Hidden Gems: Meet Armine Shamiryan of Savv Jolie

Today we’d like to introduce you to Armine Shamiryan.

Armine, we appreciate you taking the time to share your story with us today. Where does your story begin?
Savv Jolie was born out of motherhood. As a mom of three girls, I began noticing a gap in the skincare market as my daughters grew older and became more interested in skincare. The options seemed to fall into two categories: products designed for young children or adult skincare that wasn’t necessarily created with developing skin in mind. I saw an opportunity to create something in between a brand that recognizes this important stage of life and the changing needs of developing skin.

That idea became Savv Jolie, a skincare brand created specifically for developing skin, bridging the gap between children’s skincare and adult beauty routines. My vision was to create products that are gentle, thoughtfully formulated, and elevated, with a modern aesthetic that feels relevant to this stage of life. I wanted skincare to feel less like something they were growing out of and more like a natural step toward a routine of their own.

The name Savv Jolie is deeply personal, inspired by my three daughters, whose initials are represented in Savv. What began as a need I recognized within my own family grew into a vision for a brand that could serve other families navigating that same transition.

Bringing the idea to life has been a journey of learning, persistence, and stepping outside my comfort zone. From product development and packaging to manufacturing, branding, and building retail relationships, every stage has brought its own challenges and lessons. Building a business has pushed me in ways I didn’t expect, but it has also strengthened my belief in the vision I set out to create.

I wanted Savv Jolie to fill the space between children’s skincare and adult beauty, with developing skin at the heart of everything we create. The goal was to offer thoughtfully formulated products that feel sophisticated and modern while being mindful of the needs of young skin as it changes. I believe this stage deserves its own place in the skincare industry, and that belief continues to guide the brand.

Today, I’m focused on growing Savv Jolie and establishing its place in the beauty industry. For me, this has always been about more than skincare. It’s about recognizing an overlooked stage of life and creating something meaningful around it. What started with my daughters has become a business I’m deeply passionate about, and I’m excited to continue building a brand that grows with its community.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It definitely hasn’t been a smooth road. One of the hardest parts has been building brand awareness. It’s not easy to introduce a new brand to the world, especially when you’re not an influencer or someone who already has a large audience. You can have a product you’re proud of and believe in wholeheartedly, but getting people to discover it, understand your vision, and trust your brand takes time.

I’ve also made plenty of mistakes along the way, including some costly ones, especially in the beginning. When you’re building a business for the first time, there are so many things you don’t know until you’re actually in it. Looking back, there are definitely decisions I would make differently today. But I’ve learned not to look at those experiences simply as mistakes. I see them as learning curves that have helped me grow, both personally and as a business owner.

I’m learning something new every day, and I’ve come to understand that building a brand takes patience, resilience, and a willingness to adapt. There are days when things feel overwhelming, but I remind myself why I started. As a mom of three girls, I wanted to create something meaningful, and that purpose keeps me going.

I’m still figuring things out, and I know there is a lot more to learn. But I think that’s part of being an entrepreneur. You don’t have to know everything from the beginning; you just have to be willing to learn, keep going, and believe in what you’re building.

Alright, so let’s switch gears a bit and talk business. What should we know?
Savv Jolie is a skincare brand I created to bridge the gap between children’s skincare and adult beauty, with a focus on developing skin. As a mom of three girls, I noticed there weren’t many options that really spoke to this stage of life. I wanted to create something that felt like a natural transition as young people become more interested in skincare and start developing routines of their own.

We currently offer three core products: a Gentle Foam Face Wash, a Hydrating Mist Toner, and a Hydrating Moisturizer. From the beginning, I wanted the products to be thoughtfully formulated and the overall experience to feel elevated and modern. I believe skincare can be both practical and enjoyable, and that young people deserve options that feel appropriate for their stage of life without feeling childish or overly mature.

What sets Savv Jolie apart is the space we’re creating in the beauty industry. Developing skin is at the heart of our brand, and we’re focused on serving a stage of life that I felt was being overlooked. I want to help make the transition from children’s skincare to adult skincare feel more natural, with products designed with this period of change in mind.

I’m especially proud that Savv Jolie has grown from an idea inspired by my own daughters into a brand that’s now reaching beyond my family. We’ve had the opportunity to introduce our products through retail, including Nordstrom, and continue to build relationships that help us reach more families. As a founder, those milestones mean a lot because I know how much work goes on behind the scenes to get a brand to that point.

More than anything, I want people to understand the intention behind Savv Jolie. This isn’t just about creating another skincare line. It’s about recognizing a real need, creating something meaningful from personal experience, and building a brand that can grow with its community. I hope that when parents discover Savv Jolie, they understand why it exists, and when young people use it, they feel that skincare was created with their stage of life in mind.

We’re still growing, learning, and finding new ways to reach our audience, but I’m proud of the foundation we’re building and excited about what’s ahead.

Where we are in life is often partly because of others. Who/what else deserves credit for how your story turned out?
My husband has been my biggest supporter throughout this journey, and I honestly couldn’t talk about building Savv Jolie without giving him credit. Starting a business comes with a lot of uncertainty, and having someone who believes in you, especially on the days when you start doubting yourself, means more than I can explain. He’s been there through the ups and downs, encouraging me to keep going and believing in my vision even when things haven’t been easy.

My three daughters have also been my biggest inspiration. Savv Jolie started because of them, and they’re the reason this brand is so personal to me. I wanted to create something that came from a real need I saw as a mom, and that purpose continues to drive me.

I’m grateful for everyone who has supported the brand, offered advice, made introductions, or simply taken the time to learn about what we’re building. Growing a business takes a village, and I’ve learned how much those relationships matter. I’m still learning every day, and having people in my corner who encourage me along the way has made a real difference.

Pricing:

• Face Wash -$35
• Toner -$35
• Moisturizer $38

Contact Info:

• Website: https://savvjolie.com/
• Instagram: https://www.instagram.com/savvjolie/
• Facebook: https://www.facebook.com/savv.jolie
• LinkedIn: https://www.linkedin.com/company/savv-jolie?trk=public_post_follow-view-profile
• Youtube: https://www.youtube.com/channel/UCwbFgN8-HQ1g6DUfPPxKbiQ

Image Credits
Melody Melikian Photography