Silvia Roldón, from the Urden Urben workshop, makes her work on a loom on natural silk. The design concern is accompanied by ecology. Argentina registered exports of USD 46,569 million in 2006. Much of it is raw materials.
INTERMEDIATION – Dinka is a company that brings together 30 designers and artisans to place their products in Europe and the US. Now come to Asia.
Santiago Estrella, correspondent in Buenos Aires LIDERES
A little over a year ago, Sandra Felsenstein discovered that in Argentina there was an untapped niche: the export of exclusive designs from artisans who work in small workshops of two or maximum three people.
According to the Argentine Institute of Statistics and Censuses, last year USD 46,569 million (6 billion more than in 2005) came in from exports.
The figure comes mainly from raw materials, agricultural manufacturing, livestock and industry; Small and medium-sized businesses are gaining ground.
Small artisans, many of them that emerged after the 2001 crisis, were pushed into personal ventures. They were motivated by the fact that, each time, they saw this “miracle of the Argentine economy” further away.
Felsenstein, a 27-year-old industrial engineer who had always worked in large corporations, created the Dinka firm.
This is a company that now brings together 30 designers and artisans to market their products abroad. In exchange, they receive a percentage of sales (amounts were not specified).
"I thought about this venture because people who are dedicated to marketing abroad tend to focus on other types of products, made on a larger scale. Because of this vision, that sector is neglected," says Felsenstein.
The artisans thought it was a very interesting idea. According to Silvia Roldán, from the natural silk weaving workshop, Urden Urben, “we artisans don't even have time to think about exporting.” And he adds that they also have no idea what the legal terms that must be met are like. That is why he considers it “a great help.”
"The problem is that creative people, who design and develop their products, usually do not like the commercial part or administrative tasks. They do not like making quotes or negotiating. Thus, if someone who is dedicated to operational tasks, those in charge of design can focus on devising their products.
“Dinka turned out to be our window to the world,” says Soledad, Dinka's jeweler. It does not have its own premises. It also doesn't work with cards. Their jewels, foreign to any classic concept, are delivered on consignment to commercial premises of exclusive lines in Buenos Aires.
For this reason, the expansion in Europe and the U.S. is a key aspect. As Roldán says, "they are countries where there is a concern for exclusivity and a taste for the exotic. Furthermore, in these markets, respect for health and the ecosystem are valued, unlike the nations of Latin America."
Through Dinka, these artisans begin to promote their products in Chile, Peru, the US, Spain and Italy. In Ecuador, there was a rapprochement after the Peru Fashion Night. These days, Felsenstein has his eyes set on the Arab Emirates.
