Cutting Edge Green Technology in Dry Cleaning

Verde Cleaning is the first company to introduce CleanEarth to Armenia

Yerevan contains unforgettable sights, sounds and history.

© 2015 David Vega / JavZ.
Traditionally, dry cleaning of clothes has involved the use of harsh chemicals that can sometimes irritate the skin and leave them with a chemical odor. But one dry cleaner in Armenia’s capital city of Yerevan has introduced the GreenEarth process into the market. Verde Cleaning and its customers understand that GreenEarth eliminates many of the disadvantages of traditional dry cleaning. For this and other reasons, Verde Cleaning has been selected to receive the BID Quality Crown Award for 2015.

Better for the Environment

GreenEarth is a new dry cleaning process for fine fabrics. It replaces the most common form of dry cleaning which uses perchloroethylene. GreenEarth has the advantage that it is not made from any hydrocarbon or any other volatile chemical. It leaves no “dry cleaning” odor on clothes. Instead, clothes simply smell clean. Customers report that their clothes feel softer and look brighter.

GreenEarth cleans with pure liquid silicone, made from sand. The process is so clean and safe that it is not regulated by environmental protection agencies or worker health and safety organizations. In fact, the substance is already used as the base of many shampoos and lotions. When GreenEarth is released into the environment, it breaks down into sand, water, and carbon dioxide. For people who are sensitive to traditional dry cleaning chemicals, GreenEarth provides an alternative that does not irritate the skin.

The science behind why GreenEarth is superior is easy to understand. Liquid silicone does less damage to clothes because it doesn’t react chemically with anything. It penetrates fabric more readily than water or perchloroethylene or water because of its low surface tension, and therefore shows its superiority most when used for very delicate garments and fabrics like silk and cashmere.

The traditional dry cleaning process was discovered way back in 1825. Before that, garments were always washed in soap and water. But wet cleaning has certain disadvantages. Some fibers swell and lose their shape in water. Some fabrics shrink. Colors run. Soap and water do not clean oil based stains as well as traditional dry cleaning.

A few pioneers have made the change from traditional dry cleaning to GreenEarth. Not everyone, and not even most, however, because switching to GreenEarth requires an investment in equipment and training. It is more labor intensive. In the majority of instances, only the largest, most successful businesses have been willing to make the investment in this environmentally friendly technology, such as Marriott, Hilton, Hyatt Regency, Montage, St. Regis and Jumeirah Emirates Towers.

Verde Cleaning is the only place in the Armenia offering the innovative service.

Verde Cleaning innovates in other ways. A visit to their website shows practical tips that customers can use to care for their garments and make them last longer. Not only that, but Verde Cleaning offers their customers a choice between using traditional methods or GreenEarth, and provides a detailed price list so their clients can decide for themselves.

Yerevan, the Venerable Jewel of the Caucasus

Yerevan, Armenia has roots which go back further than almost any city in the world. The area has been continuously occupied since the 8th century BC and is steeped in the history and culture of the Armenian people. It all began when the fortress of Erubuni was built on a 65 meter hill overlooking the Ararat plain. The fortress was used for centuries, and the town, whose name is derived from “Erubani,” was built around it. Since gaining independence from the Soviet Union, the Armenian government has invested a lot of resources in modernizing its capital, but not at the expense of preserving the wonders of its most distant past. Any trip to Yerevan should include a visit to the ancient fortress where it all began.

© 2015 David Vega / JavZ.
Erebuni is surrounded by a wall 10-12 meters high with towers, contained numerous buildings, and was used as a palace as well as a military installation. A Temple to the god Khaldi was built, and there were modest accommodations and a commercial district. Frescoes can still be found on the temple walls, and inscriptions nearly 3,000 years old describe ancient kings and their deeds. One reads “By the greatness of the God Khaldi, Argishti, son of Menua, built this mighty stronghold and proclaimed it Erebuni for the glory of Biainili (Urartu) and to instill fear among the king's enemies.”

The oldest surviving church in Yerevan was discovered practically by accident. It was 1936, and the Soviets had decided to take down an old cathedral which had been built in 1693; it was in such bad shape the decision was made not to restore it. Archaeologists working to record inscriptions uncovered during the dismantling of the building came to realize that the cathedral had in fact been built on top of an older church, which was practically intact and worth saving. Inscriptions found inside were from the 13th century, and today the church is used quite frequently.

Armenia is now a Christian country, but it was ruled by Persians for centuries, and a mosque built in the 18th century still survives, the Blue Mosque. It was the largest of eight mosques in the city, and the last one remaining today. The building is surrounded by trees and modern buildings to such an extent that it can be hard to find. During the Soviet era it was a museum, but now it is the only functioning mosque in the city. It is located on Mashtots Avenue in front of the indoor market, and is one of the more unique sights to be seen in Yerevan. The dignified, understated style of the Blue Mosque of Yerevan reminds visitors of the time of Persian rule of the city.

Seeing the sights of Yerevan requires a good bit of time and walking. Tourists and locals alike now have a green alternative for cleaning their clothes after a long day in the city. Verde Cleaning at 70 Aram Street in downtown Yerevan, two blocks from Freedom Square and the Armenian Opera Theatre.

The BID Committee also was impressed with the range of other services that Verde Cleaning offers, such as waterproofing, wedding dress care, and cleaning and dyeing of leather and suede using a palette of over 1000 colours. Because of its commitment to continuous quality improvement, innovation and a concern for the environment, Verde Cleaning has been selected to receive the BID Quality Crown Award for 2015 at the convention in London.


BID is a private and independent organization founded in 1984, whose primary activity is business communication orientated towards quality, excellence and innovation in management. A leader in the broadcasting of Quality Culture, BID recognizes those companies and organizations which lead the most important activities in the business world, and is considered the founding organization in the broadcasting of the Culture of Quality, Excellence and Innovation in 179 countries. The trophy symbolizes a pledge to the principles of Quality Culture. The QC100 Total Quality Management Model, together with the Quality Mix program, media coverage of the convention and its impact on the community and business sector, create an unmatched platform for continuous improvement within the organization and awareness of the achievements of the company at an international level. Awards are given only to those who are committed to improving their Quality Culture based on the principles of the QC100 Total Quality Management Model. Candidates are proposed by the leaders of previously awarded companies who they consider worthy of the award. Especially meritorious candidates may also be nominated. The International BID Quality Award Selection Committee then chooses the winning companies who will receive the award in New York, Paris, Geneva, Frankfurt, Madrid and London.