Nonprofit Helps Women Turn Traditional Skills Into Livelihoods, Expands to U.S.
BY ARMAN ARCHOUNIANI
Special to Asbarez
Empowering women by creating jobs in Armenia’s rural areas is the mission of the Yerevan-based Homeland Development Initiative Foundation, a non-profit founded by Sir Timothy Straight, in 2013. The Foundation enables women—particularly in border regions of the country—to secure an income thanks to their handicraft skills. By sewing or knitting beautiful products, they make sure that those traditional skills are not forgotten. Four years after its founding, Bay Area resident Beth Rustigian Broussalian saw an opportunity to expand the organization to the United States.
Broussalian, who had followed HDIF’s journey throughout the years, wanted to embark on an endeavor that offered some flexibility.
“I was looking for something that could allow me to do a lot of the work here in the U.S. but also give me the opportunity to travel back and forth,” Broussalian said. “I really liked the products and the mission of being able to create jobs for women in arts, I am an artsy person so that really spoke to me.”
Sir Straight, who was heavily involved in the Fair Trade movement in Norway, was offered a job as the Head of the Norwegian Refugee Agency in Armenia from 2000 to 2005. Sir Straight was part of a group that helped build 1500 houses for Armenian refugees. Sir Straight eventually stayed in Armenia and became the Honorary Consul of Finland and Norway.
“In the course of his travels, Sir Straight would see these women in villages fiddling with crochet, knitting, and different crafts just to keep themselves busy at home,” Broussalian said. “He thought, ‘why don’t we harness that and create some kind of business for them?’ So that is essentially what he did.”
In 2016, Broussalian reached out to Sir Straight and asked how she could be integrated into the organization. Sir Straight then told her that he was looking for somebody to distribute in the United States. This is where Broussalian came in. She was tasked with applying for a 501(c)(3) exemption so the non-profit could get tax deductible donations.
The organization has been through many phases of improvement, but it was not always easy, especially in the early days. Many people in Armenia would say ‘shuka chka’ (there is no market) for the handicraft products. Slowly, confidence and security helped strengthen the organization and build relationships with the locals.
“Most women, locals, and refugees from Syria, used their traditional skills of crochet, embroidery, etc. on gift items for friends and family,” Sir Straight said. “As soon as we started paying them for their work, they understood we were serious.”
HDIF’s production partners come from various cities known for their handicraft skills. For instance, ceramics and leather products are made in Sisian, wool and felt products in Goris and Yerevan, and decorative paintings in Koghb. There are other production partners ranging from Gyumri, Goris, and Dilijan, to Martuni Village.
Importing the goods to the United States and doing inventory was a challenge at first for Broussalian, but she managed to bring the products and sell them in the U.S. Broussalian recalls her first shipment of products and how much she has improved since then.
“It was a massive learning lesson,” Broussalian said. “Now that I know what people want, what my retailers, Armenian community, and festival people want, I am ordering much smarter and more efficiently.”
She started to take note of the items that were selling more commonly and ones that were not being sold as much. Broussalian got a much clearer idea of what items she should order more frequently.
“I know the American diaspora and I also know the American retail market. I sell products at 50% of retail, which makes the profit margin almost zero,” Broussalian said. “My goal is to get those products in people’s hands, and if I’m selling it with a tiny profit margin, it doesn’t matter.”
In 2025, HDIF hopes to continue its efforts in the right direction.
“As the economy in Armenia grows and a middle class develops, we are selling more in Armenia. Our budget for 2025 for the first time shows more sales in the local market than export,” Sir Straight said. “From making products for friends and family, they now are becoming businesswomen.”
Being involved in the community built in Armenia is very rewarding for Broussalian, especially after getting to know all the producers, families and children.
“They do this with so much love and they are so talented. It keeps me going,” Broussalian said. Knowing that we are creating jobs for women in Armenia and helping them supplement their family income.”
HDIF has also established women’s resource centers, where they are offered support and family services that help strengthen the community. Not only has HDIF contributed to Armenia’s economic growth but has also been able to build a deep social connection.
The organization has opened many doors for women who could not realize their dreams, whether it is a mom who was able to send her daughter to the American University of Armenia (AUA), or a mom who was finally able to buy a washing machine, or a mom who became a speaker at international events. All these success stories have stemmed from the hard work of the entire HDIF Team, whose tireless efforts have changed women’s lives in more than one way.
“HDIF USA has a major project funding campaign every February, it has funded a laser printer in Koghb, sewing machines in Vardenis, therapy equipment for disabled kids in Yeghegnadzor, a bed and breakfast in Tavush, a women’s center in Berd, and a workshop in Kapan,” Sir Straight said. “An amazing legacy of development in small places in Armenia.”
Arman Archouniani is a San Francisco-based freelance journalist. He graduated from San Francisco State University with a Bachelor’s Degree in Journalism and minored in media literacy. He was previously the sports editor for Golden Gate Xpress at San Francisco State University and The Skyline View at Skyline College.
