Market Access I: 16 Craft Shops You Need To Know

      Market access is a major challenge for entrepreneurs in the creative/cultural sector. From unpopular online markets to a relatively small number of potential buyers, critical to the success of creative enterprises is identification of avenues that allow the product or service to get to the consumer.
In a series of market access articles, we begin to explore the various options available.

      Getting your products into craft stores is fairly straightforward. The process usually involves presenting samples of your products to the store manager, who has full discretion on whether to stock your products or not. If they do accept, payment may be immediate or through consignment, which means that you get your money when the product sells.
Below we highlight 16 of the more vibrant craft stores

1. Blue Rhino       
With two locations at ABC Place Westlands and Village Market Gigiri, Blue Rhino is one of the most popular retail/wholesale outlets for handmade items. Both stores are crammed full of unique craft items, which makes for an interesting browse. They do not seem to have a website, though you can contact them on 254 20 4446261 or email catherine@bluerhinoafrica.com.

2. Spinners Web Kenya

Located on Getathuru Gardens off Peponi road, Spinners Web is one of the oldest craft stores around. Hosting over 150 vendors, it has become a one stop shop for all things exquisitely handmade. You have the option of selling on consignment as a boutique vendor - where you get your own shelf/room - or as a general vendor. For more, visit the website.

3. Goodie's African Interiors and Gifts

Based at the Viking House, Westlands, what makes the shop special is the founder, Goodie. An ardent supporter of local craftpreneurs, she is always happy to give design tips on products. In other words, if she does not accept your product, she will tell you why and better still, work with you to improve it.

4. Banana Box 

It has been 22 years since Banana Box set up shop in Nairobi. With two stores at the Junction and Sarit Centre malls, the brand has become synonymous with all things Eco chic.

They have a lean towards trade fair and pay for selected products immediately, holding very little on consignment. The store has an online shopping facility. Read more about them and find contact details here.

5. Marula Studios

Besides hosting over 40 suppliers, Marula Studios is home to the world famous flip flop recycling company UniquEco. Founded by Julie Church, the studio encourages and supports innovation and creativity among local artisans. Contact details can be found on the website.  

A UniquEco giraffe sculpture made from recycled flip flops

6. Utamaduni Craft Centre                                  
A popular stop over for tourists, the craft centre is situated on Bogani East road in the Karen area. It houses 18 individual stores, stocked with everything from Lamu furniture to children's toys. Hardly any bargaining or haggling happens here as all vendors operate on fixed prices. Find contact details here.

7. African Heritage Design Company

The seed of this company was planted by African Heritage Limited, founded in 1972 by Alan Donovan, Joseph and Sheila Murumbi.

Once described by the World Bank as 'the most organized craft retail and wholesale operation in Africa', African Heritage Limited changed hands in 2003 to become African Heritage Design Company.
Determined to keep the legacy, the company provides market linkages for hundreds of local artisans. Store locations include Libra House on Mombasa road, Carnivore Restaurant off Langata Road and Nairobi InterContinental Hotel among others. Contact them through email ahdco@wananchi.com or telephone 020 530055.

8. Undugu Fair Trade shop

An arm of Undugu Society, Undugu Fair Trade was established in 1984 to enable market place opportunities for craft products. In doing so, the organization would be ensuring sustainable livelihoods among artisan communities. It has been 19 years and hundreds of artisans can attest to the success of this initiative. Visit the store on Woodvale Grove, Westlands or the website for more details.

 

9. Moo Cow Boutique at Silver Springs hotel
The first thing that hits you when you enter this space is the Afro chic elegance evident everywhere - from the exquisitely tailored outfits to the trendy fashion accessories to the props and display. Located in Hurlingham, the shop is a boutique outlet for fashion label MooCow, founded in 2002 by duo Carol Wahome and Wambui Njogu. Also in stock are brand names such as KikoRomeo, Katchy Kollections, Adele Dejak, Magik Grace and MARO Designs. The number you need is 020 2519676 or email moocowkenya@yahoo.com.

10. Lily Pond Art Centre

Off the beaten path is Lily Pond Art Centre in Nanyuki. It is a purpose built facility for visual artists combining tranquility and liveliness in equal measure. Besides the fact that it lies on the Equator, Lily Pond offers a healthy food restaurant and an art gallery as part of its attractions. It is an extremely popular stop-over for tourists visiting the national parks in that part of the world. Find contact details on their website.

  11. Nairobi National Museum Gift Shop

Housed within the Nairobi National Museum, the shop is a natural point of purchase for cultural items such as crafts. The museum underwent massive renovation in 2009, and with it came a revamped calender of activities and attractions, all of which serve to ensure a steady stream of foot traffic. Get in touch via 254 (0)20 3741424.

 12. Zebu

Zebu, owned by designer Annabelle Thom, is located at the Junction mall on Ngong road. Items in the shop feature superior craftsmanship, come in a plume of vibrant colors and are always reasonably priced- elements that have propelled her to the top of her game. Although there is a strong emphasis on leather accessories, the shop also stocks other items that add to the eclectic collection at Zebu. The shop's location on the ground floor -right near the entrance to the mall-  makes for maximum visibility. To get in touch, 020 3864665 or annabelle@africaonline.co.ke. 

 

13. APDK Fair Trade Shop
A project of the Association of Physically Disabled Kenya, the shop serves as an outlet for a wide range of crafts made by people with disabilities. Other creative/cultural projects of APDK include the Bombolulu workshops and cultural centre and Likoni Furniture workshop.
As a member of the World Fair Trade Organization, the shop supports artisans who adhere to fair trade principles. The shop is located along Waiyaki way, opposite the OilLibya gas station. Email details nbi@apdk.org, 0722334677, 020 4452523/4/5.
  
14. Mikono Craft Shop
Started in 1993 by the Jesuit Refugee Service, Mikono Shop retails craft products sourced mainly from refugees. Although outside the circuit of the more popular craft shops within the CBD, Mikono has its fair share of international buyers. Suppliers to the shop are mostly women with no other source of income besides their craft. This article details the shop's role in supporting sustainable livelihoods for these women.
Shop location is along Gitanga road, Lavington, while contact details can be found here.

15. Kifaru Gift Shop- Karen Blixen Museum 

A globally recognized landmark, the Karen Blixen Museum was made famous by the award winning movie Out of Africa. The museum is managed by the National Museums of Kenya and appropriately marketed as a must see while in Kenya. Within the grounds of the museum is the five star restaurant Tamambo, a coffee shop, cottages and the Kifaru gift shop. Find contact details on the website.

16. Kalabash
Located at the Village Market, Kalabash boasts an eclectic collection of art and craft from all over Africa, although one does notice an affinity towards West Africa. It is an especially unique collection, with pieces finished to detailed perfection. Contact telephone is 0724 372 111 or 020 7122169 or visit the website.

           

             

There you have it. 16 craft stores providing a vital support system to craftpreneurs. Is there any we have left out and you feel should be on the list? Let us know through the comment box at the bottom.

Meanwhile, get in touch with any or all the ones listed above and get your products out into the world.

Curated by Christine Gitau. [Sources: http://www.museums.or.ke, www.mydestination.com, http://www.readredred.com, kenyabuzz.com, jambonairobi.co.ke, enchantedlandscapes.com, fashionindustrynetwork.com, thejunction.co.ke and respective brand websites]

Is Your Product Past Its Expiry Date?

         Yes indeed, your craft product does have a 'best by' date! Just like in the biology of life, craft products have a life cycle from the time they are created, to the time they lose their appeal.
For many craftpreneurs, missing this science can lead to frustration at continued low sales despite all the marketing efforts.
The product life cycle is perhaps the most important element when it comes to product design. It is what guides how and when to bring new products into the market.

"The goal of understanding your product's life 

cycle is to enable you to maximize on its value

 and by extent its profitability." 

  

The product life cycle is divided into four:

1. Introduction

This is when the product enters the market. Revenue at this stage is low, although investment is heavy on distribution and promotion. As it is fairly common for most products to fail at this stage, you need a clear plan on how to enter and win in the market. Common entry strategies include penetration pricing, where you deliberately set low prices for rapid establishment and price skimming which involves setting relatively high price points to attract an exclusive target market. 

2. Growth

This is the boom time for your product, and your goal should be to stay here as long as possible. At this stage, your product is relatively well known in the market and your sales have peaked. There is brand recognition and you begin to attract competition. As such, marketing campaigns must go beyond brand awareness, involving strategies that hinge on customer loyalty. You want to retain existing customers as well as attract new ones.

3. Maturity

Of the four, this stage stretches out the longest, sometimes for decades. It is a stage characterized by severe competition and declining profit margins.

As other players with cheaper and better products enter the market, focus should be on defending existing market share. This involves constantly looking for ways to remain relevant. The savvy designer will keep production costs to a minimum so as to maximize on profits, focus on product design and development and come up with new products to replace those on the decline.

4. Decline

This is technically the product's 'sell by' date. At the decline stage, the product's revenue trickles to a minimum and it is no longer financially viable. There is little interest from consumers and hardly any competition.
In the unlikely scenario that you have only one product, and that product is at the decline stage, you can see you would be in serious trouble. This stage can be likened to a product's saturation point, and while there are many ways to recover from it, a more sustainable strategy would be to have several product lines. Keep a keen eye on where each is on the life cycle. The craft sector is arguably one of the most competitive and taking expired products to the market is a sure way to bury your business.

Want to read more on the subject? http://www.mindtools.com/pages/article/newSTR_80.htm

(Sources: The Open University- Money and Management, Wikipedia. Image mybizoflife.com)

Christine Gitau.

Social Impact: 7 Craft Enterprises Making A Difference

                Much has been said about the cliche imagery of handicraft enterprises in poverty alleviation. However, there is no denying the social and economic impact this modest unassuming industry has had the world over. Furthermore, with an estimated 300million people living in extreme poverty in Africa, the means becomes less important than the end.

In highlighting these 7 African enterprises, i am challenging you to look beyond you. To begin to appreciate the potential your craft enterprise has in job creation, social inclusion, peace building, women empowerment, MSME growth and cultural enhancement. The enterprises featured below are by no means exhaustive, neither are they in order of merit. 

Sole Rebels (Ethiopia)

In the 9 years Sole Rebels has been in existence, it has had the distinction of not only being the world's first Fair Trade footwear company, but also Ethiopia's leading exporter of footwear. When Sole Rebels was founded, its priority mission was to create employment by leveraging on local know, thereby creating a product that was authentically Ethiopian, yet universally appealing. Several years later and with 400 workers on its payroll, Sole Rebels' turnover is $1million, with export markets in 40 countries. Founder Bethlehem Tilahun (above) says that one of the reasons her company is so successful is because it is a self initiated and self directed enterprise- a homegrown solution to Africa's problems. It has become a model enterprise of what can happen when young and motivated African entrepreneurs challenge the status quo of aid to Africa, demanding instead for more trade opportunities.

Gahaya Links (Rwanda)

Returning to her native Rwanda in 1994 just after the genocide, Janet Nkubana, founder & CEO of Gahaya Links realized that she had to get involved in stemming the destitution that was post genocide. In this acceptance speech featured above (The Hunger Project), Janet says that while she was initially content giving handouts to starving women who came daily to her door, she knew that sooner rather than later, she would have to do more. Noticing that they came begging with beautifully woven baskets, she figured that the very item they were using to beg could be their means out of poverty. And so Gahaya Links came to be. Leveraging on the traditional weaving skills that these women had, Janet started buying baskets from them, selling them and sharing the profits. Today, over 4000 women are either directly or indirectly employed by Gahaya. Their 'peace baskets' are to be found in world-famous stores including Macy's and Kate Spade. "It is really amazing, Janet said in a recent interview with CNN African Voices, to see how a small piece of work, how culture can restore values in people, how healing comes through a small basket."  

Lulu Works Trust Limited ( Southern Sudan)

Dating back to 1955 until very recently, Sudan has been involved in one conflict or another. From the first & second civil war to the War in Darfur, women have borne the brunt most severely. In response to this resulting despair, hunger and need, the French NGO MEDIC founded the Lulu Livelihoods program in 2000. Focusing on the Lulu tree, a resource that grew in abundance, MEDIC set about educating Sudanese women on sustainable extraction of Lulu oil - a lightly scented oil that transforms readily into a creamy butter. However, it was not until 2005 that Lulu Works launched the Lulu Life brand label, manufacturing body butter, soap, scrub and lip balm, and becoming the only producer of Sudanese Shea Butter in the world. To remain sustainable and maximize on profits, Lulu Works does not export the nut in raw form, which is unlike the case for many of Africa's natural resources. By adding value to the butter themselves and selling directly to the consumer, Lulu Works ensures maximum returns to over 400 women in Southern Sudan, helping them maintain a healthy household with money for food, clothing, education and medical care. InFocus Productions have captured in startling depth the story of Lulu Life in the documentary 'The Brilliance Of Oil'.  

Global Mamas  (Ghana)

Celebrating its tenth anniversary this year, Global Mamas has easily become one of the most recognized brands within the global craft sector. 

Global Mamas is a network of individually owned businesses working together to expand their collective global market share. From 6 founding members in 2003, to a network of 500 producers in 9 communities, Global Mamas has proven that a business model based on principles of the cooperative movement is sustainable. Registered as a member of World Fair Trade Organization (WFTO) and Fair Trade Federation (FTF), Global Mamas ensures all sale proceeds go directly to the women producing the merchandise, with steady and continuous orders from North America, Europe, Asia & Australia ensuring a steady income.  Additionally, Global Mamas works extensively with each producer on product development and quality control, providing artisans with personalized, hands-on business assistance to strengthen their capacity in running their own enterprises. 

Kazuri (Kenya)

'Do not despise the days of small beginnings'. There is rarely a story i have come across that amplifies this truth as much as Kazuri does. 38 years ago, Kazuri (which means small and beautiful in Swahili) began its operations. With a staff of 2 women and a tiny workshop as its base, Kazuri's idea at the time was to experiment on handmade beads, rather than going into full production. As time went by however, Lady Susan Wood- founder of Kazuri- realized that there was a large number of single mothers who were looking for gainful employment and who could potentially be the workforce in a full scale factory. Fast forward to today and Kazuri has become a powerful brand, thanks to the 400 women who handcraft each and every one of 5 million beads produced every year.

A member of the World Trade Fair Organization, Kazuri believes that her workers are her biggest resource and therefore strives to apply the 10 principles of fair trade while engaging with the mostly single mothers who constitute the workforce.

One Mango Tree  (Uganda)

Founded by Halle Butvin in 2007, One Mango Tree works in Northern Uganda, a region that had been in the grip of terror group Lord's Resistance Army since the mid 80s. Realizing that economic empowerment would provide a solid foundation for lasting peace and development, Halle set about building a business model that centered on identifying skilled artisans, providing design training and creating direct access to foreign markets. Since 2007, One Mango Tree has trained and employed 30 tailors, all of whom are given a flexible work-from-home schedule that allows them to attend to other family responsibilities. Taking advantage of locally available organic cotton, the company has recently diversified into creating their own fabric, most notably the Ikat inspired textiles.

Tintsaba (Swaziland)

 

What began as a simple handicraft project with 12 members in 1985 has over the years morphed into an organization that has brought up generations. Working with sisal, a natural resource found abundantly in Swaziland, Tintsaba has trained over 980 rural women in the art of spinning and weaving; giving them purpose, transferable skills and an income pegged on expertise. From the onset, Tintsaba was determined to make a social and environmental commitment to her crafts producers, holding regular training sessions on pattern & quality upgrading while encouraging environmental impact awareness. Tintsaba uses environmentally safe dyes, making sure that the raw material conversion utilizes no chemical and minimal amounts of water.  The result is a wide offering of high quality and beautiful products that have grown beyond traditional craft. 

Is there another enterprise that you feel should be included on this list? By all means, do let me know, i will be happy to oblige:) 

Curated by Christine Gitau. Sources (etsy.com, webaraza.com, ABNDigital.com, YouTube, Wikipedia.org, Swahili-imports.com, InFocus Productions, Globalgirlfriend.com Momfaze.com,  Bridgeforafrica.com, Openafrica.org, OneSimpleask.com, wtfo.com, ftf.org and the respective brand websites)

Low Season: 6 ways to Make It Work For You

The first quarter of the year is usually rather low in sales for many a craftpreneur. It however presents wonderful opportunity to prepare for the months to come. Below are 6 areas of focus you can invest time in

1. Read
No matter how busy you may think you are, you must find time for reading, or surrender yourself to self-chosen ignorance - Confucius.
There is no better investment you can make in yourself- and in your business- besides reading. Purpose to understand the Political, Economic, Social, Technological, Environmental and Legal (PESTEL) contexts you operate in. Keeping up to date on industry changes will do more than educate you on the trends, it will put you in a position of leadership- you know the old adage knowledge is power?

2. Improve your product
There is no better time to research into your product. Find ways of improving the design, finish, packaging, raw materials, branding and generally everything that helps your product gain greater market share. Better still, learn new techniques of making the same thing. This way you elevate yourself from simply being producer to designer. Another significant way to improve your product is to research into current trends and infuse these elements into your work. If for example you are into interior decor, you need to be constantly browsing blogs like Laura Bielecki's (captioned right) that is currently forecasting trends up to 2014.

3. Actively seek your customer
It is very often the case that customers find us. However, it might be beneficial to proactively seek out your customer. Go to the same social events they go, plug into their sources of information, actively listen to why they buy what they buy...in other words, get to really know and understand your customer. There was, for example an interesting meetup for natural hair enthusiasts a few months ago (check it out here). If your product line involves ethnic, Afro centric pieces, this would have been a perfect networking opportunity for you. Be on the ready with look books, business cards and references. Remember modern networking is about putting yourself at the service of your potential customers. Its about what you can do for them- not the other way around.

4. Collaborate on a project
Creative industry practitioners have often been accused of flying solo, to the detriment of their business ambitions. Truth is, while competition is necessary, and even encouraged, you go further if you can successfully leverage another product/service to enhance your own, and vice versa. Establish mutually beneficial relationships along your entire value chain. Work with an interior decorator for example and let them design your stall at the next craft fair. In return, extend their market foothold by promoting their work. Word of caution though- make sure expectations are clearly spelled out and even signed upon. And start identifying potential partners early- in other words, start before you start.

5. Travel
If you are looking to step out of your comfort zone (as you should), find inspiration and a fresh outlook to life, visit a new destination. The good news is that the low season in the crafts sector seems to mirror that of the travel & hospitality industry and you can therefore take advantage of the relatively low rates to see the world around you. And if money is the issue, apply for any of the several annual grants that support movement of creative entrepreneurs globally. Check out the Art Moves Africa website as well as Prince Claus Fund.

6. Teach someone else what you do
During our September 2012 edition of Jumpstart Thursday, we got talking about how critical it is to separate individual from enterprise. One of the ways we identified was skills transfer or teaching someone else how you do what you do. Think of it as an insurance cover- if you were incapacitated for one reason or the other, the business would not grind to a halt.
During this low season, there is plenty of time to identify an individual(s) and train them on the skills of your trade as well as other aspects of your business. And no, they will not 'steal' your ideas and take off. And if it turns out that they do, great! That will serve as your impetus to not only protect your designs through intellectual property law (IP), but also to keep creating.



Image sources (Bankable Craft: Putting Money In The Hands Of People, Laura Bielecki.com, businessmanagementstudies.blogspot.com, lorschberke.com, evaser.com)

Has Your Craft Product Hit A Saturation Point?

I came across this article from about.com by Maire Loughran on the concept of saturation points- that is when there is too many people churning out the same product, or in other words, when supply far outweighs demand. She goes on to give tips on how to manoeuvre such a situation to your advantage...

  

Working Around Saturation Point

      IT happens to us all, one day you’re sitting there running the UPS driver ragged shipping your orders, the next, the phone has stopped ringing and while you have good traffic on your website, nothing is moving. What’s up? Could be any number of issues: seasonal, economic or shift in spending patterns. The constant research a business owner must do will give you a heads up when these conditions are coming into play.
However, a major cause for a decrease in sales is that your art or craft has hit a saturation point. By that, I mean that too many crafters are making the same type product or you’ve totally covered the market with your product. Here are some determiners of saturation and what the savvy craft business owner can do to work around the problem.

a. Your Product Is No Longer Needed
Think about the sad fate of videocassette recorders. First, there was BETA, which was kicked to the side of the road by VHS. While I still own a VCR, I can’t remember the last time I used it. With advancing technology, I would imagine anyone that wants a VCR already has one.
So what to do if you make the arts / crafts equivalent of a VCR? In the arts / craft world, this most likely happens when you are making a trendy product that has run its useful fashion life. This is going back quite a few years, but mood rings are a great example. These rings were handcrafted with moonstone, which has the tendency to change colors in different light. The very successful marketing campaign was that the moonstone in ring picked up the wearers emotional vibrations and changed color to match the wearers mood.
Ludicrous, I know but these rings were hot sellers back in the day and high profit margin items since milky white moonstone is very inexpensive. Fast forwarding to today, anyone that has basic ring making skills can cash into the new jewelry trend of statement rings and cluster statement rings. Plop a big gemstone or crystal into a ring setting and you’ve got the current equivalent of a mood ring.

b. Too Many Crafters Are Making Your Product
In a prior article I mentioned the fact that 80% of the exhibitors at a recent craft show were jewelry makers. That’s saturation point. Not getting into all the gory details as to why the organizers of the show allowed this to happen – what can a crafter do when everyone and their brother is making the same product?

Overcome saturation point by morphing the product into something new. Using soap making as an example, anyone with a mold and an oven can make organic hand milled goats milk soap. However, I found a spirit and voodoo shop on the Internet whose hand milled soap is created using authentic voodoo techniques to cleanse, heal or bring money or love into the users life. There are very few vendors approaching the soap making industry from this angle - thus going around saturation point.
Following with the same craft, not down for the voodoo aspect of soap making? Then go around saturation point by handcrafting soap using ingredients hard to obtain such as rose otto essential oil. While your competitors are making their soap with the cheaper alternative, rose geranium essential oil, you can market your product as being made with the real thing.

Do a Two for One: If you’re a metal smith who makes jewelry, branch out into sculpture or light fixtures. You’ll be utilizing the same skill set, just in a different way and attracting a totally different target market. At the last craft show I attended, one of the artists showed both wall pieces and brooches. Both were made using the base metal copper which the artist over paints with acrylics and adds surface interest with 18K gold wire. Same basic theory and design – but going around any jewelry saturation point and reaching the male and female homeowner plus the female garment accessorizing market.

Consider Demographics: Our population is aging. If I was a garment designer or sweater maker, I would definitely have a design line that included garments easy to put on and take off – maybe incorporating large snaps in an artful way into the design to appeal to those who have trouble with buttons.

(Image courtesy Kirsten Goss)