There are several difficulties in rural handicraft development in Georgia:
• The existing production can not meet the demands at the modern market (size, volume, weight, technology of work, etc.)
• There is a lack of diversified products on the market.
• Advertising costs are too high
• Due to territorial dissemination, people involved in local artisan production have less opportunities to access the market
• Potential users of production (individual tourists as well as representatives of tourism infrastructure) do not possess information about them.
In order to address these problems, USAID~GEII aims:
1) To give to the items of local artisan production from Adjara region a commercial form; (Increase of awareness of specific local artisans towards this sphere of cultural heritage from potential donors as well as consumers).
2) To assist local artisans in terms of market availability; (Establishment of production at the tourism market responding to the demand – giving a form of souvenirs to local artisan products)
3) To promote active involvement of state structures in the process of valorization of local artisan production. (Interest of state structures towards this sphere of cultural heritage)
USAID~GEII has already organized a number of exhibitions and trade-fairs throughout the country with the overall goal of fostering the development of handicraft production in rural Georgia. Such activities also provide the opportunity for artisans to enter or take a stronger foothold in the market, obtain a clearer understanding of its demands and become more flexible to its changing directions and nuances. Not only were foreigners given the chance to familiarize themselves with the country’s rural art at the event, but artisans received numerous offers for future work and gained a better understanding of the various needs of their customers.
Handicraft and Souvenir Development in Adjara and
Samtskhe-Javakheti
GEII has contracted the Women's Initiative Supporting Group (WISG) to implement a product development and marketing project in the Adjarian and Samtskhe-Javakheti regions. The project will involve local artisans working to find ways to improve their current handicrafts. These products need to closely match market demands, both in terms of price and design, and to make maximal use of human and material resources in the regions. Furthermore, WISG will work with local governments to raise their knowledge of cultural heritage and aspects of handicraft production. All interested artisans from the Adjarian and Samtskhe-Javakheti will be invited to participate in this project.
The handicraft project seeks to support the locals in creating inexpensive, esthetically appealing and high-quality souvenirs, and based on sample marketing of handicraft, these will match the needs of a niche market. WISG is to provide training sessions for artisans on how to develop market friendly tourist items. Other benefits of the project will include gaining basic knowledge on how to go about drafting business plans, communicating with clients, building networks, as well as learning more about the various needs and advantages of establishing trade and marketing associations. Additionally, WISG supports artisans in forming business relationships with the hotels located in Adjara and Samtskhe-Javakheti to establish handicraft outlets and develop a wider market for their products.
In the final stage, handicrafts from both regions will be presented to a larger audience to promote market accessibility for local artisans. Moreover, a handicraft catalog, and postcards illustrating artisans’ works will be published and delivered to GEII stakeholders, while trade-fair/exhibitions will be organized concurrently to bring forth greater societal awareness and cultural involvement.