“It is my dream come true,” Karine says with a quiet pride that reveals the years of effort behind the words. A woman of both logic and vision, she grew up immersed in physics and mathematics, later earning her degree in engineering. But even as she thrived in the technical world, something essential was missing.
While engineering taught her how systems work, fashion gave her the freedom to imagine what could be. “I always knew that fashion was my passion,” she reflects. That duality, of precision and creativity, would soon become the cornerstone of her entrepreneurial journey.
It all started as a modest research project: a desktop app that used body measurements to recommend sizes across various European brands. The response from her peers – especially women – was overwhelmingly positive, Karine recalls. Encouraged, she decided to take the concept further.
After gaining hands-on experience at the TUMO Center for Creative Technologies, where she focused on programming and game development, Karine deepened her understanding of adjacent fields. These insights didn’t just sharpen her technical edge; they crystallized her determination to launch a startup of her own. ’’Some of my co-workers there became members of Wearify,’’ Karine adds.
Wearify was born as a mobile application focused primarily on styling. But soon, Karine recognized a deeper industry pain point. While working closely with fashion brands, she noticed a significant gap in the e-commerce experience: the lack of an effective virtual try-on solution.
What sets Wearify apart in the crowded landscape of fashion tech is its commitment to authenticity and research-driven innovation. Wearify uses advanced tools to create highly accurate try-on experiences, involving not just clothes, but also shoes and accessories. The team is actively investing in technology research that doesn’t yet exist in the market, setting the startup apart from superficial solutions.
Today, Wearify is powered by a lean but ambitious team of five: three engineers, a marketing specialist, and a sales expert. Together, they’ve transformed a passion project into a fast-growing startup.
New Heights reached at GITEX: From Pitch Arena to Powerful Partnerships
Wearify is among the five groundbreaking Armenian startups supported by EU4Innovation East to showcase their innovations at GITEX 2025. Alongside Thermaiscan, CaseLens, nomiq, and Matian, Wearify’s participation reflects a strategic effort to elevate Armenia’s startup ecosystem, enhance visibility on the international stage, and strengthen connections with the European market—laying the foundation for future partnerships and sustainable growth.
Wearify’s participation in GITEX marked an important milestone. Qualifying as a semi-finalist in the SuperNova Challenge, Wearify not only gained visibility but also forged vital connections with potential partners and investors. ‘’As a result of our participation in GITEX, we are now in negotiations for three potential collaborations with important brands. We have also met investors who have shown interest in our startup. It is very important to us to participate in this kind of European events,’’ Karine notes.
Currently, the startup is focused on scaling across Europe, particularly in France, with upcoming expansion plans in Italy and Spain. This fall, they will present at two major international events in Paris, further solidifying their presence in key markets.
Looking back, Karine admits that building a startup is not always easy. “It takes everyday effort to build a startup. It is not a one-day decision,” she says. “Every day when you wake up, you keep focusing on that goal.”
And if she could offer one piece of advice to other aspiring founders?
“Don’t give up.”
In Karine Martirosyan’s story, the threads of science and style weave together not just in a solution, but a bold statement: that dreams – when pursued with vision and resilience – can indeed become reality.
