In the face of rising unemployment, poor funding, and a pandemic, Goldberg's Isedowo gives artisans a voice.
Artisans are storytellers. Through their sheer imagination and craftsmanship, they tell evergreen stories. And while they exist in billions with individual differences, their works have a specific connection to their roots or sensibilities that can only be described in three words: local, ethical, and original.
Artisans are not a new feature in society, though. They form the very backbone of the informal economy since the medieval times. In recent years, artisan enterprises have continually steered the economies of many countries into prosperity by providing employment. And unlike the formal sector that has a proclivity to favour the male gender to secure a career, the artisanal space is somewhat gender-neutral, serving as an empowerment platform for women and children, pre and post-independence.
Globally, the artisan sector is the second-largest employer in developing countries like
Compounding the sector's woes is the influx of foreign commodities manufactured at an industrial scale. Due to the relatively cheap value of imported commercial goods, most individuals tend to forgo locally made products, leaving the local artisan economy to dwindle.
But despite these daunting challenges, the artisan space continues to expand due to the low capital investment required, accessibility provided by e-commerce avenues, and the distinctiveness of each product, consumers are now drawn to artisanal works, now more than ever. As of 2020, the global artisan market was valued at
On the home front, the federal government, in its bid to ensure that local artisans have a piece of the 'artisanal' pie, encouraged local artisans with one-time grants through its Economic Sustainability Plan (ESP).
Similarly, pioneer brewing company,
In a sit-down with Portfolio Manager, Mainstream Lager,
"As a brand that has immense prominence in the South-west of
"It is important to not just give people monetary support but to show them how they can utilise it. The brilliant approach of the initiative was pairing them with experts in their field, who will help them improve their skills leveraging the years of invaluable experience," she added.
Since its inception, the program has empowered over 750 businesses across the region. The 2021 edition visited 10 locations that included Agege, Abeokuta, Ikotun, Osogbo, Ikorodu, Saki, Lakowe Epe,
One of the winners, Princess Akinlayo, a fashion designer, embodied the vision of the initiative to empower artisans, who in turn will empower others. After receiving the grant, she revealed how she plans on absorbing new trainees under her tutelage. She said: "With the seed money, I can empower some youths who want to be fashion designers but do not have that privilege."
Her focus on empowering others comes at a time (pandemic) when most individuals are seeking means to secure a livelihood. Data from the
Further from providing grants to businesses, Goldberg's Isedowo also emphasises the potential mentoring artisan has in improving their skills to compete with their counterparts on the international stage.
With this objective, it handpicked individuals from the field of photography and fashion design to enroll in a mentorship program. Each mentee is currently working under Fashion Tailor Mai Atafo, and Photographer
It is no surprise that Goldberg Lager Beer is taking this route of preserving culture and history through artisans whilst improving livelihoods. In recent times, it launched Ariya Repete, a music talent show that scouts for talent who make indigenous music peculiar to the southwest region.
With its investment in artisans, Isedowo kick-starts a chain reaction that ensures artisans are well equipped to express their creativity, and in turn, realise a livelihood. While enjoying the progress, the Isedowo initiative impacts directly on their businesses, these artisans will continue on their roles of contributing immensely to the creative world, preserving culture, and more importantly, boosting the overall economy.
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