LocationsDriving inclusion and opportunity in Georgia, one small business at a time
Stitching Together the Future
October 15, 2025
Photo: UNDP/Leli Blagonravova
As a child, Nino Goderidze would lose herself in drawing and crafting. She was especially fascinated by fabrics, their texture, colour and the stories they seemed to hold. That quiet curiosity became the foundation of her life’s work: God Era, an experimental fashion brand that challenges conventions and speaks boldly of identity, trauma and transformation.
“My starting point has always been the body, especially the queer body,” Nino says. “The experiences of minorities, sexual trauma, the unspoken things. That’s what I’m drawn to explore through my work.”
Nino launched God Era in 2020 during the height of the COVID-19 pandemic. With no access to traditional production or mentorship, she turned to experimentation. One of her first projects was creating vegan leather from kombucha.
“It was difficult. I could only find one person in Georgia who had experience with it,” she recalls. “He didn’t take me seriously, treated me like I had no idea what I was doing. It felt discriminatory.” But instead of retreating, Nino leaned into the challenge.
“That moment made me stronger,” she says. “I didn’t lose my belief in myself. And in the end, even he was proud of what we created.”
Being an emerging designer in Georgia is not easy. The fashion ecosystem is small, and hands-on opportunities are limited. For Nino, that meant skipping apprenticeships and diving straight into creating her collections.
“You need courage. There’s no safety net,” she says. “But maybe that’s why my style is distinct, there was no one to imitate, only space to invent.”
And invent she did. God Era quickly stood out not only for its visual language but for its values. The brand blends ethical production with unisex aesthetics, upcycled materials and deep storytelling. Much of Nino’s inspiration comes from women, especially rural women whose traditional crafts are often overlooked. On a research trip to Kakheti, she collaborated with local artisans on felting techniques.
“We created pieces together. It was more than fashion. It was care work,” she says. “For me, women symbolise flowers, but not in the delicate sense—rather as strength, care and layered complexity. That’s how the flower collection was born.”
For Nino, fashion is more than style. Her bold artistic vision, deeply rooted in Georgian culture, becomes a platform to challenge outdated norms and stereotypes. “I use my work to break taboos, to explore gender, and to transform society’s problems into creative inspiration.”
Backed by a Community
Nino’s journey as a queer designer took a powerful turn when she became part of Diversity Venture, a UNDP and Norway-supported initiative that helps queer-led businesses thrive in Georgia.
“That kind of support is rare,” she says. “It made me feel seen, not just as a designer but as a person with a mission.”
That visibility soon turned global. A design from God Era caught the attention of a buyer in Japan. Today, Nino ships collections internationally every season. “I didn’t expect that kind of demand; it was a reminder that authenticity has reach.”
Designing for the Future
Even though her work attracts international attention, Nino still faces hurdles in accessing cutting-edge technologies and the latest insights in sustainable fashion.
“I keep learning through doing. That’s how I grow, how God Era evolves,” she says.
For her, God Era is more than a brand; it is a vision: inclusive, ethical and unapologetically bold. “I’m building stories that move from me to someone else and into the world. That’s the power of design. It keeps living long after it leaves your hands.”
Creativity in action — Nino Goderize’s new collection
Photo: UNDP/Leli Blagonravova
Small Business, Big Impact
Nino Goderidze’s journey reflects a broader shift in Georgia’s entrepreneurial landscape. In recent years, small and medium-sized enterprises have shown remarkable potential to create stable jobs, boost the national economy, foster partnerships, and expand exports. By embracing innovation, engaging diverse communities, and championing sustainable growth, these businesses are laying the foundation for lasting change.
The research from the EU and UNDP shows that the apparel sector emerges as one of the standout success stories, with a 19 percent increase in value-added between 2017 and 2023. Georgia’s unique designs, strong international connections, and access to favourable trade agreements help position the country as a rising player in high-end and handmade fashion.
Yet, the same research highlights that this promise is not without challenges. Small businesses like God Era still face high logistics costs, limited access to financing, volatile raw material prices, shortages of professional expertise, and hurdles in gaining international recognition.
Supporting creative entrepreneurs like Nino is essential to unlocking Georgia’s full potential and ensuring the country’s innovative spirit continues to thrive on the global stage.
Empowering Entrepreneurs for Inclusive Growth
Entrepreneurship is a powerful driver of resilience, integration, and inclusive development. Together with donors and partners, UNDP is opening new pathways for Georgian entrepreneurs to build livelihoods, support their families, and contribute to the country’s economy.
- Investing in Women Entrepreneurs. The Women Entrepreneurs Development Programme, a joint initiative of UNDP, Sweden, and the Bank of Georgia, is transforming the landscape of inclusive growth. It supports over 200 women-led startups and growing companies across Georgia, providing the skills, networks, and resources they need to thrive in competitive markets.
- Supporting Refugee Entrepreneurs. With funding from the German Government and in partnership with CARE Caucasus, UNDP helps refugee entrepreneurs launch and grow small businesses in Georgia. Results speak for themselves: an impressive 50% profit margin and a 552% return on investment highlight the value of targeted support. Check our recent research for more insights.
- Promoting Diversity in Business. With funding from Norway, UNDP’s Diversity Venture initiative supports entrepreneurs from minority groups and champions equality in business. Since 2023, more than 65 entrepreneurs have built or expanded their ventures with tailored training, mentoring, and grant assistance.
- Expanding Access to European Markets. With funding from the European Union, UNDP helps Georgian small and medium-sized enterprises seize opportunities under the Deep and Comprehensive Free Trade Agreement and unlock new prospects in European markets. Find out more about this project: Inclusive Access to Markets.
- Boosting Rural Entrepreneurship. Over the past decade, UNDP’s partnership with the European Union has empowered hundreds of rural entrepreneurs across Georgia, helping them acquire new skills, adopt modern technologies, and explore diverse business opportunities. Learn more about this project: ENPARD – Supporting Rural Development in Georgia.
These efforts are more than numbers. They represent real opportunities for aspiring entrepreneurs from different backgrounds to build sustainable futures for themselves and their communities. Together, they highlight UNDP’s commitment to advance economic empowerment and social inclusion, invest in people who are shaping Georgia’s future, and help the country build a more equal and inclusive economy.
Background
The Leadership, Equality, Advocacy, Democracy (LEAD) project supports institutional, legislative, and societal changes in Georgia to safeguard minority rights, combat discrimination, and create a collaboration platform for public agencies, civil society organisations and international partners. UNDP is implementing this initiative with US$4 million in funding from Norway.
Disclaimer
This story has been produced with the assistance of Norway and UNDP as part of the Leadership, Equality, Advocacy, Democracy (LEAD) project. Its contents do not necessarily reflect the views of Norway and UNDP.
