian products on the market that could also be proudly presented abroad as a premium, high-quality product.
We transformed familiar herbs such as thyme, mint, and other native plants into a premium product. They were no longer simply raw ingredients, but thoughtfully crafted and beautifully presented products with real value.
Today, people take Teayan with them abroad as an Armenian product they are proud to share.
What makes Teayan’s products unique?
- Around 90% of our products are made from locally sourced ingredients. We use herbs harvested in Armenia’s highland regions, working with dedicated harvesting teams who collect them according to our quality standards.
Only about 10% of the ingredients are imported - mainly spices and other components that do not grow in Armenia. This allows us to create an authentic Armenian product while maintaining its natural character and premium quality.
How has the market and people’s perception of this industry changed?
- When we first started, many people were skeptical. They believed that since herbs like thyme and mint grow in almost every backyard, it would be impossible to build a successful business - let alone create a premium product.
Today, the situation has changed. The industry has grown, and a true culture of Armenian tea has emerged. There are now many producers, and together we are helping showcase Armenia’s rich natural heritage as something valuable to the world.
Your products are more than just tea - they represent a lifestyle. How did that idea evolve?
- Over time, we realized that tea alone was no longer enough. People were looking for a complete experience.
That inspired us to create gift and ritual collections that include not only tea but also carefully selected complementary items. For example:
- a relaxation set featuring tea, bath salts, and essential oils;
- a reading set with a book, a candle, and tea.
Through this approach, tea becomes more than just a beverage - it becomes part of a lifestyle.
This article was translated using AI
