Translation. Region: Russian Federation –
Source: Moscow Government – Moscow Government –
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From gingerbread and knitted toys to floral master classes, the products and services of Moscow entrepreneurs help create a festive atmosphere in the capital. And the city, together with the State Budgetary Institution "Small Business of Moscow," supports these producers.
Gingerbread, toys and decorations made from pine needles
Lyubov Frolova is the founder of a handmade gingerbread brand. Her unique holiday gift sets are purchased by both private and corporate clients. For the holidays, the entrepreneur has created a collection of gingerbread cookies featuring Father Frost and Snow Maiden. She also makes gingerbread houses for the New Year.
Lyubov Frolova's business development was helped by winning the regional stage of the "Mom-Entrepreneur" program. She completed training and gained insight into taxation issues, and used the grant to purchase additional equipment, significantly increasing production.
"I love creating beauty through the art of confectionery. The knowledge I've gained helps me prepare for the high season and delight even more people with winter sweets," said Lyubov Frolova.
Elena and Mikhail Vasin, founders of a handmade knitted toy workshop, are also preparing for the holidays. They've created vibrant knitted garlands and a collection of animal figurines. It includes penguins, deer, bears, and even a horse—the symbol of 2026. The Vasins began working on their project 10 years ago. Since then, the brand's products have been purchased by over 10,000 families.
In 2025, the workshop owners, with the help of MBM specialists, registered as social entrepreneurs and used the "Photo Content for Business" service to create professional images of their products for marketplaces. High-quality photos increased customer interest and sales by approximately a quarter.
"Holidays are a time of gifts, magic, and joy. We want children to have memorable experiences and toys they'll love. It's great that the city supports our efforts," noted Mikhail Vasin.
The project participants are also involved. Winter in MoscowThey create a festive mood at their locations. Among them is Kristina Shirokova, owner of a chain of flower shops in Moscow and the Moscow region. Until the end of January, the Moscow branch is holding master classes on creating New Year's arrangements from pine needles on weekends for residents. Under the guidance of an experienced florist, guests assemble decorations for the holiday table and interior. Both children and adults are invited to join in. As part of the "Winter in Moscow" project, two tickets to the master class are available for the price of one.
Kristina Shirokova shared that for her, like many others, it's the fir trees that create a wintery atmosphere. Participants in her intimate master classes not only create arrangements but also learn about floristry and the intricacies of working with flowers. This sparks a lively interest among the guests. The entrepreneur prides herself on broadening people's horizons and helping them create a festive mood.
You can find out more about the events that entrepreneurs are holding at their sites as part of Winter in Moscow atproject website or in the service Russpass.
"Winter in Moscow": What the participating entrepreneurs have prepared at their venues
Support for entrepreneurs is provided within the framework of the federal project "Small and Medium Entrepreneurship and Support for Individual Entrepreneurial Initiatives," which is part of the national project "Efficient and competitive economy", as well as the Moscow Mayor's strategy for supporting Moscow entrepreneurship. More information about Russia's national projects and the capital's contribution can be found atspecial page.
State Budgetary Institution "Small Business of Moscow", subordinate to the city Department of Entrepreneurship and Innovative Development, helps people start and grow their businesses in the capital. At business service centers, everyone can learn about financial and non-financial government support measures. Free educational and business events are held for entrepreneurs, including forums, seminars, workshops, and conferences, which help them improve their professional skills and connect with like-minded individuals. Consultations on starting and running a business and more detailed information about current support measures for entrepreneurs in Moscow are available on the MBM website: mbm.mos.ru and by phone: 7 495 225-14-14.
Project Winter in Moscow— the main event of the season and one of the key drivers of the city's economy. The project unites the efforts of the city and businesses, creating new opportunities for the development of tourism, trade, services, and creative industries. The project was created specifically for the convenience of businesses and effective integration with seasonal events. "Time of Business Opportunities", where you can choose the appropriate format for participation throughout the year. The "Winter in Moscow" project is an example of successful collaboration between the city and entrepreneurs, making the winter season not only vibrant and festive, but also economically significant for the capital.
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