ABOUT US

“Jewelry may sparkle, but the woman’s grace is what truly makes it shine.”

— Christina Safaryan, Founder

THE BEGINNING 

Working in the jewelry industry for a long time, she was continuously inspired by famous brands, which led her to the idea of creating an affordable premium gold brand to keep inspiring women in their everyday lives. 

This is how BLŪRE was founded, embodying the color of the seas (Blue), the mysterious veil of secrets hidden in the depths of the waves (Blur), and the captivating allure of infinite beauty (Allure). 

At the heart of it all stands the woman herself — Ū.

JEWELRY AS A FASHION STATEMENT 

From the start, Christina’s ideas were shaped by art, history, and culture she discovered while traveling, especially the bold French style in architecture and fashion, which has always stood out for its bold, socially influential concepts.

Combining her experience and knowledge, the founder of BLŪRE begins exploring what modern women look for in jewelry and continues to seek inspiration. After two years of research and many days chasing the definition of fashion jewelry, Christina found the metaphor for her brand: a woman strong and graceful, so attractive in her ways. Dedicated to the idea of blending craftsmanship with art, BLŪRE redefines the meaning of elegance in the modern world. For almost three years, Christina searched for a designer who could bring her ideas and sketches to life, concepts she had developed while traveling around the world. Eventually, she met the talented designer Damir Lihanov. Together, they brought their vision and creativity into shaping the brand’s identity, ultimately designing the debut collections, which have become fashion icons thanks to their bold and stylish designs.

VISION

Despite being a young company, we envision broadening the brand’s presence worldwide, making luxury accessible to unique women every day, just as it already does in Armenia, Georgia, and Belarus.

GOLD MEETS HAIR

Personal stories are often the source of truly beautiful pieces, like BLŪRE’s golden hairpins, which were inspired by Christina’s moments styling her daughters’ hair.

“My daughters and I have our special moments together. I style their hair, and it’s always filled with laughter, stories, little secrets, and precious moments of love and care. One evening, as I picked up my daughter’s hair clip, I realized we needed a truly unique accessory — something that would not only beautify hair but also remind us, years later, of those times, my advice, and the joyful chapters of our lives. That’s how I created BLŪRE’s hairpins, with which I will always feel a special connection.”

Golden hairpin is a unique piece for a jewelry brand, which became and still is an iconic element of BLŪRE. However, this unique hairpin is more than just a hair accessory; it began as a family story and will become part of new stories about love, care, and devotion.  

COLLECTIONS

Shortly after, BLŪRE introduces its interpretation of a modern woman through collections of Knots, Allure, Sea Cut, Wave, and Mystic. Each of those collections is a letter of love to the sea and the keepers of its energy. 

Chapter One: Knots

This story tells the tangled ways of a woman who charms and shines with confidence that only Sirens embrace. In her mystic ways, she leaves a seal in the heart of everyone she slightly connects with. Knots was designed to celebrate and empower the strong, confident woman.  

Chapter Two: Allure 

Allure celebrates feminine charm. It’s like falling in love at first sight, finding no words among the millions, touching the essence of beauty. The collection tells the story of an elegant woman who is simply irresistible.

Chapter Three: Sea Cut

Delicate pearls, gold that shines like the sun… This collection reflects a young woman full of innocent dreams, who shares her secrets with the sea and gathers little treasures from the shore, like those found in the Sea Cut collection. 

Chapter Four: Wave

The collection is inspired by the shimmering waves of the sea, which you can watch forever and gently hold in memory. Wave tells the story of a stylish woman who can’t go unnoticed; she fascinates and surprises, in the way only the sea can. 

Chapter Five: Mystic

Like the sea and the shore, a woman and a man cannot exist apart; they may sometimes part and clash, only to fall in love again and come together. 

This is what our new collection is about — love, unity, and relationships created to beautify life’s most important moments and tell about feelings without words.

At the heart of the collection shine the rings engraved with dates to carry the story of love through the years…

With every BLŪRE piece, you carry a story and continue it in your own way.

PHILOSOPHY

In the depths of the seas, 

There live creatures of luring dreams.

Singing chants and dancing with waves, 

Sirens whisper magic tales. 

We believe there is a mystic power in the ocean depths, magnetic and strong, just like the mythical Sirens. They sing songs and weave spells beneath the waves, but did you know they live among us too? You can see them walk the streets and live their days full of simple pleasures, yet inside they carry alluring power, and that’s what our jewelry is meant to reflect. 

BLŪRE evolved as a story about the coexistence of beauty and power, which lies at the heart of every piece. 

PURPOSE 

Be that girl

Be BLŪRE girl

BLŪRE is here to add value to the everyday routine of a woman who’s never the one to give in, but always the one to pave her way. 

Through the years, we have designed fashion jewelry as a manifestation of freedom and charisma. Coming in various shapes, the collections are all inspired by the blue seas, the allure of the treasures hiding in depths, and the blurry feeling that overwhelms when hypnotized by beauty. 

Handcrafted for a truly unique touch, our pieces carry the brand’s philosophy from sketches to shop displays, where they wait to be discovered by the one they were made for — the BLŪRE girl.