Raised on the plateaus of Lori, Mariam Yeganyan developed a deep connection to nature from an early age. As a child, she joined her family in gathering wild medicinal herbs, where the fragrance of fresh, unharvested thyme left a lasting impression on her. What began as a sensory childhood memory gradually evolved into a guiding principle – one that would later shape her entrepreneurial vision.
Over time, that early experience transformed into a clear and purposeful ambition: to create a product that seamlessly integrates nature, quality, and responsibility.
In 2022, inspired by her mother Manik’s idea, the family established a small drying facility and tea house, laying the foundation for the Loreni brand. Under Mariam’s strategic leadership, the initiative evolved into a growing, women-led enterprise rooted in sustainable practices. Particular emphasis is placed on responsible wild harvesting: herbs are carefully cut with scissors or a knife without damaging the roots, ensuring natural regeneration and the preservation of biodiversity.
With the support of the “Living Landscapes for Market Development in Armenia” (LILA) project, a modern drying facility and tea house was constructed, production processes were upgraded, and packaging and branding were significantly enhanced. As a result, the family initiative developed into a sustainable and competitive enterprise that supplies herbal teas to rural guesthouses, effectively linking production with community development and tourism.
Today, Mariam Yeganyan embodies a new generation of business leaders – combining strategic thinking, values-based management, and a strong commitment to environmental stewardship and community advancement.
Her journey stands as a compelling example of how women’s leadership and the responsible use of local resources can become a powerful driver of economic growth and regional development.
Living Landscapes for Market Development in Armenia (LILA) project is funded by the Swiss Agency for Development and Cooperation (SDC) and implemented by WWF-Armenia in collaboration with SDA NGO.