Never losing sight of uniqueness

Passion for small-scale entrepreneurs

Stepping into Jordan  

The latest collaboration is an initiative in Jordan. It has gained recognition as it will integrate refugees into the local business market. The aim is to contribute to the livelihood of refugees and local Jordanian women through a partnership with the social enterprise Jordan River Foundation.

Ann-Sofie tells us a story. It is about a Jordanian woman who is divorced, receives no money from her ex-husband and has several children she needs to provide for. “She is so energetic, strong and proud of her skills – the hand embroidery she does for Jordan River Foundation. She is determined to give a good life to her family.” The family was living in a cold and dark apartment but now, she has renovated the apartment (mostly by herself) and she is able to earn a reasonable income. Not only is she now self sufficient, but the flexibility of the Foundation is crucial. For women in this situation, it’s not possible to go to a factory and work between eight and five. Combining household work and a job is a need, not a want.

“This is a unique and great way to show what IKEA is good at – contributing to social change and inclusion via business.”

The artisans of Jordan River Foundation are very skilled in hand weaving rugs and in hand embroidery – using techniques that has been in practice by women for generations.

When asking her where the creativity comes from in these collaborations she answers swiftly: “I believe that it lies a lot in the social enterprises – using traditional handicraft, picking up traditional patterns and making them more modern and commercial.” Ann-Sofie describes it as co-creation between the artisans and IKEA designers. Merging cultures and backgrounds is a recipe for challenging situations, but almost always, we end up with creative and interesting outcomes.

Ann-Sofie has worked closely with product developer Stina Engler and designer Sarah Fager. Together, they worked on the INNEHÅLLSRIK collection produced by social entrepreneurs in India. She shows us some incredible hand-woven pieces, and blue and white towels in cotton with all their imperfections and irregularities. “That is the beauty with handicraft, every piece is unique,” she says. “It’s important to tell the story behind the products – the handicraft techniques and how important it is for rural women to get an income and fair working conditions. This gives the product an added value.”

Traditions and customs are strong in Indian culture, gender roles are very ingrained. Men are in general in charge of the weaving, while women are designated embroiderers. However, the social enterprise IKEA works with, Rangsutra and Industree PT, works mainly with women.

“That is the beauty with handicraft, every piece is unique.”

Ann-Sofie is a true advocate of the artisans she works with. She emphasises that IKEA is not there to help, they are there to collaborate, to be a business partner. “Some have been doing this craftsmanship for years and there is some real quality to be discovered.” Through this partnership, IKEA distributes the products, and through IKEA the social enterprises can access a marketing platform. It’s a win-win situation for both parties.

Ann-Sofie gets her inspiration from the stories that she witnesses.” When I’m really most inspired is when I’m out on the field and meeting the artisans.” She adds, “the majority of people we are working with are women. Even in different regions, there are similar challenges.”

If she would have her way, she would bring every employee and customer of IKEA with her. To show what it’s like when meeting these immensely talented artisans from all over the world. To hear the difficult stories, the heartbreaking stories, but also to hear the wonderful stories.