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\nFrom Marketing to the Fashion Industry<\/strong><\/p>\n
\u201cIt\u2019s fair to say I ended upin marketing by accident,\u201d Anka laughs. \u201cBut my life has always been full of serendipitous moments that quiet- ly shape its course.\u201d Back in 2005, marketing was still a fledgling field – fresh, dynamic, and taught by practicing professionals. \u201cOur professors weren\u2019t just academics – they were industry insiders. One headed Beeline\u2019s marketing department and brought over a decade of real-world experience into the classroom. Another worked at BBDO and had just returned from Cannes Lions. We were dissecting real campaigns, not just textbook theories. When I graduated, I wasn\u2019t even considering a career in fashion. I had that Devil Wears Prada image in my head – intimidating, cold, and chaotic. But then came one of those unmistakable nudges from the universe: Yulia Kalmanovich, a womenswear designer, was looking for a personal assistant. Three different people, completely unrelated to each other, forwarded me the job listing. I took it as a sign. Before I knew it, I was at her side – and just like that, I stepped into the world of fashion.\u201d<\/p>\n
he First Meaningful Steps in Her Career<\/strong><\/p>\n \u201cAs an assistant, I learned so much about fashion – not just the aes- thetics, but the rhythm, the pace, the behind-the-scenes grit. I later took courses in London and Paris, built a network of professional contacts, and gradually realized it was time for a new challenge. I met my future business partners purely by chance. I had the idea; they had the space. Everything happened fast: We met, we clicked, and we opened IndexFlat – a boutique tucked into the ground floor of a residential building. My partners initially wanted to bring in clothing from little-known Asian designers, but I nudged them to focus on Georgians. At the time, Georgian designers had almost no presence outside the local market. With our distinctive concept and bold PR, we gave them a window to the world. IndexFlat quickly gained a cult following among fashion insiders – it was one of the few spaces offering rare, niche collections and a deeply personal approach. That kind of luxury – quiet, intentional, and story-driven – was still a rarity back then.\u201d<\/p>\n \u201cIERISTORE is yet another chapter in my series of \u2018beautiful accidents,\u2019\u201d Anka laughs. \u201c In 2017, I met Sophia Guguberidze – now my business partner, co-founder, and the managing director of IERI. Sophia approached me with a proposal: she wanted to support the development of fashion in Georgia. As she shared her vision, I couldn\u2019t help but smile – I had drafted the exact same concept myself. I pulled out my project with excitement, and just like that, our ideas aligned. That moment gave birth to IERI STORE – a boutique rooted in ethnographic inspiration, created to celebrate Georgia\u2019s cultural heritage and bring contemporary Georgian fashion into the global spotlight. Because IERI STORE is intentionally and unapologetically Georgian, we showcase designers from Georgia or those inspired by Georgian motifs. One of our signature pieces, for instance, is a necklace crafted from vintage Georgian coins – designed by MONETIN- FORME, a French jeweller who made Georgia his home. You\u2019ll also find curated pieces from DAVID KOMA. Though the label is globally recognized as British, David himself is deeply connected to his home- land. He visits Georgia quite often. When we invited David to be part of IERI, he was genuinely excited – especially since his designs had never before been officially stocked in a Georgian. What makes IERI truly unique is the range of narratives it holds. Each Georgian designer presents a different vision of womanhood – bold, romantic, minimal, avant-garde – and that diversity is exactly what makes our showroom so inviting. Whether it\u2019s a statement piece or an everyday staple, guests can find something that reflects their personal style, budget, and size. And we offer more than just clothing and footwear – we carry accessories, books, carpets, and souvenirs, all thoughtfully curated and inspired by Georgian identity.\u201d<\/p>\n \u201cWhen IERI STORE opened in 2019, Georgia\u2019s fashion industry was still in its early stages of development. Sophia and I had both gained international experience by then, so we were determined to imple- ment the standards we had seen in leading fashion capitals across Europe and Asia. That was – and still is – the most pressing challenge: translating global excellence into a local reality. It\u2019s also important to remember that the world before the pandemic was entirely different. COVID-19 disrupted everything – including fashion. Consumer behavior shifted dramatically. Fast fashion surged. And the very definition of luxe began to change. Once upon a time, you dreamt about wearing something because it felt rare and unattainable. Today, you can queue up and buy it off the rack. Luxury has, in many ways, become part of the mass market – and that makes my job more complicated. We work in a niche segment, in a small country with a small market. That reality demands clarity, precision, and constant reinvention. But what keeps me going – what truly inspires me – is the passion and creativity of the designers themselves. Their drive is my motivation. Watching the production process up close, witnessing how each piece comes to life, fills me with pride. Because fashion isn\u2019t just about beautiful clothes. It\u2019s a long chain of craftsmanship, collaboration, and intention. And knowing that I\u2019m contributing – not just to an industry, but to people\u2019s lives and liveli- hoods – that\u2019s what gives my role meaning.\u201d<\/p>\n \u201cWhen curating collections, I always follow three key criteria: high quality, creativity, and fair pricing. And, of course, every piece must align with the store\u2019s overall concept. I often take risks – choosing items that might not fit into mainstream tastes but which I know, instinctively, will resonate with someone. Fashion, after all, isn\u2019t about playing it safe – it\u2019s about making space for individuality.\u201d I also try to communicate with designers about sizing – that a woman\u2019s body doesn\u2019t need to be an XS to be worthy of great design,\u201d Anka laughs. \u201cAt IERI STORE, we maintain a broad size matrix so no one leaves feeling excluded. Fashion isn\u2019t just about aesthetics – it\u2019s a form of self-expression. That means everyone, regardless of size or shape, should have access to it. Our mission is to dismantle outdated stereo- types about clothing, body shapes, and what a \u201cfashionable\u201d figure is supposed to look like.\u201d<\/p>\n TEXT: TATULI GVINIANIDZE<\/strong><\/em> Read the full interview with Anka Tsitsishvili in the new issue of Nargis magazine.<\/p>\n Available at: Anka Tsitsishvili is a fashion buyer, co-founder, and creative director of IERI STORE – one of the pioneering voices behind the global recognition of Georgian designers. A passionate advocate for her country\u2019s cultural heritage, she has turned fashion into a universal language – a powerful medium through which she brings Georgia into international focus. In […]<\/p>\n","protected":false},"author":2,"featured_media":5155,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_override_counter":[],"footnotes":""},"categories":[43],"tags":[396,305,397],"class_list":["post-5161","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-persona-en","tag-interview","tag-nargis-magazine-en","tag-anka-tsitsishvili-en"],"acf":[],"yoast_head":"\n![\"\"](\"https:\/\/nargismagazine.ge\/wp-content\/uploads\/2025\/09\/124.png\")
\nGeorgian Culture Through the Lens of Fashion<\/strong><\/p>\n![\"\"](\"https:\/\/nargismagazine.ge\/wp-content\/uploads\/2025\/09\/125.png\")
\nThe Challenges of Being a Creative Director<\/strong><\/p>\n![\"\"](\"https:\/\/nargismagazine.ge\/wp-content\/uploads\/2025\/09\/shokoladispheri-tslis-mthavari-trendi.png\")
\nAnka Tsitsishvili as a Fashion Buyer<\/strong><\/p>\n
\nPHOTO: SHOTA GOTOSHIA<\/strong><\/em><\/p>\n
\n-Biblusi
\n-They Said Books
\n-Chicos Tbilisi<\/p>\n","protected":false},"excerpt":{"rendered":"