Launched During the Russo-Ukrainian War, Juna Bags Are About Bringing A Piece of Ukrainian Craftsmanship to Women Everywhere

Arine, the founder of Juna Bags | Photo provided by Juna Bags

Arine Baghdasaryan is the visionary behind the brand. She opens up about what inspired her to launch a brand during a time of war, and how it’s resonating with women

Arine Baghdasaryan has high hopes for her handbag brand Juna, which she founded in 2024, in the midst of the Ukrainian War. From Zaporizhzhia, Ukraine she has been a lover of fashion since she was a child. Delving into the world of fashion at the age of twenty, she hasn’t looked back. Initially, Arine sold accessories but she wasn’t content because they weren’t her creations. For five years she toyed with the idea of designing her own bags, making the dream come true only last year. She has a new collection called “Feelings” out now and it’s all about embracing life’s small moments.

As we started chatting about the brand, curiosity took over of what the name means. “Juna is a name that reflects elegance, individuality, and a timeless sense of style,” Arine tells me. “While it doesn’t have a direct translation in Ukrainian, it resonates with the brand’s philosophy — creating accessories that feel personal and unique. The name Juna is short, memorable, and international, just like our vision for the brand. It represents strength, femininity, and the confidence we want our customers to feel when carrying our bags.”

Launched during the Russo-Ukrainian War

Arine is clear that starting a brand during a time of war wasn’t easy. The famous French brand Dior was started during WWII in 1946, and Monsieur Christian Dior faced various challenges but surged on ahead. The Russo-Ukrainian War has been going on for almost 11 years now, but Arine has found purpose in creating beauty in the midst of pain and suffering.

“Starting a brand during the war has been one of the biggest challenges, but it has also made us stronger and more determined. The war affects everything — from sourcing materials to logistics — so we had to be flexible and creative. Despite the difficulties, we remain focused on our vision, ensuring that each bag is crafted with care and love. The support from our team, our customers, and our country has been our biggest motivation. Every purchase from Juna is not just about fashion; it’s about resilience, hope, and supporting Ukrainian craftsmanship.”

Having a brand is one thing, ensuring its stability is another. Arine has to make decisions and think in smarter ways than designers who aren’t living in a country impacted by war. “The key to stability has been adaptability,” she says. “We have learned to be flexible, make quick decisions, and find alternative solutions when challenges arise. The war has taught me to think long-term while staying focused on the present. It has also made us more conscious about sustainability and ethical production. Every step we take is intentional, ensuring the brand grows steadily while maintaining its core values.”

Why handbags?

When she sold accessories and was contemplating starting a handbag brand, Arine needed something more. Bags have always held a special meaning for her. “They are a part of a woman’s daily life, carrying everything important to her. From childhood, a bag is where we keep our small treasures, whether it’s candy or lipstick. I wanted to create something that combines practicality with beauty, an item that is timeless yet modern. Unlike clothing, a handbag doesn’t just follow trends — it stays with you for years, adapting to your lifestyle and evolving with you.”

In the one year since its founding, Juna has gained recognition in Ukraine where influencers, media, and customers support the brand. When the brand launched its collection “Feelings,” it “resonated deeply with our audience,” says Arine. To ensure scalability, “we expanded production, collaborated with talented artisans, and maintained a strong commitment to quality. Seeing women confidently carrying our bags in different cities, even near the front line, has been the most rewarding accomplishment. And now, we’re taking the next step — bringing Juna to the international market,” she continues.

The Bliss Chocolate Bag $225

Arine’s bags are inspired by the modern woman, particularly their strength, energy, and grace. The silhouettes of the collections the brand has created are a balance between the classic and the contemporary. Her and her design team strategically choose bold colors and unique shapes that are purposely inspired from life’s simple moments, nature, and architecture. Take for example the Bliss Bag Chocolate. It’s chic, sleek, and translates seamlessly from daytime to evening. It’s the perfect fall/winter bag. Arine took inspiration for the bag from life’s simple joys, like a perfect piece of chocolate. “It’s a rich, warm, and luxurious bag that feels comforting yet sophisticated. The color is deep and versatile, making it easy to pair with any outfit. This design was created for women who appreciate both elegance and playfulness in their accessories,” Arine muses.

A team that brings everything together

She works with a small team, a brand director, a PR manager, and a designer. The designer works hard to get Juna’s design precision just right. “Our design process is a collaboration. We have a talented designer who brings creative ideas to life, and together, we refine each concept. I’m deeply involved in every step, ensuring that each bag reflects our brand’s identity. We consider not just aesthetics but also functionality, craftsmanship, and how the bag will fit into a modern woman’s lifestyle,” she says.

And then she and the design team sources materials from Italy, bringing them back to Ukraine to be assembled. “We source all our leather and accessories from Italy to ensure the highest quality. While travel logistics have been more complicated recently, we make trips whenever necessary to personally select materials and maintain relationships with our suppliers. Working directly with trusted Italian manufacturers allows us to maintain the balance between premium quality and fair pricing,” Arine says.

The Feelings Collection, the latest one is inspired by warm evenings, particularly fall with rustling leaves and a horizon of new opportunities. The silhouettes boast versatile shapes and warm shades. In it you’ll find the Bliss Tote Bag, a new creation for the woman who needs space and sophistication. The Serenity Barrel Bag is perfect for everyday wear, and the Classic Black bag goes for formal and casual occasions.

Now Arine is turning her sites to Europe and the US for the brand’s growth. To do this she is establishing it at Fashion Weeks, and approaching boutiques in the US and Europe who might want to carry Juna Bags. “We started with Europe due to its growing fashion scene and saw an opportunity to connect with women who appreciate elegant and timeless accessories,” she says. It’s their goal to have 8 out of 10 people immediately thinking of Juna when they hear “bright bags.”

The quality of the bags is phenomenal and their modern silhouettes match with many fashion brands. But Arine is clear that while she loves fashion, her bags are more than just a fashion brand, they are a symbol of resilience- something Ukraine knows all too well, they are creativity at its height, and they exude modern femininity. She’s excited to share what her and her team are doing with the world, and as she so boldly puts it, “bringing a piece of Ukrainian craftsmanship to women everywhere.”