Putting art and crafts on the market

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- The Star – The Work Place Report – Thursday August 2 2007

No matter how well crafted, a product without a buyer has little economic value.

So says Sharon Reed, who has made it her work to advance the economic well being of women crafters in South Africa’s rural areas and informal settlements around Gauteng.

Through her small marketing company, Tangerine Marketing, Reed tackles the issue of finding buyers for products head on.

“There’s no shortage of talent and willing hands” she says. “The shortcoming lies with making products more marketable and competitive.”

Working with women who are part of various development projects, Reed not only fulfils a marketing role but also mentors the women on what products sell better and how.

“Instead of merely trying to find buyers for existing products, we consult buyers from the retail sector as to what their needs are,” she explains. “That way, women are guided into making art and crafts that are commercially viable; the products sell faster, which means that women can start earning an income more quickly and more regularly.”

Most women are the heads of households, and generally provide financial support to a family of four.

“We focus on women crafters because it has been proven that by uplifting one woman we uplift her dependant, the community she lives in and ultimately the country as a whole,” Reed says. “It is difficult to calculate the exact number of lives that are improved as a result of this economic activity.”

Attention to detail – quality, durability and packaging – has led to Tangerine’s products recently earning a place in the Tourism Enterprise Programme of the Department of Trade and Industry.

According to Reed, the range of handmade corporate gifts is ideal for special events, conferences, staff awards, theme days, and Christmas gifts for staff and customers.

Called “Beautifully Made”, the range includes keyrings, scarves, conference bags, mirrors, greeting cards, wall murals, and other funky arts and crafts for the retail and corporate market.

“By purchasing a ‘Beautifully Made’ product, companies contribute towards rural development programmes in a small way that makes a big difference,” says Reed.

“Beautifully Made” products can be viewed at the One of a Kind exhibition to be held at Gallagher Estate from August 8 – 12.