How to start a business when the world is closed. And why maternity leave is dangerous for a peaceful life.
My name is Albina, and yes, the idea to open a souvenir shop in the midst of a pandemic came to me.
I was born and raised in one of the most soulful cities in Kyrgyzstan, where people come for inspiration, peace, and new discoveries.
2020, the world stood still, borders were locked, and there were no tourists. And then there I was, on maternity leave with a two-year-old baby (I have four children in total, mind you), coming to my husband and saying, "We urgently need to build a souvenir shop!"
I won't describe my husband's reaction, but I'm still grateful to him for supporting me instead of sending me to the doctor.
From the Vienna Opera to... German soap
I had a wealth of international projects under my belt, experience living in Europe, studying at the International Cultural Institute in Vienna, and my own guesthouse. My foreign languages ​​were slowly fading away without practice, and I was desperate to "put them to use."
But reality intervened. There were still no tourists. Do you know how we survived? We negotiated with suppliers and sold high-quality German household chemicals and cosmetics. Yes, "EthnoMir" started with shelves of laundry detergents!
Music, packaging, and the first wow-effect
At the height of this "soap period," a true artist (a conductor by training!) burst into my life. And then we were carried away by creativity. We were the first in Karakol to wrap gifts so beautifully that it was a shame to open them, and to decorate the space for the holidays. Thus, a design movement was born in our souvenir DNA.
And then... the tourists came. Few, timidly, but they were there! My languages ​​finally remembered why I needed them. I was so captivated that, despite being a mother of four and a director, I went on to study to become a guide, and then to become a trainer, earning an international certificate.
How to bring order to "creative chaos"
I wanted to embrace the vast: archeology, history, culture, nomads, artisans—in my head, it all blended into an incredible cocktail. I wanted not just to "make money," but to share meaning. 24 hours simply wasn't enough...

That's how professionals came into my life: first, the "highly analytical" Volodya, and then the fragile marketer Olya. For three years now, these guys have been heroically putting everything in my head. Learning from young people is a special thrill! I don't know why everyone criticizes the youth... Now we are partners: together, we help other businessmen find their purpose and not get lost in the chaos.
Today, our store is a focal point, where a souvenir is not just an object, but a piece of Kyrgyzstan's DNA. Our spiral logo reminds us that everything in life is cyclical: we return to our roots to convey their meaning to the modern generation.
I haven't walked this entire path alone, but with my husband, daughter, three sons, and my mother, who always picks up the spirit of everyday life when I'm "on the road" or in a creative mood.
Naturalness in everything. ECO! ETHNO! Only wool, silk, wood, leather, ceramics. Only what's created by the hands of our 100+ artisans from across the country.
We sincerely believe that in the modern world, it's impossible to grow alone. Only through collaboration and the exchange of experiences can something truly valuable be born. Therefore, "EthnoMir" today is not a closed shop, but an open space for partnership.
We are proud to have our best partners and artisans by our side.
Together, we grow, learn, and discover layer after layer of our country's culture.
I've probably tired you a bit with my story... But "EthnoMir" is my world, my outlet, and my accumulated experience. We don't sell products; together, with each of you, we uncover new facets of history, culture, and a profound love for incredible Kyrgyzstan.
Come and join us for coffee (free for guides and drivers!), spend 15 or 30 minutes with us, and take home a piece of real, vibrant Kyrgyzstan. It's definitely never boring with us!