Not all of us who make our own jewelry as little kids, pursue our career in becoming a jewelry designer. In fact, most become lawyers, teachers maybe even an FBI agent. This almost happened, and sort of did happen, to Iranian born Armenian Tenny Hovsepians, founder and designer of Avanessi Jewelry.
This passionate and romantic Armenian dabbled in a few things before announcing herself to the world as a jewelry designer. Although seeming scared at times, her passion takes over and she jumps into things head first. After graduating from UCLA with an English degree, 23 year-old Hovsepians, physically smaller and shorter than most of her high school students, began teaching and loved every minute of it. But after years of a high school teaching love affair, she decided to move on.
Also a lover of art, Hovsepians, who paints to vent, was desperate to work at the Art Center College of design in Pasadena, CA. Despite being surrounded by creativity and passion, Hovsepians was not a teacher, not an artist, but an assistant to the head of HR. Having nothing to do but stare into space due to lack of work her boss gave her, Hovsepians began writing for an online magazine and only six months later resigned as assistant to the head of HR, stepping away gracefully (and thanking her boss for being the catalyst for pursuing her passion).
Finally, the time came where Avanessi was born.
QT: What did your first ring look like?
TH: Ouch, they weren’t very pretty, but my cousin Selina and I used to buy these tiny little beads in an array of colors, then use fishing line to string the beads together in the shape of a flower for rings, bracelets and anklets. My mom, who claims not to be creative at all, is the one who taught me the flower design.
QT: Avanessi. Why the name and how did you decide.
TH: My husbands last name is Avanessian and since I wouldn’t be here without his family [Avanessian’s family is in the jewelry business] I couldn’t imagine using any other name.
QT: What did your first Avanessi ring look like?
TH: My first piece was a 40’ diamond by the yard in rose gold
QT: Are you a Gold or Silver type of gal?
TH: Rose gold!
QT: You have several collections in your line. What inspired each collection?
TH: The LOVE came from what my husband has always called me, ‘love’ and I was at our jewelry show in Las Vegas, doodling designs on a napkin and that’s where the LOVE pendant was born. I still have the cocktail napkin. It’s such a simple and powerful word, especially for a hopeless romantic like me.
The KNOT was very simple, it’s a way to make a promise and stick to it since the knot cant be undone. I love that notion!
The BABY bracelets are a result of the birth of my daughter, the turquoise one is ‘Ella Blue’ named after my daughter.
SANTORINI comes from my honeymoon in Greece, the colors and traditions were so amazing so I had to bring back a part of it with me.
The rest are just pieces that I love and things that I want to wear, so I turn them into collections.
QT: Which is your most popular collection?
TH: The LOVE collection
QT: Seems like “love” is really all around…especially in jewelry. From true gems such as yours, to $5 “love” bracelets at Forever 21 to the famous “love” keychain in the Sex and the City movie. Do you feel this is a fad? A trend?
TH: Not at all, deep down inside we all want to feel love, to love and to be loved. I have men, young kids, and grandmothers wearing the love collection, so I don’t think love is going anywhere.
QT: It is so wonderful to see designers work with charities. What made you decide to work with charities and how do you choose them?
TH: Avanessi started out as a result of the Love pendant and it’s a very simple concept that I believe in. The more you give, the more you receive, thus our motto, ‘give love, get love’. So we give love by donating every month and bring awareness to charities that matter to me.
QT: What is your jewelry style?
TH: Rose gold always, I wear a pair of simple hoops every day, my love pendant and the black cross bracelet. I also have an awesome ring that my husband designed when my daughter was born and an amazing eternity band. That’s where I am right now, but I go through phases and grow attached to a look for a while.
QT: Describe your style in one sentence
TH: Classic chic that can be worn ten years from now (I don’t follow trends).
QT: Any plans of expanding?
TH: Always
QT: Any plans of getting your pieces in stores on the East Coast?
TH: Sure, I have a 11 month old, so I’m limited on my travel and work schedule since I want to spend as much time as I possibly can with her. But I’m always happy to add new stores to Avanessi.
QT: 11 month old must keep you pretty busy. What is your daily routine?
TH: Wake up at 7 am and have breakfast in bed with my daughter and my husband. I love that about us, we always have breakfast in bed.
Then, chores, activities with Ella and catching up on business emails and calls. I make my calls as I walk her in her stroller, while she’s napping. I take her out and about a lot and I get to sketch and design with my husband at nights or Wednesdays, which is the only day I can go into the office.
Avanessi can be purchased at avanessi.com or in boutiques in six states across the country. For a list of boutiques where Avanessi is sold, please visit the website (which is simply darling). ★
Article and interview by Talia C Fabrizio
Special thanks to Tenny H, and Ella Blue, who let us borrow her mom for just a little bit.
Talia Fabrizio
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