Ani notes that when people see her clothes and tattoos, they often think she is a foreigner and start speaking to her in English. At times they even express doubt when she says she is Armenian, noting that it is impossible for an Armenian to have "such a bright" appearance.

"Few realize that there are customs outside of Armenia, that the attitudes adopted in Armenia are backward. Adults, just being Soviet-minded, do not want to fight against stereotypes or change anything," says Narine.

The Ombudsman’s Office has noted the impact of these stereotypes on women’s access to the labor market. For instance, deeply held views on “suitable” jobs for women have resulted in women being discriminated against in certain professions. It also means women get paid 35.9 percent less than their male counterparts across all sectors in the economy.

Part of the problem is how society views women’s roles. For example, in small towns and rural communities, it is widely believed that men should work while women should care for children and do housework, according to the Yerevan State University’s Center for Gender Studies and Leadership’s "Gender Barometer of Armenia".

Narine,Tina and Ani are trying to counter these stereotypes through the metal jewelry studio, Protest Business. They say they have been told that women should work with beads, not weld metal. But that has not stopped them.

Psychologist Irina Tsaturyan says that the Armenian society thinks in terms of stereotypes, without realizing that how one dresses, what one has on his or her body, or what she or he is involved in, only concerns that person. “The point is that, for example, if a person has tattoos, it's his personal business. No one else has the right to interpret it as a matter of morality: you have to be tolerant,” she says.

But that can be difficult in conservative societies like Armenia, especially for people who grew up in the Soviet Union. Tsaturyan notes that while there are many traditional societies that are open to new ideas, Armenian culture struggles to accept "strange" appearances after decades of standardized fashion and haircuts.

While it took them months to get used to her new look, Ani says it has set her free.

“When I shaved my head, I realized that hair was redundant, it was just a standard feminine image. Now that I don't have it, I realise that my hair is not what makes me female. My femininity should be expressed differently," she says.

So she started to write poems, picked up sewing again and even started to teach sewing. Ani also established an innovative theater in Yerevan and plans to publish books and shoot films.

While being bald has emboldened Ani to embrace her creativity, it has also opened her to public scorn. Some women look at her with hatred, Ani says, while others seem to view her with pity, thinking her bald head is a sign of sickness.

Tsaturyan says that there are signs that society is changing, however. For instance, she recalls that 20 years ago, women were told not to drive cars. Now female drivers are common.

Fashion blogger Marianna Kababyan notes that for years she was afraid of being labelled as different due to her clothes and her style. But then she realized that she needed to focus on what made her feel good, not what society thought she should wear.

“It is not society that should necessarily praise you for being true to yourself,” she says.

“You should choose your style, your outward appearance and move forward. Armenian society, with all its elements, still needs to make changes in consciousness and self-determination. This is a process.”