Posted: 3 years ago
Author: Nina Gomarteli

Atare's Accessoires Let You Take Georgian Alphabet Letters Anywhere with You

Atare is a Georgian accessories brand, founded by two sisters, Nestan and Tamar Amirejibi. The company makes Georgian alphabet letters bracelets to promote and export Georgian traditional culture and script.

The idea was for tourists to take home memories of Georgia this way. They soon started working on creating a unique font and then design. The process was long, time-consuming, and consistent. There is a story behind starting the brand and Tamar Amirejibi told CBW all about it: 

A few years ago our German friend came to Tbilisi for a vacation, he was fascinated by this place and at the end of one day, during a conversation, he suddenly exclaimed: "your alphabet is so beautiful, it looks like flowers", then we realized that the alphabet was one of the things that fascinate our foreign guests and we immediately started thinking of the idea. This was the time when 8 million tourists visited our country every year.

How did you get your idea or concept for the business?

As soon as the idea came up, it was clear that it would have commercial interests and it would become my and my sister's business, something we had long desired. BWe used to discuss a lot about how we needed to create something fun, successful, and unique that didn't exist in the Georgian market. We manufactured 400 letters in the first stage and began selling them on Facebook. We were disappointed when we couldn't sell these 400 pieces at first, but orders piled up so quickly that our craftsmen couldn't keep up. It quickly became a popular and desirable brand to wear.

What was one of the challenges of starting your business?

Every step was difficult on the road to creating a brand, including perfecting an idea, or getting exactly what we wanted; Selecting a designer who would understand our idea; The challenge was also to establish stable cooperation with partner workshops, sales and advertising issues, smooth and fast work of delivery services, etc. However, after many attempts, we achieved the desired quality. Now, these directions are assembled and put in order.

Tell us about your team and run us through your working day.

I and Nestan are founders, we also have a brand designer, Macrame specialists, photographers, and accountants on the Atare team. Atare's working day starts with orders in our online store, continues with direct and indirect communication with our customers through social media, we plan shoots, work on new products, develop ideas, contact our craftsmen, communicate with delivery companies and facilities for sale. We answer our customers' phone calls and online messages, although orders are placed on our official website, however, customers still have questions with us.

Do you have new projects coming up? 

Yes, we now have several types of products, these are Georgian letters of silver and gold, prefabricated models of silver and gold, necklaces, and crosses of the alphabet. We are now in the process of creating a new product, which we will soon offer to our customers and we are very much looking forward to this, because like our first product, this will be a completely new, customer-oriented and personalized accessory in the Georgian market that should make our customers happy again.