Eswatini artisans break new ground through market exposure
From traditional beadwork and basketry to contemporary accessories and home décor, Eswatini’s artisans have long been a cornerstone of the country's craft and design sector.
Despite their creativity and skill, these artisans often face challenges in accessing larger markets and scaling their businesses. The global demand for unique, ethically made products has opened doors for Eswatini’s craft sector to thrive, especially as local entrepreneurs focus on value addition, sustainable practices, and innovative designs.
To help bridge the gap between local production and international markets, the International Trade Centre (ITC), in partnership with the European Union (EU), supported seven Eswatini-based small enterprises to participate in the prestigious Kamers/Makers Craft & Design Show in Johannesburg, from 27 August to 1 September 2024.
This initiative is part of the Eswatini: Promoting Growth through Competitive Alliances programme – a joint effort between the ITC, the EU, and the Government of Eswatini – which aims to promote export-led growth and create jobs for small-scale producers and entrepreneurs across the country.
Kamers/Makers: A platform for innovation and growth
Kamers/Makers is one of South Africa’s premier craft and design exhibitions, known for empowering female entrepreneurs and promoting high-quality craftsmanship.
With over two decades of history, the show attracts between 8,000 to 12,000 visitors, making it an ideal venue for Eswatini’s businesses to connect with potential buyers, industry stakeholders, and fellow entrepreneurs.
For the seven Eswatini brands – Siyaphambili, Indzaba Yami, Benanial, Beads Emporium, Tandla Tami, Khokho, and Quazi – this was more than just a chance to display their products. It was an opportunity to expand their reach, build new partnerships, and gain valuable insights into navigating international markets.
A transformative experience for Eswatini’s entrepreneurs
Brands received personalized coaching in product development, pricing strategies, and buyer linkages, preparing them to seize sales and networking opportunities at Kamers. This hands-on approach ensured that each business could present their unique offerings to an international audience, boosting their confidence and market readiness.
Nomphumelelo Hlophe, founder of Tandla Tami, shared her excitement: ‘This was my second international marketing event, and it was eye-opening. I learned the importance of proving the authenticity of my products and building lasting relationships with customers. Showcasing my accessories made from recycled materials on such a large platform was a thrilling experience.’
Eswatini’s artisans are not only creating beautiful products but also driving value addition within the local economy. For Sibongakonkhe Dlamini from Indzaba Yami Cooperative, Kamers was an opportunity to understand the demands of different markets.
‘We learned the importance of tailoring our products to meet diverse customer needs and maintaining high standards. It was incredibly encouraging to see our work being appreciated on an international stage,’ she said.
Nomphilo Vilakati from Siyaphambili Cooperative emphasized the importance of protecting intellectual property: ‘We realized the value of copyright during this event. Learning about intellectual property protection has been a game-changer for us, as we aim to ensure our designs are unique and secure.’
Forging commercial partnerships
The Kamers/Makers show was not just about immediate sales but about establishing long-term business relationships. Eswatini’s small businesses left the event with renewed optimism for the future, including exciting potential collaborations that emerged between the participating companies.
One standout success was Quazi Design, which secured a major deal with Big Blue, one of South Africa’s largest retailers. This partnership resulted in one of Quazi’s largest orders to date, marking a significant milestone in their journey toward global market expansion.
As the Kamers/Makers Craft & Design Show came to a close, Eswatini’s small businesses walked away with more than just sales; they left with newfound confidence, knowledge, and connections that will help them thrive in the competitive world of international trade.
The event was a celebration of creativity and resilience, proving that with the right support, even the smallest businesses can achieve remarkable success on the global stage.
About the Project
The ITC-Alliances for Action project Eswatini: Promoting growth through competitive alliances II, funded by the EU, supports job creation for small farmers, entrepreneurs and artisans. Eswatini offers the global market unique organic produce, artisan roasted coffee, handmade cultural creations and gourmet condiment lines.
ITC works closely with smallholder farmers, agro-processors and artisans in Eswatini to support them in ways that are sustainable and benefit both people and the planet. In this way, ITC fosters and preserves cultural heritage, and draws on artisan skills and concepts of green growth.
Alliances for Action is an ITC initiative that seeks to transform food systems through producer partnerships that cultivate ethical, climate- smart, sustainable agricultural value chains.
