November 19, 2019

They say if you can make it there, you can make it anywhere. Well, ASEEL made it to New York City! From October 30-Nov 3, USAID sponsored the Afghan Artisan Rug Pop Up, part of a series of events executed by the Kabul Carpet Export Center. KCEC brought 1,800 beautiful hand-woven, hand-dyed carpets from 10 Afghan vendors to be sold both retail and wholesale at the Metropolitan Pavilion on West 18th Street.

ASEEL was invited to participate at the Rug Pop Up, and our US-based team was more than excited to attend and participate in this event. KCEC’s mission to develop the Afghanistan carpet sector aligns with our goals to economically empower Afghanistan through its handicraft center. We brought our carpets, ceramics, clothes, jewelry, leather goods, art and woodworks to New York to both build ASEEL’s brand and test a high-end consumer market.

We are pleased to say ASEEL succeeded at both. This was our biggest event Aseel has been a part of thus far. From this weekend alone, we had over 50 app downloads and $2500 USD total sales. Perhaps more importantly, ASEEL strengthened our partnership with KCEC and USAID and established new relationships with a network of designers, carpet importers, journalists, and, of course, new customers.

We also did a lot of learning over the weekend, which is essential for a growing company like us. We will be working over the next few months to incorporate great feedback we received on pricing and product quality, as well as retail and wholesale strategies. NYC was just a start and we are excited to continue our mission to grow Afghanistan’s handicraft economy through an innovative mobile platform. Want to join us on our journey? Find more on ASEEL on our Facebook, Instagram, and Twitter. Just follow @aseelapp and join a community committed to economic development, women’s empowerment, fair trade, and beautiful handicrafts from Afghanistan.