First and unique concept store of Georgia-inspired fashion located in the heart of Tbilisi
IERI store is a multifunctional concept store representing more than 35 Georgian brands and artists. Our flagship store opened in May 2019 on the second floor of a historical Wine Factory N1 at Vasil Petriashvili street, built in 1896 in the Vera district.
The store's name can’t be translated from Georgian to English in just one word. IERI — means look, appearance, image, outfit, and attitude. We were the first to bring the edutainment concept to Tbilisi — a store, a gallery, a coffee spot, a wine bar, a place to meet, and a place to be for events, lectures and exhibitions.
Anka Tsitsishvili, a well-known fashion expert, is a creative director and a buyer of the IERI store. Sofia Guguberidze, an international expert in luxury business management, is a project director.
The main aim of the IERI store is to change the stereotypical perception of the country and to develop the fashion retail industry. We are the first concept store to gather all Georgian brands in one unique space and to create a concept based on the country's identity and heritage. A space more accurately to be named an “inspiration spot” rather than just a concept store.
It all started with a hand-painted ABC book created by our owners and developed into the most significant concept store in town with an impressive selection of the best Georgian designers.
We represent more than 35 designers who are initially from Georgia or who have found their inspiration here: Aleksandre Akhalkatsishvili, Aleksander Siradekian, Anouki, Chubika, Crosty, Dalood, Eshvi, Five To Ten, Keburia, Idee fixe, Ingorokva, J.Kim, Kayo, Lalo Cardigans, Le Chic Radical, Liya, Tbilisi, Muzaradi, Prenom, Reckless, Rosebud, Sidonia Nun, Situationist, Sofio Gongli, Tamra, Tatuna, Tiko Paksa, Tutu/Cosmonaut, Thenaunes, Zarqua Collection, 0711. London-based David Koma and Tata Naka joined in Fall-Winter 2019/20 season and are presented at the IERI store exclusively in Georgia. IERI store also presents several Georgian beauty brands such as Kash Kash and Senself self-care products and Kaveuli perfumes, as well as Khevsurian jackets inspired by Georgian traditional clothes handcarfted by Samoseli Pirveli Atelier, a collection of antique carpets, home decor objects, books, and other Georgia-inspired gifts.
Georgian-inspired fashion history
he Great Silk Road covered Georgia from the VI till the XIV century. In the 1920s, Tbilisi-born painter and entrepreneur Ilia Zdanevich designed patterns for Chanel's famous tweed fabrics. And Georgian beauties Meri Shervashidze, Melita Cholokashvili, and her daughter Lilia Zelenskaya and Rima Eristavi worked for Gabrielle Chanel as models. In 1989 Rei Kawakubo, the owner of a fashion brand, Comme des Garcons, came to the wine region Kakheti in Soviet Georgia to shoot her fashion story for SIX Magazine together with Brian Griffin. And some famous paintings of Niko Pirosmani are a part of Kawakubo’s Dover Street Market interior in London now. Antonio Marras dedicated his Spring-Summer 2016 collection to famous Tbilisi-born filmmaker and artist Sergey Parajanov. In June 2017, Georgia was invited as a Guest Nation to the 94th edition of the Pitti Uomo exhibition in Florence. And Mercedes-Benz Fashion Week Tbilisi is considered the world’s most inspiring and creative fashion week regarding talents and ideas presented on the runways. And, of course, well-known revolutionaries of the fashion world — Demna & Guram Gvasalia, who are of Georgian origin.
And these are just a few examples of the huge connection Georgia has always had with the world of the fashion industry.
For any inquiries, please, contact Liza Eliava
Communication and PR Junior Manager of IERI store
+995 599 221510