Shortage of stamps, accessories and materials — the problems faced by shoe manufacturers in Georgia

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Gstyle is a Georgian shoe brand that appeared on the market in 2015. The company makes women's footwear for all seasons which are designed in Georgia and the sketches are sent to Singapore to be sewn. Brand development manager Gvantsa Mekvabidze says that the brand stands out for its individuality and shoes are made to suit the taste of the Georgian consumer.

"Initially, we produced a small amount of shoes to see how the Georgian consumer would accept our shoes and how popular our shoes will be. The design was created by a Georgian designer. We can take details from branded shoes, but still try to be different and individual. We create shoes specifically for the Georgian consumers and try to suit their taste," says Gvantsa Mekvabidze.

The company makes shoes in Singapore. They decided to move production abroad for several reasons. One of the main reasons is the lack of necessary technical support in Georgia. The company says that there is a shortage of appropriate stamps and accessories. There are difficulties with purchasing quality material.

It takes about 6 months to create a new collection. After the final version is approved, the sketches are sent to Singapore, where the factory sews the shoes for three months. Delivery of a new collection to Georgia takes about 2 months. The company offers on women's line. It produces a limited number of shoes, since it does not want their products to be mass-produced. We also tried to develop a men's line, but the brand development manager believes making women's shoes is more interesting.

"We work with eco material. The inner part is made of natural leather, to protect the hygiene of the feet. The outer material is eco-leather, which is close to natural. The models are very popular.

Gstyle makes only shoes at the stage. In the future, they may start the production of accessories. The company does not order large quantities of the collection as it is focused on a different and limited number of shoes and doesn’t want to sell its shoes in other stores or networks.

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