Unveiling the Essence of Fragrance: A Conversation with Tsovak Voskanian

Step into the captivating world of fragrance as we sit down with Tsovak Voskanian, the visionary behind Voskanian Parfums. In this exclusive interview, Tsovak shares insights into his inspirations, the ancient perfume-making traditions he cherishes, and the unique fragrances that embody the essence of Armenian nature. Prepare to be enchanted by his aromatic artistry.

What inspired you to start Voskanian Parfums and delve into the world of perfume-making?

When I finished my military service, I decided to engage in some activity, I was especially attracted to production activity, and since I have had a great love for scents and perfumes since childhood, I decided to engage in the production of perfumes. Of course, there was still a lack of knowledge in the initial period and I had to go a long way before establishing the main production

Can you share a bit about the ancient perfume-making traditions that influence your brand?

One of the oldest methods of creating perfume is making natural perfume with essential oils. Ruben Buniatyan, my older friend who is a former researcher, taught me how to distill essential oils from various plants, and it was the basis for my further experiments.

How do you go about selecting the unique and undiscovered fragrances of Armenian nature for your perfumes?

The first collection, which consisted of three limited edition fragrances, contained essential oils from some rare plants. Transcaucasian catnip (lat. nepeta transcaucasica) is one of them.

Could you describe the process of creating a new perfume from concept to final product?

The initial stage of creating a perfume is the idea that comes to mind, and then it is refined to a certain extent and given a body in the laboratory. Later, once the formula is confirmed, the manufacturing process begins. The name of a fragrance is also important.

What role do personal inspirations, such as alchemical experiments and interpretations of Nietzsche's philosophy, play in the creation of your fragrances?

Personal inspirations are an important basis for a new fragrance; Nietzsche said that what is born of love is born beyond good and evil. I wanted my first collection to be free of other influences and be based on love.

What sets the principal collection of Voskanian Parfums apart from other perfume collections in the market?

I wouldn't want to compare my collection to other collections on the market. I think that every creative work has its audience.

Could you share the story or inspiration behind one of your most popular perfumes from the principal collection?

Once I was inspired by the result of my own “failed experiment”. And it's not a joke, an overdose of one ingredient gave birth to a new idea, the result of which is my most popular perfume from the collection: Pêche Chyprée.

How do you ensure the quality and consistency of your perfumes across different batches?

I use only high quality ingredients in the formulas and work with very reliable suppliers.

What do you envision for the future of Voskanian Parfums? Any upcoming projects or fragrances you can tease?

I continue my creative activity and expand the geography of brand representation. New fragrances are in development process and you won't have to wait long, one of them is rose chypre.

How do you perceive the relationship between scent and emotion, and how do you aim to evoke specific emotions through your perfumes?

perfumery is a science and an art. Its value lies in crystallizing emotions and turning them into fragrance.

What kind of feedback or reactions have you received from customers who have experienced Voskanian Parfums?

As a rule, feedback from customers is always warm, many of them are already loyal to the brand.

Can you tell us about any sustainability practices or initiatives implemented by Voskanian Parfums?

When composing formulas I give a strong preference to renewable ingredients and exclude those of animal origin.

How important is it for you to support local artisans and communities in Armenia through your brand?

Unfortunately, there are no industrial traditions of perfumery in Armenia, and I will be happy to contribute to its formation.

Could you share any memorable anecdotes or challenges you've encountered on your journey as a perfumer and entrepreneur?

Everything was a challenge on my way, Armenia is isolated from the world of perfumery and only my appearance on the international scene is already an anecdote.

What advice would you give to aspiring perfumers or individuals interested in starting their own fragrance brands?

I advise beginners to focus a lot on gaining knowledge and experience, which is the most important thing, and then you should listen to your heart and in no case try to be like the bestsellers and try to repeat their success. Another important thing is to have your own face and tell your own story.

How has your Armenian heritage influenced the fragrance selection and overall aesthetic of Voskanian Parfums?

My first limited edition collection was mostly composed of Armenian plants and encapsulated in obsidian vials, which is also a stone typical to Armenia.

Are there any specific elements of Armenian nature or cultural traditions that you actively seek to capture in your perfumes?

The main Armenian element in my perfumes is their Armenian author.

In what ways do you aim to promote and showcase the beauty of Armenia through the scents and storytelling of Voskanian Parfums?

Some fragrances can give an idea about the flowers and fruits that grow in Armenia. I really like Armenian peach, which I have already reflected in the Pêche Chyprée. I will try to do the same with the rose.