In Georgia, an important initiative is changing the landscape for traditional crafts. The Georgian Heritage Crafts Association, founded in 2015, and its social shop Ethnodesign focus on supporting local craftsmen and their craft, while providing sustainable income and preserving cultural tradition. Ana Shanshiashvili, Irina Mania, and the founders of the movement, GEORGIA NOW, discuss their journey.
A Vision Born of Tradition
The origins of this initiative can be traced back to a European Union Project aimed at uniting artisans across Georgia. Ana explains that the main goal of this initiative was to bring together masters who were engaged in traditional crafts across Georgia. The vision was ambitious – to create a community of support for artisans. The association now has 350 members who all contribute to the rich tapestry that is Georgian craftsmanship.
Traditional crafts are a vital source of income for many local artisans. Ana says, “The traditional crafts are one of the most important income sources for citizens.” But the challenge was clear, many artisans had difficulty adapting their work to the modern market demands. These crafts were traditionally viewed as souvenirs aimed at foreign tourists. “We realized that handmade products are always associated with souvenirs which are bought by foreigners,” says she.
Bridging Tradition with Modernity
Ethnodesign, launched in 2016, was created with the mission of combining traditional techniques with modern design. Irina explains that “our activity was to make recommendations on the development and use of these specific products with traditional elements.” This approach not only preserves centuries-old practices, but also ensures artisans can compete on today’s market.
Ana tells us that there was initially a lot of skepticism from artisans. Many artisans were hesitant to change because they feared losing their traditional identity. As a few artisans began to experiment, and saw success, the word spread. “When a few tried and got sales they told others,” she says, highlighting the way this organic growth fostered an innovation culture.
By connecting products with local stories and cultural significance we elevate artisans’ work beyond mere commodities. Each piece carries the tradition and history of its maker.
Ethnodesign is now operating in all regions of Georgia. It emphasizes local craftsmanship, while also expanding its customer base to include locals and tourists. Irina explains that at first, the mission was to introduce local customers to Georgian artisans. This dual approach is essential to sustainability. While they are aiming to attract international buyers and nurture a local market, it has been proven that this dual strategy is important.
Empowering Artisans
Ethnodesign is built on the principle of empowerment through education and support. Irina talks passionately about the transformations that she has seen over the years. Ana explains: “We have some interesting cases where masters had nothing and housewives were at home. Today, they have a monthly salary.” This empowerment is extended to young people within the communities as established artisans are encouraged pass on their skills.
The organization places a high priority on innovation. Ana explains that they work in regions, collaborating and working with artisans from Shida Kartli Kvemo Kartli and Adjara. By experimenting with different materials and designs, the crafts remain dynamic and relevant. “The more we sell, the greater the number of people we can reach,” she says. This reflects the interconnectedness in their mission.
Challenges and Opportunities
The journey has not been free of challenges, despite its successes. Irina explains the difficulties of international sales, and the logistical challenges faced by remote artisans. She says that the logistical aspect is a challenge for them. “The creation of online platforms opened up new avenues for sale, especially during the pandemic. She says, “We taught them how they can manage their own sales platform.”
One innovative solution was to create a mobile shop. Irina explains, “We bought a large truck which we plan to turn into a store on wheels.” This mobile shop will allow Ethnodesign products to be brought directly to the consumer, increasing visibility and sales opportunities. “This initiative allows Ethnodesign to be present at different seasonal markets and tourist destinations,” she explains.
A Cultural Legacy
Ethnodesign represents more than a store. It is a cultural movement. Irina stresses the importance of preserving Georgia’s rich heritage by crafts. “Our goal is the preservation of these traditions, which are seen in almost every family in some form. By linking products to local stories, we elevate artisans’ work beyond mere commodities. Each piece carries the tradition and history of its maker,” she says.
The organization also takes part in storytelling initiatives that showcase the cultural narratives of the crafts. “We believe it is time to give these approaches a cultural twist,” Ana says, highlighting the importance of connecting craft to local heritage.
Looking Forward
Ethnodesign’s focus on sustainable development and empowerment of communities remains constant as it continues to grow. Ana’s vision for the future is clear: she wants to create a world where traditional crafts will be celebrated, artisans will be supported, and local economies will thrive. “We want to not only help these masters survive, but thrive.”
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