Handicraft industry urged to focus on branding and designs

KUCHING: The local handicraft industry has been urged to focus more on product branding and designs in order to enter international markets.

BEAUTIFUL HERITAGE: Local handicrafts chosen by El Puente for the European fair-trade market.

“The way I look at it, we still lack people working on branding, packaging and design aspects of our local handicrafts,” said Sarawak Tourism Federation (STF) president, Wee Hong Seng, yesterday.

“There are also still a lot to be improved in order for us to enter the international market. Until today we are still selling directly to tourists in Sarawak rather than exporting internationally.”

Wee said the industry needs to learn about important marketing aspects including quality control in order to penetrate international markets.

He added that if the industry could achieve this, it would be a selling point for Sarawak as a tourism destination because handicrafts are important aspects of the tourism industry.

“For example, look at the handicraft shops along Main Bazaar; almost all are selling the same products. There’s no diversity,” Wee pointed out during a press conference on Sarawak craft venture between Germany and Malaysia.

He explained that the move will encourage retailers to buy on convenience which in turn will create fierce competition that may have adverse effects on handicraft pricing and quality.

“Therefore, people must concentrate on improving designs and branding. Perhaps they can even copyright the products because our handicraft heritage needs to be protected and preserved,” he said.

Wee encouraged agencies such as Sarawak Craft Council (SCC) and Sarawak Handicraft and Souvenir Association to work together with producers in order to make the initiative a reality.

According to Wee, the initiative will also help justify prices due to the uniqueness of the product achieved through better design which adds value to the product.

The press conference was organised by Sarakraf Sdn Bhd to highlight their collaboration with El Puente, a German-based non-profit fair trade organisation.

During the press conference, Sarakraf director Gerald Goh told reporters that El Puente was expected to purchase Sarawakian handicrafts for the European fair-trade market.

Ceramics, potteries, jewellery, hand-woven baskets, sarongs, and bags were among the things chosen by El Puente board member Walter Konig and purchasing officer Angela Lepa.

SCC promotion officer Reynold Ahviet was also present at the function.