Showcasing embroidery, empowering one household at a time

New project plans to capitlise on the international demand of the craft.

SWAT:

To promote exports, train aspiring artisans and discuss further growth in local embroidrey sector, a workshop was conducted here on Friday.

The workshop was attended by stakeholders, women artisans, sales agents and experts. To this end, a one-year project has been launched to develop and promote embroidery value chain and increase income of micro-entrepreneurs predominantly women. The initiative aims to benefit 10,000 women embellishers in Swat, Lower Dir and Malakand Agency.

The project has engaged 35,000 poor households in Swat. Zeenat Jehan, an embellisher from Amankot appreciated the move, saying, “From working on a small scale and for very low wages, I’m now earning five times more.” She added that some 500 women are working from home and earning a decent livelihood.

Farida Yasmeen, a sales agent commented, “We are getting more orders for production from various parts of the country.” Hidayatullah, a dealer said that they were building contacts, as the demand for their work expanded.

Nilofer Sami, an executive member of the Women Chamber of Commerce Peshawar and a businesswoman, told The Express Tribune, “We are open to providing women trainings, platforms and assistance to skilled women.” Because of its unique blend and colour combinations, Swat embroidery has a demand in the international market and there’s growing need for proper training in the craft, she added.

The workshop was organised by LASOONA in collaboration with United States Agency for International Development and MEDA Entrepreneur.

Published in The Express Tribune, June 2^nd, 2012.