Women Entrepreneurs Prevent Dangerous Migration

Many across the world, particularly young people, are suffering from unemployment, high prices, and political unrest and instability.  In Armenia, Georgia, Moldova, and Ukraine, where HERA works, these problems are acute given increasing conflict, corruption, and external threats.  The transfer of development and humanitarian assistance to military spending within and outside the countries means less resources for basic goods and services.  With self-defence at stake, producing drones can seem as important as baking lavash bread.   

In challenging times, many young women in the four countries cannot count on finding work and are starting their own, or developing a family, venture.  They do not wait for others to provide jobs or aid but are taking initiative.  That explains why, despite not running the HERA competition in Georgia this year, we still received 193 applications from Armenian, Moldovan, and Ukrainian women entrepreneurs.  Had we included Georgia, this year’s Competition would have been our largest ever.  Once the Competition closed, three HERA volunteers spent many hours inputting all the data and 12 people, coming from Canada, France, Germany, Italy, the UK and the US, voluntarily scored all applications    

Given the new “Russian laws” curtailing NGO and foreign activities, HERA did not launch this year’s Competition in Georgia.  Our grants for essential equipment and/or technologies average $742.39 (€649.34) and overhead are too small to address the Government’s new surveillance and reporting requirements for the entrepreneurs and HERA. We are also aware that for many entrepreneurs the amount we give is of less importance than the recognition.  Our main concern, however, is that the Georgian grantees could be stigmatized by any association with a Western European/North American organization.  

The original founders of the international grants program, who started in 2010, are donating time and international airfares to profile the Georgian HERA entrepreneurs’ experiences over the past 16 years. We will also meet local lawyers and organizations to determine other ways to continue supporting Georgian women entrepreneurs. Our findings will be useful if HERA can start again. Rather than the abrupt shutting of many international programs we witnessed last year, we do not wish to leave the entrepreneurs, partners, colleagues and friends without acknowledging all their contributions over time.  

The Moldovan applications this year again include several Ukrainian refugee ventures. Some are in the breakaway state of Transnistria, considered part of Moldova.  The Transnistria residents predominantly speak Russian, which is close to Ukrainian, whereas Moldova’s official language is Romanian.  In Ukraine, itself, most of the applications come from Kyiv.  With the recent intensification of attacks, we have received further requests for portable generators.  Armenia is hosting Iranian refugees coming to and through Armenia. Although we did not receive applications yet from these refugees, we received many more from a host community, Goris, this year.  To describe the impact of our work, profiles of four women entrepreneurs funded in 2025 follow.   

Armenia 

Marine Asatryan has the only bakery in Nor Kyang (meaning “New Life”), a small rural community in northern Armenia. She employs eight women workers ranging in age from 35 to 45 years. They work in two shifts to produce 4000 lavash breads (made with flour, salt, baking soda, and water) daily. They charge approximately $1.37 (€1.2) for five breads, about the same price as a baguette in France. On a low day, the bakery turns over $343 (€300) and during holidays, $914 (€800). Their customers all come to the bakery from the four neighboring villages (approximately 700 households). Their closest competitor is seven kilometers away. 

Prior to opening the bakery, Marine was a housewife and never employed outside the home.  She mortgaged her home to take a five-year, $10,000 (€8773) loan to launch the bakery. When we met, she was in the final year of the loan, which was almost paid off. She needed an industrial mixer; and found a second hand one for about $1,600 (€1491), which we cost shared.  

Georgia

Khatia Mandaria, a secondary school English teacher, and Rusudan Svanidze, a fitness instructor, launched a women’s fitness program in a rural town.  Khatia had noticed that the town’s impressive gym, funded by a foreign mining corporation, was available for women for only a couple hours a week and during that time, it was treated primarily as a social space. She persuaded her school to provide space for classes after school and working hours. 

As Georgia Today (December 28, 2020) reported:  

Georgia is famous for its rugby players and weightlifters but in fact, more than 80% of Georgians don’t get any exercise at all. The picture is particularly stark for women: only one in ten engages in any regular physical activity. The experience of other countries shows that this is not a matter of personal choice but rather a reflection of insufficient and unequal access to sports facilities, training and opportunities.

Khatia and Rusudan recognized the need to provide fitness activities of particular interest to women (e.g., Pilates, yoga, heat training, stationary bikes, strength exercises, etc.).  In 2024 HERA’s grant provided for two stationary bikes and in 2025, for a running machine for $563 (€517.83).  The classes started to appeal to women of all ages. By 2025, the two instructors were serving over 40 girls and women. They were turning over $1502 (€1320)/monthly, which allows them to invest in additional equipment and trainers. 

Moldova

In early 2025, Alla Romaha Fulga opened Aristocrat Dream (aka @AQULINCA, @FFRIENDS.COFFEE), a small coffee shop, built by her husband, along the highway into Balti. In the first year alone, the coffee shop served up to 100 customers/day. Alla employed two young women (both 20 years of age): one full and one part-time.  She estimated her 2025 turnover would be € 25.000 ($28,580). Since she was renting equipment, she asked HERA for a grant to purchase an oven for the cafe. The team provided a grant of $1,173.19 (€1026.77) to make this purchase. 

In a recent update, Alla reports realizing a turnover of €33.000 ($37,736) in 2025. Ala also notes that the coffee shop’s average monthly turnover before the HERA grant was MLD 63,317 ($3,565), which after receiving the oven, increased to MLD 84,500 ($4,757). The increase in turnover allowed Alla to renegotiate a contract with their frozen pastry suppliers on more favourable terms. 

The increase also allowed her to hire another part-time employee, Anastasiia, who became full-time after her 18^th birthday this past March. Since psychology is Alla’s primary profession, she works with an organization that supports housing for young, disadvantaged women from rural areas.  She met Anastasiia through this organization.  As she explains (with Anastasiia’s permission):

Anastasiia comes from a family with three children. Her father has another family and is often away from home for months at a time. Her mother struggles with alcohol addiction. Despite these difficult circumstances, Anastasiia is a bright, capable, and determined young woman. Working at the coffee shop has helped her build confidence, develop social skills, and become financially independent. We are very proud of the progress she has made.

In describing next steps, Alla writes:

In the near future, we plan to create a drive-through lane. This will increase customer traffic, so we will need to fulfil orders faster. Therefore, we plan to purchase professional equipment for cold drinks, as well as employ another woman so that two people work per shift.

Alla has asked for a second grant this year to purchase the cold drinks equipment, which is a good request given Moldova’s increasing summer heat waves.   

Ukraine

Natalia Rybnikova, 27 years of age, sells handmade jewellery under the brand name of Cosmic. She started her venture at 12 years of age when:

I joined a beading club in my hometown of Berdyansk, in Zaporizhzhia region. I fell in love with beads and, when the club leader first handed me a pair of earrings to make, I realized this was more than just a hobby—it was a lifelong passion. This is something I am deeply passionate about and find inspiration in every day; my soul is in these creations. 

When the full-scale war started, my hobby transformed into my main work. It became not only my way of coping with the challenges around me but also a way to support myself and others. Running my own jewellery business allowed me to stay connected to my craft and keep pursuing my dreams, even in the face of adversity.

Her sales cover current production and operational costs but not her estimated total accumulated investment of $20,525 (€18.000) for materials, tools, marketing, and rental costs. Although an early-stage venture, Natalia’s determination and commitment impressed us.  HERA provided her $918 (€805) towards purchasing a laptop, smart phone, lamps, and white backdrop to advertise her products on social media and to attract new customers on Etsy.  Natalia reports using the smart phone for card payments at her stall at Andriivskyi Descent, the IDP Council exhibition, and the UN Women’s Entrepreneurship EXPO in Kyiv.  

Prior to the grant, she reports an average monthly turnover of approximately 400 EUR. Since the grant, Natalia observes that: “with the purchase of new equipment, my average monthly turnover has increased to around 550 EUR, which is a positive change of about 37.5%.” She also has a growing number of international orders. She reports that an American customer bought a bracelet and earrings in the Ukrainian flag colors and later wrote that Natalia’s jewelry led to conversations about Ukraine in the customer’s family and professional circles.

Natalia has faced logistical and shipping challenges for international customers. She tested out different options, priced accordingly, and focused on higher priced items to keep shipping a reasonable percentage of total cost. She also reports overcoming war disruptions (air raid sirens, power cuts, and stress) by “planning my work in flexible blocks, using the new laptop and smartphone on battery power when needed, batching product photography on days with stable light and electricity, and informing customers in advance about possible delays.” Not surprisingly Natalia has requested a portable power station this year.

July Bonus Day

GlobalGiving’s July Bonus Day takes place from July 15, 2026, at 10:00:00 EDT to July 16, 2026, at 10:00:00 EDT. To receive incentive funds, your donations must be at least $100 and up to $1,500 to qualify.  As many humanitarian organizations, our funds this year are limited even as the demand for HERA grants has increased. Based on current resources we plan to award approximately 40 grants (21% of applicants) this year and would like to offer more so your support will be very welcome!  

All women in this report have given permission to tell their stories and to use their names and the names of their businesses. They have also given and received permission for these photographs. All hope that you will enjoy their products and services one of these days soon. We can vouch for their quality!

This update reflects on what HERA’s International Grants Program has accomplished since opening in 2010 and looks forward to what we plan, or at least hope to do, ahead.   

In 2010, HERA established an international grants competition to support women entrepreneurs with critical equipment and technologies in Eastern Europe to grow their microenterprises.  If the women grow their ventures, we ask that they hire and train young women at risk of dangerous migration and trafficking.  From providing entrepreneurship training to trafficked women in the UK, the HERA founders recognised that women’s lack of employment and status in their families and communities are the primary drivers in trafficking of young women.  By supporting women entrepreneurs, a grants’ program would help to improve women’s status and position in their families and societies and if their ventures grew, they would provide role models and employment for young women at risk of trafficking.

Since 2005, HERA, initially organised in the UK, has provided entrepreneurship training to over 1200 women across nine countries (Serbia, UK, US, Armenia, Georgia, Moldova, Romania, Ukraine, and France) to counter trafficking and re-trafficking. Across the nine countries HERA has also awarded grants to women’s enterprises to prevent trafficking or in the case of women owners, who have been trafficked, to prevent re-trafficking. Organised in 2010 in the UK, the International Grants Competition (IGC) focused on prevention in the five Eastern European countries. After Brexit, the international grants competition was moved to HERA France Association; and following COVID, was also registered in the U.S. 

Today HERA France and US provide grants to women entrepreneurs in four countries:  Armenia, Georgia, Moldova, and Ukraine.  Since 2010, the region where we work has changed profoundly and our strategies for supporting women’s enterprises have adapted accordingly.  HERA provides grants to refugee and host ventures; and assists with grantees’ safe passage and resettlement in Western Europe and North America when asked. After the war broke out, assessors have worked both on line and in Ukraine. When online, they are joined by an Association member, who lives and works in Kyiv.

Recap of HERA’s International Grant’s Program since 2010 

HERA has awarded 626 grants, totalling EUR 406,488 (at the current exchange rate, USD 471,616) with an average cost per grant of EUR 649.34/USD 750 to women entrepreneurs.  This number includes 216 grants to Armenian women, 117 to Georgian, 179 to Moldovan, 108 to Ukrainian, and six to Romanian.  A conservative estimate is that the grants have created1002 new jobs at an average cost of EUR 406/USD 471 for each new job created. 

Of the 626 ventures, 171 grants were provided for manufacturing (e.g., sewing ventures); 132 for services (e.g., accounting, travel agencies, and guesthouses); 93 for food processing (e.g., bakeries); 86 for education (e.g., pre- and after-school programs); and 71 for agriculture (e.g., dairy, fruit, and vegetable production). Social enterprises, providing employment support and training, received 25 grants; in-country partners and coordinators, 20; retail/stores,19; and medical centres (nine) (see Figure below).  Across the service, manufacturing, and education sectors, HERA provided 55 STEM (Science, Technology, Engineering, and/or Mathematics) grants.  Although HERA announced a new priority for firms addressing environmental issues, we only received a few requests to date to increase recycling services.

The ventures HERA funds are micro-enterprises; led solely by one or more women or a couple with an equal partnership. A few dairy and social enterprises are cooperatives. Of the 626 grants, 562 which have been operating for at least a year following the award, could be evaluated. The assessment teams have followed up with 363 ventures (65%) a year or more later (see Figure below).  Of those evaluated to date: (1) 85 (23%) “highly successful” firms have experienced high growth (10% or more) and hired more than one woman employee; (2) 224 (62%) “successful” firms experienced moderate growth and hired a new young woman employee; (3) 42 (12%) “partly successful” firms are operating but not growing or able to hire a new employee; and (4) 12 (3%) “unsuccessful” firms have shut down.  Although there is some bias in those the teams are able to meet, the relative proportions are meaningful and significant.  Given their size, these women entrepreneurs comparatively outperform many other M/SME (micro/small medium enterprise) ventures.

HERA also commissioned three longitudinal studies in Armenia, Georgia, and Moldova. Those data are based on interviews by local researchers. Going back to 2010 for Georgia and Armenia and 2012 for Moldova, of the entrepreneurs the researchers were able to contact, they found that a few firms had grown from micro-enterprises into small to medium businesses.  Some reported receiving loan funding from EBRD, aid organisations, and commercial banks. Most, who were reached directly, were still providing goods and services to their communities and local markets. Some were trading more widely but cost and transport were major limitations for further market expansion. Following COVID and the war, some began trading online and abroad. In the case, where the researchers identified that some are no longer in operation, a few of the woman entrepreneurs had learned from the first venture and started a new firm (effectively becoming a serial entrepreneur).  

In Ukraine many entrepreneurs' decisions were affected by the war. HERA assisted 11 women entrepreneurs and their families, who migrated following the outbreak of the war on 24 February 2022.  Of the 11, four reported returning to Ukraine and re-started their ventures; and HERA gave an additional third grant to two former grantees to re-establish their ventures there. In coming years, it would be useful for HERA to commission analyses of women entrepreneurs’ migration outcomes and to profile the characteristics of highly successful, high growth women-owned firms (e.g., products and services, access to markets, management structure, financing, regulations, etc.) so as better to support and advise others.  

2026 Political and Economic Context 

Women entrepreneurs in the region today are and have been affected by three wars: Russia with Ukraine; Azerbaijan with Armenia; and Israel and the US with Iran (which in turn has affected14 countries). In 2025, with the closure of USAID and GIZ (German development) programs and an increased focus on military assistance, HERA lost several NGO and bilateral partners, who had referred excellent candidates -- those who were often too small to receive other funding. With some partners, we had also conducted joint training and mentoring activities. 

This year, increased state repression of civil society, media, and political-economic activities in Georgia is further affecting access to funding and relationships with West. The recent Georgian legislation led to the following joint Ministerial statement (10 March 2026) by the Foreign Ministers of France, Germany and Poland:  

We, the Foreign Ministers of the Weimar Triangle, regret the adoption on March 4^th by the Georgian Parliament of new legislation on foreign funding and political activities, which is proof of a further repressive approach adopted by the Georgian authorities in relation to civil society.

Across the region, war, migration, and shifting political alliances are affecting access to markets, supply chains, trade relations, and financing.  Entrepreneurs face serious political and economic uncertainties.  This year’s HERA’s Grants Competition may also entail risks for the HERA women grantees, country coordinators, and volunteer assessors.  

In Ukraine, Russia’s attacks have intensified across the country. Many grantees are having to shelter and work during limited hours of operation. They also face recurrent, intermittent electricity blackouts that shut down internet, other communication channels, and heating. With the Middle East war and its potential aftermath, Ukraine may be further impacted by how much assistance that the Western powers can or will provide.  

Following Azerbaijan’s war with Armenia, a HERA Association member, observes, “Armenia is still integrating over 100,000 refugees displaced from Nagorno-Karabakh in 2023.”  An estimated 60-80,000 Armenians, the country’s largest Christian population, live in Iran. The Agarak border between Meghri in southern Armenia and Norduz, Iran is open. To date most crossing into Armenia are reportedly citizens of other countries (https://www.bbc.co.uk/news/articles/c4ge7ej6824o). However, if the war continues, the Armenians expect more Iranians to seek refuge in Armenia.

A 2025 grantee writes:

We are already starting to see people arriving from Iran. There is a large Armenian diaspora in Iran, and during times of instability many people naturally look to Armenia as a place of safety or temporary refuge. The numbers are still relatively small, but there is concern that if the conflict escalates, the flow of people could increase. War always brings pain, suffering, and uncertainty. Unfortunately, I speak about this not only in theory but from personal experience. I have lived through war and displacement more than once, and I know how quickly people’s lives can change and how fragile stability can be.

Another 2025 grantee, a dairy producer in Southern Armenia, writes:

We continue to live and produce in Syunik. The current situation in the neighboring country is, of course, terrible. Once again there are victims, civilians, women and children suffering for the sake of power and money. Iran has recently become quite an affordable market for people in Syunik, especially for household goods. Many people even bought fruits and vegetables there and resold them, which of course is not possible now. But this is probably the smallest negative effect. In the future, I am sure there may also be problems in the energy sector and inflation. Let us hope the war ends quickly and we do not reach that point.

The HERA Association member further observes: 

Iran accounts for a noticeable share of Armenia’s imports; and instability there could increase prices or slow trade flows. The conflict may also shift regional trade routes, forcing companies to move goods through Georgia instead of Iran, which could increase transportation costs. 

Elsewhere, in Georgia and Moldova, and across all four countries, entrepreneurs may be affected by disruptions in oil and gas and higher energy prices.  Another HERA Association member, observes that because Moldova imports most of its energy,  

Moldova could face higher energy and fuel prices if global oil markets are disrupted. This would increase transportation and production costs for local businesses. Additionally, Moldova is already dealing with the consequences of the war in Ukraine, including inflation and trade disruptions. If global instability grows, supply chains and investment flows could become more uncertain, which may further affect small enterprises.   

The member writes that small businesses face comparatively high operating costs (especially for energy, rent, and transportation), limited access to affordable financing, a small domestic market, weak purchasing power, and administrative and regulatory complexity. These factors all make growth difficult. She argues for HERA to maintain its strategy “for small equipment grants that help micro-enterprises improve productivity.” She also recommends HERA provide training in financial management and business planning; connect women grantees to networking and mentoring opportunities; and in light of price increases in the last four to five years, increase our grant amounts (currently up to EUR 1000/USD 1160)

As the 2025 grantee advises:

When speaking about recommendations, I believe it is important to remember that women entrepreneurs almost always face greater challenges. Women often carry responsibility not only for their businesses but also for their families and children. Therefore, it is important to think about what practical steps can be taken to make the path easier for women in business — whether through access to financing, training opportunities, professional networks, or simply the feeling that there are people who believe in you and support your work. 

Although HERA's strategy to counter dangerous migration and trafficking by supporting women-owned microenterprises continues, the challenges have increased. It is early yet in the Spring, and we hope that peace may prevail.

Invitation: 

HERA France and USA are hosting this year’s planning session and AGM (Annual General Meeting) in Berlin on Saturday, 28 March from 16:00-17:00 CET. This is a public event; and you are invited to join online (see HERA zoom link below). 

Links:

• AGM Webinar Link

• HERA Figures (PDF)