Armenian American Creator Tania Sarin Lands on ShopMy Billboards in Los Angeles and New York

Armenian American fashion and lifestyle creator Tania Sarin is appearing on billboards in Los Angeles and New York in a campaign she helped shape for ShopMy. Sarin drew on her love of hosting to develop the shoot, choosing everything from the furniture on set to the clothes she wore. In an interview with The Armenian Report, she said seeing the campaign on Beverly Boulevard in her hometown was a moment she had never imagined.

“It’s pretty surreal, honestly!” Sarin said. “But more than anything, I felt really honored to be part of a campaign I genuinely believe in.”

Sarin said the campaign has two Los Angeles-area placements, one at Robertson and Beverly boulevards and another at Santa Monica Boulevard and Centinela Avenue. In New York, she said the campaign appears at East Houston and Crosby streets in Manhattan. She said more placements are planned in both cities in December.

Sarin said she was involved from the initial concept through the final details. In a November 7 Instagram post showing the Beverly Boulevard billboard, she shared a look behind the scenes and pointed followers to a collection she calls “soirée staples,” where she linked pieces from the shoot, including a pair of mismatched earrings.

Her love of having people over predates the campaign. In a 2021 feature on her Century City home, Sarin told Architectural Digest that before the pandemic, she hosted dinners nearly every week, a habit she connected to her Lebanese Armenian heritage. When she redesigned the dining room with designer Chad Wood, she sourced green marble in North Hollywood for a table she designed herself. The room also featured a rug from the Armenian American-owned brand Tufenkian.

Sarin, whose full name is Tania Sarin Araradian, began sharing fashion content in 2012. With a background in fashion marketing and styling, she expanded her work into interiors and lifestyle. Her past collaborations include Chanel, Dior, Tiffany & Co. and Jimmy Choo. She also writes Tania’s Take, a newsletter that covers fashion, interiors and lifestyle.

ShopMy is an affiliate shopping platform where creators can build digital storefronts and share recommendations. When someone makes an eligible purchase through a creator’s link, the creator can earn a commission. The platform also connects creators with brands for paid collaborations and product gifting.

For Sarin, the appeal is being able to build a business around the work that goes into a recommendation, from finding pieces she likes to deciding how to present them. The campaign gave her a chance to do that on a larger scale. The same eye she brings to an outfit or a room guided what went on the set and what she wore in front of the camera.

“I think that’s especially exciting because there’s no one way to build a career anymore,” Sarin said. “You can carve out your own space, lean into what you love, and create something of your own.”

Sarin said her parents were thrilled to see her on a billboard and may have been even more excited to tell relatives and friends. She laughed about how quickly the news became something for the whole family to celebrate.

“Nothing makes Armenian parents happier than having something to brag about when it comes to their kids,” she said.

Her father had an idea for the next campaign. He asked if he could be on the billboard with her.

“I think we might need to work on that next,” Sarin said.

—

Support independent reporting from the region by subscribing to The Armenian Report. Our team is funded solely by readers like you.