LocationsFrom Creativity to Digital Growth: How Toiart Strengthens Its Business Through E-commerce
February 26, 2026
Gulzhan Nazarova, the co-founder of Toiart
In 2026, International Women’s Day is observed under the global theme “Rights. Justice. Action. For ALL Women and Girls.” This theme highlights that equal access to economic opportunities and digital tools is key to inclusive development. The story of Gulzhan Nazarova is a clear example of how these principles are translated into concrete action.
“I am the co-founder of Toiart, a creative business where ceramics have become a full-fledged entrepreneurial model. We combine workshops, production, and education. For me, it is important that creativity is systematic and sustainable,” says Gulzhan.
Gulzhan became a participant in the “Janyration Sanarip” e-commerce incubation programme implemented by UNDP with the support of the Government of Finland under the “Aid for Trade” project.
“Previously, I participated in the ‘Janyration’ project and chose the topic of entering e-commerce platforms. It was important for us to scale specifically our product line. We wanted to understand how to build sales strategically rather than intuitively,” she explains.
The programme was launched to equip entrepreneurs in Kyrgyzstan with the tools, knowledge, and support needed to transition from traditional business models to digital ones, enabling them to scale and compete in the e-commerce market. The initiative supports the country’s digital transformation in line with the National Development Strategy 2040 and the Digital Transformation Concept for 2024–2028.
Over 16 weeks, 43 entrepreneurs, more than half of them women, developed individual strategies for integrating digital solutions into their businesses.
Through training modules, mentorship, master groups, and hands-on sessions, participants gained practical skills in digital marketing, logistics, online sales management, and customer engagement.
The programme engaged 22 experts in the digital economy who supported participants on topics such as international marketplaces, process automation, digital marketing, and digital analytics.
For Gulzhan, the programme became a turning point for strategic rethinking.
“I learned how marketplaces actually work, the economics, product cards, logistics, and platform requirements. The most valuable insight was understanding the scale of work involved and the need for a dedicated team. It helped us realistically assess our resources.”Gulzhan notes
With UNDP’s support, Toiart purchased a clay extruder, significantly modernizing and simplifying the production process.
“Previously, clay preparation was done entirely by hand. Now we actively use the extruder for preparing materials for workshops and product lines. This has accelerated the process, improved the quality of blanks, and significantly reduced manual labor.”
Today, the studio actively sells through social media and search platforms: clients attend workshops and later place orders online. At the same time, the team is developing a strategy to enter marketplaces through a partnership model.
“I realized that marketplaces are a separate business direction that requires structure and systems. This changed my entire approach to scaling,” Gulzhan notes.
The e-commerce value chain stimulates inclusive economic development by creating opportunities for MSMEs, especially women-led businesses, to integrate into the digital economy.
By addressing structural barriers and equipping entrepreneurs with practical tools, the programme helps reduce regional disparities, expand employment, facilitate integration into global markets, and strengthen the competitiveness of local producers.
At a time when digital transformation has become central to sustainable development, scalable initiatives like this lay the foundation for economic empowerment and long-term resilience.
The story of Toiart demonstrates that the theme “Rights. Justice. Action. For ALL Women and Girls” is not only about protecting rights, but also about ensuring equal access to markets, technology, and growth opportunities.
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