International Market Report: South Africa
A journey to support artisans in developing countries
By Megy Karydes -- Gifts and Dec, 11/6/2009 4:34:00 PM
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Entrance of the South Africa Handmade Collection |
Having a background in the gift industry and experience in fair trade, I was among five U.S. buyers invited by the South African Consulate to be a part of an international buying trip to the South African Handmade Collection (SAHC) in Johannesburg, South Africa, in early August.
With its powerful connection to nature and intense creative energy that spills over into its handmade products, there is a growing focus of global attention on Africa. And for the South African government, organizing this event was an important step to helping its people develop viable businesses to increase its economic development.
“The South African government seeks to develop and strengthen not only the crafters and their business, but the entire communities within which they operate,” said Charles Manuel, Consul Economic with the South African Consulate General in Chicago. Manuel accompanied the U.S. buyers to South Africa and was instrumental in helping them navigate the marketplace and country’s culture.
“The South Africa Handmade Collection is a market access program,” added Manuel. “It is part of a government initiative targeted at accelerating the economy, creating much-needed jobs and alleviating poverty.” In order to meet the goals of this initiative, the government works with artisans in rural areas to help them gain access to key markets, such as hosting them at key trade shows like SAHC. In many cases, it has paid their way to be at the show and introduce their products to a wider market.
The common thread for all of the international buyers, who hailed from Germany, the Netherlands, Japan and the U.S., is that we are all involved in fair trade. Among the many goals of fair trade, the most important one is that it is an international movement dedicated toward eradicating poverty by providing a fair wage to artisans in developing countries.
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Redeemer making a giraffe using wire and glass beads |
As in the United States, the show was based in a convention center in the heart of the city. Upon walking into the hall, attendees were greeted by more than 200 colorful booths filled with handmade gifts, home accessories, jewelry and textiles (an increase from just 35 booths a few years ago). There was everything from the bold and colorful wire baskets for which South Africa is known, to well made ceramics, beaded jewelry and wooden bowls.
What was even more exciting to us as buyers was that the artisans themselves were in their booths, prepared to give us each and every detail on how their products came to life. There was Lindi, who proudly showed her delicate beaded jewelry necklace, as well as some sketches of work she’s in the process of producing; Redeemer was busy crafting a four-foot giraffe from beads; and Craig Stowe shared some new tablecloth and napkin designs from Tori Stowe (his wife’s namesake company; she had recently just had a baby boy and couldn’t be there).
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The author, left, with Carol, the designer of the new line of World Shoppe copper and brass jewelry |
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Copper and brass jewelry being crafted by Carol's artisans |
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Finished jewelry pieces |
South Africa consists of six provinces (akin to our states in the U.S.) and each province is slightly different in terms of economic development and opportunities. Johannesburg is part of the Gauteng province and while abject poverty exists in Gauteng, it’s nothing compared to Free State or Limpopo. As such, the representatives from Limpopo were eager to show their province’s capabilities in the hopes that it would get some recognition of its artisans. It hosted a lovely breakfast which included presentations by such dignitaries as Mr. Pitso Molot, Member of the Executive Council from the Limpopo Provincial Government.
Into the Countryside
To get more of a taste of South Africa and to experience another country in the sub Sahara, another buyer and I rented a car , and with passports in hand, headed north to Swaziland, one of two countries landlocked by South Africa (the other being Lesotho). We tried to get as close to the country before the border closed for the evening.
This journey was a very enlightening experience that showed how necessary our business is for these developing countries. Slums exist and people live in 6-foot by 10-foot make-shift homes — if you can call it living. The slums are called townships and the people are basically squatting on government land because they do not have anywhere else to go. And yet, in these slums, people have hope. They hope for a better life and try to do what they can to make the lives of their children just a little bit better. Although schooling is free in South Africa, they do require textbooks, uniforms and other school fees, which makes school often out of reach for many families.
Because of these situations, the South African government is trying to do what it can to help. By bringing international buyers to South Africa and introducing them to the possibilities that its artisans have to offer, and increasing its export of handicrafts, it is hoping to develop more opportunity for women in rural areas.
It seems to be working, even if it’s a slow process and some challenges still exist, which make it particularly difficult to export. For some groups, product development is a real need to make their products more marketable in the United States. For others, who had products ready to go, exporting the items can be a challenge since many don’t have a shipping facility in their backyard or understand the details required to successfully export their items. A surprising number of artisans also weren’t clear on how wholesaling works. We found ourselves giving mini lessons on American retailing and teaching them terms like “keystone.”
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Recycled billboard handbags |
Overall, attending an international trade show, coupled with visiting a new country, is an amazing experience that can make one a more well-rounded and stronger wholesaler and/or retailer and person. Based on the amazing work i saw and the women artisans I met, I decided to export copper and brass jewelry from an artisan group in the Western Cape, as well as billboard handbags by a non-profit group from the Gauteng province.
I would strongly recommend visiting an international trade show outside of your geographic area or country if the opportunity arises — it will be an experience you won’t soon forget and, who knows, may open the doors to new opportunities to you, too.
Megy Karydes is a professional writer and marketing consultant by day and owner of Karydes Consulting. Contact her at megy@KarydesConsulting.com . She runs World Shoppe, a wholesale fair trade importing enterprise as a volunteer initiative. For more about World Shoppe’s copper and brass jewelry or recycled billboard handbags, visit www.ws-wholesale.com or call (312) 560-2715.
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