‘Events aren’t just gatherings—they’re emotions that become memories’ 

Arevik Abrahamian transformed a pandemic career disruption into opportunity, co-founding TUZ Creative Agency in Armenia. Now she’s championing female leadership in a culture where women’s roles are still evolving. 

For Arevik Abrahamian, with a Master’s degree in Tourism and Hospitality and years of international hotel experience, the Covid-19 pandemic wasn’t just a career disruption—it became the catalyst for entrepreneurship. 

“Right before the pandemic hit in 2020, I had just returned from an inspiring trip to New York, eager to take my career in international event marketing further within Hyatt,” she recalls. “But like many, the global crisis disrupted my plans—hotels shut down, teams were laid off, and projects were paused.” 

This unexpected turning point prompted Abrahamian to pivot her extensive experience in hospitality and events into a new venture. 

“That turning point pushed me to pivot. I entered the rapidly evolving tech industry, starting as a freelance event organiser for online team-building activities, virtual town halls, and global corporate celebrations,” she explains. 

By the end of that tumultuous year, what began as a pandemic adaptation evolved into something more permanent. 

“At the end of 2020, I launched TUZ Creative, a family-founded agency that has since evolved into a professional team delivering high-impact offline corporate events—team buildings, corporate parties, openings, anniversaries, custom merchandise, and more,” says Abrahamian. 

From hotel lobbies to global task forces 

Abrahamian’s journey in hospitality and events began during her university studies, laying the foundation for what would become an international career. 

“My professional journey began early, during my studies, when I joined the hotel industry and became part of the American hotel chain, Hyatt,” she says. “Over the course of eight years with Hyatt, I grew from a front desk employee to taking on roles in Marketing and Events, a shift that allowed me to channel my passion for people, storytelling, and unforgettable experiences.” 

Her career with Hyatt took her far beyond Armenia’s borders, providing valuable cross-cultural experiences. 

“My career has taken me across the globe—from the UK and Turkey to the UAE and Russia—where I contributed as part of international task forces and project teams focused on events and marketing initiatives,” Abrahamian explains. “This exposure shaped my understanding of cross-cultural communication, precision in execution, and the emotional power of shared experiences.” 

Throughout these diverse roles and locations, she developed a unifying philosophy about the true purpose of event creation. 

“I began my events journey organising intimate and meaningful occasions like honeymoon celebrations and welcome receptions for international diplomatic, sports, and medical delegations. Over time, this expanded into larger events such as hotel openings, magazine launches, and high-profile corporate functions,” she notes.  

“What ties them all together is one word: emotion. Whether it’s joy, surprise, appreciation, or empathy, my goal has always been to craft events that spark real, lasting emotions and memories.” 

Leading in a challenging landscape 

Building and leading TUZ Creative as a woman entrepreneur in Armenia has presented distinctive challenges that Abrahamian has navigated with determination. 

“As a woman leading a business in a male-dominated industry, especially within a culture where leadership roles are still largely held by men, I’ve faced my share of challenges,” she admits. “It takes resilience, emotional intelligence, and strong negotiation skills to lead teams, push for excellence, and navigate traditional mindsets.” 

These experiences have shaped her approach to leadership and strengthened her commitment to understanding the people she works with. 

“I’ve learned that psychology and empathy are key—knowing your team, understanding your partners, and aligning with your clients on a deeper level,” Abrahamian reflects. 

Her leadership style balances high expectations with genuine care for her team’s development. 

“I’m a demanding and detail-oriented leader, but I deeply believe in people-first leadership,” she explains. “When individuals feel valued and understand their role in a larger vision, they naturally perform at their best. I champion a culture of honest feedback and continuous growth, and I believe in creating a space where my team can learn, experiment, and excel.” 

Championing women’s empowerment 

Abrahamian’s perspective on women’s roles in society began forming early in her life, leading to her current advocacy for female leadership. 

“From a young age, I questioned the role of women in society and in leadership,” she says. “I’ve been fortunate to meet incredible women who helped shape my worldview.” 

These relationships have evolved into a passionate commitment to mentorship as both recipient and provider. 

“Today, I have a mentor—a remarkable woman nearly 90 years old—who has dedicated her life to helping others. She continues to inspire me to reach for more and give back. I hope to be that kind of mentor for others,” Abrahamian shares. 

Her assessment of the current landscape for women in Armenia acknowledges persistent challenges while recognising signs of progress. 

“Unfortunately, I don’t yet see equal opportunities for women in Armenia. Maternity is still viewed as an obstacle rather than a strength. In many rooms, women are not seen as decision-makers, and their contributions are often underestimated,” she observes candidly. “Yet, I also see powerful change: brilliant, driven women who are breaking barriers and bringing professionalism and vision to every part of the business ecosystem.” 

Balancing business and life 

Despite her commitment to her company’s growth, Abrahamian maintains a holistic perspective on success that extends beyond business achievements. 

“For me, work is a meaningful part of life—but not its entirety. I believe in work-life balance and emotional intelligence,” she says. “I separate these two realms intentionally, giving each the time and energy they deserve. My goal isn’t just to build a successful business, but to lead a fulfilling, well-rounded life full of purpose, relationships, and continued learning.” 

This balanced approach informs her vision for the future of female leadership, both in Armenia and globally. 

“I envision a future where leadership is no longer defined by gender, but by values, empathy, impact, and results. Where young girls grow up seeing women in boardrooms, on global stages, and leading thriving businesses—not as exceptions, but as the norm,” Abrahamian says. 

She sees particular opportunities for progress in her home country. 

“Specifically in Armenia, I hope to contribute to a new era where women’s voices are not only heard but sought after—where we create environments in business, government, and culture that truly embrace diversity in thought and approach,” she continues.  

“I want to see more programmes that support female entrepreneurs, flexible systems that honour the balance of motherhood and career, and education that encourages leadership from a young age.” 

Advice to aspiring women leaders 

Drawing from her experiences navigating both corporate structures and entrepreneurship, Abrahamian offers guidance to women building their own careers. 

“Never stop trying, never stop learning. Every experience—no matter how big or small—shapes who you are and brings you closer to your purpose,” she advises. “The world is huge, full of opportunities waiting to be discovered. You just need to stay curious, stay passionate, and keep moving forward, even when it feels uncertain.” 

She emphasises the importance of authenticity in leadership. 

“Most importantly, believe in your uniqueness. You are not just another person in the crowd—you carry something special within you: your own voice, your own vision, your own way of seeing the world. Don’t try to fit in. Instead, embrace who you are, and trust that being you is your greatest power.” 

For those hesitant to take the first step, her message is clear and empowering. 

“Don’t wait for permission. Don’t wait to feel ‘ready.’ You are ready the moment you decide to believe in yourself,” Abrahamian believes. “The path may not be easy. You will face doubt—sometimes from others, often from within. But remember, strength is built through each challenge you overcome, and leadership is shaped not just by what you achieve, but how you uplift others along the way.” 

As TUZ Creative approaches its fifth anniversary, Abrahamian reflects on the journey with pride: “It’s been five years of creativity, growth, and building a reputation grounded in care, precision, and collaboration.” 

Her vision extends beyond individual success to transforming leadership culture itself. 

“The world doesn’t just need more leaders—it needs better leaders. And I believe women, with their emotional intelligence, adaptability, and long-term vision, are uniquely positioned to lead with heart and purpose.”