Founder Interview With Vazken Karageozian, Papuk
Photo Credit: Papuk
In the world of pet furniture, where functionality often overshadows style, Papuk emerges as a beacon of innovation and design. Founded by Vazken Karageozian, a visionary with a background in interior design and a passion for furniture that marries form with function, Papuk was born out of a personal quest. Vazken set out to find a cat tree that would not only bring joy to his two cats, Grayson and Ella, but also seamlessly complement the aesthetics of modern homes. Vazken ended up finding a gap in the market which inspired him to dive into entrepreneurship. This pivotal moment has led to the creation of Papuk, a pet furniture brand that stands out for its dedication to design, personalization, and quality.
Throughout our interview, we dive deep into the inspirations, challenges, and triumphs that brought Papuk to life. Vazken shares the meticulous process of designing a product that cat parents can truly call their own, from the initial ideation and prototyping to the final stages of production and marketing. Each step is a testament to the founder's commitment to filling a gap in the market with innovative solutions. We also explore the personal journey of navigating the complexities of starting and growing a business, the long-term vision for Papuk, and the importance of authenticity and community in the LGBTQ+ entrepreneurial landscape. Join us as we uncover the story of Papuk, a brand that's more than just pet furniture—it's a statement of art, function, and inclusivity.
What inspired Papuk and how did you get started?
It all started when I was looking for a cat tree for our cats, Grayson and Ella, and I quickly noticed the lack of options that truly blended functionality with aesthetic appeal. I have a background in interior design and twelve years of experience working in Syria, Dubai, and Canada. I’ve also always loved furniture design which made me think, “why don’t I create a cat tree?” At this point, it was the beginning of COVID-19, and I had just been laid off from my job, which gave me the opportunity to pursue this idea, leading to the creation of Papuk.
Now our mission is to bridge a gap in the pet furniture market by offering a modern design aesthetic combined with personalization. Our inaugural line of products features a cat tree that can be personalized with a series of attachable accessories including a scratch pad, cushion, toy, and more. We’re also adding new accessories in the coming months along with new colors, materials and finishes released every season.
Photo Credit: Papuk
What does your creative process look like when working on a new product or campaign?
When I was first starting out, I designed a prototype cat tree in Toronto. I tested it with friends and their cats, and made adjustments based on their feedback. Now, when working on a new product or campaign, I start by identifying the challenges cat parents face. Then, I dive into research, studying market trends and cat parent preferences (it’s good to know other cat people!). After that, I begin ideating, exploring different design concepts through sketching, 3D modeling, and brainstorming.
Once I've narrowed down the concepts, I move to prototyping. This stage allows me to test feasibility and refine the designs for functionality, durability, and aesthetics. Then, it’s production time, collaborating with manufacturers to create high-quality, market-ready products. Finally (after many months), I showcase the products through marketing campaigns. These campaigns feature high-end, beautiful photography and video, highlighting the product's unique features and benefits.
Throughout this entire process, I always have support from my boyfriend and friends who help refine the brand and products.
What is one challenge you have faced as the Founder of Papuk and how did you navigate it?
One of the biggest challenges I faced (and continue to face) is navigating all aspects of starting a business and juggling multiple roles simultaneously. I had to learn a million new skill sets to effectively manage everything. During moments when self-doubt crept in and I contemplated giving up, it was the unwavering support system around me that kept me going. Their belief in me and my abilities inspired me to push myself beyond what I ever thought I could achieve. They reminded me that challenges are a part of the journey and that success lies just on the other side of adversity.
What is your long-term vision for Papuk?
Our long-term vision for Papuk is to establish an ecosystem of products that caters to both cats and their parents. Our tagline "Human-friendly cat furniture" sums up our commitment to creating products that not only prioritize the comfort and well-being of cats, but also seamlessly integrate with the interior design of modern homes. I want buying a Papuk product to be part of an experience that welcomes you into a community of like-minded design-appreciating cat parents.
Photo Credit: Papuk
If you could give one piece of advice to future LGBTQ+ entrepreneurs, what would it be?
Highlight what makes you unique. Take the time to understand what only you can offer and lean into that and find ways to show off your uniqueness in unforgettable ways. This can be in how you talk about your product, how you photograph it, how you run your social media – simply be unique, stand out, be unapologetic. Fortunately, we LGBTQ2+ people know a thing or two about these sorts of things.
What LGBTQ+ owned brand is your go-to and why?
I love Goodee and their mission to bring sustainability and family together with their curated marketplace. They are founded by Montreal-based twins, Byron and Dexter Peart who put caring for people, and the planet, at the center of everything they do. Goodee provides everything you need from indoor home furniture and dinings sets to garden tools and outdoor sculptures.
Tell us about one of your values and how you have incorporated it into your brand.
Honesty and authenticity. I reflect my product exactly as it is. I want to show all the fine details that I spent years perfecting. I want to take my customers on the same journey that I took to create the cat tree that now stands in their home. The only way to achieve this is to let them in with authenticity.
Photo Credit: Papuk
How do you take care of yourself, especially during this moment in history (a record number of anti-LGBTQ+ bills being passed / an increase in violence against our community)?
It can be maddening. I’m sure we all feel this way. To feel like we’re going backward and that the people we’re against have no grasp of the reality we all live in. It can be a lot to think about and a heavy weight to carry. In these moments I share this weight with my chosen family, ones who understand and are fighting the same fight. We are a community no matter what letters represent us and our biggest asset is finding strength in each other.
Who is your favorite LGBTQ+ celebrity and why?
One of my favorite LGBTQ+ celebrities is Troye Sivan. I admire him because he inspires a generation to embrace their identities with confidence and authenticity. He represents a sense of fluidity in self-expression that encourages people to be true to themselves in every aspect of their lives.
Can you share one fun fact about yourself?
During my university years in Syria, I organized gay parties at my home, despite it being entirely illegal. I was part of a close-knit group of friends, about five of us, and through our networks, people would travel up to five hours just to attend these gatherings. There were no clubs, no parties, and certainly no apps to meet people like us so it was our way of creating a space where we could freely express ourselves and be around others who understood us.
However, the risks were high. If the parties got too loud, neighbors might complain, leading to police raids and potential arrests. Despite these dangers, we took precautions, like managing guest lists to ensure safety. These gatherings became more than just parties. They were a sanctuary where we could foster a sense of belonging and community in a place where we had to be cautious about revealing our true selves.
