Cape Craft and Design Institute

The Cape Craft and Design Institute (CCDI) was created in 2001 in order to alleviate poverty and generate income for members of the crafting industry. A collective community of producers and their consequent knowledge base, is mentored by the CCDI, focusing on demand-side economic models.  This strategy has fostered co-operation between producers, providers of raw material, and buyers in the crafting industry that benefited all the parties involved.  The Institute pioneered a market-driven approach to craft development that allowed for the production of products to be tailored to specific markets.  Examples of this include niche-market-development efforts and matching producers with enough capacity to fill larger orders with buyers looking to purchase product in larger quantities.  The initial database of 60 enterprises, in 2001, grew to over 600 participants by 2005/06, representing close to 5 000 jobs.  The Institute's training efforts have reached 350 crafters through learnerships, product development and accredited short-course programmes.  Through these efforts, a total of 30 craft showcases and exhibitions, curated by the institute, have generated close to R1,5 million in direct sales for participating members.

From the outset, the Institute's intention was to move away from conventional supply-focused initiatives; meaning that monies from government agencies and Community Based Organisations (CBOs) were not doled out to producers for the sake of producing goods in order to create or maintain jobs.  Instead, training in market-demand strategies is provided to producers so that product is tailored to a specific market.  This decreases the cost of running a business for the private sector, and increases the return on investments into skills training and capacity building by the government.  This is accomplished with the four core activities of:

1. Communication and networking activities:  This includes the regular updating and expansion of the crafter database for the Western Cape, monthly partnership sessions to exchange information, and a regular newsletter reaching over 1 200 people.

2. Enterprise development:  This activity centres around the introduction and development of a range of (Mapp) Seta-cofunded training programmes and learnerships, including education that local residents express interest in, exporter development, and entrepreneurship-development programmes.

3. Marketing efforts:  Efforts to sell the crafts to the public and private sectors are channeled through a series of consumer or trade exhibitions and other showcases hosted by the CCDI.  The CCDI assists in the pursuit of buyers in potential markets for members, administrative duties when setting up an event, and media strategies to create interest in the public.  

4.  Applied research and resource-development activities: The design of marketing campaigns for members working with the CCDI, and research conducted on the nature of demand for certain craft products are components of a sector-support strategy provided at the provincial government level.  Assistance from the Department of Trade and Industry (DTI) at the national level contributes to strategising about the use of certain networks of producers, providers of raw material, and potential buyers.  Co-operation on an industry level is also contributing to the participation in the arts, craft design-standard-generating body.  

With the application of these steps into the institutional culture of the Cape Craft and Design Institute, it has been able to facilitate relationships between vendors and producers for product-specific production, and the relationship between inter-governmental agencies to grow, allowing for a wide range of knowledge and resource sharing.

Innovation

The major innovation is the move away from traditional supply-side interventions funded by CBOs and government institutions.  A shift to demand-side, entrepreneurial-sector-focus-strategies has become the norm. Historically crafters have been under pressure to perform all the tasks ranging from manufacturing to sales.  The classes provided by the CCDI teach members how to cost and price their items, so that they are able to recoup their costs, generate an acceptable income and make their own profit.

Effectiveness

Besides providing the training and support to many crafters via learnerships and support programmes, craft enterprises have a visual presence, over 560 enterprises are reflected on CCDI's database that is linked to the internet. Institutional memory has been created, so that knowledge and information no longer rests with individuals and is accessible to all. New markets have been created that extend into Jewelery and Fashion shows, Décor and Home Ware, Novelties and Gifts.

Poverty Impact

Much of the impact and outcomes of programmes are hard to measure, .e.g increase in self esteem, being able to meet the material needs of the family, increase in marketing and merchandising skills, etc. Of the 60 enterprises on the database in 2001, 72% are still in business, and 65% on the database in 2005 were established in the last three years.

Sustainability

Support from the three tiers of government and the CPUT has contributed to the sustainability of the project. While the project is not yet completely self sufficient, strategies are in place to achieve this goal in the long run.

Replication

The CCDI has come represent a model of best practice in craft development in South Africa. The Eastern Cape Development Agency has established its own initiative based on the CCDI model.

Partnerships

• National Department of Arts and Culture
• Provincial Departments of Economic Development and Tourism
• Provincial Department of Arts, Culture & Sport
• City of Cape Town
• Kellogg Foundation
• CreateSA
• MappSeta

Visit www.capecraftanddesign.org.za for more information