Cape crafters take London

Vuyiso Potina with his products.

The craft producers notched up sales worth nearly R150 000 and established numerous trade leads over the three days. Products ranged from ceramics from Imiso, Zizamele and Potina Ceramics, to soft furnishings and textiles made by Veldt and handmade rugs from Amelia Jackson Industries. The stand was adorned with beautiful chandeliers from Mandela Park Mosaics and Imiso and functional and decorative wire art pieces from Master Wires Bead Craft. Tin Town attracted a great deal of interest with its metal artwork that ranged from small Christmas decorations to snowflakes and wall pieces themed with African animals and symbols.

The main objectives

CCDI market access international manager Vuyisile Mshudulu said the main objectives were to establish a market presence for South African handmade products in the UK; increase the value of craft product trade with the UK and Europe; stimulate fresh interest in current South African product design and manufacturing; and promote the SA handmade sector and the SA Handmade Collection brand.

"This was the first initiative by the CCDI in the UK market and was an excellent start to a long term, sustainable trade relationship between local craft producers and designer makers and British buyers," said Mshudulu.

He said the CCDI and the dti decided to use the South African Handmade Collection brand to promote the products.

Veldt soft furnishings and accessories.

"This created a joint identity and cohesion for all the individual items as it captured the essence of the high level of quality and design of South African products. It would be wise to continue exhibiting under this brand in all international shows as it worked extremely well."

Getting a feel for the market

After the show, the CCDI took the exhibitors on a tour of major retail outlets in London such as Anthropologie and Liberty and then visited the British Museum, which inspired the ceramic artists in particular.

"We noted a few South African products at Anthropologie and seeing the types of product in the store helped the craft producers to understand the different levels and tastes of the UK market," said Mshudulu.

The CCDI plans to take part in Top Drawer again next year and may include more gift and lower-priced items to cater for all market segments. Useful contacts have also been made with non-homeware buyers for craft producers who make fashion accessories, baby products and other items.