“IERI” — in Georgian means look, appearance, image, outfit, and attitude. It’s a brand new concept for Tbilisi — a store, a gallery, a coffee-spot, a wine-bar, a place to meet and a place to be. Anka Tsitsishvili, well-known fashion expert, is a creative director and a buyer of I E R I store. Sofia Guguberidze, an international expert in luxury business management, is a project director. The main aim of IERI store is to change the stereotypical perception of the country and to develop the fashion retail industry. We are the first to gather most of Georgian brands in one unique space. A space more accurately to be named an “inspiration spot” rather than just a concept-store.