Sundaymail Editor
Trade Focus
Allan Majuru
Zimbabwe’s rich history and culture is engraved and depicted in the arts and crafts industry.
From stone sculptures to immaculate handmade baskets, local exports of handicrafts and culture have been steadily growing, with more markets opening up for what Zimbabwe has to offer.
The arts and crafts sector undoubtedly has much to offer local communities, as it is a low-hanging fruit for previously marginalised communities.
This explains why President Mnangagwa’s administration has since recognised the arts and crafts sector, particularly cultural and creative industries, as crucial for economic empowerment and improving livelihoods.
This sector has already been transformed into a key driver of economic growth, especially for rural communities, with the Second Republic implementing several programmes to help artisans and small businesses, focusing on empowerment and market access.
For example, through ZimTrade — the national trade development and promotion organisation — and the Ministry of Women Affairs, Community, Small and Medium Enterprises Development, the Government has sponsored artisans to showcase their products at regional and international events, such as the recently concluded Maputo International Trade Fair.
With its low barriers to entry, abundant raw materials in rural areas and wide variety of traditional skills and crafts unique to Zimbabwe’s cultural heritage, the arts and crafts sector offers a unique opportunity for inclusive export growth.
It is a low-cost, high-value industry. It requires minimal capital investment compared to other industries, and can provide quick returns.
This makes it ideal for rapid growth, particularly in rural areas, where artisans are already skilled in production but need integration into export markets.
Zimbabwe already produces unique products that have a strong appeal in international markets, especially with rising demand for handmade, sustainable and culturally authentic goods.
There is room to ride on existing demand for Zimbabwean arts and crafts and leverage the global trend towards supporting ethical, handmade and fair-trade products.
Zimbabwean crafts
With a rich melting pot of cultural groups that have distinct traditions, customs and beliefs, and all contributing to the rich cultural diversity of Zimbabwe, it is no surprise that the country has been exporting arts and crafts, with evidence of ancient civilisations such as Great Zimbabwe and Mapungubwe producing intricate stone sculptures and gold artifacts for export over 1 000 years ago.
The 21st century has seen the diversification of handicrafts from Zimbabwe, with the introduction of new products like wirework, basketry and ceramics gaining popularity, to add to stone sculptures, wood carvings, textiles and leatherworks.
More than 50 000 art pieces find their way into the European market from Zimbabwe yearly.
More artists are perfecting their style to suit demand from this lucrative market. Demand for local arts and crafts has been rising. According to Trade Map, Zimbabwe’s exports of works of art increased from US$4 million in 2022 to US$5,6 million in 2023.
The top destination of works of art from Zimbabwe in 2023 was South Africa, accounting for around 39 percent of total exports from the sector.
Other top destinations included the United States, Canada, Spain, Austria, Germany, Netherlands and the United Kingdom.
These countries have a strong appreciation of Zimbabwe’s tradition, skill and artistry. As such, they continue to lead in imports of handicrafts from Zimbabwe due to their commitment to quality and ability to interpret Zimbabwean traditional and contemporary designs.
The key drivers for handicrafts and culture exports from Zimbabwe hinge mainly on the rising popularity of travel-related activities, which enable customers to discover new handcrafted traditional products.
Participation of Zimbabwean artists at global trade exhibitions has also driven demand for local products.
For example, ZimTrade facilitated the participation of local companies at the biggest arts and crafts showcase in the world — the Ambiente Trade Fair, held in Germany last year — which connected global buyers to local producers.
Sustainability in production
The world is moving towards sustainable and eco-friendly practices.
In the handicrafts and culture sector, the topic has also gained traction, with consumers looking for products that align with their values of a green planet.
As global awareness on environmental issues grows, sustainability has become essential for Zimbabwean arts and crafts producers aiming to access international markets.
International buyers, particularly in Europe and North America, are increasingly scrutinising the environmental impact of products, prioritising those that adhere to ethical production processes.
For local producers, this shift presents an opportunity to align their craft with global sustainability standards.
One key aspect of sustainable production is the responsible sourcing of materials.
Producers can demonstrate environmental consideration by using eco-friendly raw materials, such as locally sourced wood or natural dyes, while avoiding over-reliance on endangered resources.
For example, using reclaimed wood or recycled materials in the creation of sculptures or jewellery can appeal to environmentally conscious consumers.
Energy usage in production processes is another critical factor.
Zimbabwean craftspeople can reduce their carbon footprint by adopting energy-efficient methods.
For instance, the transition from fossil fuels to renewable energy sources like solar power can significantly lower greenhouse gas emissions.
Many small-scale workshops, particularly in rural areas, have abundant access to sunlight, making solar energy a viable alternative.
Installing solar panels or adopting energy-saving techniques in production processes can help artisans not only lower their operational costs but also appeal to international markets that increasingly value low-carbon production.
Water conservation is another crucial element of sustainable production, especially for industries like textile dyeing and pottery.
Implementing water-efficient dyeing techniques, such as low water immersion or using natural dyes that require less rinsing, can greatly reduce water usage.
Zimbabwean textile producers can also explore use of rainwater harvesting systems to further reduce the environmental footprint of their operations.
Waste management is equally important. Producers can adopt a zero-waste philosophy by repurposing waste materials or selling scrap materials to other industries.
Recycling leftover fabric scraps into smaller products, such as bags or accessories, not only reduces waste but can also create an additional revenue stream.
For woodcarvers, using offcuts and sawdust in creative ways can similarly reduce waste and maximise the use of raw materials.
Gaining internationally recognised eco-labels and certifications is another critical step for Zimbabwean producers.
Certifications like Fair Trade or the Global Organic Textile Standard demonstrate a commitment to sustainability and also add credibility in the eyes of discerning consumers.
Fair Trade certification, for example, assures buyers that artisans are paid fairly and that environmentally sustainable practices are being followed.
Equally important is transparency.
Allan Majuru is ZimTrade’s chief executive officer.
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