Giovanni Nodari Serapian, a third-generation representative of the prestigious luxury brand Serapian, has returned to Armenia after 25 years, reconnecting with his Armenian heritage. His visit, organized by Rien-à-Porter, was dedicated to the Grand Opening of the Rien-à-Porter Lifestyle Space on 35 Pushkin Street, marking the first time Serapian is officially represented in Armenia, reports Zartonk Media.
During his visit, Giovanni led an exclusive workshop alongside the brand’s Wholesale Manager, Veronica Magnani, offering an intimate, behind-the-scenes look into the world of Serapian craftsmanship. The workshop, held at Rien-à-Porter’s lifestyle space (part of the Maison Marom group of companies) in Yerevan, gave attendees the opportunity to explore the brand’s legacy by learning about the craftsmanship traditions that have shaped Serapian’s distinct style and international reputation firsthand. Giovanni and Veronica also had the chance to engage with the Rien-à-Porter team, who hosted them and introduced the Serapian representatives to the space’s unique concept and key features, where Serapian is presented with exclusive status in Armenia.
“It was a great honor for us to host Giovanni Serapian and Veronica Magnani and present the space we’ve created, where Serapian has an exclusive presence,” said Inna Hovhannisyan, Rien-à-Porter’s PR and Special Projects Lead. “Their visit was an important opportunity to deepen cultural and craftsmanship ties with the brand, and it marks a meaningful contribution by Rien-à-Porter to the development of fashion in Armenia.”
Founded in 1928, the story of Serapian began in Milan with Armenian-born Stefano Serapian, who started crafting his first fine leather goods independently and initially sold them by cycling around the city. In the early 1920s, Stefano and his younger brother Aramays fled a raging conflict in their home country and eventually reached Italy, settling first in Venice and then in Milan. Stefano later established his first workshop in Milan, laying the foundation for what would become one of the most prestigious names in the world of luxury craftsmanship. From the very beginning, the brand combined traditional Armenian artisanal techniques with refined Milanese elegance, creating a distinctive identity that continues to define Serapian today.
Serapian’s legacy expanded throughout the decades, including the establishment of its bespoke atelier in the heart of Milan in 1945, where Stefano and Gina worked side-by-side, supported by expert craftsmen. In 1947, Stefano Serapian introduced Mosaico, an intricate mosaic-like weaving process made with strips of lamb nappa leather that remains one of the Maison’s icons. During the 1950s and 60s, Serapian’s bespoke creations in enticing colors and luxurious materials quickly caught the attention of the international jet set and Golden Age celebrities, as Milan established itself as a global center of design and creativity. Following Stefano Serapian’s passing in 1972, his son Ardavast took the helm and spearheaded the Maison into the future with his wife Ani by his side, continuing the brand’s family tradition and craftsmanship.
Today, Serapian’s home is Villa Mozart, an Art Deco landmark in the heart of Milan, designed by architects Aldo Andreani and Piero Portaluppi. The Serapian bespoke service remains the pulsating heart of the Maison, receiving expert clients under the guidance of Giovanni Nodari Serapian, who serves as the current head of Serapian’s Bespoke Service. Born in Milan, Giovanni grew up in the Serapian Atelier, learning from a young age the importance of impeccable craftsmanship. He completed his studies at Luigi Bocconi University in Milan and later worked in London for the Dunhill Maison as an assistant to the Product Manager. Now, having been part of Serapian for the past twelve years, he has developed extensive and comprehensive knowledge of the leather goods industry from all sides.
As head of the Bespoke Service, Giovanni oversees VIP client orders from the Atelier at Villa Mozart in Milan while also bringing the Bespoke Experience to clients internationally. He is also responsible for protecting and sharing the Maison’s historical patrimony and extensive archive through various exhibitions and presentations.
The visit holds both personal and historical significance for Giovanni Nodari Serapian, representing a reconnection with his Armenian roots and heritage. His arrival in Armenia was described as an emotional journey back to the origins of a family legacy that has left a lasting mark on the global luxury fashion industry.
Giovanni Nodari Serapian’s visit to Armenia once again underscores the importance of the brand’s Armenian roots and is expected to open new opportunities for cultural cooperation, joint initiatives, and heritage-preservation projects connecting Armenia with the international fashion and cultural landscape.
