GIG and the David Bezhuashvili Education Foundation have repeatedly taken the initiative to revive long-forgotten traditions. One such endeavor was breathing new life into the nearly lost craft of embroidery practiced by women in the highlands of Adjara.

At first glance, embroidery may have seemed like just another household task — something women did by the fire on long winter nights. But today, it is recognized as part of Georgia’s cultural heritage, and GIG, alongside the oundation, played a key role in preserving it. Once considered too ordinary to be classified as a craft, embroidery faded into obscurity, with only a handful of elderly women keeping the knowledge alive — while younger generations showed little interest in learning.

Though a few people were eager to revive the tradition, they lacked the necessary resources and materials to practice it. Moreover, the women who still knew the craft were determined to pass it down exclusively to young women from their own villages, ensuring that this knowledge remained part of their local heritage. This sparked an idea — to establish embroidery training courses. At this crucial moment, GIG and the Foundation stepped in, providing financial support to turn this vision into reality. As part of its social responsibility initiative, the foundation commissioned women from the highlands of Adjara to create handcrafted embroidered gifts for its New Year’s celebrations. Not only did this provide motivation, but it also gave them the opportunity to introduce their colorful embroidery to GIG’s international partners and friends—leading to increased recognition.

Today, these women’s works have gained so much popularity that even renowned fashion houses have taken an interest. The demand is so high that almost every household in the region is now involved in embroidery, transforming it into a sustainable source of income. An ancient craft has been revived, a new generation of artisans has emerged, and the highland communities of Adjara now have a newfound economic opportunity.