Our team at NURCE was recently featured in a CNN article by journalist Amy Gunia, known for her work on cultural and economic stories across Asia. The article highlights the digital transformation of traditional Uzbek crafts, centering on the story of Aziza Tojiyeva, a 24-year-old entrepreneur who has successfully brought her family’s suzani embroidery business into the global market through platforms like Etsy and Instagram.
Aziza’s inspiring journey serves as the foundation of the CNN feature and is extensively documented in our book, "Roots of Heritage: Honoring Hunarmandchilik Tradition in Uzbekistan." Her story represents the intersection of tradition and innovation, showcasing how younger generations are modernizing family businesses while preserving cultural heritage.
Expert Insights from NURCE Researchers
Our researchers, Professor Shumaila Yousafzai, Director of NURCE, and Dr. Indira Alibayeva, postdoctoral researcher, provided key insights for the article.
🔹 Professor Yousafzai emphasized that Uzbek craftsmanship has long been a cornerstone of the nation’s identity, surviving even the Soviet era when artisans were forced into industrial production. “Despite economic and political upheavals, the spirit of craftsmanship has endured as a vital expression of Uzbek culture,” she noted. Today, this resilience is fueling entrepreneurial growth and economic opportunities.
🔹 Dr. Alibayeva highlighted how young entrepreneurs like Aziza are leveraging digital tools to expand their reach, stating that “Connecting traditional crafts with modern technology is a powerful example of how cultural heritage can drive innovation.”
The Role of Digitalization in Craft Preservation
Amy Gunia’s coverage closely aligns with our research, emphasizing that suzani embroidery is not just an art form but also a means of economic empowerment for local communities. “It’s not just about preserving tradition but about giving it a sustainable future,” she wrote, underlining the transformative power of technology in bridging artisans with global audiences.
Gunia also pointed to Aziza’s success in navigating global e-commerce platforms as part of a larger trend: "Young entrepreneurs like Aziza are reshaping how traditional skills meet the demands of a digital economy." This observation reinforces our research findings on the role of digital innovation in sustaining cultural traditions.
NURCE’s Commitment to Cultural Entrepreneurship
This feature in CNN underscores NURCE’s commitment to fostering entrepreneurship and preserving cultural heritage. It serves as a powerful testament to how academic research can amplify voices like Aziza’s and highlight the economic potential of traditional crafts in today’s rapidly evolving global economy.