When creativity meets commerce

There are few profound moments that stay in one’s mind in this fast-paced world where the attention has become an economy we all want a piece of. This past Monday, an arts, design and craft exhibition invoked a sense of hope in me for Eswatini’s supremely talented populace. 
Hope that they can turn talent to treasure. It also excited me and should excite you too, that we have in our hands, something that artificial intelligence cannot rob us of, as these items are done with hands, human hands. AI has been having a field day mowing down long-standing careers with its short-lived short cuts, but they cannot enter the realm where a human touch is needed and that is where emaSwati can thrive.
This past Monday, on a rainy afternoon (talk about a Blue Monday personified), I stood in a stretch tent serenaded by the endless subtle drizzle raindrops as I attended the Indalo Exhibition at the Alliance Franciase. I will share more on the objectives of this event later. 
talent
At the same event, I listened to an interesting speech by the Minister for Commerce, Industry and Trade Manqoba Khumalo, represented by the Director of MSMEs Mluleki Dlamini. He said: “This exhibition is a vivid symbol of what is possible when creativity meets commerce, when local talent meets global opportunity and when government, private sector and artisans collaborate.”
That’s the hook that got me: Creativity meets commerce. How often have we seen sublimely talented youth fail to turn their creativity into money and livelihoods. Seeing young boys dressed like American Hip Hop artists and chanting their own home-made lyrics is a symbol of hope, but very few make it to the monetary stage of their talent. Any talent should pay you, and pay you well.
So, enter the Indalo concept that gave me hope, not just for the arts sector, but general mindset shifts into producing goods for export of any kind. Their concept is one worth studying and replicating for other sectors. Having received an invitation, I got exposed to more than just crafts but a taste of how Eswatini can grow its businesses.
This exhibition officially opened on October 25, 2025 at Alliance Française de Mbabane and will be running until Thursday, November 6. This two-week showcase celebrates the powerful collaboration between Eswatini artisans and European designers, merging local traditions with contemporary design. 
collaborating
Yes, they are collaborating with European designers. So, while we are moaning at not being at the World Cup or winning a Grammy award, there are other sectors in which emaSwati are holding their own; now, doesn’t that make your Saturday orange juice taste better today?
According to their event brief, at the heart of the Indalo Exhibition is a desire to showcase Eswatini culture and beauty, sustainable, natural materials and fresh, cutting-edge designs for the modern market. Through the International Trade Centre’s Alliances for Action initiative, funded by the European Union with support from the Government of Eswatini, artisans and designers are working hand in hand to transform this narrative. Indalo is where ancient and traditional crafts meet contemporary aesthetics, handwoven baskets, sculptural pottery and stoneware, each piece shaped by heritage, transformed by collaboration and reimagined for the global stage.
The event celebrates Eswatini’s rich heritage of craftsmanship through a unique collaboration between local artisans and international designers. 
Rooted in centuries-old traditions, Eswatini’s artisans are renowned for handwoven baskets, traditional pottery and sustainable crafts made from natural materials. The organisers note that like many small producers, the artisans have long faced challenges in scaling their businesses and reaching global markets.
This week’s feature therefore, is about more than just an exhibition but the power of collaboration. 
The exhibition not only shines a spotlight on Eswatini’s artistry but also demonstrates how partnerships can drive inclusive growth and position local crafts on the global stage. Indalo is more than an exhibition, it is a platform for empowerment, cultural pride and sustainable design.
The minister’s speech followed one by the EU Head of Cooperation Eva-Maria Engdhal. 
This was a detailed speech that shared the immense support EU has had for Eswatini and its priority areas which are human development, social inclusion, youth empowerment and skills development for employability and entrepreneurship. 
handmade
This is part of the development partnership with Eswatini. She also shared practical examples of the importance of handmade crafts. It was one of the most elaborate speeches about the power of partnership for success.
She shared that: “EU believes in the power of enterprise, especially when led by women and youth, to transform the economy, create jobs and connect local value chains to regional and global markets.” 
The support by both EU and government is tangible and through this exhibition, makes one imagine it for more sectors. 
As the minister closed, he said: “We believe that when our artisans secure international orders, when our creative sector thrives, the whole nation benefits: Jobs are created, incomes rise, communities are empowered, the economy diversifies and Eswatini’s cultural heritage shines upon the world.” That is what happens when creativity meets commerce.