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MUSCAT: Omani handicrafts can preserve Oman’s cultural identity while reaching global markets by blending traditional techniques with contemporary design, quality and innovative marketing, says Zuwaina bint Sultan al Rashdi, CEO of Dar Al Harfiya (House of Crafts).
She said traditional crafts represent a visual record of Oman’s history, with patterns, colours and techniques in textiles, silverwork, pottery, woodwork and palm-frond weaving reflecting the country’s diverse regions, communities and natural environment.
“The goal is to move craftsmanship from the concept of a traditional piece to a contemporary product that carries the spirit of Oman and can be part of our daily lifestyle,” she said in an interview with Oman News Agency.
Al Rashdi stressed that modernising traditional crafts should not compromise their cultural significance. Instead, artisans can adapt designs, colours, packaging and uses to contemporary needs while preserving the techniques, symbols and stories behind each piece.
She highlighted opportunities to incorporate traditional elements into corporate gifts, home décor, accessories, hospitality products and office supplies, making Omani craftsmanship relevant to younger generations and new markets.
She said competing internationally requires more than attractive products, emphasising the importance of quality, innovation, pricing, packaging, effective marketing and consistent production.
Social media also offers opportunities to showcase artisans, explain the meanings behind traditional designs and tell the stories of the people and communities that sustain these crafts.
Al Rashdi noted that preserving Omani handicrafts is a shared responsibility, requiring public support through purchasing local products and passing traditional knowledge to younger generations.
She expressed hope that Omani crafts would gain a stronger presence in international markets, museums, hotels, shops and exhibitions as contemporary design products that reflect the Sultanate’s distinctive cultural identity. — ONA