Monkeybiz South Africa, a non-profit organization dedicated to empowering women through beadwork, proudly represented South Africa as one of six exhibitors at the prestigious International Folk Art Market (IFAM) in Santa Fe, New Mexico, USA. The organization was represented by Mathapelo NgakaMtati, Co-founder, and Esther Filiba, General Manager.
Monkeybiz prepared rigorously for the market, initiating a three-month production line that resulted in the creation of 398 unique items. Over 200 bead artists from Cape Town townships were involved in this production, receiving upfront payments for their work, significantly impacting their financial well-being.
Despite some travel challenges, including a gruelling 48-hour journey with multiple layovers for Mathapelo and two other SA artists, they arrived in Santa Fe ready to showcase their vibrant artwork. Mathapelo, in particular, made a significant impression by dressing in traditional attire every day, serving as a remarkable ambassador for South African culture.
Monkeybiz’s booth was prominently placed in the esteemed Legacy Tent, a space reserved for exhibitors with a long-standing relationship with IFAM. The booth, adorned with colourful and exciting beaded animals, quickly became a must-see attraction. Many patrons, guided by word of mouth, visited the booth specifically to see the unique beadwork on display.
The market provided an incredible platform for Monkeybiz to reconnect with old friends and collectors, some of whom attended the market solely for Monkeybiz after a 13-year absence. The organization’s success extended beyond sales, offering invaluable marketing opportunities and facilitating connections with potential new wholesalers.
Overall, the participation of Monkeybiz in the International Folk Art Market was a resounding success. It not only provided significant financial support to the bead artists involved but also uplifted and represented South Africa with pride. The smiles and appreciation from thousands of patrons affirmed the impact and importance of Monkeybiz’s work in preserving and promoting traditional South African beadwork.