As I start my second week in Armenia, I continue to observe and absorb the paradoxical reality that surrounds me. By paradoxical, I mean a kind of duality that defies logic—ambivalent in feeling, oxymoronic in form. A reality that wears two faces and is hard to wrap your head around.

An example that I want to use may seem trivial, but it can be extrapolated to every other aspect of life.

If you are from LA, you’re probably familiar with the “Azat Mard” and “Alo” brands—both marketed as luxury brands, one specialized in casual streetwear, the other in activewear.

I was surprised to see every other person wearing either of these brands in Armenia, especially knowing the price tag of these products. It was later that I found out that almost all local stores carry knockoffs of these brands.

The question that bothered me was: why would a civilized society that owns such an authentic cultural heritage be obsessed with wearing fake brands, superficiality, and showing off?

We boast about our ancient faith and sacred values, yet many of us don’t feel a true, deeper connection beyond pride. It’s paradoxical that we love and hate at the same time. It’s paradoxical that we glorify and crucify at the same time. It’s ambivalent when we believe in something one moment and, in the next, support something radically different from our convictions. It’s an oxymoronic reality—truly fake and unrealistically true.

I understand that embracing truthfulness, honesty, and authenticity sometimes makes us vulnerable. It can be a painful experience, yet one that can restore us to what is genuinely good and authentically real—to our Armenian roots and unbreakable spirit.

“Then you will know the truth, and the truth will set you free,” says the Holy Bible (John 8:32).

May we not settle for the comfort of imitation—of brands, of beliefs, or of borrowed identities—but seek instead the liberating power of truth. For in truth, there is freedom. In authenticity, there is strength.