Irthi’s Luxury Product Line To Make Middle East Debut
After creating a major buzz at London Design Fair last month, Irthi Contemporary Crafts Council, an affiliate of NAMA Women Advancement Establishment, will launch its exclusive product line for the first time in the UAE and Middle East at the luxurious five-star Al Bait Hotel, located in the Heart of Sharjah, on October 31.
The design products were created through a collaboration between artisans and trainees from Irthi’s Bidwa Social Development Programnme, and designers from the UAE, Palestine, Pakistan, Japan, the US, the UK, Canada, Spain, and Italy.
This is part of the council’s plan to exhibit a selection of the products across the UAE over a course of three months, starting with Sharjah.
Thirty-nine of the 78 products representing all 12 collections, will be on display for three months from October 31 – January 31, 2020, and will be available for purchase on a made-to-order basis.
The products will be housed at the library of the new luxury hotel – built on a preserved and restored historical site of old houses that date back to the 19th century – which will not only present a perfect opportunity to view the designer pieces in a domestic setting, but also reflect the harmony between the traditional and the contemporary which forms the basis of each collection.
Part of the sale proceeds will go to Irthi’s artisans who created the traditional and contemporary craft elements in each product, with the rest being reinvested in the Council’s programmes to empower women through the crafts.
Reem BinKaram, Director of NAMA Establishment for Women, said: “After the international launch of Irthi’s product line at LDF 2019, we are now proud to debut these stunning collections in Sharjah, where the conception and production of every product took place, at the skilled hands of our artisans and trainees. The idea that the products, many of them comprising homeware, décor and furniture, will be displayed in the hotel’s library gives them the perfect setting for a home-like environment.”
She added: “Irthi is focused on empowering women artisans by developing new market opportunities and sectors for traditional crafts. The Bidwa programme’s focus on design intervention to provide a fresh narrative for the crafts has enthused the artisans who now look forward to working with product designers. They have developed a proud sense of professionalism and are committed to producing design objects that meet the highest international standards. The success of this project, we are sure, will open up more opportunities for them to showcase their skills, locally as well as internationally. We are proud of every one of them.”
All the products were made by hand by more than 60 women artisans through Irthi’s Bidwa Social Development Programme. Bidwa aims to give Emirati women the vocational training and market access they need to generate a sustainable income and achieve professional and social empowerment, through commercial collaborations and regional artisan exchange programmes.
Irthi will also showcase a selection of the products in Dubai next month, as part of Downtown Design from November 12 – 15, taking place at Dubai Design District (d3).
