Armenians In The Diamond District
A moment in time, visually documented to tell the story of the tradition and legacy of Armenians in the Diamond District.
In partnership with the Armenian Jewelers Association East Coast
Purpose
While the project began with a focus on the working hands of Armenian craftsmen in the Diamond District, it is now evolving to encompass the people, spaces, textures, and enduring spirit of this community. The goal is to create a powerful cultural artifact — both artistic and archival — that reflects the pride, resilience, and generational excellence of Armenian jewelers in New York City. These businesses are beginning to experience a transition of responsibility from one generation to the next - passing the torch from those who paved the way to those who will shape the future. Having this moment in time comprehensively documented would forever serve as a reference to the dedication of the work that is being done by the community.
Overview
The initial project, completed in collaboration with Michael Givelekian, featured three Armenian-owned businesses in New York’s Diamond District and was displayed in a group show for Dance4Armenia’s Armenian Art House at Sedef Gali’s ArtHouse in Soho, in April of 2025. Royal Jewel Setting Co., Pico Jewelers and Metro Gold all graciously allowed access to their businesses so that photography could be done in an intimate fashion. The exhibit was very well received, and some who visited the gallery expressed interest in also participating in the project.
Armenians In The Diamond District, a new project, to be considered for commission by the Armenian Jeweler’s Association, in partnership with Dance4Armenia, will focus on expanding participation to as many or all Armenian-owned businesses on or around 47th St., willing to have their business documented. The work would focus on documenting the vast footprint Armenians have on 47th St. Photography would take place in similar fashion to the initial project, intimate and candid stills of these artisans at work. Select photography would also take place in a temporary studio in order to capture additional, impactful imagery. As was the case with the initial exhibit, all work will be shot on medium format film in black and white - adding to the depth and texture of the finished product.
The resulting work would be used to create a book and fine art prints, showcasing the legacy of Armenians In The Diamond District.
*rendering, final design TBD
The book.
The physical product from the project will be a book, available for purchase with proceeds being donated to a charitable organization with a direct and measurable impact on Armenia. Through online fulfillment, word of mouth, release parties and other events, both book sales and charitable donations would fuel this mission.
The book will be hardcover, professionally designed by an all-Armenian creative team and manufactured domestically. The finished piece will be something that would adorn both coffee tables and bookshelves in homes, hotels and other businesses. The pages would live with the energy of an editorial spread, the richness of a fine art piece, and the permanence of a historical record.
About the photographer.
Alex Samuelian is a multi-disciplinary artist focusing his work on documentary, fashion, and street photography. Having spent over a decade living and working in New York, he has developed a style for capturing real life. His subjects have ranged from frequenters of New York Fashion Week such as Paris Hilton, Kendall Jenner, and Julianne Moore, to notable politicians such as former Secretary of State Hillary Clinton and Pennsylvania Governor Josh Shapiro.
Alex grew up well-informed of his Armenian roots. Having spent a portion of his childhood in the presence of his great-grandmother, the resilience of the Armenian legacy was always impressed upon him. Moving to Manhattan shortly after graduating college, Alex steadily made connections to the Armenian community in the city - initially through Michael Givelekian of Royal Jewel. His fascination with the Diamond District grew from there and ultimately led to this project; the perfect combination of legacy, interest, and passion.
Dance4Armenia
Dance4Armenian, a non-profit founded by Jake Khorozian, aims to unite Armenians while celebrating life, community, and resilience. Having very quickly established his foundation as an effective charitable organization, Khorozian brings incredible value as a connector within the community, event planner, and overall logistics enabler.
Khorozian’s Armenian Art House took place at Sedef Gali’s ArtHouse in Soho in 2025. The event was hugely successful, bringing together a myriad of artists and raising funds for the Women of Askeran. A similar event could tie the jewelry and art worlds together, featuring both art and notable jewelry pieces - creating a curated museum moment in a classic New York venue to bring further awareness to this project.
