GugoCo is a New York-based experimental art design boutique with a sense for all that is beautiful, practical and meaningful. In many ways, we owe it to our Armenian heritage and the values it instilled in us. GugoCo was inspired by khatchkar , the Armenian cross-stone, which ultimately defined the direction of our designs: Authentic • Meaningful • Intricate • Lasting • Armenian
The "Akhtamar" case was inspired by a beautiful and touching legend about love. Beautiful Princess Tamar fell in love with a commoner. He swam across the lake, guided by the fire she lit every night, to steal a few magic moments with her. Their story turned tragic when her father discovered their secret. He locked her away and smothered the fire. The man got lost in the night and before drowning he cried "Akh, Tamar" (Oh, Tamar).
100% of proceeds from GugoCo sales through the AGBU Bookstore will be directed to the AGBU Humanitarian Emergency Relief Fund for Syrian Armenians.