In a remarkable mother-daughter partnership, Aigerim Sabdenova and her mother embarked on a transformative journey that revived Kazakhstan's nomadic heritage. Aigerim, an architect and designer, joined forces with her architect mother to create a unique brand, fusing their passion for design with a deep connection to their Kazakh identity.
"It all started with my mother buying a sewing machine and reworking the blankets we had at home," Aigerim recounted. The impact of her mother's creative endeavor was profound, leading close relatives to place orders for these transformed blankets. Encouraged by the resounding feedback, Aigerim and her mother saw an opportunity to create something extraordinary. "Since she received such positive feedback, my mother thought: why not buy professional equipment and produce blankets for selling?" Aigerim shared, reflecting on the pivotal moment that sparked their entrepreneurial journey.
Their brand, named "Qazaq Körpe," became a symbol of their commitment to promoting the nomadic heritage of Kazakhstan. Through the production of blankets made from natural cloth, they captured the essence of their cultural roots and celebrated the skills passed down through generations. The appreciative comments from their clients reinforced their sense of purpose. "Thank you for promoting something that 'the whole life the Kazakhs did,' that there is a ray of hope in our Kazakh production," expressed a grateful customer, testifying to the profound impact of their work.
While building their brand, Aigerim and her mother encountered the familiar hurdles faced by many entrepreneurs, including limited resources and financial constraints. They expanded their product range to include pillows and integrated minimalist designs with traditional Kazakh elements. "We are coming back to our roots, inspired by the past," Aigerim explained, highlighting their mission to honor Kazakh traditions and reconnect with their cultural heritage.
Aigerim's expertise in project management and her mother's impeccable craftsmanship laid the foundation for their business, where Aigerim took charge of material selection, visuals, marketing, and sales. Their journey extended beyond local markets as they recognized the importance of connecting with a global audience. "For the Western market, we named our brand 'Great Steppe' to cater to a wider audience," Aigerim shared, acknowledging the need to bridge cultural and linguistic gaps. In 2023, they decided to merge the brand under the name ‘Great Steppe’ for the local and the Western markets.
The creative process behind their brand was not limited to Aigerim and her mother alone. They formed a team of talented women, including a skillful tailor and dedicated helpers, who shared their vision and contributed to the realization of their designs. This collaborative effort further strengthened their connection to the local community and emphasized the importance of collective empowerment. "We are a team of passionate women who bring our creativity and expertise to each piece we create," Aigerim proudly stated.
In navigating the challenges of entrepreneurship, Aigerim emphasized the significance of independence and personal development. "Live your own life and make a plan. Don't live someone else's life, but your own," she advised, urging young women to break free from societal expectations.
As Aigerim and her mother continue to pave the way for a Nomadic Revival, they inspire others to embrace their cultural heritage, dare to be different, and seize opportunities amidst adversity. Their journey serves as a powerful reminder that entrepreneurship can be a tool that enables individuals to reclaim their narratives and create a future deeply rooted in their traditions.