Welcome to Chic Avenue by Lenush.

I am an Armenian born young writer, creative director and entrepreuneur from London living in Europe. I started my career in the creative industries when I was just under 18 years old as a singer, from a young age I was told that I had impeccable talent and was a natural born performer with a strong voice and a wide vocal range, that mixed with my love of being on stage and in front of the camera almost 100% set me up for a life in show business, which I happily pursuid professionaly. Although fashion and style was a massive part of my life and a hidden passion I didn’t realize was there, it never occurred to me that it might turn out to be my future. I was always complemented on my sense of style and I even came up with a lot of my own stage and shoot looks, it just never seemed like something I would do professionally. By the time I turned 19 I had a falling out with my producer and decided I wanted to get a degree in a subject that would support my future in show business. Naturally I applied for a bachelors degree in media production which I then switched to mass communications. This was the beginning of my current career path. Mass media pulled me in rapidly and unequivacally, I was fascinated by the industry in every aspect; TV production, marketing, public relations, journalism and of course, film production being the most captivating of it all. For the duration of the 4 years it took me to obtain my degree I worked on several projects in all mass media subjects but I always chose fashion as the backbone of my courseworks. If it was a TV show it was about fashion, if it was a journalism project it was always a fashion magazine (at that time magazines were still a thing), you get the jist. Without realizing it I merged my mass media knowledge and eye for style and love of fashion. My plan was to work for a fashion publication in the UK but life took its course, and landed me in Cyprus, which as you can imagine due to a language barrier presented certain challenges for me in the communications industry. For a while I did nothing as I could not find my way in a Greek and Russian speaking community – I didn’t have a sense of belonging. The Cypriots did not relate to me as I was “not their own” and the Russians didn’t get me as I was miles away from their social norms, nor was I interested in conforming. I longed to go back home, I longed for London. 

As covid hit I realized that we are living in a new reality and I, along with the rest of the World must get used to, so I stopped daydreaming and started making a plan for myself. At this time people not only complimented my sense of style but also adopted it, as well as some of my habits and routines, people took my word for it regarding almost any establishment whether hotels or restaurants, beauty products, stylists and the list goes on, I was a local community influencer so to speak. Never in my life did I think I would run a public page but at the same time it seemed stupid not to utilise this influence in a community where I cannot work within my profession, and that right there was the birth of my company Lifestylepop.com a blog with a side shop to resell used luxury items (nothing new here) but as a visionary I always dreamed big if I were to be a singer I had to be a superstar, if I were to be a media professional I had to be next Anna Wintour and if I run a resale platform it has to be a global marketplace, so very soon after its launch Lifestylepop.com transformed into luxury resale platform, a marketplace operating globally. While lifestylepop is my pride and joy the blog (despite still having some of my articles on it) stopped being my personal space for my thoughts, it became something bigger – an online resale platform for luxury goods ranging from clothes to homeware, furniture and more. 

Chic Avenue however is about me, my love of style, beauty and travel – I am what they call a true aesthete, I believe that quality is what makes the experience worthwhile, whatever it may be. My vast experiences over the years have given me rare insight into luxury industries, including fashion houses, hospitality brands and more. I like to think of myself as a luxury product connoiseur and I want to share this knowledge on my blog Chic Avenue by Lenush.