The idea of establishing a jewelry company first came in 2007 in the mind of a skilled and creative young individual. Being a well known jeweler and a confident person, he gathered a smart and talented team and began working actively. The first trial collection achieved great success and gained wide recognition among people who appreciate art. The company’s philosophy is based on a deep respect for craftsmanship, innovation, and artistic expression. Every piece created by the team , embodies elegance and a unique design. Each jewelry piece is meticulously crafted, ensuring the highest quality and attention to each detail. Today, the team works with great enthusiasm and dedication to their brand. Each team member has become a part of DÉMAR HOME.

DÉMAR comes from the French word "Démarrage," meaning "The Start" or "The Beginning." It symbolizes an innovative and modern start to the jewelry industry. We are turning a new page in history by creating a completely innovative production and dictating a contemporary, stylish design.
Our logo symbolizes the Kite—a representation of reaching heights, great ambition, and freedom. In the world of jewelry, using a kite-cut diamond or incorporating this geometric detail in production has always brought success. It is precisely this code of success and aesthetics that forms the foundation of our logo.
2007 – The Roots: It all began back in 2007 when the brand’s founder, being a master jeweler, personally created, crafted, and designed the first pieces. This guarantees that DÉMAR is grounded in genuine, years of experience and a personal love for the craft.
2023 – The Birth and Innovation: The brand was officially registered as a copyright-protected trademark. We introduced ourselves with creative, digitized, high-precision production programs developed according to our own standards and fueled by an innovative force.
Today, DÉMAR JEWELRY presents itself through its official flagship boutique in the heart of Yerevan and an online platform operating worldwide, ensuring macro-precision in jewelry, high-end production, and meticulous attention to details and precious stones.
The Goal
Democratizing High Jewelry
Our main goal is to make High Jewelry accessible to all those who appreciate exceptional beauty and quality. We break the stereotype that exclusive quality must be inaccessible.
We continuously present and dictate innovative, modern, and stylish design. Every piece of jewelry must be the perfect synergy of innovative production software and pure art.
Flawless Client Service:
To create and maintain the highest, most reliable, and flawless customer service standards (both offline and online). Customer trust is the cornerstone of our brand.
Globalizing Armenian Heritage:
Preserving our roots and proudly presenting our centuries-old jewelry traditions to the world, revived with an innovative style and high professional precision. Proving in the global market that Armenian craftsmanship can lead the luxury segment.
Our design is not the result of blind trends. It is born from a deep analysis of market demands, combined with close discussions and synergy among the brand’s own designers, jewelers, modelers, gemologists, and international partners.
We are neither resellers nor importers of ready-made products. Every single piece of jewelry—from scratch and sketch to the final look—is manufactured right in DÉMAR's own workshop by our specialists.
The 3D modeling phase is carried out not in isolation, but through the direct presence and collaboration of the jewelry's author-designer and other production specialists, eliminating any technical or aesthetic errors.
The brand's founder (who possesses years of rich jewelry-making experience) personally attends every stage of production, guiding and supporting the team to ensure the flawless reflection of the concept into metal.
All our jewelers have undergone special training and master exclusively DÉMAR's jewelry handwriting, internal rigorous standards, and quality requirements.
Unlike many workshops where the position of a gemologist is absent, DÉMAR has its own team of certified gemologists (holding higher education degrees from Armenian, Russian, and European laboratories).
The brand features its own specialized gemological evaluation system.
Stones and diamonds are sourced directly from internationally recognized partners, and our specialists are ready to provide clients with absolute technical details and international certificates for every stone.
The foundation of all our proprietary collections lies in the precise classification of jewelry, geometric symmetry, and flawless external aesthetics.
Our production is based on strict professional classification.

The company has a proprietary Production Scheme Book (Brand Bible) developed by the founder and the team, used to train our specialists.
In the DÉMAR database, every piece of jewelry has its unique production serial number. This makes it possible to trace the entire history of the piece and obtain certified confirmation sealed by the brand and its specialists.
Our packaging is designed by our own designers and manufactured to a high standard of quality. The package includes: a premium box and bag, special hygiene polishing cloths for jewelry care, an individual stone certificate (as applicable), a brand-sealed comprehensive description and certificate of authenticity, and a business card.
Our consultants are not ordinary salespeople; they have undergone DÉMAR's specialized training program. Their duty is to properly present any detail and history of the jewelry, stones, and gold to the client. The client clearly understands through facts what value they are purchasing and what they are paying for.

Exceptional Gemstones and Uncompromised Quality at DÉMAR
Beyond high-end design and flawless production, DÉMAR JEWELRY specializes in crafting unique, top-tier jewelry adorned with exceptional precious stones. We offer and create pieces featuring premium diamonds ranging from ideal to classic parameters, including magnificent fancy-colored diamonds such as Fancy Yellow, Fancy Orange, Orange-Brown, and Purple, tailored to our inventory or our loyal clients' bespoke orders.
Our colored gemstone collection features top-grade emeralds (Zambian and Colombian), sapphires (Sri Lanka and Kashmir), rubies (Burma and Mozambique), tourmalines, and tanzanites, all accompanied by certificates from world-renowned international laboratories (GRS, IGI, GIA, HRD, CD).
DÉMAR’s Rigorous Gemological Standards
DÉMAR’s gemology is built upon a strict, meticulous, and in-depth evaluation system. Our diamonds and stones are graded by a specialized team of extensively trained, expert gemologists, guaranteeing absolute quality and purity. Furthermore, the preliminary assessment of our primary gemstone creations is submitted to leading international laboratories for official final certification.
If you are planning to acquire high-end jewelry featuring exquisite design and certified diamonds in Armenia, DÉMAR JEWELRY will be honored to welcome and serve you at the highest level.