Nini Menabde is the founder of Magic Fairy Tale, a company that specializes in children’s accessories and furniture. She has exciting plans for her future. She plans to relocate her production in Guria to provide employment for single mothers. Nini wants to establish a large-scale furniture manufacturing company and collaborate with local small businesses. She has not received any response despite her efforts to seek financial support from different organizations.
Nini believes the revitalization and development of regional areas should interest both non-governmental and government organizations. She has noticed that many young people migrate to the cities for study and rarely return, leaving abandoned businesses behind. Nini wonders if the young generation’s potential can be harnessed in order to breathe new energy into these establishments. This pondering led to the start of the “Magic Fairy Tales” journey.
“I don’t think there is a single mother female entrepreneur in Georgia who wants to move production from the city to a village and sell it there, initially throughout Georgia and beyond the borders. There is no children’s store or enterprise in Tbilisi. If I can get financial support, I believe it will be worth it. It is important that someone loves and believes in his work. The rest will come together sooner or later. Nini Menabde says, “I have faced many challenges and still do, but I have never given up.
Nini, a journalist who became an entrepreneur six years ago, was a new mother. She was unable to find the unique items she wanted for her son on the Georgian market. A photo of a wooden clothes hanger she saw on an Instagram blog inspired her. She was inspired to start her own business, offering eco-friendly wooden products made locally to Georgians at affordable prices.
Nini’s journey began modestly, with a 500 GEL gift from her father. She used it to buy materials. She worked with a craftsman, assembling her products herself. She acquired a laser cutter through a loan over time. She acquired a router last year with funding from “Produce Georgia”.
Nini claims that her company does not have any direct competitors on the Georgian market. Other companies may produce items with similar designs but they use cheaper materials and paints which result in less durable products that cause allergies. “Magic Fairy Tale”, on the other hand, prioritizes quality, durability and allergen-free materials that are water-based. Customers appreciate this.
“Here are other companies or enterprises operating on the market that produce specific items with the exact same or similar design.” I try to buy similar items myself to compare them with my own products. I can tell you that most of them use gouache or nitro-paints. The item is therefore produced at a lower cost. These items are sold for the same price as my water-based, anti-allergenic products that are much more durable. Customers often notice the difference.” – She says.
Nini’s commitment towards customization and personalization makes her stand out. Her products are mostly made to order and cater to individual preferences. This has resonated well with her customers. Nini wants to sell her products in physical shops, but she is currently limited in this. She still plans to capture a large share of the market for children’s stores once her vision becomes a reality.
Nini tries to be sensitive to the financial situation of her customers. Her product range is from 160 GEL up to 900 GEL. This allows her to cater for different budgets. Nini has had to raise her prices due to the dramatic increase in material costs caused by the pandemic. She hopes that the Georgian market will stabilize, allowing her maintain affordability without compromising quality.
“I adjust the prices for all types of customers. It starts at 20 GEL.” We have popular Barbie homes for 900 GEL or 160 GEL.
Nini’s entrepreneurial ambitions are fueled by her desire to help her community grow. She hopes to give the region a new lease of life by transferring production from Guria to Guria, and hiring single mothers. Nini’s passion and determination to provide eco-friendly, beautiful products has shaped the success and growth of “Magic Fairy Tale.”
By Mariam Gorkhelashvili
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