Graduation ceremony marks completion of the ‘Trade Fair Assistance for SMEs in Georgia’ programme

This event celebrated the successful completion of a comprehensive capacity-building journey for Georgian small and medium-sized enterprises (SMEs), carried out by the Visionest Institute as a contractor for ESTDEV. 

The programme aimed to enhance the international competitiveness of Georgian SMEs – particularly in the fashion, kidswear, and leather sectors – by providing them with the tools, mentorship, and direct market access needed to expand into European markets. 

Programme Overview and Achievements 

Out of 58 SMEs admitted into the programme in September 2024, 51 companies successfully completed the entire course of activities. Over the course of seven months, participants engaged in eight training workshops – three held in person in Tbilisi and five delivered online – focusing on export readiness, brand positioning, international marketing, and negotiation strategies. 

Participants also benefited from two tailored mentorship sessions with industry experts from Estonia and the United Kingdom. The first session took place in person in Tbilisi, while the second followed several months later online, allowing companies to reflect on progress, receive feedback, and plan next steps for international growth. 

A key component of the programme was the direct participation of Georgian fashion brands in international trade fairs, including Playtime Paris and MICAM & MIPEL Milano. At these events, the Visionest Institute provided on-site guidance and immediate mentorship, supporting participants in real-time interactions with buyers, agents, and partners – offering practical insights that proved crucial to their performance and networking outcomes. 

Closing Event: A Two-Part Celebration of Progress 

The graduation ceremony in Tbilisi comprised two distinct segments. The first was a Post-Evaluation Workshop, led by Visionest Institute’s CEO, Anu-Mall Naarits. The workshop provided a reflective space to assess the programme’s outcomes and share experiences. Company representatives from COSMO and Nini Patsatsia offered testimonials about their journey through the programme, highlighting the value of personalised mentorship and the opportunities presented at international trade fairs. 

“This year, through the Visionest Institute’s EU-supported trade fair assistance programme, COSMO had the chance to join some of Europe’s most influential trade events. With hands-on guidance from Anu-Mall Naarits and Jaan Järv, we learned how to better present our brand, tailor our message, and build valuable relationships.

“The mentorship we received – from strategic advice to booth presentation – was a game-changer. Participating in events like MIPEL Milan reaffirmed one powerful truth: growth doesn’t always come in the form of immediate orders. Often, it comes from learning, networking, exchanging ideas, and getting inspired. Every trade fair gives us the chance to reflect, adjust, and return stronger,” said Giorgi Kochlamazashvili of COSMO. 

“In my first MICAM experience, I had the passion and a strong product. But I lacked critical elements: a structured price list, clearly prepared product information, and the know-how to speak with buyers in a professional and convincing way. This year, everything changed. I came with all materials professionally prepared, including price lists, visuals, and pre-defined discount structures for agents, boutiques, and distributors. This kind of professionalism builds immediate trust and makes a strong first impression.

“One of the most important lessons I learned through the programme was how to see things from the buyer’s perspective. Understanding their priorities and being able to clearly explain why my product ts their market made a significant difference. I also made follow-ups a priority – and saw immediate results,” added Nini Patsatsia. 

The second part of the day was the Graduation Ceremony. Following the workshop, a formal ceremony was held to honour the achievements of the participants. A total of 99 individuals received certificates of successful completion in recognition of their commitment and development. 

“On the first day of our training programme in Georgia, we asked the participants what could make Georgia stand out in the world. The answer came quickly – creativity, said the companies from the fashion and design sectors. From that moment on, we moved forward step by step together, showing the opportunities for international cooperation and how to present oneself professionally at top European trade fairs, build relationships, and achieve sales deals. 

“We delved into the participants’ business ideas and creativity, with mentors actively contributing to find ways to accelerate their growth. We helped them set a clear focus and introduced them to key success factors in international business. We were positively surprised at how quickly the participants began to adapt their mindset and experiment with new approaches. Even more – from an initially individualistic mindset grew a spirit of sharing and collaboration that carried throughout the entire programme. 

“Everyone pushed through to the end to earn their international certificate, which demonstrated their commitment and professionalism. We’re now moving towards the next steps of development and are sincerely grateful to all participants, partners, funders, and mentors – it is thanks to you that this programme is possible, said Anu-Mall Naarits, Visionest Institute’s CEO.

Anu-Mall Naarits, Visionest CEO

Looking Ahead 

The successful conclusion of the Trade Fair Assistance for SMEs in Georgia programme highlights the power of combining structured training, tailored mentorship, and real-world exposure to support the growth of local businesses.

As Georgia’s SMEs continue to explore new international markets, the Visionest Institute remains committed to supporting their journeys with innovative, high-impact programs rooted in collaboration, capacity building, and sustainability. 

For more information, please visit: visionest.institute.

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