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The inaugural AFRIKA HANDMADE Symposium was held on 2-3rd October at the Jacaranda
hotel Westlands, Nairobi.
Afrika Handmade was developed as a strategic advocacy activity under Craft Afrikas market
development program. Beyond creating a networking platform among various stakeholder
groups, the objective was to create visibility for contemporary craft and design in Kenya.
The expected outcome of this long-term initiative is the opening up of new market
opportunities especially at the domestic and regional level.
Godown Art Centre, Alliance for Artisan Enterprise, Biz Baz Events, Kenya Copyright Board,
Motieno Designs, Niro Collection, Goodies African Interiors & Gifts, Zindua Ltd and
Robrooker.com made Afrika Handmade possible through sponsorship
35 delegates, 11 speakers, 5 mentors, 4 moderators and 6 crew attended the two- day event.
Overall participation was 61.
Delegates
Speakers
Mentors
Moderators
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Crew
Day 1 began with Christine Gitau- convener of Afrika Handmade 2014 giving remarks
on the event and its objective. [See appendix 1]
PROGRAM [See appendix 2]
The program included two plenary sessions, two open spaces, a mentorship session and four
breakout discussions.
manufacturing in Kenya, which makes production very expensive and the final product out of
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was a potential domestic market, tapping into it was made difficult by the wide spread
pricing right was a priority for any craft entrepreneur. Furthermore, this high cost of
production meant that craft products ended up with high price tags, which meant that the
target market needed to be in a high income bracket. Goodie challenged the audience to
look beyond Nairobi for markets because as there were other less obvious market
opportunities in other counties.
The moderator opened up the discussion on how to target the domestic market. An
interesting observation from the audience was that generally speaking, Made in Africa label
was easier to sell at the global market than the more specific Made in Kenya one. Following
discussion on the same, the consensus was that Kenyan contemporary designers needed to
buoy the Made in Kenya/ 100% made in Kenyan label by not only creating quality
products, but by also consciously creating awareness and educating consumers about local
design and its possibilities. Jacqueline proposed a regular Best of Kenya fair for designermakers to build a domestic market for contemporary craft and design products.
There was a call for designer-makers to be innovative and create products that displayed
high levels of creativity and innovation. It was noted that sub-sectors such as jewelry were
saturated while wood, glass, stone, plastic etc were still to be exploited as craft mediums. The
discussion delved into factors that influenced innovation and creativity within the craft sector.
Issues such as raw materials, sustainability, product differentiation, production processes,
technology, market segmentation, price differentiation, collaborations, mentorship and
apprenticeship and market positioning were discussed within the context of innovation.
COMMENTS:
The session was good and discourse
was wonderful. The speakers and
contribution showed a problem exists
and need to be tackled.
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and cultural space. She cited the bill on the Protection of Traditional Knowledge and
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agencies, was keen on protecting and safeguarding intellectual property within the creative
length. She mentioned that the Kenya government, through KECOBO and other government
Traditional Cultural Expressions 2013 as an example of steps the government with the help of
other stakeholders, was taking to protect and safeguard Kenyas cultural heritage.
She noted that while ideas could not be protected under copyright law, the creative
expression of the idea could, either under copyright, trademarks and patents. Kate explained
that copyright was the legal right granted to an author, composer, playwright, publisher or
artisan to exclusive publication, production, sale of a literary, musical dramatic or artistic
work. Patents on the other hand protected invention, novelty.
A patent was therefore a grant made by government conferring upon the creator of an
invention the sole right to make, use and sell that invention for a limited period. Trademarks
were defined names, symbols or other devices identifying a product, officially registered and
legally restricted to the use of the owner or manufacturer.
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COMMENTS:
Break Out Session 1 [Day 1] - Theme: New Business Models for Contemporary
Craft & Design
Moderator: Sam Imende, Co founder - Enzi Footwear
Panelists:
Bernard Outah, Regional Director - World Fair Trade Organization Africa
Shruti Patel, founder - Savanna Chic
Kate Mahugu, founder - Soko
The moderator asked panelists to describe their business models.
Bernard Outah began by explaining that although the Fair Trade terminology was
widespread in the West, there was little knowledge of it in Africa by both producers and
consumers. However, he said that the organization had been seeing an increase in
membership- something he attributed to the requirements made by overseas buyers for Fairtrade goods. He went on to refer to a survey done by Ipsos Synovate in Tanzania and Kenya
[2013] that went to prove a domestic market for contemporary handmade items Fair trade
or not.
Kate Mahugu shared with the audience her online business model that allowed local artisans
to connect with buyers from [mainly] US through mobile phone. She explained that it was a
revolutionary idea- and that it had come from the realization that smart phone mobile
penetration in Kenya was at 67% - an opportunity she and her partners were willing to tap
into in order to create sustainable livelihoods for thousands of artisans.
Shruti of Savannah Chic presented her business model of outsourcing. In the production
process, she was only in charge of design and quality control- with all the making
commissioned to local artisans. She said that it was an interesting model, although not
without its challenges, one of which she cited as intellectual property protection. She said
that while all raw materials and production was local, her main market was abroad- in
Switzerland. This allowed her to mark-up her prices comfortably, because she always
provided top quality and unique products. She opined that from this business model, her
experience had led her to believe that there were opportunities for creating and selling
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Breakout session 2 [Day 1] - Theme: Taking it to the Next Level: When Craft
Meets Design
Moderator: Jacinta Kioko Niro Collection
Panelists
Anthony Mulli Katchy Kollections
Beatrice Mwasi SanaBora Designs
The session tackled questions such as whether Kenyan crafters were trend-setters or trend
followers, how to define a unique selling point and how to tell stories around your crafts.
Beatrice noted that the trick was to be Kenyan without departing from global trends, in
other words to be local, but think global. At the same time, if local crafters designers wanted
to create trends, research was the key word. Beatrice added that there are two types of
trends: Mega trends which last up to 10 years and fad trends which last 6 months to 3 years.
On the question of distinguishing crafts Mulli explained that a lot depended on environment,
culture and what one wanted to portray. Beatrice added that incorporation of cultural
elements in contemporary craft design is a strategy if one is looking to distinguish
themselves from the crowd. She mentioned that a challenge in design application within the
craft sector was the weak or nonexistent arts education within the national school curriculum,
thereby denying skills and talent building for would-be designers, as well as short-circuiting
an appreciative audience that would place quality standards on designers.
One of the key issues noted at the session by Anthony is that most crafters are not selling
products with dignity, they are selling pity stories, because it was an easier narrative to sell.
Mulli emphasized that there were other more interesting stories to be tell - of origin of raw
materials, of the cultures around it etc. Beatrice noted that for a long time, the Kenyan brand
had become synonymous with the Maasai imagery. The spinoff was a lazification of many
craftpreneurs into thinking that this was the furthest they needed to go to be seen as
Kenyan. She challenged this by saying that there were over 40 cultures in Kenya and
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Open spaces
Open Spaces was an opportunity for audience members to introduce themselves, their
product and their enterprises. The objectives of these sessions were to:
Encourage designers to speak confidently in front of an audience about their creative
enterprises
Encourage collaborations and shared creative processes
Eighteen designers representing thirteen enterprises presented their work and allowed for
questions and discussions on their inspiration, material sourcing, challenges, stocking points,
work studios and price points.
They were:
1. Pepe Shaw Krafty Artz
2. Kawira Mirero Mambo Pambo
3. Wanny Angerer and Stephen Komote Moving Cultures
4. Vivian Mugoya Vivolution
5. Evans Ngure The Art of Evans Ngure
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Mentorship sessions
Afrika Handmade symposium also offered mentorship sessions where emerging designers
got to engage with established designers and entrepreneurs on a more intimate level. These
sessions were not structured and mentee or mentor could initiate a conversation.
COMMENTS:
Ann McCreath was very open. She shared her experiences and
challenges. We learnt about branding, marketing, social media,
and sharing ideas. I am now more open to sharing ideas and
scaling up.
Muthoni Kirumba Scentwise Creations
Wanny Angerer was very inspiring. I felt challenged and realize I
have too much potential and not giving enough. I am
completely transformed.
Barsil Otieno Technical University of Kenya
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Opportunities
Threats
Negatives
Positives
Weaknesses
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Strengths
Recommendations
1. Craft Afrika should seek to establish a sustainability plan for the symposium
2. Initiate a formal structure that will continue to coalesce the participants around a
common course
3. Pay attention to who is invited as a speaker and as a moderator- the strength of a
symposium lies in the content
4. Find a way of allowing participants to showcase their products to a wider audience
5. Invite a diverse number of participants- including from the neighboring East African
countries
6. Track the impact of this initiative long term
The next Afrika Handmade symposium is slated for 1st and 2nd October 2015 in
Nairobi.
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Appendix 1
Welcome to Afrika Handmade 2014!
Thank you for being an early adapter of this grand new idea!
Since 2012, we have been providing a bi-monthly forum where craft entrepreneurs get
together to share ideas, experiences and resources. This forum, known as Jumpstart
Thursday, has allowed us to appreciate the value of gathering like-minded individuals
especially in a sector that is often characterised by silo tendencies.
Afrika Handmade is Jumpstart Thursday on a larger scale. The event will provide an
opportunity for emerging and established designers, government, academia, media and
others to network, get to find out who is doing what, share resources and ideas and possibly
create collaborative opportunities.
Afrika Handmade is also a celebration of innovation and design within the contemporary
craft sector. This is a genre that has suffered the backlash of a narrow definition of what
comprises the sector. For most people, the beginning and end of crafts is at Maasai market,
driven by tourism and characterised by little or no product differentiation. It is time we
started shifting that perception, for the simple but powerful reason that the domestic and
regional market offers a viable consumer base for quality handmade products.
Indeed, research shows that over 60% of potential customers have never bought
contemporary craft because they do not know it exists. They are not aware of your enterprise,
your product or where to find you.
The next two days will be an opportunity to, among other things, explore ideas into how we
can begin to define new market opportunities and tap into them.
I welcome you to network, explore and thrive with Afrika Handmade 2014.
Here is to a fantastic event!
Christine Gitau
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Appendix 2
Time
9:30- 11:30pm
[Plenary session]
Session title
Kenyan Made for the
Kenyan Consumer:
Building a Sustainable
Domestic Market
Speaker
Danda Jaroljmek [Circle Art
Agency]
Jacqui Resley [Spinners Web]
Goodie Mzuri [Goodies]
Moderator
Flora Okuku
11:30-12:00 break
12:00-1:00pm open spaces
Breakout session2
9:30-11:30pm
[Plenary session]
Enabling a Thriving
Craft Sector:
Conversations with
Government
2:00- 4:00pm
Mini workshop1
Consumer Insight:
Market trends to
watch out for in 2015
Jacinta Kioko
Professor Pido
Closing
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Breakout session1
Sam Imende
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2:00-4:00pm
1:00-2:00pm lunch
New Business Models
Bernard Outah [World Fair
for Contemporary
Trade Organization]
Craft & Design
Shruti Patel [Savannah Chic]
Kate Mahugu [Soko]
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objective is to create visibility for contemporary craft and design, thereby opening up new