About Gela.ru

Company Mission

Founded in 1996 in Moscow, GELA.ru is owned and managed by Larisa Shcherbakova — a wise, determined, and undoubtedly creative leader. The company specializes in the distribution of products for sewing, embroidery, knitting, and hobbies, as well as in the production of embroidery kits.

GELA.ru offers a wide range of craft and hobby products, covering all creative directions — sewing, embroidery, knitting, and other hobbies — and exclusively represents prestigious international brands on the Russian market.

The company is the exclusive distributor of more than 60 renowned international brands, including AMANN GROUP METTLER, ADDI (Germany), HEMLINE (Australia), SPIRAL SAFISA, FINCA, IEMESA (Spain), DOCRAFTS, MAKOWER UK (United Kingdom), PERMIN (Denmark), QUILTING TREASURES, MILL HILL, KREINIK (USA), LUCA-S (Moldova), LANG YARNS, RIRI (Switzerland), and many others.

GELA.ru has regional dealers in major Russian cities and official representatives in the CIS countries — Ukraine, Kazakhstan, Moldova, and Belarus. The company’s clients include owners and directors of craft retail stores, creative studios, and ateliers.

GELA.ru regularly publishes detailed master classes, product news, and advertising features in all leading Russian hobby and craft magazines. The company also participates in creative exhibitions and fairs, and organizes free webinars and seminars aimed at promoting products and teaching crafting techniques.

The GELA.ru headquarters are located in a comfortable and spacious trade and office complex with an area of 5,000 square meters, supporting the company’s successful business expansion. The company’s Cash & Carry showroom is the largest of its kind in Russia.

With over 30 years of experience in the craft industry, sound management, a highly professional team, and a carefully selected network of suppliers offering a wide and high-quality assortment, GELA.ru continues to hold a leading position in the market and meet the diverse needs of its customers.

• Knitting: ADDI, LANGYARNS, KATIA, AUSTERMANN, INTERVALL, and others
• Sewing: AMANN GROUP METTLER, HEMLINE, RIRI, SHARPIST, and more
• Embroidery: PERMIN, MILL HILL, FINCA, DIMENSIONS, ZWEIGART, THEA GOUVERNEUR, LANARTE, and others
• Crafts and Gifts: TROIKA, AMERICAN CRAFTS, WE R MEMORY KEEPERS, ONLINE, NAEF, and more

Among our wholesale clients are owners and directors of craft retail stores, creative schools, and ateliers.

GELA.ru’s own 3,000-square-meter wholesale showroom and warehouse is one of the largest in Russia, offering convenient access to a wide range of products.

With nearly 30 years of experience, a professional team, and carefully selected suppliers, GELA.ru maintains a leading position in the handicraft industry — meeting diverse customer needs and inspiring people to create unique works of art.

GELA.ru Distribution

Why Choose Us?

1. 60,000 exclusive craft products available in Russia since 1996.
2. Quality in both process and results.
3. World-renowned brands, many with a century-long history.
4. Guaranteed support and service.
5. Creative projects featured on our website, at exhibitions, in magazines, and during webinars.
6. Exciting events and competitions for craft enthusiasts.
7. Custom order option — if you can’t find a product in stores, we’ll help you get it.

Why It’s Beneficial to Work with Us

1. GELA.ru products are well-known across Russia — the brand speaks for itself, making it a pleasure to sell.
2. Our products are high-quality and premium, allowing you to earn higher profits even with lower sales volumes.
3. GELA.ru products are reliable and well-supported — you always have someone to contact for assistance, replacement, or feedback. You can feel secure working with us.
4. GELA.ru has built and continues to expand its dealer network in major cities across Russia.
   If you feel ready to become our dealer in your region, we welcome your proposal — together we can organize workshops and later establish local product deliveries to stores in your area.
5. In the high-end product segment, competition is much lower than in the mid-range or budget categories.
   Become unique in your city or region! The key to any successful business is specialization, not the desire to “be like everyone else.”
6. GELA.ru offers discounts to regular customers who consistently purchase a wide assortment of our products.
7. For brands such as AMANN GROUP METTLER (sewing threads) and FINCA (embroidery threads), GELA.ru provides a special service in Moscow — free delivery directly to stores.
   Dealers in other regions offer similar services.
8. We also accept custom (“made-to-order”) requests based on our manufacturers’ catalogs, for items not regularly stocked by GELA.ru.
   Details are always available from our purchasing managers.
9. For GELA.ru products, we provide specialized display equipment (stands) — free of charge or at a reduced price (only transportation costs apply).
   This ensures your store always has a distinctive and professional look.
10. You also receive free promotional materials for retail distribution — catalogs, training brochures for stores, leaflets for customers, branded packaging for threads and floss, posters, and display materials.
    With GELA.ru, your customer service will delight even the most demanding crafters.
11. GELA.ru regularly sends out newsletters featuring company news, product updates, and notifications about new arrivals to all registered customers.
12. We also provide our clients with a digital resource containing print-quality product images and original video files (MP4) for use on their websites and social media channels.
13. GELA.ru conducts training seminars both at our Moscow headquarters and at dealer offices in other regions, as well as directly in craft stores.
    Our goal is to help you appreciate the advantages of active sales and teach your customers how to recognize and value high-quality products.
14. GELA.ru takes part in major craft exhibitions in Moscow twice a year, where we present new product lines, showcase brands from the craft industry, and host hands-on workshops on the most popular techniques.
    We are always happy to welcome our clients at these events — to share company updates and new creative skills you can later pass on to your customers.
15. GELA.ru promotes its products in nearly all leading sewing, knitting, and craft magazines in Russia, including Burda Moden, Burda Plus, Burda Easy, Atelier, Cross Stitching, Formula of Handicraft, Handmade, Lena Handicraft, Susanna Handicraft, Embroidered Pictures, Sabrina, Diana, Chic, Diana Moden, Verena, Burda Patchwork, and many others.
    Our advertising appears in various forms — direct (brand image ads) and indirect (articles, tutorials, prize giveaways, or product spotlights).
    But the goal always remains the same — to support your sales and promote the brands you carry.
16. GELA.ru managers regularly attend major European and international trade fairs, where leading global manufacturers present their products.
    We closely monitor trends and innovations in the craft market, continuously expanding and optimizing our assortment.
    Years of experience and deep understanding of market demand help us make smart purchasing decisions — ensuring that you, together with GELA.ru, can feel confident about the future.