The Attorney-General and Minister for Industry and Trade, Aiyaz Sayed-Khaiyum (seated front second right) and the Permanent Secretary for Industry and Trade, Shaheen Ali (standing back right) with the certified crafters during the Fijian Crafted Brand launch in Nadi yesterday. Photo: WAISEA NASOKIA
By LITIA MATHEWSELL
Fijian art and craft authentically received a boost yesterday.
This was with the launch of the Fijian Crafted Brand in Nadi by the Attorney-General and Minister for Industry and Trade and the acting Prime Minister, Aiyaz Sayed-Khaiyum.
The brand will authenticate items that are genuinely created locally, encouraging the purchase of locally-crafted items.
This is all part of the bigger Fijian Made-Buy Fijian campaign launched in 2011.
Mr Sayed-Khaiyum said showcasing such skilled services would empower people and give them access to prosperity as people would want to purchase products bearing authentic certification.
Crafters certified
Yesterday’s launch also witnessed the certification of 17 artisans and craftsmen, following a march through Nadi Town and an exhibition featuring the work of local art and craft.
Mr Sayed-Khaiyum noted that such business prospects would also encourage the skills to be passed onto other family members and retain their culture.
“We as Fijians must support all such initiatives that empower all our citizens-in particular those people who have for a very long time been marginalised,” he said.
Mr Sayed-Khaiyum also called on to larger businesses and handicraft stalls to purchase more genuinely Fijian-crafted products.
Air Pacific to promote
Air Pacific, which will be rebranded Fiji Airways next week, has also lent its support to the newly-launched Fijian Crafted Brand by agreeing to play a promotional handicraft video on all its incoming flights.
The video features the work of local artisans and crafts people and encourages visitors to reach for authentic made-in Fiji craft work labelled with the Fijian Crafted logo.
A copy was yesterday presented to Air Pacific acting chief executive Aubrey Swift by Mr Sayed-Khaiyum in Nadi.