Mashail Alfaqeeh describes the emergence of a new crafts organisation reflecting increasing interest in Saudi cultural heritage.
As we celebrate the 60th anniversary of the World Crafts Council, it is a fitting moment to reflect on the transformative journey of the Professional Crafts Association in Saudi Arabia. Established under the supervision of the Ministry of Culture, our association has emerged as a pivotal force in the craft sector, dedicated to enhancing the professional journey of artisans throughout the kingdom. As the CEO of this promising association, I am honored to share our story, our achievements, and our aspirations for the future.
Founding and formation
The Professional Crafts Association was conceived in 2019 by a visionary board led by the renowned chairman, Mr. Abdulrahman Alaidan. Despite the absence of an executive team for nearly three years, Mr. Alaidan’s leadership was instrumental in laying the groundwork for the association. His dedication and strategic oversight ensured that the association remained focused on its mission, even during its nascent stages.
In early 2022, the Ministry of Culture launched the Professional Associations Project across 16 cultural sectors, inviting Mr. Alaidan to spearhead the formation of an executive team for the crafts sector. This initiative marked a significant turning point, providing the association with the structural support needed to scale its operations and impact. By 2023, a new chapter began with the reformation of the board and the appointment of Mrs Nahla Alhumaid as the chairwoman, ushering in a period of renewed vision and strategic direction.
Our formation was not without its challenges. Establishing an association from the ground up required meticulous planning, comprehensive stakeholder engagement, and a deep understanding of the unique needs and aspirations of craftspeople across Saudi Arabia. The initial years were a learning experience, with our board members dedicating countless hours to building a robust foundation that would support the long-term growth and sustainability of the association.
Milestones and memorable events
Although our association is relatively young, we have already achieved several noteworthy milestones. The initial two years were dedicated to developing a comprehensive strategy and conducting a thorough analysis of the crafts ecosystem. This foundational work was crucial in defining our unique value proposition and ensuring that our initiatives are aligned with the needs of the sector.
One of our proudest achievements has been the establishment of strong relationships with key stakeholders, including the Saudi Crafts Association. With over 40 different crafts associations in the country, building a network of collaboration and support was essential. To date, we have secured over 10 data exchange agreements, laying the groundwork for future projects that will commence in early 2025. These agreements will enable us to leverage data-driven insights to benefit our stakeholders and drive the sector’s growth.
A particularly memorable event in our history was the first national crafts workshops we hosted in 2022. This event brought together artisans, policymakers, and industry experts from across the kingdom to discuss the future of the crafts sector. The symposium was a resounding success, fostering a sense of community and shared purpose among attendees. It also provided valuable insights that have informed our strategic planning and program development.
Another significant milestone was the launch of our pilot mentorship program in 2023. This initiative paired experienced artisans with emerging talents, facilitating the transfer of knowledge and skills across generations. The program received overwhelmingly positive feedback, highlighting the importance of mentorship in nurturing the next generation of craftspeople. We are excited to expand this program in the coming years, offering even more opportunities for professional growth and development.
Decision-making and program development
Our decision-making process is deeply rooted in our commitment to the craftspeople we serve. We pride ourselves on maintaining open channels of communication with our members, actively listening to their challenges, and providing them with the tools and resources they need to thrive. This approach has not only earned us the trust of the crafts community but has also informed the development of our programs and initiatives.
Workshops, training sessions, and mentorship programs are just a few of the ways we support our members. By fostering a culture of continuous learning and improvement, we empower artisans to elevate their craft, enhance their business acumen, and navigate the complexities of the modern market. Our close relationship with government stakeholders also ensures that the voices of craftspeople are heard and considered in policy-making processes.
Our strategic planning process is collaborative and inclusive, involving input from board members, staff, and our wider membership. We regularly conduct surveys and hold focus group discussions to gather feedback and identify emerging needs and trends within the sector. This data-driven approach allows us to develop programs that are responsive and relevant, ensuring that we deliver maximum value to our members.
Membership benefits and reasons for joining
Professionals in the craft sector are drawn to our association because of the tangible benefits we offer. Our membership provides access to sustainable growth opportunities, whether through our own programs or the many exciting projects happening across the country. With the backing of our experienced board members, we possess the knowledge and expertise to drive the sector forward, creating an environment where creativity, high-quality design, and tradition coexist harmoniously.
Moreover, our association serves as a platform for artisans to connect, collaborate, and share their experiences. This sense of community is invaluable, fostering a supportive network that encourages innovation and mutual support. By joining our association, craftspeople gain not only professional development opportunities but also a sense of belonging and recognition within the broader cultural landscape of Saudi Arabia.
Our members also benefit from exclusive access to industry events, exhibitions, and markets, providing them with opportunities to showcase their work and reach new audiences. We offer a range of professional development resources, including business training, marketing support, and access to funding opportunities. These benefits are designed to help our members build sustainable, successful careers in the crafts sector.
Hopes for the future
Looking ahead, our vision for the future is centered on building solid, impactful projects that advance our primary goal: creating sustainable workflows for our professionals. We aim to achieve this through a combination of creativity, high-quality design, and a deep respect for our traditions and heritage.
Saudi Arabia boasts a rich and diverse cultural history, with distinct crafts traditions across its regions. In the west, basketry, embroidery, and palm tree-related crafts are prominent, while the east has a rich tapestry of cultural influences due to historical trade routes and the pilgrimage to Makkah. We believe that we have only scratched the surface of what is possible in the craft sector and are excited about the potential for future exploration and growth.
One of our key aspirations is to establish a national crafts center that will serve as a hub for innovation, education, and collaboration. This center will provide state-of-the-art facilities and resources for artisans, fostering a culture of excellence and creativity. It will also serve as a platform for showcasing the rich cultural heritage of Saudi crafts to both domestic and international audiences.
We are also committed to expanding our international reach, building partnerships with crafts organizations around the world, and participating in global forums and exhibitions. By sharing our experiences and learning from others, we hope to contribute to the global dialogue on crafts and elevate the profile of Saudi artisans on the world stage.
In conclusion, as we celebrate the 60th anniversary of the World Crafts Council, we also celebrate the achievements and aspirations of the Professional Crafts Association in Saudi Arabia. Our journey is a testament to the resilience, creativity, and dedication of the artisans we serve. We look forward to continuing this journey, building on our successes, and contributing to the vibrant tapestry of global crafts.
Follow us to be informed once we launch our membership program through our website here and our social media handle is “Craftsassoc” on X, Instagram and LinkdIn here
About Mashail Alfaqeeh
Mashail Alfaqeeh, based in Riyadh, Saudi Arabia, is a self-taught embroidery artist and the CEO of the Professional Crafts Association. She combines modern and traditional elements in her work, which has been exhibited both locally and internationally. Through her upcoming brand, “Takmela,” she aims to spotlight local craftsmanship using organic and upcycled materials. Follow her work here
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