Founded in 2018 by sisters Mary and Bella Shirinyan, The Celect was created with the idea that luxury fashion could feel both aspirational and accessible, curated yet deeply personal.

Born and raised in Moscow before later moving to Los Angeles, the sisters grew up surrounded by fashion, culture, and a strong appreciation for personal style. While living in Los Angeles, Mary Shirinyan worked within the fashion industry, collaborating with stylists, designers, and internationally recognized fashion houses, including Vivienne Westwood. Through those experiences, she developed a deep understanding of contemporary fashion, thoughtful curation, and the emotional connection women have with clothing.

After moving to Armenia, the sisters quickly noticed a gap in the local fashion landscape. Women often had to choose between inaccessible high luxury and fast fashion, with very little in between. There was no space that offered carefully curated contemporary brands in a way that felt elevated, wearable, and relevant to modern women.

The Celect was born to change that.

As Armenia’s first mid-segment multi-brand boutique, The Celect introduced a new way of shopping — one centered around thoughtful curation, individuality, and longevity. Every piece was carefully selected to balance modern relevance with timeless wearability, which ultimately inspired the name itself: The Celect.

Over the years, The Celect has helped redefine contemporary fashion retail in Armenia, introducing internationally recognized brands such as GANNI and Self-Portrait to a new generation of Armenian women and helping shape a growing appreciation for contemporary luxury fashion.

More than a boutique, The Celect has always been about empowering women through style, confidence, and self-expression. Today, the brand continues to evolve under the creative direction of Bella Shirinyan, while remaining rooted in the same philosophy it was founded on: thoughtful fashion, lasting beauty, and pieces chosen with intention.