e-maginativegifts.com is focusing on selling cards and paintings from Mongolian women artists to help to improve their livelihoods. The transition process from a socialist to a market economy that started in 1990 has had a disproportionate effect on women according to information from the United Nations Development Program (UNDP).

The UNDP reports that: "women are losing more jobs than men due to the closing of former state industries. More than 53 per cent of the registered unemployed are women – and it is safe to assume that an even greater proportion of the unregistered unemployed are also women. Female-headed households are in particularly dire circumstances.

According to the Ministry of Population Policy and Labor in Ulaanbaatar, female-headed households with children under 16 make up 24 per cent of all poor households; 72 per cent of all female headed households are below the poverty line". The poverty line is defined as earning less than one US dollar per day, or less than 365 US dollars per year. It is estimated that 870,000 people (of a total population of 2.4 million) are living below the poverty line.