Ian Charms is the pearl jewelry line worn by Doja Cat, Dua Lipa

What if the hobby project you picked up during the pandemic downtime suddenly became your full-time job? Well, that’s exactly what happened to Lisa Sahakianthe founder of ian charms, the whimsical and captivating line of pearl jewelry that is taking the fashion world by storm. Since its inception in 2020, celebrities (Post Malone, Kid LAROI, justin bieber, Doja Cat and pete davidsonto only cite a few) have co-signed the brand that creates unique personalized jewelry based on their distinct personalities.

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With virtually no experience in jewelry design, Sahakian has transformed a humble line of bracelets, pendants and necklaces into a full-scale business that is growing day by day. Sahakian’s story is a testament to the fact that you can do anything you want, as long as you have the passion and dedication to make your wildest dreams come true.

How did Ian Charms start?

It was a happy accident. I was working in entertainment as a reality TV development assistant. When COVID-19[feminine] Suddenly, they cut all assistant overtime, which is essentially your entire salary. It was a combination of what was happening and me wanting to get my boyfriend an affordable and cool necklace. Nothing sounded great or had a sense of humor, so I bought some beads to make her one. With the extras I had, I made bracelets and necklaces which I sold where I donated 25% of the profits to BLM. I had never made jewelry before so it all opened up but luckily it was just for my friends so I could fix it. I was literally YouTube about what materials to use, so it was really disjointed.

Within weeks I had stylists contacting me, and the first was Post Malone’s stylist because he loves pearl jewelry. This is where it clicked for me, where I can reach these huge people while only having 200 followers on Instagram. It started slowly, and I was still doing my other job, but once Doua Lipa started wearing it in December 2020, everything took off. My custom’s list was hundreds of people, months old, and people kept reaching out from there. I was able to quit my job in early 2021, which is crazy.

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It’s so wild. You’ve basically turned a hobby project during quarantine into a full-fledged job.

I never thought it would be a job, and I had no experience in this area, so it just goes to show that if you have a really cool idea, it doesn’t matter if you don’t have experience. I think it’s really encouraging for people to hear too.

Something I find so compelling about Ian Charms is that the name “Ian” is a tribute to your Armenian heritage. What do you want to share on your community through your company?

I think few people know about Armenians, even though I live in THE and there is a huge population here, especially in Glendale. I love when people can connect the dots once they learn the “Ian” in the last name. Even with Kim Kardashian, it helps to expose that. Many Armenians have contacted me with whom I collaborate and work. I even meet Armenian jewelers, so I think it’s so cool to have a small community that wants to help each other. I think it’s very common in ethnic communities. My dad is from Iran, but is all-Armenian, so he’s super proud of it all.

What does the custom order process look like? What is the most rewarding and challenging part?

I think customs is what really sets us apart from other companies. Being able to select these pearls makes them so personal and extremely valuable to people. It’s a cool process because I work directly with them. Pete Davidson, I love working with him because I can do a surprise piece for him that I find funny, and when I see him wearing it, it’s so fulfilling for me that I can have that joke with somebody that I don’t even know. It helps me connect with people and makes them feel part of this really special brand. The hardest part is balancing my desire to make it my vision and a work of art without it becoming so specific. With celebrity customs, the turnaround is immediate, so it’s really hard to work with stylists sometimes, but it also keeps me on my toes.

What are some of your favorite pieces you’ve done?

At first, our Frame Pendant pieces were very popular, and now we are working on our own custom frame so no one can copy it. I did the Justin Bieber mug shot, and that one was so popular. People always ask for her to come back, but I don’t like bringing things back because that makes it this little capsule collection. He’s also following us now, and I don’t want him to see his mugshot in a collar. The first piece I really sold was called the danili necklace, which is everyone in my family’s middle name. It’s just mushrooms and eight balls, but it’s oddly our most popular piece. This is the first piece I’ve ever seen wearing Dua Lipa, and now Justin Bieber and Joe Jonas have worn it. We actually have the necklace on a plaque in the office with the date I designed it, which is kind of fun.

I also like everything related to reality TV since it’s the world where I come from. Same Charli D’Amelio ordered a personalized pendant last week, and she got the credits Dunkin’ Donuts drink in it. I thought it was so funny because it’s such a weird thing to wear. It allows people to have that playful sense of humor when choosing their pendant, which is always a lot of fun.

What music have you been listening to lately?

I listened to a lot of Gorillaz lately. Now that Doja Cat is wearing our pieces, I’m getting into her music too, which is really cool. I also like to listen Johnny Cash when I’m just pearling and mellowing.

What’s next for Ian Charms?

So much is in the works right now. We are set to launch our first line of demi-fine jewelry in the next two months hopefully. We also have other celebrity collaborations in the works. I can’t say them yet, but it’s exciting.