“What differentiates us most is not the events that happen to us, but how we react to them.” This belief lies at the heart of Nara Aslanyan’s journey as an entrepreneur and founder of Caffè Milanese. Nara’s story is one of resilience, innovation, and a relentless pursuit of excellence, transforming what many would see as failures into groundbreaking opportunities in the world of coffee.
A Bold Beginning
Nara Aslanyan’s career started at the Supreme Audit Institution of the Republic of Armenia, growing into the prestigious role of Adviser to the President of the RA SAI. While this position provided her with significant prestige and experience, she yearned for more. In 2009, she took a leap of faith, leaving behind the security of her established career to venture into the world of freelancing as a business consultant. Nara began working on development projects funded by prestigious international organizations, including USAID, SDC, the International Fund for Agricultural Development (IFAD), the Food and Agriculture Organization (FAO), HELVETAS Swiss Intercoopertion and OPEC.
“I was always pushing myself to learn, to challenge the status quo,” Nara recalls. “Each new project brought new lessons, and each success only reinforced my drive to not stay in my comfort zone.”
As she honed her skills and expanded her knowledge, Nara began to envision a future where she wouldn’t just advise others but would create something of her own. By 2019, she knew it was time to pivot from consulting to building a business that reflected her passion and vision.
The Birth of Caffè Milanese
Nara’s journey toward founding Caffè Milanese started with an ambitious project—she was hired to lead a joint venture between a prominent businessman and renowned Italian coffee producers to launch a unique coffee roastery in the Eurasian market. The concept was exciting; Nara was confident in the project’s potential for success and even negotiated to receive a percentage of the business instead of the typical consultancy fee. However, as 2019 came to a close, the whispers of COVID-19 loomed, and the investor pulled out.
Nara faced a setback that could have disheartened many. After 22 months of hard work and dedication, she was left with nothing—no deal and no compensation. “Most people would have felt devastated,” she admits. “But instead of focusing on what I lost, I concentrated on what I gained.” Those 22 months had equipped her with invaluable experience, a profound understanding of the coffee industry, and a trusted partnership with an esteemed Italian coffee producer.
Rather than viewing this as a defeat, Nara recognized it as a new beginning. With newfound determination, she partnered with the Italian producer—one of Italy’s oldest artisan coffee roasters with over a century of expertise in the premium coffee market—and just one month later, Caffè Milanese was born.
The initial months of launching Caffè Milanese coincided with the onset of a global pandemic that halted businesses around the world. While the challenges were immense, Nara remained undeterred. “I spent the lockdown studying the coffee market, learning more about roasting techniques, and setting higher goals for the brand,” she shares.
During her research, Nara became aware of the harmful substances often found in coffee, particularly acrylamide and ochratoxin A—chemicals that can pose serious health risks. “It was alarming that this information wasn’t readily available to consumers,” she explains. Fueled by a desire to provide a healthier alternative, she made it her mission to create a coffee that was not only delicious but also free from these harmful substances.
With the expertise of her partners and the precision of their artisan roasting techniques—refined over generations—Nara achieved her goal. “When we received lab results confirming the absence of acrylamide and ochratoxin A in Caffè Milanese, I knew we were onto something big,” she recalls, her excitement evident yet humble.
Commitment to Sustainability
For Nara Aslanyan, sustainability has always been a core value. She wanted Caffè Milanese not only to be a source of quality coffee but also to reflect her commitment to the planet. After months of research, Nara partnered with a French company to develop 100% compostable coffee capsules—making Caffè Milanese one of the few brands offering truly sustainable coffee capsules in the market. “This was a crucial step for us,” she states. “We wanted to ensure that our products were environmentally friendly, aligning with our mission to promote health and sustainability.”
Breaking into the Italian Market
With a strong product and a deep commitment to sustainability, Nara, along with her partners, faced the significant challenge of launching Caffè Milanese in Italy, the very heart of coffee culture. Many cautioned that breaking into such a competitive market without massive budgets or a well-established reputation was nearly impossible. “Everyone said I needed millions for advertising,” Nara recalls. However, she believed that true success wouldn’t come from marketing alone, but from offering something different—a solution that resonated with people on a deeper level.
From the beginning, Caffè Milanese was never intended to be just another premium coffee. It stands for something more—a deliberate choice, a lifestyle rooted in health, wellbeing, and conscious living. “It’s about setting new standards, not just in coffee but in how we live,” Nara reflects. With the expertise of her Italian partners—whose century-long tradition in artisan roasting brings unparalleled craftsmanship to the brand—Caffè Milanese offers an experience that merges indulgence with responsibility. It allows people to savor their coffee without compromising on health or environmental values.
“I’ve always believed that passion and persistence can pave the way for success,” Nara asserts. For her, and for Caffè Milanese, it has never been about simply making a product—it has always been about pursuing excellence. Every step, from selecting beans to the final cup, reflects a commitment to offering nothing less than the best. It’s a shared vision between Nara and her partners, driven by the desire to create something exceptional.
After years of meticulous research and development, alongside her trusted partners, Nara introduced LUXORA—a 100% Arabica coffee that captures this shared vision. Together, they crafted something more than a product. LUXORA embodies a mindful, healthier choice—delicious, safe, and sustainable—designed for those who seek balance between indulgence and responsibility. “It’s not just about premium coffee,” Nara says. “We’ve created a conscious alternative, with the experience and dedication of my partners, for those who refuse to compromise—on their health, or the planet.”
Nara Aslanyan’s journey is an inspiring testament to the power of resilience, vision, and hard work. To her younger self and anyone dreaming of starting their own venture, she offers sage advice: “Believe in your vision. Never stop striving for excellence.” Her favorite quote by Paulo Coelho resonates deeply with her journey: “When you want something, all the universe conspires in helping you to achieve it.”
Whenever faced with challenges, Nara reminds herself of the importance of a positive outlook. “Instead of cursing the darkness, I choose to light a candle,” she reflects. It’s this mindset that has guided her through difficult times and helped her create a thriving business that stands out in a competitive market.
As Caffè Milanese continues to grow and evolve, Nara Aslanyan remains committed to her vision of creating a healthier, more sustainable coffee experience. Her journey, marked by perseverance and passion, serves as a reminder that setbacks can be transformed into stepping stones for success.
Through Caffè Milanese, Nara has not only built a brand but has also made a positive impact on the coffee industry. Her dedication to quality, health, and sustainability sets a new standard for coffee producers worldwide. “I always knew I wanted to make a difference,” she concludes. “With Caffè Milanese, I’ve realized that dream—creating something that not only brings joy to people’s lives but also makes the world a little better.”
Nara Aslanyan’s story is a powerful reminder that success is not merely about achieving a goal but about the journey, the lessons learned, and the positive impact made along the way.
