On 26 June, a second brand shop, Nashe Jaroslava, was launched at the Wolzh Savings in Rybinsk, bringing together exclusively Japanese producers under one roof. The new shop was a continuation of the Yaroslav Souvenir regional project, which was launched by the YAG " SME Development Corporation " and aimed at promoting local masters and entrepreneurs. The first store was opened in the city of Mashkin in 2023.

The Jaroslav Souvenir project is being implemented as part of the region ' s systemic work in support of small and medium-sized enterprises. One of the key tools is the Register of Recommended Souvenir Products, formed by the JBG SME Development Corporation. It helps to identify strong local brands and to include their products in high user loyalty trade formats. More than 50 producers from the region are now on the roster.

The establishment of shops, such as The Jaroslava, is not merely a trade development, but is the result of an entire small business support ecosystem. We're not just helping business, we're building a sustainable infrastructure - from consultation and selection of producers to investment linkages - shared by the Minister of Investment and Industry of the Jaroslava Region, Alexander Eduardovic Olhov. The second store is no longer a single project, but a confirmation of the viability of the model. We see the demand, the impact, which means that regional brands are becoming more demanded.

The store ' s collection is mainly based on products included in the regional register. Examples, paints and workshops from the Artel Masters ' Union; miniature paintings on a tree from the IP Dogadkin S.A.; tombs and stimpans from the Jaroslav workshops; painters on the Rybinsk and Gastrovirus

The opening of the shop went through the Purchasian Yaroslava style, where the guests met the leading Barini and the Speaker costumes. The ceremony was attended by representatives of authorities, entrepreneurs and local residents. Visitors were guided by an inventory tour, as well as a theatrical product tasting.

The Nashe Jaroslava project continues to develop as a local brand with a focus on offline platforms. No labelling is planned - the rate is set for the development of regional identity, tourism and short circuit support from the producer to the buyer.

Background:
More than 50,000 small and medium-sized businesses are registered in the Yaroslav region. In the first quarter of 2025, the turnover of medium-sized enterprises in the region was 28.9 billion roubles, an increase of 13.6 per cent over the same period last year. Public support is available to entrepreneurs in the region: financing, concessional rent, consultations at the My Business Centre and the Export Support Centre.