Even without government support or recognition, the craft industry has emerged as a key element in the South African economy.
The latest employment figures reveals that there are more people working in the craft sector than in any other occupational group. The craft sector is also estimated to be worth approximately R1,8-billion.
But apart from some meagre assistance from the Department of Arts, Culture, Science and Technology, the government gives the craft sector little support, and no financial assistance, although it consists largely of small enterprises.
The department does, however, have a lead project, called the Cultural Industries Growth Strategy, which has included the South African craft industry as one of four cultural industries which should be seriously promoted.
The other three are the film industry, worth about R7,4-billion and employing 20 525 people, the music industry, with a turnover of R900-million at a growth rate of 70,7% between 1992 and 1996, and the publishing industry, worth approxiamtely R6-billion and providing employment to 60 000 to 80 000 people.
This adds up to the fact that South Africa’s cultural industries are worth more than R16-billion a year. But it is the unheralded craft sector which provides the most jobs: the latest Bulletin of Statistics, which is published quarterly by Statistics South Africa, says there were 1 277 888 “craft and related trades workers” at the end of 1998.
Of this number, 879 555 were “Africans/ blacks”, 152 922 coloureds, 42 102 Indians and 192 920 whites. The statistics show South Africa to have more crafters than clerks, service workers, agricultural and fishery workers, service and shop workers.
The Department of Arts, Culture, Science and Technology says the arts and culture sector is often regarded as “soft”, a drain on the economy, but “the cultural industries all over the world, from India to the United States, have proved this conventional wisdom wrong. Products of the cultural industries, from the Hollywood movie to the craft object from the Philippines, are consumed by millions of people all over the globe.”
The craft industry in Morocco constitutes 15% of the country’s gross domestic product, while the Canadian cultural industries generate $22-billion and provide 670 000 jobs, and arts and culture in Australia generates $36- million a year. The global turnover of the craft industry is estimated at more than $35- billion (R210-billion) and in the US alone the craft industry generated $10,85-billion (R65,1-billion) in 1995.
The department says more than a thousand formal craft retail outlets in South Africa sell curios, arts and crafts. “Numerous craft markets and several festivals also exist and the informal selling of craft is becoming a familiar feature of our landscape, with craft being sold by the side of roads and busy public spaces.”
There are more than 66 formalised markets retailing craft and an unknown number of roadside or sidewalk markets, 707 retail outlets identified nationally, 12 websites advertising South African crafts, 21 domestic trade fairs and exhibitions, 28 training facilities for sewing, three national associations and 109 home industry co-operatives.
The craft industry includes a range of utilitarian and decorative items, media, materials and functions ranging from glass, textiles, ceramics and jewellery to curios, industrial appliances and everyday utility objects.
It says there are five broad categories within the craft industry: traditional art, designer goods, craft art, functional wares and souvenirs. “South Africa is not a large player in the global craft industry and unfortunately has a poor reputation in the formal international business sector due to the lack of quality and unreliable supply.”
The sector provides important employment for women: “Low barriers to entry into the industry have allowed women entrepreneurs to become involved, often adapting traditional skills such as sewing and beading to generate a source of income. “Craft production is often home-based meaning that women can integrate it with household or agricultural work.” The craft sector is also closely linked with a number of industries, such as tourism and the formal manufacturing and retail sectors.
The department says key obstacles to successful development are linked to a lack of access to credit facilities and micro-finance services; inadequate access to appropriate communication, transport and utilities infrastructure; problems relating to production processes, volumes and deadlines, product quality and product development; irregular and inappropriate market strategies; and difficulty in obtaining materials for production.
Those problems are certainly formidable, but the craft industry is emerging from the shadows. At least the arts and culture department has recognised its potential. But when will the rest of the government start taking craft seriously?