Milan, Italy – 15. December 2021

Artisans from Kyrgyzstan presented their products at an international fair in Italy

Kyrgyz brand With Love by Alay was presented at the international fair Artigiano in Fiera in the world fashion capital Milan, Italy.

Artigiano in Fiera is an international fair of crafts, nations and nationalities. Today the fair is the largest event that promotes artisans, creators of beauty and goodness, unique and quality products, respectful of nature and people. Every year since 1996, more than 3,000 artisans from 110 countries and more than 1 million visitors take part in the fair.

This year, Kyrgyzstan was represented at the fair by the public association Business Women of Alay (BWA), “Daairy” Coordination and Marketing Center, and Nomad Store, which, with the help of the Swiss Bai Alai programme, was able to present its new collection under the With Love by Alay brand.

"Not long ago it seemed the limit of our dreams to exhibit our products outside our hometown and enter the Osh market, but today, thanks to the help of the Swiss government, we are already in Milan at the one of the world's largest craft fairs. For our entire organization this is a great motivation to continue and improve our work. We gained invaluable experience, met a huge number of like-minded people from all over the world, established business contacts. Now we have a clear vision for the development of our brand, specific goals, and most importantly - inspiration" - shared her impressions Saltanat Asanova, Executive Director of Business Women of Alay PF.

It is worth noting that during the event BWA was able to make an agreement with a designer from Rome for the supply of products, more specifically backpacks and scarves made in Alai and Chon Alai.

"At the moment the parties are signing all the necessary documents, so we can't divulge all the details yet. But I can confidently say that the agreements reached are a huge success for the With Love by Alay brand. As soon as all formalities are settled, we will be able to proudly announce that our domestic products are being exported to Italy", - said Begaiym Mamatova, Coordinator of Handicraft component of the Swiss Bai Alai Programme.

The experience and new contacts gained by BWA should contribute to the development of the organization, increase sales and productivity of Alai and Chon-Alai artisans, and establish long-term partnerships with local and foreign partners for future orders.

The Phase II of the Small Business and Income Creation Programme in Alai and Chon Alai is financed by the Government of Switzerland and implemented by Helvetas Kyrgyzstan and Aga Khan Foundation.


The Government of Switzerland provides assistance for the development of the Kyrgyz Republic to improve the well-being of the population. Over the last 25 years Switzerland has granted more than CHF 430 million to Kyrgyzstan in the form of technical, financial and humanitarian support. For more information, please visit