Women entrepreneurs present their products at pre-New Year’s fair

For women entrepreneurs, finding and using new spaces is an important factor in promoting and selling their products but especially during the lead-up to the New Year, when they often earn the bulk of their sales.

UN Women, in cooperation with private companies, is constantly aiming to support women entrepreneurs who are participants in its projects. One such initiative was developed to help organize a pre-New Year’s fair in December 2024. In partnership with the hypermarket chain Goodwill, UN Women gave women entrepreneurs the opportunity to present their products at a specially organized fair at Goodwill in Digomi, Tbilisi, on 23 December.

Seventeen women entrepreneurs offered their products to the fair’s visitors, who browsed the New Year’s accessories, handmade items, gifts, dried fruits, sweets, wine and drinks. Among the entrepreneurs was the founder and director of the company “Nino Merry’s”, winemaker Nino Madzgarashvili.

Nino has been producing kvevri wine using the traditional method since 2018 and sells it both in Georgia and abroad in Europe and the United States. As she says, when participating in fairs, the location and the scale of information dissemination are of particular importance, since the success of the event also depends on the number of potential customers.

“The fair held at Goodwill was of great importance for small entrepreneurs in that local residents were constantly coming and going,” says Nino. “They showed curiosity. Some of them [already] knew, and some heard about the product for the first time. At the same time, they had the opportunity to taste the wine, which generally makes the taste and brand even more memorable.” Nino added that for greater results, such events need to be held permanently.

UN Women continues to support women entrepreneurs and will always strive to offer them various initiatives to create additional spaces for the promotion and sale of their products.

The New Year’s fair was held within the framework of the Women’s Economic Empowerment component of the UN Women project “Good Governance for Gender Equality in Georgia”, which is funded by the Norwegian Agency for Development Cooperation (Norad).