ESTA holds a close-out event to celebrate the success of the projectIn an effort to provide economic opportunities through the craft sector in Ethiopia, Aid to Artisans (ATA) has been working in collaboration with the USAID-funded Ethiopia Sustainable Tourism Alliance (ESTA). As a result of ATA’s efforts, nine ESTA-supported artisan groups were registered and legalized, generating over $122,000 in domestic sales. To celebrate the collective success of the nine associations, ESTA held a close-out event with USAID officials, government officials, businesspeople, supporters, and artisan representatives in attendance last May.
Salem Kassahun (far right) speaks to the audience about her experience with the ESTA artisan groups. Sara Ibrahim (far left), handcraft specialist, and Martha Getachew (middle), ATA Marketing Consultant helped coordinate the event
Among the invited was Salem Kassahun, owner and buyer for Salem’s Designs, who shared her experiences working with the artisans.
“We all know how Ethiopia is known for coffee. I have a personal conviction that we can also be known for handicrafts. Ethiopia is a country that boasts and prides itself in cultivating cotton. It’s an ancient tradition. We should be in the limelight in the international market,” Kassahun said. “ESTA has opened our eyes because now we can see what the world wants and we can make it for them. We’re sharing not only our handicrafts but also our culture. We’re sharing who we are.”
Through ESTA, ATA addressed the challenges that Ethiopian artisans faced as a result of the lack of consistency and quality of raw materials, business skills, and market information. ATA drew on its core competencies in product development, enterprise-level capacity building, and facilitating market linkages for artisan business.
Sophie Sauzeat (far right), international designer, conducts a product development and design workshop for the artisans in Tulu Godu Island, Oromiya
With the help of local partners, ATA conducted local Market Readiness Programs, focusing on topics ranging from team building to market analysis. To strengthen existing products and build upon traditional practices, ATA hired international designer, Sophie Sauzéat, to conduct product development and design workshops. Additionally, the artisans visited local retailers in Addis Ababa to build buyer relations.
Baskets were popular at the Tropical Garden Bazaar
Over the course of the project, more than 500 new products were developed. The artisan groups generated more than $20,000 in combined sales after participating in the Tropical Garden Bazaar six times. More than five sustainable market links were made with Salem’s Designs, Sammy’s Export, Sabahar, Adaba Design, and Kenta Lodge, resulting in more than $10,000 in sales alone.
“I am indebted to ESTA as it has changed my life. Besides the increase in income, skill improvement, and market links for the artisans, being able to visit a city as glamorous as Addis was beyond our dreams,” Mesert Ideo from the Tsion Handcraft Association shared during the close-out event. “Even though ESTA is ending, the association will continue to grow.”
For more information about the ATA’s involvement in the Ethiopian Sustainable Tourism Alliance (ESTA), please contact our Senior Program Manager, Maud Mabika: maudm@creativelearning.org
