The name of the store can’t be translated from Georgian to English in just one word. IERI — means look, appearance, image, outfit, and attitude. It’s a store, a gallery, a coffee-spot, a wine-bar, a place to meet and a place to be.

The main aim of IERI store is to change the stereotypical perception of the country and to develop the fashion retail industry. A space more accurately to be named an “inspiration spot” rather than just a concept-store.