The Right to Smile Again: Seda’s Fight to Build Her Business in Armenia

“People are there for you when you’re going through a difficult time. They feel sorry for you, offer their support, and try to comfort you. But when you finally find the strength to move forward, smile again, take care of yourself, and rebuild your life, not everyone seems ready to accept it. Sometimes, it feels like people are more comfortable seeing you struggle than watching you become strong again.”

Seda never imagined she would have to justify why she was smiling, wearing makeup, or simply going out. After losing her husband, she was already carrying more pain than she could put into words. Yet, as she slowly began rebuilding her life, she found herself facing another challenge: other people’s expectations of how a grieving woman should live.

During the 2020 war, Seda spent hours on her balcony in Vedi, praying. From her balcony, she could see the road near the local hospital, where ambulances were constantly passing by. Every time she saw one, she prayed for her husband, her brother, and all the soldiers on the front lines.

Then, on November 6, the news she had feared most arrived. Her husband had lost his life in the war. Seda was left to raise their three children and find a way to provide for them. While grieving her husband’s loss, she knew she had to keep going for her family.

Seda had worked as a hairdresser since the early 2000s. For her, it was never just a job. She loved working with people, learning new techniques, and helping her clients feel beautiful. In 2019, when her youngest daughter was born, she took a break to care for her baby.

She always planned to return to work, but the war changed everything. After losing her husband, Seda received several job offers. She was ready to do whatever it took to support her family, but she couldn’t imagine giving up the work she loved. “I kept telling myself that once I felt a little stronger, I would go back to hairdressing. It was what I loved, and I knew that was where I wanted to be.”

With her father-in-law’s support, Seda decided to open her own beauty studio. Opening her own studio meant returning to the work she loved, earning her own income, and building a more secure future for her children. “Some days, I barely slept. I would come home, spend time with my children, and get ready to do it all again the next morning. It was hard, but I knew I couldn’t give up. My family was depending on me.”

Her eldest daughter and her husband’s parents helped her through those months. Seda also says her faith in God gave her the strength to continue. Seda had the experience and skills to run her own studio, but she still needed professional equipment. Buying everything herself would have been a major financial challenge. Around that time, Seda heard about the Women’s Empowerment in Armenia project of the Armenian Fund for Sustainable Development. In 2022, through the project, she received equipment for her studio, including hairdressing chairs, a washbasin, a washing machine, hair dryers, and other essential supplies. During the second stage, she also received higher-quality professional tools.

“That support meant so much to me. When you’re trying to build something of your own, every little thing makes a difference. Having the equipment I needed gave me the chance to keep moving forward.” Gradually, she began building a business that provided income for her family.

As Seda worked to grow her business and rebuild her life, she faced another challenge, one that had nothing to do with running a beauty studio: the judgment of people around her.

“When a woman loses her husband, people seem to expect her to look sad and helpless all the time. It’s as if taking care of yourself or looking beautiful means you’ve forgotten the person you’ve lost.”

Seda remembers how people reacted to even the smallest things she did. If she looked sad, people told her to smile and enjoy life. But when she smiled, wore makeup, or dressed nicely, some of those same people questioned how she could be moving on so quickly. Even shopping became uncomfortable. People would stop her and make comments that left her feeling watched and judged. Eventually, she started avoiding local shops to escape those conversations. Seda felt that no matter what she did, someone would always find a reason to judge her.

“Why should I stop being myself? Why should I stop feeling beautiful or taking care of myself? Just because I smile doesn’t mean I’ve forgotten my husband. People don’t see what I carry inside.” These experiences also shaped the environment she wants to create in her beauty studio. “It doesn’t matter whether my client is a janitor or a high-ranking official. Everyone receives the same quality of service, the same products, and the same respect.” She wants her studio to be a place where people can set aside their everyday worries for a while and feel comfortable, free from gossip or judgment.

Today, Seda continues to grow her business, raise her children, and plan for the future. She still faces challenges, but she no longer wants to live by other people’s expectations. For her, moving forward doesn’t mean forgetting her husband or the life they shared. It means finding the strength to keep living, working, and making room for happiness again.

With the support she received in 2022, Seda expanded her beauty studio and established a source of income for her family. Her story shows how supporting a woman’s business can help her become more financially independent, regain confidence, and create new opportunities for herself and her children.

Arev Society provides management and communication support to the AF4SD "Vulnerable Women Empowerment" program.