On Jan. 1, 2008, Azature Pogosian found himself stranded after missing a flight home from celebrating the New Year in Las Vegas. Strangely, it was a conversation that resulted from this misfortune that led the UCLA alumnus to transform into the world-renowned jewelry designer that he is today, known as simply Azature.
“I always say when all the stars are aligned, wonderful things happen and you don’t have to push really. That’s kind of the story with my company. It was a complete accident. If I hadn’t missed my flight in Vegas, I probably wouldn’t be designing jewelry,” he said.
At the time, Azature had just quit his job and was planning his own clothing line, but at his uncle’s suggestion, Azature decided to combine his love for fashion with jewelry.
Dubbed the “Black Diamond King” for his signature use of the black diamond in his jewelry collections, Azature, who graduated in 2004, rose out of obscurity and into the global spotlight seemingly overnight. Within months of launching his collection and company, celebrities such as Rihanna had begun to recognize and demand his jewelry.
However, Azature never intended on being a jewelry designer. Hailing from a Lebanese family that has been in the jewelry industry for more than 70 years, Azature was initially against continuing this tradition.
“I was like the rebel child,” he said, “I didn’t want to be part of jewelry at all … even though when I was younger my attention was always on jewelry and I grew up on it. Whereas design was something I was good at, I was creative at all angles. When I started at UCLA, I knew I wanted to be a fashion designer.”
However, his background in jewelry did not hurt when he finally decided to pursue jewelry.
“Coming from a family that specializes in fine jewelry, having that heritage … he has great knowledge. I think it gives him an edge that he is an expert at what he does,” said friend and owner of Des Kohan boutique Desiree Kohan, which carries Azature’s jewelry.
Though he knew he wanted to work in the fashion industry, Azature’s success today was by no means carefully strategized or even foreseen.
“I remember going to school and feeling so hopeless at times,” he said. “I started UCLA and it was such a big school, kind of a big shocker for me.”
Consequentially, Azature was extremely versatile throughout his UCLA career, with fashion always in the forefront of his goals. In addition to double majoring in sociology and business economics, Azature’s school years were characterized by working in a marketing job and interning in the BCBG design room.
Above all, he followed his love for fashion relentlessly. This was exemplified in his founding of UCFAST, the first student group dedicated to promoting all aspects of fashion that originated at UCLA.
Upon his graduation, however, Azature had no idea that he would be fusing jewelry with fashion.
“I applied to law school and (Parsons School of Design) at the same time. If anyone didn’t know what they were going to do, it was me,” he said. “When I went to Parsons my family went insane on me. After all the academics, it was like, “˜Why do this when you could get into the most amazing law school?'”
It was following his graduation from Parsons that Azature would miss his flight in Vegas, setting forth the conversation with his uncle which would serve as his initial push toward the jewelry industry.
After discovering a love for the black diamond while researching jewelry, Azature took the leap and, despite protests from his family, launched his collection and with it, his own company.
“That’s one thing that I can tell students at UCLA: You must follow what your heart tells you to do. These are tough times right now, but even in tough times there is room for great successes,” he said.
Since then, Azature’s star has been constantly on the rise.
Most recently, he was named the “Leader in Luxury” by Elite Traveler Private Jet Magazine, and now, several years after his initial success, his empire has grown to include worldwide demand by celebrities like Fergie, and even royalty.
“Az knows exactly who he is and I think that’s reflected in his aesthetic and his drive to create. He is a rare young designer in that you can easily spot an item by him ““ just like a piece is obviously Galliano or Tom Binns or Margiela. And that takes most artists a lifetime to achieve,” said Lindsay Miller, who has written the majority of Azature’s press releases, and has been a friend of Azature’s since 2005.
In addition to becoming a leading name in luxury, Azature has been recognized as a humanitarian for his efforts to direct as many proceeds, both UCFAST and his company, toward such charities and causes as cancer research.
Today, Azature said he is nothing short of amazed and grateful at the response to his jewelry.
Though he acknowledges that there is no formula or secret to his success, his strongest advice to students everywhere is to listen to themselves.
“That’s important for everyone to remember while they are struggling in school and worried about getting a job,” he said. “Just know there’s room for everyone. I launched in the middle of a recession. Everyone told me not to do it, but my heart told me to do it, so I took the risk.”