Tbilisi hosts large-scale expo of women entrepreneurs’ products for the fourth time

On the initiative of UN Women, the largest fair of women entrepreneurs’ products was held at the exhibition centre Expo Georgia on 13 and 14 September. This event has become an annual tradition, with Tbilisi hosted it for the fourth time.

More than 200 women from all over Georgia had an opportunity to showcase their products to the attendees and sell them on the spot. As with previous years, they exhibited diverse items, including food, wine and other beverages, gifts, toys, accessories, handicrafts, decor, and beauty and personal care products. The fair not only promoted the women entrepreneurs’ products but also created new sales opportunities for them and facilitated building useful networks among the participants.

It was the first appearance at the expo for Anna Khubua, a 25-year-old entrepreneur from Tbilisi and a psychologist by training, who started making decorations during the COVID-19 pandemic. Anna sells her products mainly through social media platforms, and this year she also showcased her handmade mirrors inscribed with motivational phrases at the fair.

“I wanted to give special value to the decorations I make,” Anna explains, “so I decided to write phrases on the mirrors that would help women become more self-confident. There are many widespread stereotypes related to appearance. I think these phrases will give additional support to women.” Anna added that such fairs also play a prominent role in motivating entrepreneurs in general: “Of course, such events raise awareness about our products, but first of all, they are important because so many women get to know each other; we support each other, share experiences and motivate each other.”

The event was attended by Belén Sanz Luque, Regional Director for UN Women Europe and Central Asia; Nicholas Cendrowicz, Head of Cooperation at the European Union Delegation to Georgia; Bergljot Hovland, Ambassador of Norway to Georgia; Alkis Vryenios Drakinos, Director and Regional Head of the Caucasus for the European Bank for Reconstruction and Development; Kaori Ishikawa, UN Women Country Representative in Georgia, and representatives of the private sector and business associations.

“The annual Women’s Entrepreneurship Expo 2025 has grown into an inspiring annual tradition across Europe and Central Asia,” Ms. Ishikawa stated. “This Expo is a genuine joint effort—from development partners to private sector leaders—but at its very heart are the women entrepreneurs who trusted us, shared their challenges and continue to shape this platform with their vision. We know that women entrepreneurs create jobs, generate income for families and communities, and bring innovation and sustainability to the economy, yet [they] still face barriers to finance, markets and networks. Together, through initiatives like the Expo, we are committed to removing these barriers and building a future where women’s entrepreneurship is a driving force of inclusive growth.”

Initiated by UN Women and supported by the Norwegian Agency for Development Cooperation (Norad) and the European Union, the event was held in collaboration with the European Bank for Reconstruction and Development (EBRD), the Asian Development Bank (ADB), the German Agency for International Cooperation (GIZ), TBC Bank, Crystal Microbank, MBC Microbank, the Georgian Farmers’ Association, Business and Technology University and Expo Georgia.

“Supporting women entrepreneurs is one of the key priorities of the European Bank for Reconstruction and Development,” Mr. Drakinos remarked. “With the support of our donors, we actively work to make it easier for women-led businesses to access both financing and tailored advisory services that help them grow and expand. The women showcased at the Expo have turned their ideas into successful enterprises through dedication and hard work. Their achievements serve as powerful examples—not only for other women but [also] for all entrepreneurs and future generations who are beginning their journey and aspire to build thriving businesses of their own.”

It is noteworthy that this year, the fair also gathered women entrepreneurs who are survivors of violence, live in mountainous regions and are refugees from Ukraine. The focus was on green products that women make using recycled, environmentally friendly materials and technologies. In parallel, there was an entertainment and educational corner set up for children, as well as a food court and an entertainment area. A number of events were held within the framework of the fair, including a panel discussion supported by the Asian Development Bank, during which the representatives of the banking sector discussed how important financial inclusion is for women’s economic empowerment—and once again emphasized the role of the private sector in supporting women entrepreneurs.

The Women’s Entrepreneurship Expo was held within the framework of the Women’s Economic Empowerment component of the UN Women project “Good Governance for Gender Equality in Georgia”, generously funded by the Government of Norway.