Georgian SME making waves in international markets after completing an Estonian-run export training programme

As part of a project funded by the United Nations Development Programme (UNDP) and implemented by the Estonian Centre for International Development (ESTDEV) and the Visionest Institute, over 50 SMEs in Georgia received training to help them break into international markets.   

One of the companies, Wine Diamond, makes jewellery from wine crystals. After participating in several international trade fairs, their unique products were featured in The New York Times, and actress Sofia Loren even became a proud owner of a one-of-a-kind necklace. 

Visionest Institute, an Estonian training and development company, designed the Trade Fair Assistance Programme for SMEs to enhance their export readiness, strengthen their brand positioning and develop international negotiation skills, allowing them to confidently connect with global buyers and present Georgian innovation to the world. From September 2024 to April 2025, participating companies attended expert-led workshops (both in-person and online), received tailored mentorship from professionals from Estonia and the UK and showcased their products at major international trade fairs.  

“Wine Diamond’s journey shows what happens when local creativity meets international readiness. Our goal with the Trade Fair Assistance Programme is not to change companies, but to help them articulate their value clearly, position themselves strategically and enter global markets with confidence. Seeing a Georgian SME move from training rooms to major international trade fairs, global media coverage and concrete market entry is exactly the outcome this programme was designed to achieve,” said Anu-Mall Naarits, CEO of the Visionest institute. 

Wine Diamond was invited to the annual Wine Festival organised in the spring 2025 by the Sommeliers’ Association of the Côte d’Azur. Their stunning jewellery made an impression, as on August 28, 2025, they were featured in The New York Times, making it the first time a major international publication has showcased a Georgian brand in such depth. 

In September 2025, Wine Diamond participated in an expo organised by UN Women and the European Central Bank, their first event following the completion of the Visionest Institute export training programme, giving the brand an opportunity to apply the knowledge and insights gained directly in practice.  

“The guidance and insights we received from the Visionest Institute mentors were invaluable. Applying their advice at the UN Women exhibition helped us connect more meaningfully with international partners and showcase our brand confidently. It was a proud moment for our team and for Georgian design,” said Wine Diamond founder Tamar Abuladze. 

Wine Diamond’s participation in the export training programme also helped them enter the US market this year. 

“Having served as a diplomat in Georgia, I know very well how deeply wine is woven into Georgian culture and how vital it is for the country’s economy. Wine Diamond’s story is an excellent example of how genuine added value can transform a local idea into a unique product that captivates international markets,” said Margus Gering, ESTDEV’s head for the European region and Ukraine reconstruction.   

“There is great potential in the small business communities in Georgia, Armenia and Ukraine. With guidance from Visionest, they are able to put their best foot forward, so to speak. Wine Diamond is just one such success story, and we are sure there will be many more to come. Truly impressive work,” added Gering.  

With funding from ESTDEV, the Visionest Institute completed a similar export training programme in Ukraine and is now running another in Armenia. 

Read the original article on the Visionest Institute’s website.