Elmira Shermuhanbetova is a young clothing and accessories designer. Her interest in clothing design is not accidental – many generations of Shermuhanbetov women have been engaged in such crafts. From early childhood, Elmira saw her grandmother knitting, weaving carpets and felting.

Elmira’s interest in decorative arts initially led her to Shymkent’s Children’s Art School, then on to Art College and, finally, to the Clothing Design faculty of the Kazakh-Turkish University.

In today’s market however, a designer should not only have talent and knowledge in his field, but also needs some business skills.

A common problem, according to Elmira, is in the fact that each craftsman believes his methods and criteria to be the only correct ones. Their standards, however, do not always coincide with consumers’ demands.

That's why Elmira decided to participate in the Eurasia Foundation of Central Asia’s (EFCA) training program on the basics of marketing and business.

"After attending the training sessions I had a new outlook on my products. Projects organized by EFCA certainly gave us the opportunity to grow professionally. Even such basic skills as counting the cost of production were valid," says Elmira.

The young designer also believes that getting to the final round of the national competition for Kazakh artisans "Sheber-2010”, is the result of her participation in EFCA trainings. “If I hadn’t been given this knowledge, it is likely that I would not have achieved these results," says Elmira. She adds that, "fire in the soul and desire to improve are important ingredients for success! As for the training, enriching us with new theoretical and practical knowledge, it gives us confidence". Now Elmira single handedly gives training to artisans of South Kazakhstan Region on “Biz Keste” national embroidery and “hashak-bau” manufacturing.

Elmira is sure that Kazakh craft has a great future and believes it is possible to bring national craft objects into demand, not only at home but also abroad. "Our country has very rich traditions. It is only a question of working hard and developing them," she says.

Overview of the program
Handicrafts are a tangible carrier of a nation’s culture. Despite the fact that Kazakhstan is far ahead of its neighbors in terms of certain spheres of economic development, research conducted by EFCA in 2006 in the handicraft’s sector has shown that production and promotion of handicraft goods in Kazakhstan is underdeveloped compared to other Central Asian countries, though it can be a source of income for artisans, and one of the main problems for artisans is the limited access to market information, professional and business education. After analysis of the problems and perspectives of folk arts development, EFCA, with the support of Chevron and the cooperation of the Ministry of Culture and Information RK, initiated the program "Development of Craft and Rebirth of Traditional Applied Arts in Kazakhstan."

Duration: 2006-2009

Goal:
To develop artisan communities in Kazakhstan.

Objectives:

• To improve the quality of craft goods;
• To open access for local artisans to information and new markets;
• To create a crafts network in Kazakhstan.

Activities:

• Organizing professional and business training for artisans;

• Establishing a national seal of excellence for homegrown products as an initial step in taking part in the international contest for the UNESCO Seal of Excellence;
• Setting up website www.sheber-craft.kzfor artisans, with crafts-related information;
• Establishing partnerships between Kazakhstani artisans and international trading organizations;
• Organizing crafts exhibitions and fairs in Astana and Almaty;
• Establishing regional artisan support centers and craft shops;
• Conducting the first national competition "Sheber" for artisans.

Outcomes:

• National multi-level research was carried out on the state of the crafts sector in Kazakhstan, bringing to the fore issues of importance and the needs of artisans in Kazakhstan as a whole.

• Database and electronic map of artisans and crafts was set up at www.sheber-craft.kz
• A series of technical and business training seminars were held for 327 artisans.
• A National Crafts Coordinating Council and two resource centers for artisans were established.
• Local trainers on crafts were prepared.
• New sales channels for craftsmen goods were established.

Donors: Chevron Corporation, USAID, UNESCO, Yerzhan Tatishev Foundation.