Q: Could you introduce yourself and your company, and tell us a little about your role within it, as well as where your business stood in terms of export readiness and international presence before joining the “Trade Fair Assistance for SMEs in Georgia” program?
Giorgi Kotchlamazashvili:
“Hi, I’m Giorgi Kotchlamazashvili, the Export Manager at COSMO. Our brand was started back in 2015 by Sophi Mukhulishvili and Tamo Aptsiauri, and what began as a creative idea has grown into a successful company with 11 branded stores across Georgia. We design and manufacture high-quality Georgian leather bags and accessories, and we are especially proud of our COSMO Open Workshop concept-a hybrid space where our showroom and live production merge so people can actually experience the crafting process.
About three years ago, we decided it was time to take a big step and start exploring export opportunities, with our eyes set firmly on Europe. We knew we had a unique product and strong DNA, but honestly, in terms of global readiness, we were still finding our footing. We had the passion and the product, but we lacked the practical, real-world international know-how. We were looking for a program that could give us the exact tools to step onto the big global stage and connect with buyers, which is exactly where our journey with the Visionest Institute began.”
Q: What drew you to this program at Visionest Institute, and what were you hoping it would change or help you achieve when you first decided to take part?
Giorgi Kotchlamazashvili:
“What really drew us to the Visionest Institute was the promise of practical, specialized knowledge tailored specifically for fashion accessories brands like COSMO. We weren’t just looking for general business theories; we needed hands-on guidance on how to actually present ourselves at international trade shows, how to structure our wholesale pricing, and how to communicate with global buyers effectively.
When we decided to take part, we were hoping the program would help us objectively assess our export readiness and fine-tune our strategy. We wanted to take a look in the mirror, see exactly where we needed to improve, and gain the confidence to step onto international exhibition floors. Specifically, we wanted to learn how to choose the right booth location, design an engaging stand, master the art of merchandising, and build a solid communication strategy with international buyers. Ultimately, we wanted this program to take our export vision to the next level.”
Q: Looking back at the program itself, how would you describe the experience – from the intensity of the training to working with mentors and international fashion experts – and what stood out most to you during that journey?
Giorgi Kotchlamazashvili:
“Looking back, the program was an incredible, fast-paced journey. The training was intense but very practical, exactly what a growing business needs. What stood out the most to us was the 1-on-1 mentorship sessions. Having that direct access to international fashion experts like Anu-Mall Naarits and Jaan Järv was a game-changer for COSMO. Instead of general advice, we could dive deep into our specific questions and get concrete, real-world answers.
One of the most memorable moments of the entire journey was meeting Anu-Mall in person at the MIPEL trade fair in Milan. Sitting down together right there on the exhibition floor, having a focused conversation about our strategy and how to position our Georgian leather bags, was incredibly valuable. It showed us that the mentors weren’t just teaching from a distance—they were right there with us in the middle of the action, helping us navigate the global fashion industry.”
Q: What would you say were the most meaningful shifts for you or your team during the program – whether in terms of mindset, practical skills, or the way you now approach export and international markets?
Giorgi Kotchlamazashvili:
“The most meaningful shift for our team was definitely in how we strategically prepare for international trade shows. Before the program, we focused mostly on the product itself, but Visionest completely changed our mindset. We learned that even with a smaller product line, the way you tell your story, design your booth, and present your brand makes a massive impact.
On a practical level, the program gave us the exact blueprints for successful international positioning. We learned how to select the right booth location, how to handle merchandising so our products truly catch the eye, how to develop proper wholesale pricing for global markets, and how to confidently communicate with professional buyers. It shifted our approach from just ‘participating’ in trade fairs to strategically ‘executing’ them with clear goals and professional tools.”
Q: What would you say were the most meaningful shifts for you or your team during the program – whether in terms of mindset, practical skills, or the way you now approach export and international markets?
Giorgi Kotchlamazashvili:
“The most meaningful shift for our team was definitely in how we strategically prepare for international trade shows. Before the program, we focused mostly on the product itself, but Visionest completely changed our mindset. We learned that even with a smaller product line, the way you tell your story, design your booth, and present your brand makes a massive impact.
On a practical level, the program gave us the exact blueprints for successful international positioning. We learned how to select the right booth location, how to handle merchandising so our products truly catch the eye, how to develop proper wholesale pricing for global markets, and how to confidently communicate with professional buyers. It shifted our approach from just ‘participating’ in trade fairs to strategically ‘executing’ them with clear goals and professional tools.”
Q: And finally, when you reflect on the whole experience, how has it changed you personally or professionally?
Giorgi Kotchlamazashvili:
“Professionally, it completely broadened our horizon. It shifted our role from just managing local growth to strategically positioning COSMO as an international player. We learned how to look at our brand objectively, understand our unique advantages, and pitch our story clearly to the world. Personally, interacting with visionaries like Anu-Mall and Jaan, and seeing how well-received Georgian creativity is abroad, was incredibly rewarding. It changed our entire mindset—We no longer look at export as just selling products across borders, but as a journey of continuously evolving and sharing our authentic COSMO Open Workshop experience with the world.”
Q: If you had to capture your journey with Visionest Institute in one word or one sentence, what would it be?
Giorgi Kotchlamazashvili:
“It was the ultimate catalyst that elevated our vision and strategically prepared COSMO to take our unique product and COSMO Open Workshop experience to the global stage.”
COSMO’s story reflects the journey of ambitious Georgian SMEs transforming local creativity into international opportunities. While every company’s path is unique, the determination to learn, adapt, and strengthen their approach to global markets remains a shared value among the alumni of the “Trade Fair Assistance for SMEs in Georgia” program.
This interview is part of our ongoing alumni spotlight series, where we share the experiences, achievements, and growth journeys of SMEs that successfully completed the program and continue exploring new opportunities in international markets.
Stay tuned as we continue introducing inspiring Georgian SME alumni who are turning knowledge into action, strengthening their export potential, and taking their ideas beyond borders.
