Women’s economic empowerment has long been recognised as one of the key drivers of sustainable development and gender equality, and the ability of women to contribute to a nation’s development is seen as one of the keys to its prosperity. Working towards this goal, Pacific Trade Invest (PTI) Europe recently collaborated with bilum brand Among Equals to host a buyers’ event for their handwoven designer bags at the Alex Eagle Studio in London, with the aim of forging connections and amplifying industry awareness within the European market.
The event, which saw media and industry personnel in attendance, highlighted the artistry and work of the women behind the female-led industry. Papua New Guinea-based bilum meri and artisan Florence Jaukae Kamel hosted the ‘meet and greet’-style in person event, sharing stories about the local craft and the women who practice it, and the impact the industry has on their livelihoods.
Speaking on the commercial significance of the event, PTI Europe Trade Commissioner, Jodie Stewart, said raising the international profile of bilum remains key to strengthening the women-led value chain.
“Bilum – a bag traditionally woven by women – is inextricably intwined with the social and cultural fabric of Papua New Guinea. Traditionally a practical item used to carry babies, food, personal items or tools, the art of weaving these has been passed down from generation to generation, becoming an integral part of the cultural heritage, creative identity and way of life for women living in rural and urban communities across PNG.
“In modern times, bilum has also developed into a crucial source of income for Papua New Guinean women, empowering them as micro-entrepreneurs, especially those living in the Highlands where there are few income-generating opportunities outside of subsistence farming.
“PTI has worked alongside the bilum meris and their communities for close to two decades, and events like these allow us to further lift the international profile of bilum, facilitate buyer connections within the European market, and work towards building an ongoing pathway of sales outside of the traditional tourist market.”
Stewart said the success of the bilum industry in international markets demonstrated the importance of bolstering similar women-led industries throughout the Pacific.
“Through the support of businesses like Among Equals, the entrepreneurship and vision of these women can lead to great commercial success and inclusive economic growth. Many in the international market are drawn to the unique beauty of bilum and have contributed to the growth of international sales, from boutique fashion designers through to several large international fashion retailers. Among Equals bilums are now stocked in prestigious international stores such as Selfridges and Shopbop.
“Capacity building along the bilum value chain has in turn supported the growth of the industry and enhanced its financial sustainability. There is now a network of over a thousand weavers across the country, exporting bilum to the world, while increasing their income and wellbeing through culture and community.”
Speaking on the success of the event, Founder of Among Equals, Caroline Sherman, said she plans to continue working closely with the bilum meris and their communities into the future.
“Among Equals was built around the idea of hope and change, and that remains the driving spirit. My focus now is to continue working with these communities of incredible weavers, to grow their industry so it becomes an even more stable and viable form of income for generations to come. Through visually striking campaigns and retail marketing strategies, the Among Equals brand has shone a spotlight on the artisans’ work, presenting bilum as luxury, slow-fashion items that draw attention to themes of mindfulness and sustainability. It’s a mood that feels right for now; one that merges tradition with modernity.”
Founded in 1979, PTI is an agency of the Pacific Islands Forum Secretariat working to facilitate trade and investment opportunities in the Pacific Islands.
For more information on Pacific products within the European market, contact Pacific Trade Invest Europe Trade Commissioner, Jodie Stewart, on jodie@pacifictradeinvest.com.
