• By Chollastic Tjehiua

Namibia’s creative craft entrepreneurs from the Khomas and Zambezi regions upskilled their knowledge in storytelling, branding, and business development at a recent workshop held in Windhoek.  The workshop which was conducted with the support of the European Union (EU) in Namibia, was aimed at laying the groundwork for sustainable growth in the craft sector.

The project is part of the EU-funded Cultural Relations Platform, launched in 2020, which focuses on affording artisans the tools they need to grow, innovate, and share their heritage with a wider audience. The spokesperson of the EU, Twaku Kayofa, explained the workshop brought together approximately eleven participants and was held over the course of six days.

“The event focused on practical and impactful training tailored to the specific needs of artisans and craft producers. It [offered] both creative inspiration and strategic guidance for product enhancement and market readiness,” Kayofa added.  He noted that some of the most memorable aspects of the training were the interactive sessions, during which artisans shared the stories behind their crafts, engaged in peer-to-peer learning, and demonstrated traditional techniques.

“[Another] notable highlight, was the integration of traditional techniques and narratives into branding and design, an approach that participants found both empowering and relevant,” he narrated. Kayofa also said: “This workshop is part of a broader EU initiative to support the creative economy in Namibia through sustainable, locally-led approaches. The ‘training of trainers’ model used in this initiative, ensures knowledge gained is passed on within communities, creating long-term impact and strengthening local craft ecosystems.”  

The next round of training will head to the Zambezi region this month, focusing on business development and a “training of trainers” workshop for crafts such as pottery, basket weaving, wood carving, and textiles. 
Plans are also in place to collaborate with academic institutions and local craft centres to ensure long-term support and knowledge sharing. 

Deputy Head of Mission of the EU Delegation, Ian Dupont, said: “Crafts connect heritage with innovation. It is about more than what we make with our hands. It is about telling stories, preserving identities, and creating livelihoods. 

“This workshop has helped [craft] those foundations. We are investing N$ 1 million to support local crafters in the Khomas and Zambezi regions. The workshop helps artisans build confidence, refine their products, and open new markets for their work.”
One of the participants, Jason Hangara, reflected on his experience, stating that: “This is the first time I have received real support to turn my ideas into products that can sell in shops. I learned so much already. Thank you for the experience of a lifetime.”