Photo: Craft Council of 
Newfoundland and Labrador. 

Diana Dabinett in her studio. Several 
of  Diana’s larger silk painted 
banners adorn health care facilities in 
California.

 

  • Cultural activities will benefit from growing economy and Vikings! 1000 Years celebrations.
  • Work will commence on the new "Rooms" cultural facility which will house the provincial museum, gallery and archives.
  • The Craft Council will launch a full service website selling craft products directly to consumers worldwide.

 

 

Photo: Exploits Oilskins Originals 
The outerwear of Exploits Oilskins 
Originals has its roots in the garments 
worn by generations of fishermen. 
These designs have been sold in
many cities outside the Province, 
including Boston and Seattle.

CULTURAL ACTIVITIES

The Province’s rich cultural heritage reflects its identity, social vitality and advancement, and creates employment and wealth. Statistics Canada estimates that the Province’s culture sector and its suppliers account for 2.5% of GDP and 3.9% of employment.

Cultural activities span a range of industries and involve creative processes including film making, music, writing, crafts and apparel, publishing, visual arts, and heritage. Market opportunities for these activities are diverse and include local, national and international customers. The Province’s culture also plays an integral role in defining and enhancing its tourism product. Demand for cultural products is expected to increase given increased tourism and cultural awareness, an older population structure, higher education levels, and higher incomes.

Craft and Apparel Sector
The craft and apparel sector is comprised of a diverse group of companies and individuals making high quality products. In all, some 500 small businesses employ approximately 2,000 people to produce attractive, durable and well-designed products for local and export markets. Sales exceeded $25 million in 1998, more than double that of 1991.

Drawing upon the influences of a marine environment and a colourful history, the craftspeople of Newfoundland and Labrador create works that are distinctive and unique. Handcrafted products cover an array of techniques and materials, and include knitwear and apparel, aboriginal carvings, jewellery and accessories, furniture, pottery and textiles. Both contemporary and traditional design and skills are drawn upon by craft makers in developing innovative products for a competitive market place.

Diversity within the craft industry is one of the main factors contributing to its strength. Production enterprises range from home-based operations employing just one or two individuals to larger production facilities. Craft makers in the Province specializing in one-of-a-kind works are building an international reputation in the world of craft based art.

The avenues for marketing products are broadening. Close to 200 craft and gift shops in the Province offer crafts for sale and a number of retail fairs provide craftspeople with an opportunity to sell directly to the consumer. In addition, the industry is marketing through mail order catalogues, studio tours, and the internet. Internet promotion is carried out by government and individual producers. Later this year, the industry association, the Craft Council of Newfoundland and Labrador, will launch its own website. The major markets for craft products have traditionally been tourists and Christmas shoppers, however, an increasing number of crafts are sold to corporate clients. As well, exports are increasing as more products are being shipped to customers outside the Province.



Photo: Department of Development 
and Rural Renewal 

Attractive promotional materials 
highlight the quality of provincial 
crafts
.
www.craftsofcharacter.com
www.craftcouncil.nf.ca

The support network for craft development is strong. The Department of Development and Rural Renewal (DDRR) and the Atlantic Canada Opportunities Agency provide financial and planning support to businesses. DDRR offers a wholesale marketing and promotion program (Crafts of Character) which includes participation in national trade shows, the publication of craft buyers’ bulletins and a website for retail buyers. The Craft Council promotes professionalism and products of the highest quality through training courses, mentoring and newsletters. As well, the Council’s quality assurance program provides quality standards and guidance for product design, technique and material. Professional training in metal, clay and textiles is also available through the College of the North Atlantic.

The growth experienced in the craft sector over the last decade is expected to continue as businesses develop new products and markets. The future is bright for this distinctive cultural activity that brings the creative skills of the Province’s people to the world.


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