Venice 2026

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Digital Julfa’s Silver Legacy: Two Women Revive a Nation’s Heritage with a Pin

DAJ is more than a pin. It is a silver seed of memory: worn today, shaped for tomorrow.

When heritage meets innovation, something timeless is born. That’s the story behind DAJ, a handcrafted silver lapel pin created through the collaboration of two visionary Armenian women: Emma Arakelyan, global innovation leader and founder of Orion Worldwide Innovations, and Sirarpi Khojabaghyan, cultural entrepreneur and co-founder of Tonir Wedding Village.

At first glance, DAJ is a striking, elegant accessory. But behind its gleam lies a centuries-old story of identity, resilience, and creative power: a story revived through modern craftsmanship and digital vision. “We didn’t want to just create an object,” explains Emma. “We wanted to resurrect a symbol. One that art lovers from any country and people of Armenian heritage could wear with pride, and one that could start a global conversation about creating value”.

The pin’s design is inspired by Julfa, the ancient Armenian merchant capital known for its artistry, trade networks, and influence that spanned from Venice to Isfahan. With the violent destruction of Old Julfa’s cemetery and khachkars, much of that legacy was threatened, but not lost. Centuries ago, the craftsmen of Julfa mastered the art of "DAJ" to apply dye on carved wooden surfaces, imprinting fabric with captivating patterns. Being the innovators of their era, Armenian masters created designs of highest value spreading the spirit of our rich cultural heritage through our skilled tradesmen.

Emma and Sirarpi joined forces in 2023 to co-create Digital Julfa DAJ, a project dedicated to reviving the spirit of Julfa through design, storytelling, and digital innovation. The DAJ pin became its first symbolic product, that is a wearable memory. “Julfa was a hub of Armenian excellence. Through DAJ, we are reactivating that energy: making it accessible, wearable, and alive again,” shared Sirarpi.

Each pin is crafted in Armenia from sterling silver, bearing motifs inspired by Armenian epigraphy and merchant marks. A portion of proceeds funds further the Digital Julfa Network mission of building advocacy.

Beyond its artistry, DAJ is now being adopted by major delegations, diplomatic missions, cultural ambassadors, and event organizers. Its clean design and deep meaning make it the perfect emblem for large-scale events from local, regional and global conferences, business forums to family events. “Wearing DAJ is a statement. It says I carry my history, and I invest in its future,” proudly notes Emma.

Organizations and hosts can now bulk order DAJ for their guests, customizing packaging and messaging for each event. The pin becomes more than a gift; it becomes a bridge between people and place, past and future.

Emma brings decades of experience in innovation, leadership, and global IP strategy. Sirarpi brings deep ties to cultural rituals, visual storytelling, and heritage entrepreneurship. Together, they exemplify a new generation of Armenian women leaders: global, grounded, and impact-driven. “We’re not just telling stories,” Sirarpi adds. “We’re giving people a role in those stories.”

DAJ is available for individual purchase and bulk orders at digitaljulfa.com/get-your-daj.

For custom collaborations, event partnerships, or interviews with the founders, contact news@digitaljulfa.com.