Empowering women artisans: The project “Origine Nador” drives female entrepreneurship through Focus Groups

February 17, Nador, Morocco – The “Origine Nador” project has taken a significant step in its commitment to women’s entrepreneurship by organizing a series of focus groups last Thursday, bringing together thirty local women artisans specializing in wicker and rattan craftsmanship with ten young women consultants trained under this initiative.

The meeting aimed to identify needs, challenges, and opportunities to modernize artisanal production and enhance access to international markets for women artisans. It also featured an artisanal demonstration and showcased traditional products with a contemporary touch.

Lemyaa Azdad and Ainhoa Marín, coordinators of “Origine Nador,” highlighted the vital role of women artisans in developing the brand, which seeks to promote women’s entrepreneurship, modernize artisanal designs, and connect with the global tourism market.

 

Key Findings from the Focus Groups:

Profile of Women Artisans:
Most artisans are small producers, many based in rural or semi-urban areas, operating family businesses with skills passed down through generations or self-taught via the internet. Their work significantly contributes to family income, though men often handle sales, which highlights the need for women to gain more control over the commercial aspects.

Identified Challenges:

• Shortage of raw materials due to overexploitation and limited suppliers (only 2-3 per region).
• Limited market access due to lack of marketing skills, e-commerce platforms, and distribution networks.
• Competition from cheap, mass-produced synthetic materials.
• Lack of exposure to modern design trends.
• Restricted access to credit and funding, which hinders women artisans from expanding their businesses.

 

Training and Skill Development Needs:
Training in modern design techniques, business management, and sustainable raw material sourcing is essential for empowering women artisans and ensuring the longevity of their craft. Financial literacy and business management training are particularly crucial to enable women to manage their businesses independently and effectively.

 

Growth Opportunities:

• Rising demand for sustainable products provides an opportunity for women artisans to access new markets.
• Collaborations with designers to blend tradition and modernity while centering women’s craftsmanship.
• Promoting wicker and rattan products as cultural heritage not only preserves tradition but also empowers women by attracting tourism and increasing sales.

 

Next Steps:
In the coming weeks, young women consultants will conduct an in-depth diagnostic of local women’s craftsmanship, highlighting traditional techniques and products. Supported by local and national institutions, “Origine Nador” aims to create a sustainable women-led business consultancy, modernize artisanal production, promote social inclusion and women’s economic empowerment, and launch an e-commerce platform, benefiting over 50 women artisans and bringing up to 20 projects to the international tourism market.

 

Photos from the day: