'Traditional crafts' panel discussion explores sector’s future

Organised by Irthi Contemporary Crafts Council in collaboration with the Ministry of Culture, the discussion hosted Asma Al Hammadi, Acting Assistant Undersecretary for the Creatives Development Sector at the Ministry of Culture; Reem BinKaram, Director General of Irthi; Salama Al Shamsi, Director of Cultural Sites at the Department of Culture and Tourism, Abu Dhabi; Hind Al Mehairbi, Director of the AlGhadeer Emirati Crafts Project; Eng. Ghalia Al Manai, Head of Strategic Affairs at the General Women’s Union, and Fayez Al Yamahi, Deputy Director General of Ghars Centre for Social Empowerment.

The panel discussion served as a platform to explore strategies for empowering artisans both socially and economically, while discussing the role of innovation in ensuring the long-term sustainability of the traditional crafts sector and strengthening its visibility in local and international markets.

A national registry for craftspeople

Asma Al Hammadi emphasised that traditional crafts bring unique value and appeal to contemporary products, even when incorporated subtly, due to their profound cultural significance. She noted that the Ministry of Economy is actively safeguarding the intellectual property of local heritage products as a vital step to enhance their commercial presence both locally and internationally, through initiatives, including the Geographical Indications programme. Al Hammadi also announced that the Ministry has launched a national registry for artisans to facilitate their access to international markets and integrate them into the creative economy. This initiative aims to support the long-term sustainability of traditional crafts, elevate their cultural and economic value, and ensure their recognition as essential contributors to the nation's intangible heritage.

From traditional heritage to a sustainable economic contributor

During the session, Reem BinKaram highlighted the pivotal role of Irthi, chaired by Her Highness Sheikha Jawaher Bint Mohammed Al Qasimi, wife of the Ruler of Sharjah, in transforming Emirati crafts into significant economic and cultural assets. She explained that this transformation is driven by a contemporary approach that expands local and international marketing opportunities. BinKaram noted that the Council began by supporting a single artisan and has grown to include over 500, supported through specialised training programmes and international partnerships that have positioned Emirati crafts on global platforms.

She also highlighted Irthi’s holistic commitment to cultural, economic and environmental sustainability, and commended its collaborations with leading brands such as Bulgari, Asprey and Cartier, which have integrated artisans into the global creative economy and enabled them to build competitive local brands.

Women artisans are guardians of heritage

For her part, Eng. Ghalia Al Manai stated that the Heritage and Crafts Industries Centre, established in 1978 on the directives of Her Highness Sheikha Fatima bint Mubarak and with the support of the late Sheikh Zayed bin Sultan Al Nahyan, is the first national institution dedicated to empowering Emirati women artisans. She noted that the Centre provides a supportive environment through monthly stipends and advanced vocational training across six specialised workshops focused on reviving traditional Emirati crafts, including Sadu weaving, Talli, palm frond weaving, textile production, tailoring and embroidery, and modern arts.

Al Manai also highlighted the "Matjari" app, which markets products made by productive families and was recognised with the Government Summit Award in 2015. She also emphasised the Centre’s ongoing efforts to preserve the UAE’s intangible cultural heritage through printed materials, digital content, and the "Al-Sana’" programme aimed at instilling Emirati values in younger generations. She also pointed to the Centre’s international presence through global exhibitions and the "Batsa" brand, noting that the Centre’s affiliated craftswomen are honoured as "guardians of heritage" to foster a sense of identity and encourage continued engagement in safeguarding traditional crafts.

Marketing remains the biggest challenge

During the session, Hend Al Muhairbi explained that since its establishment in 2006, the Al Ghadeer Emirati Crafts Project has focused on economically empowering artisans by producing contemporary crafts grounded in traditional practices. She noted that the project extends beyond training and providing raw materials, taking responsibility for marketing the products locally and internationally through exhibitions and retail outlets to secure a sustainable income for its members. Al Muhairbi identified marketing as the greatest challenge, as it is crucial in connecting artisans with their target audiences. She also highlighted plans to expand the project’s presence by opening shops at prominent tourist destinations in Abu Dhabi.

Digital potential for artisans

Fayez Al Yamahi explained that the Ghars Centre for Social Empowerment, part of the Fujairah Charity Association, is dedicated to developing products by productive families as a means of economic empowerment. This is facilitated through strategic partnerships with both government entities and private sector organisations. He emphasised the centre’s support for artisan mothers and efforts to market their products, commending the younger generation, especially girls, for their active role in promoting these crafts on social media, which has significantly boosted sales. Al Yamahi also noted that the centre is preparing to launch a dedicated digital platform to strengthen artisans' online presence and create new opportunities for market growth and engagement.

Irthi participated in the Make it in the Emirates Forum at the Abu Dhabi National Exhibition Centre, which concluded on May 22. through a dedicated pavilion in the "Crafts and Innovation Zone". The pavilion features selected works by its affiliated artisans, live workshops, and a virtual museum offering a digital archive of traditional crafts, highlighting their cultural and economic significance.