The handicrafts industry in Egypt is undergoing a spectacular revival, with strong support coming from the state. Everything from tent-making (kheyameya), glasswork and pottery to fashion is being given a new lease of life.
Private and governmental initiatives are popping up with a mission to support local communities and preserve our cultural heritage. Some of these initiatives target the revival of traditional designs with a modern twist, allowing those that produce these pieces to learn new techniques and, for some, paving the way to the global market.
The latest initiative is the herafi (craftsman) programme, a joint effort between the Ministry of Social Solidarity, the Central Bank of Egypt (CBE) and other local banks, which was launched late last month to support small-scale creators of handmade and heritage products.
The programme is designed for individuals belonging to productive cooperative societies, productive families and small entrepreneurs.
The programme provides various support mechanisms to participants, such as simplifying the establishment of micro-enterprises, offering financing at reduced interest rates, training in small project management, facilitating access to exhibitions and marketing platforms, and increasing awareness of pricing and quality improvement of handmade and heritage products.
The initial phase of the 2024 programme will train 1,000 small-scale producers of textiles, jewellery, shells, ceramics, and traditional fashions. The programme will also educate participants in the ways of saving and using financial services from commercial banks. Services include bank cards, electronic wallets, and free-of-charge bank accounts for economic activities, as provided by the CBE for small craftsmen.
Additionally, the programme encompasses guidelines on classifying the craftsmen’s ventures and leveraging the initiatives provided by the CBE to support small projects. It also covers the relevant laws supporting small projects and guides participants on pricing their products in a manner that ensures effective marketing without exaggeration.
Introducing opportunities for extending insurance protection to workers in the sector, the programme also includes a document titled ‘Your pension is in your hands’ for irregular workers, outlining the benefits and participation mechanisms, as well as the support provided to the families of these workers.
The initiative is not the only step taken by the Egyptian government to value the authentic Egyptian heritage. Egypt also hosts an annual exhibition called Turathna (Our Heritage), which is considered the biggest regional exhibition for traditional handicrafts. The 5th Turathna expo was on October 8-12 last year, featuring over 1000 Egyptian artisans aiming to join the global market.
This event promotes Egyptian handicrafts, showcasing crafts from various villages and governorates in Egypt, as well as featuring crafts from several Arab countries.
President Abdel Fattah El Sisi also launched the Egypt’s craftsmen (Sanaya’at Misr) initiative to support craftsmen.
“Besides digital efforts to market Egyptian handicrafts, exhibitions remain one of the most crucial forms of traditional marketing, said Walid el-Shafie, deputy director of Electronic Marketing Management at Egypt’s Micro, Small, and Medium Enterprises Development Agency (MSMEDA). So, we are committed to host ‘Turathuna’ annual exhibition,” he told the local Al-Ahram newspaper.
“MSMEDA also provides support programmes for craftsmen and project owners to expand their activities and offer opportunities for training and funding,” he added.
Hisham el-Essawi, chair of the Egyptian Handicrafts Export Council, also believes in the effectiveness of international exhibitions and forums as marketing tools.
“We have been actively marketing Egyptian handicrafts worldwide through growing international engagements. These efforts have resulted in annual exports worth $300 million, which we intend to increase to $500 million next year,” he said.
“Our main objective today is to enrich the creative dimension of Egypt’s handicrafts,” el-Essawi said. “This involves fostering ongoing partnerships between craftsmen and designers to craft distinctive products. These creations should align with present design trends,” he added.
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