São Paulo – From their hands leave delicate items and embroidery that decorates clothes and bed and table articles. They are labyrinths, embroidery, chintz and lace produced by artisans from Paraíba, in northeastern Brazil. The group participates in the Paraíba Handicraft Program, supported by the local branch of the Brazilian Micro and Small Business Support Service (Sebrae). Present at fairs and events, within and outside Brazil, the target of the members is to gain visibility for greater production. In fact, if the topic is spotlights, they have already landed in collections by stylist Ronaldo Fraga, from Minas, among others.
“Ronaldo Fraga has already been here to learn about our work," explained Terezinha Matias Cristovam, president of the Association of Artisans of Serra Rachada. Serra Rachada is the name of the rural zone in the city of Riachão do Bacamarte, in Paraíba, 90 kilometres away from state capital, João Pessoa. She explains that the association has 33 participants, but that in the region there are another 65 producers.
According to Terezinha, sales of clothes with the embroidery or chintz and lace are produced under orders, whereas the line of bed linen is produced continually. “We have mats for decorating tables, towels, bed spreads and sheets, among others," she explained. The contact with buyers is made during participation in fairs and events all over Brazil. "We often travel to Belo Horizonte, Brasília, Pará, Recife and São Paulo, for example," she said.
During their travels, the embroiderers from Paraíba even participated, last year, in Paris, France, in garment and accessory fair Prêt-à-Porter. The trip was supported by the Talent from Brazil program, developed by the Ministry of Agrarian Development and the Sebrae, in which they also participate. “Those who saw our work liked it," guaranteed Terezinha. Prepared to promote her work, the artisan also made a point, in the main fashion hub in the world, of sitting on a bench and embroidering. "I understood nothing of what the French said to me, but those with me said that I was praised many times," she explained.
The French tour has not yet resulted in export contracts, but sales abroad are a target. “It would be great, we are very interested," said Terezinha. Arab women, who appreciate embroidery and lave from Brazil, are also targeted by the group. “That is a great opportunity for our work," she said.
According to the state handicraft manager at the Paraíba state branch of the Sebrae, Verônica Ribeiro, the institution offers direct support to over 600 groups of artisans in the state. “We granted managerial and technology training for production of items with greater design and better product presentation," she explained. “That, plus support to participation in fairs and events," he said.
The work for export of handicraft from Paraíba, says Verônica, has already started. “Some groups sell abroad, in a process that should grow from now on," she explained.
*Translated by Mark Ament
