We recently connected with Patil Toutounjian and have shared our conversation below.
Alright, Patil thanks for taking the time to share your stories and insights with us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.
My name is Patil Toutounjian, I was born and raised in an Armenian community in Aleppo, Syria. In 2011, at the age of 17, my family and I immigrated to Toronto, Canada. Moving at the age of 17 was very difficult. I was trying to find myself and my purpose. I focused on my education and career. After graduating with a degree in Business Marketing, I started working as the Marketing Manager for a commercial real estate company in Canada. After 5 years, I did some self reflection and I realized that something was missing in my life. I was craving the sense of belonging I felt in Aleppo, and being surrounded by the Armenian community.
In 2018, I resigned from my job and got a one way ticket to volunteer in Armenia with the Birthright Armenia program. I had no idea what to expect. Being a little nervous but a lot more excited, I arrived in Armenia to begin this new chapter of my life.
After 4 months of volunteering, I had the opportunity to work for the Birthright Armenia organization as the Alumni Coordinator. I enjoyed being a part of every volunteer’s journey and making connections with Armenians from around the world.
In 2020, I went to Canada to visit my family for 1 month. However, things didn’t go as planned. A global pandemic started and everything was shut down. I was not able to go back to Armenia when planned.
In April of 2020, I was at a crossroad, either to move back to Canada and return to my previous job, or find a way to virtually stay connected to Armenia and the community I had there. This is when I decided to put all my marketing and e-commerce experience into play to support Armenian artists around the world. And Tatik Streetwear was born. Tatik, meaning grandmother in Armenian, brings the work of Armenian artists into life through streetwear.
This work was specifically fulfilling for me because not only it empowers our Artists, but it also helps us tell our story around the world. Specifically during the Artsakh war in September, I turned the website into a fundraiser, where 100% of profits were donated to Armenia and Artsakh. Artists from around the world donated their designs, designs that told our story, and brought the international community’s attention to what was happening. Together, we were able to donate over $85,000 USD.
As soon as the borders opened up and I was able to travel again, I got on the first plane to Armenia. I was receiving a lot of questions on social media regarding the current state of Armenia, as well as travel restrictions and requirements from Armenians who were keen to travel to Armenia. This is when I decided to make a small video to answer all the questions I got while showing the world the day to day life in Armenia. With every video I posted I received many more questions like “Is Armenia safe?” “Do I need a visa to travel to Armenia?” “What’s the average cost of living?”
I realized that there was a lot of need to show the world the beauty of Armenia and Armenian communities around the world and spread more awareness. This is where my YouTube channel was officially born as the Armenian Traveler.
I know my channel is still very young, but my aim is to continue visiting Armenian Communities around the world to shed light on their work, empower one another, and grow the community together.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
When it comes to Tatik streetwear, I believe that what sets us apart is putting the Artists at the forefront of the business. Telling their stories, building a connection with the community, and providing Armenian streetwear that could be weaved into our daily lives.
As it relates to my YouTube channel, The Armenian Traveler, I think it is important to showcase the beauty of Armenia and Armenian communities worldwide, while providing practical information that helps create awareness and boost tourism to Armenia.
How about pivoting – can you share the story of a time you’ve had to pivot?
My journey from pivoting and leaving my job to volunteering in Armenia has led me to embrace my Armenian heritage and make a positive impact on the world. Through Tatik Streetwear and the Armenian Traveler, I strive to inspire others, share our stories, and shed light on the beauty and resilience of Armenia and its global community.
After five years of having a marketing career in Canada, I felt a void in my life and longed for the sense of belonging I had experienced in Aleppo. In 2018, I took a leap of faith, quitting my job and embarking on a one-way journey to volunteer in Armenia with the Birthright Armenia program.
Arriving in Armenia filled me with a mix of nervousness and excitement. Over the course of four months, I immersed myself in volunteer work, and it was during this time that I realized my passion for connecting with people and making a difference. The Birthright Armenia organization recognized my dedication and offered me a position as the Alumni Coordinator, where I thoroughly enjoyed assisting volunteers and building relationships with Armenians from around the world.
In 2020, while visiting my family in Canada, the unexpected happened—the world was gripped by a global pandemic. Unable to return to Armenia as planned, I faced a critical decision. Should I go back to my previous job and life in Canada, or find a way to stay connected to Armenia virtually? It was during this crossroad that I decided to utilize my marketing and e-commerce skills to support Armenian artists worldwide. Thus, Tatik Streetwear was born, a platform that brings Armenian artists’ work to life through streetwear.
Can you talk to us about how your funded your business?
To pursue my entrepreneurial dreams and make a meaningful impact, I took a bold step by utilizing my life savings from my previous career. With unwavering determination, I made the decision to invest my personal funds into launching my business. Recognizing the potential of Tatik Streetwear, I understood the importance of allocating financial resources to establish a strong foundation. This initial investment allowed me to cover essential expenses such as inventory, website development, marketing campaigns, and operational costs. While it was a risk to use my savings, I firmly believed in the vision of supporting Armenian artists and sharing our cultural story with the world. The courage to take this financial leap has ultimately laid the groundwork for the growth and success of my business, proving that sometimes, putting everything on the line is the catalyst for realizing our true potential.
Contact Info:
- Website: https://tatik.ca/
- Instagram: https://www.instagram.com/tatik_streetwear/
- Facebook: https://www.facebook.com/TatikStreetwear
- Linkedin: https://www.linkedin.com/in/patil-toutounjian
- Twitter: https://twitter.com/PToutounjian
- Youtube: https://www.youtube.com/channel/UC4tgXq5u9VNB0m-PiZdnrPA
Image Credits
The headshot with the Armenian Taraz is taken by Taraz National Dresses