Under the auspices of YMCA Europe Roots for Peace project the “rootsmade” charity e-commerce start-up was launched for people directly affected by ongoing wars in the Middle East and the Caucasus.

In the framework of this initiative an expert advisor was selected from the Roots Peace Work Insatiate alumni and contracted to carry on the task of designing and setting-up a specific e-commerce website and related social media platforms.

The assignment started effective July the 1st, 2021, and was completed by December the 31st, 2021. During this time the following tasks were accomplished.

• A charity e-commerce webpage was developed, including both frontend and backend: https://en.rootsmade.com

The web development went through several stages and components, including graphic and web design and creation of templates for all gadget versions, set-up of content management hub, product inventory, cart, payment, and A to Z e-commerce systems, dynamic forms, as well as search engine.

• A mobile version engine was created. Parallelly the web-content was developed, including stories of 20 beneficiaries, and details of 365 products. The page is available in Armenia and English. It was piloted already in November, and after a month of quality assurance, was fully operational effective December the 1st, 2021.

• Charity e-commerce social media marketing strategy was put in place, together with set-up of platforms:
• Facebook: (https://www.facebook.com/rootsmade)
• Instagram (https://www.instagram.com/roots_made_)

to support the webpage. Market specialist advice and recommendations were acquired for product classification and categorization. Since December the 1st, 2021, both the platforms are maintained and operated on everyday basis.

• A detailed assessment was conducted for the proper enrolment of the start-up beneficiaries from the target groups.

All the products went through quality assurance and market analyses. Over 40 Syrian Armenians and displaced people from the recent Karabakh war were contacted to join the platform.

Twenty of them are already in, with many more in line. Their life stories regarding their roots, occupation and repatriation to Armenia were gathered, composed, and translated into English.

In order to select only good quality, genuine and aesthetic products, each handmade article was careful evaluated. All the 20 vendors and 365 of their produces went professional photo sessions, including Adobe Lightroom editing.

• The implementation of this initiative was carried out in close collaboration with Syrian Armenian Union NGO, who brought their invaluable support in all the possible aspects. Through Roots for Peace Coordinator, the UNHCR Liaison Office in Yerevan and the American University of Armenia Open Education Department were consulted on the follow up cooperation within the initiative.

The current phase of the initiative was successfully accomplished thanks to active participation and involvement of its beneficiaries, who were genuinely helpful with their practical ideas, with sharing experience and advice. Eventually the initiative is appreciated not only by the direct beneficiaries, but also by the wider target group.

In fact, there are other very skillful artisans from the target groups, who are eager to join the start-up. However, to give the initiative solid sustainability, it is key to further provide it with technical assistance in social media and wider marketing.

The rootsmade opens new prospective for its beneficiaries, meanwhile helping them to keep their roots. This initiative is not about online shopping only. Each of its enrolled vendors has incredible life-story, worth to be heard and documented for the perspective memory of the generations to come.

Moreover, like their creators every handmade article has its history and tradition, important to be preserved for our composite heritage. This platform has a full potential of becoming the seed, which different developmental assistance projects may immerge from.

• Expert inquiries were made to set the proper legal base of the start-up according to Republic of Armenia Law. Under the supervision of the Roots for Peace Coordinator the creation of a respective charity foundation is in process. Expert inquiries were made to clarify the start-up financial frame-work and reporting to the State Revenue Commit-tee of Republic of Armenia.