USAID Provides Aid to Macedonian Artisans
The Aid to Artisans (ATA) project works with artisans and small and medium-sized enterprises in Macedonia to develop local and export markets for traditional and contemporary craft products, thus increasing their incomes and creating employment. ATA provides technical assistance in the form of business training, product development, and marketing to these producers, giving them the necessary skills to generate and maintain sales beyond the life of the project.
Project Objectives:
"To foster the development of and improve the business performance of artisan enterprises." To generate productive employment in the crafts sector by working with artisans and craft organizations to create quality, market-driven products and to improve production capacity, so that craft enterprises can respond successfully to orders. " To establish the local capacity, trade models and industry framework needed to sustain market momentum beyond the project and ensure that craft trade remains a long-term source of employment and community-based economic growth.
ATA targets rural and urban artisan micro-entrepreneurs and their families, managers and employees of small to medium-sized enterprises (SMEs), craft associations and organizations, and exporters.
Current Activities
Export market development: ATA promotes Macedonian products in international markets through direct exhibition, sales representation, on-line client access to current product lines, and ATA's Trade Network. Macedonia products are represented in wholesale and FOB trade shows in New York, Los Angeles and Frankfurt during August and February show cycles. At "volume" shows Macedonian craft-based SMEs are trained to represent their companies directly to clients, through promotional materials, product line development, communication and follow-up. Through these shows Macedonian producers develop a steady client base of foreign importers. Prior to each show cycle, ATA works with up to 15 different producer groups to develop new product collections. In addition to exhibiting at trade fairs, ATA develops relationships with potential buyers, from small-scale importers to large importer-retailer chains, through a network of sales representatives working in Europe and the US.
Local retail development: ATA promotes sales of crafts in the domestic market through craft fairs and partnerships with local retailers.
Craft fairs: ATA sponsors and co-organizes an annual holiday craft bazaar in Skopje--in its second year, December 2003, there were over 50 vendors participating and over $25,000 in sales of handmade products. During the spring of 2004 ATA sponsored the first Spring Craft Bazaar, held in the Arka Hotel shopping center in the historic Old Town of Skopje, with over 40 participants, over 3,000 visitors, and $17,000 in sales. ATA also facilitated artisan participation in the Skopje Furniture Fair, Agrofood and Tourism Fair, American Chamber of Commerce charity event, and Swiss Day.
Local retail partners: ATA is working with a network of 5 retail partners throughout the country to access the local and tourist market for handcraft products. Current retail partners in Gevgalia, Ohrid, and Skopje are mentored in merchandising, customer service and retail display, and are connected to ATA's network of producers. Promotional materials and guides: ATA Macedonia presents the project activities and details the locations of retail partners in a selection of brochures. Also available through ATA and USAID, the first Guide to Skopje Artisans provides a concise description of over 40 local artisans as well as retail outlets, compiled in 2003 by volunteers Elena Altaus and Lynn Abbot.
Product design assistance: ATA contracts experienced design professionals with extensive experience in handcraft product development to work with ATA staff and artisans to produce items that are appealing and appropriately priced for target markets. ATA also employs local designers to implement new designs and modify current collections for raw material availability and technical efficiency. In order to identify and develop local design talent, ATA holds an annual Design Competition. The second Design Awards ceremony was held in July 2004 to recognize the top three submissions for creative and practical design, and 3 honorable mentions, out of over 40 applications received.
Training: ATA's staff, designers, and marketing consultants provide informal coaching and formal training. Most training takes place locally, but many artisans learn about foreign markets firsthand. 30 Macedonians have participated in Aid to Artisans' trainings in the US through World Learning, including a 10-day Market Readiness Program in NY and a furniture sector study and trade show tour to the High Point Market in North Carolina. Retail partners, SME owners, NGOs, family businesses, exporters, designers, and individual craft producers receive ongoing support and capacity-building activities through Aid to Artisans.
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