Entrepreneurs

LA-based, Armenian-born Style Coach discusses female entrepreneurship

About the author: Anaïs DerSimonian is a writer, filmmaker, and educator interested in media, culture, and the arts. She is Clark University Alumni with a degree in Culture Studies and Screen Studies. She has produced various documentary and narrative projects, including a profile on an NGO in Yerevan, Armenia that provides micro-loans to cottage industries and entrepreneurs based in rural regions to help create jobs, and self-sufficiency, and stimulate the post-Soviet economy. She is currently based in Boston. 

Varduhi Movsisyan–an LA-based, Armenian-born, London-educated certified Style Coach–is on a mission; to help folks everywhere gain the confidence they need to achieve their greatest goals. And to look good while doing it.

So, what exactly is a Style Coach?

“A Style Coach is a lifestyle professional that combines personal styling with life coaching.” Says Vard–known professionally as VARD/MOV.

“A Style Coach helps people to select and style clothes and accessories that work for their body, coloration and personality AND helps individuals gain the confidence and skill set to dream big and achieve their goals.

Her multifaceted approach encompasses everything from color analysis, body shape styling, and closet audits to deep, intimate conversations that uncover a client’s true self-image and motivations. Sometimes, Vard says, her work is more counseling than it is styling.

But the two are more connected than you might think.

Vard, who decided to move to London and change careers a few years ago, started her professional journey as a teacher in the capital city of her homeland of Armenia. Soon, she opened her own teaching center–and got her first taste of the entrepreneurship thrill.

“All the time I spent listening to and empathizing with my students, focusing on building productive habits and a sustainable wellbeing, has actually worked to my benefit as a Style Coach. It gives me a leg up on my stylist counterparts, who can tend to think they know what’s best for a client before truly getting to know them.”

While the school teacher to personal stylist entrepreneur pipeline isn’t particularly common, Vard says switching careers to fashion without losing the aspects of teaching that made her feel fulfilled has given her the motivation as an entrepreneur to hit the ground running.

“I’m not exaggerating when I say that you could spend 24 hours a day building your own business and you still wouldn’t have enough time in the day. That’s why it’s so important to find a career path that you are not only good at or you care about, but one that provides deep fulfillment–you need that deep connection to your craft because it will undoubtedly also become your personal life. “

While Vard operates virtually out of Los Angeles, she also doesn’t mind meeting clients in-person in Los Angeles, London, and Armenia–to name a few. In addition to her cosmopolitan travel habits, she also incorporates this mindset into the philosophy of her work.

Instead of shedding her home culture to blend in with the rest of the LA fashion circuit, Vard leverages aspects of her heritage that she sees as “transferable strengths” to inform her work as a Style Coach.

When asked about what Vard sees as “transferable strengths”, she has a lot to say:

“From the Genocide, to Soviet rule to modern wars, Armenians have been through a lot–and as a people, they are beautifully resilient. Throughout my travels, I still maintain that Armenians are some of the most generous, hospitable, welcoming people you will ever meet–and more importantly, they know how to enjoy life’s happy moments to the fullest. An Armenian will bring a bouquet of flowers and a box of chocolate to every outing, even if it’s just to their friend’s house down the road.”

As an Armenian myself, it made me happy to hear that the traditions of my culture were being leveraged by Vard to help folks from a variety of backgrounds.

“As a Style Coach, I love bringing this philosophy to my work–teaching clients how to make a sweet event out of every moment you can. We can all learn a lot from the Armenian mentality, like seeing the beauty in everything and not sweating the small things. You can be tough and resilient without losing the softness and charm that make you YOU.”

A hardworking, self-made, and philosophically-unique entrepreneur, VARD/MOV truly blends style with innovation–and shows that you don’t have to have a background in business or management to follow your passion and launch an exciting new business.

The official launch of VARD/MOV–her 2.0 rebranded business–launches on June 1st.

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