Sidreh at the International Folk Art Market

by Kamie Robinson

SANTA FE, USA — The deserts and heat of Santa Fe, New Mexico felt at home to the Bedouin women who traveled over 7,000 miles from the Negev to the International Folk Art Market to showcase their traditional weaving products and techniques.

As they embarked, the delegation felt a mix of anticipation and apprehension about what lay ahead. Their feelings were replaced by quiet confidence as they attended training meetings and pre-market events, met with Market management and Hebrew speaking volunteers, and mingled with market participants and attendees. The Market’s Executive Director, Charlene Cerny commented on first-time attendees, “As the fear leaves their eyes, and they begin to experience success, the change in their demeanor is profound.”

Hala Abu-Shareb, Director of Marketing for Sidreh, said that the Market was better than she imagined it would be. The number of people and variety of cultures in attendance surprised her. “It was like the whole world was in one place.”

Over 140 artists and artist organizations from fifty countries ranging from Rwanda to Bhutan and Laos to Bolivia participated in the Market. Conversing with artists returned compelling stories of their motivation, hardship, hope, and vision for themselves and their communities.

Sidreh’s delegation connected with Bedouin weavers from Sultanate of Oman and Muslims from Pakistan, and met many other artists from across the globe. Abu-Shareb said, “We are very different but so similar at the same time. We are all doing something from our culture and are dedicated to it because we believe in it.”

The estimated 22,235 attendees at this year’s market produced record-breaking sales of $2,314,065 during the three-day event, with 90% of sales revenue going home with artists. According to Abu-Shareb, sales at Sidreh’s booth were good, but the delegation’s most valuable take-away was the opportunity to network with potential buyers and feel connected to people around the world. “It was empowering for the women (in our delegation) to be there — to learn from others and show the world that we exist and are proud of who we are.”

Their positive experience motivated them to begin preparing to apply to attend the Market again next July. Given the opportunity, they plan to use their newly acquired insight and take more small bags, pillows and rugs in warm tones, and ask for a booth location that will allow them to set up a ground loom nearby.

On the return trip, Sidreh General Manager Khadera El Sanneh flew to Washington D.C. for a meeting in the White House while the rest of the delegation proceeded to New York where they spent a few days meeting with designers, educators, and journalists. While there they also delivered a presentation to the UN. Abu-Shareb is optimistic and believes the meetings and presentations went well. Time will tell how well as the ensuing days unfold.

Sidreh would once again like to thank all those who made this trip possible, especially Israeli industrialist Stef Wertheimer and Israeli high tech company Tower Semiconductor for sponsoring their travel expenses and Lynn Holstien and Margret Ellwanger for their contributions. They would also like to thank International Folk Art Market management and volunteers, those who took time to meet with them, and forPEACE for covering the event.

A Sidreh Delegation is Headed to Santa Fe

by Nicole Hod, Sidreh's Resource Development Manager, and Kamie Robinson

LAKIYA, Israel — This July Sidreh is participating in the Santa Fe International Folk Art Market, an annual event in its eighth year that showcases handmade goods inspired by the culture and traditions of various communities around the world. The Festival is the largest of its kind. Last year, over 22,000 people attended in addition to 132 artists from 50 countries. Visitors, artists, locals, dignitaries, and representatives from various organizations and foundations mingle, shop, and learn from and about each other during this three-day event.

Sidreh’s leadership first heard about the festival about two years ago. At the time, participating in such a prestigious gathering so far away seemed like a distant reality. Last year, the Santa Fe Museum contacted Sidreh and urged them to apply because they were impressed with Sidreh’s community work and high quality handmade products.

Out of nearly 400 applicants this year, Sidreh was one of the 150 participants selected to participate. In addition to the cultural tradition that Sidreh’s goods help keep alive in the Bedouin community, the Fair’s committee selected Sidreh because of its high quality standards and community impact. Sidreh provides women in one of the most underprivileged communities in Israel with sustainable employment opportunities and takes an active role in the improvement of the community as a whole.

Women’s literacy education coupled with social entrepreneurship creates the perfect combination for Sidreh’s products to be showcased in a festival where the communities behind the goods are as much the stars as the products themselves. Stories of women in developing communities who can overcome the numerous challenges of desert life in a very grassroots manner is the message that Sidreh hopes to share.

Sidreh is grateful that they will be able to send six delegates--all of whom are weavers and employees who have deeply benefited from Sidreh’s entrepreneurship and educational programs. For many of the women, this is not only their first visit to the United States, but their first trip on an airplane. Many Bedouin women in the Negev find that leaving home and their village is an achievement to be proud of! Needless to say, the participation of weavers in such an event is monumental for the organization and speaks to Sidreh’s increasing success in affecting change in their community. Equally significant is the gesture of Israeli industrialist Stef Wertheimer and Israeli high tech company Tower Semiconductor, among other Sidreh supporters that have enabled sending the delegation to Santa Fe by sponsoring their travel expenses.

By participating in the Santa Fe International Folk Art Festival, Sidreh hopes to share the message of hope and empowerment with women and artisans around the world. An outlet such as this festival allows Sidreh to reach a whole new audience that can help further their goals of empowering women in a smart, socially responsible way.

The opportunity to network with similar organizations from around the globe is a privilege and a potential watershed moment for global inter-community cooperation to achieve shared goals in various parts of the world affected by similar problems. Sidreh hopes to use this festival to raise awareness of their programs (Women’s employment, literacy programs, health education, and the first feminist Arabic newspaper in a Bedouin community).

Following the festival in Santa Fe, Sidreh’s delegation of weavers and managers will travel to New York City and Washington D.C. to meet with women’s organization leaders and network with community leaders to increase mutual benefit and to promote Sidreh.

For more information on Sidreh and the trip to the US, please contact Hala Abu-Shareb, Sidreh’s Marketing Director. She can be reached at lakiyaweavinghala@gmail.com and by phone at 011-972-8-651-9883 from the US, or 08-651-9883 within Israel. More information can be found on the web at www.lakiya.org or on Sidreh's Twitter feed @SidrehWeave.

You can also contact kamie@forpeace.us who will be providing press coverage and other volunteer services for Sidreh in Santa Fe.

For more information about the Santa Fe International Folk Art Market July 8–10, 2011, visit www.folkartmarket.org.