Nigeria has a rich artistic and cultural heritage that is expressed through its vibrant and diverse arts and crafts. From traditional woodcarvings, pottery, and textiles to contemporary painting, sculpture, and fashion accessories, Nigerian artisans produce unique handmade products that have huge potential for export success globally.
If you’re an entrepreneur interested in showcasing Nigerian creativity to the world, starting an arts and crafts export business can be highly rewarding. This comprehensive guide covers key steps and best practices for beginners to set up and run a profitable arts export company in Nigeria.
Conduct market research on top export destinations.
The first step is thorough market research to identify the most lucrative target export markets for made-in-Nigeria arts and crafts.
Some major aspects to analyse:
- Consumer demand: countries where interest in African/Nigerian culture and exotic handicrafts is high, e.g., USA, UK, France, Germany, Canada, Japan, Switzerland, Italy, the Netherlands, South Africa, etc.
- Competitor analysis: artisan goods from countries like Kenya, Morocco, and Egypt that may compete with Nigerian handicrafts in your target markets
- Pricing: international retail prices and margins for African handicrafts in your target export markets. This will help set competitive pricing.
- Trade shows are major fairs and exhibitions where you can exhibit and sell Nigerian handicrafts abroad.
- Ease of export: import regulations, logistics costs, export incentives, etc. for each target country
- Payment methods: how overseas buyers prefer to pay (credit card, PayPal, bank transfer, etc.)
Select Made-in-Nigeria Products with Strong Export Demand
Carefully select artisan goods produced in Nigeria that have existing demand and growth prospects globally:
- Wood art: intricately carved stools, statues, masks, boxes, etc.
- Bronze sculptures: highly skilled bronze casting from Benin City
- Pottery: terracotta pots and ceramics with traditional designs
- Paintings and art: contemporary paintings and prints reflecting Nigerian culture
- Textiles: vibrant hand-woven fabrics like adire, aloko, kente, etc.
- Leatherwork: handbags, wallets, and sandals with beadwork.
- Beadwork: jewellery, bags, and glass-bead artworks.
- Fashion accessories: unique hats, clothing, and footwear integrating traditional crafts
- Natural soaps: handmade soaps with shea butter, cocoa butter, and essential oils.
- Musical instruments: drums, udu pots, kora, thumb piano, etc.
Source: Skilled Nigerian Artists and Craft Communities
To ensure top-quality exportable handicrafts, partner with highly skilled artisans and craft communities across Nigeria that create products with fine workmanship.
Major Nigerian handicraft hubs to source from:
- Wood art in Lagos, Ondo, Ekiti, Kwara, Kaduna, and Plateau states
- Textiles: Abeokuta, Oyo, Ondo, Kano, and Kaduna
- Bronze works: Benin City, Igbo Ukwu
- Pottery: Abuja, Kano
- Leatherwork: Kano, Zaria, and Sokoto
- Beadwork, Lagos
Visit craft villages personally to find talented artisans and build long-term export-supply relationships. Ensure ethical sourcing practices.
Set Up Export Handicraft Production
For larger volumes or consistent quality, set up your own production.
- Train artisans on export quality standards, finishing, packaging, etc.
- Provide raw materials and production inputs for craft making.
- Quality control at each stage of handicraft production.
- Product development: work with artisans to create new fusion designs appealing to international buyers.
Acquire export licencing and documentation.
Register your business with the Corporate Affairs Commission and export regulatory agencies:
- Nigeria Export Promotion Council (NEPC)
- Nigerian Export-Import Bank (NEXIM)
- National Agency for Food and Drug Administration and Control (NAFDAC) for food exports
Obtain an exporter code from the Nigerian Export Promotion Council.
Apply for relevant export licences, depending on your export products.
Get a Certificate of Origin from an approved issuing body like the Chamber of Commerce.
Fulfil export documentation requirements (invoice, packing list, Certificate of Origin, shipping bill of lading, etc.).
Packaging and Labelling for Export
Attractive and secure export packaging and labelling are essential.
- Use high-quality export-grade packaging: sturdy boxes, wood crates, Styrofoam, bubble wrap, etc.
- Cushion products carefully to prevent damage during transit.
- Label packaging clearly with: Made in Nigeria, Product Details, Exporter Name and Address, and Handling Instructions.
- Ensure international labelling standards like ISO, Fairtrade, etc. if required.
- Customised branding and packaging can add value for overseas buyers.
Competitive Export Pricing
Price Nigerian handicrafts competitively based on:
- Your production costs include raw materials, artisan wages, export packaging, etc.
- Profit margins: Decide on a reasonable profit percentage over costs.
- Shipping costs: international shipping and delivery fees
- Taxes and duties: import tariffs and fees in the destination country
- Retailer margins are markups that overseas galleries and boutiques add.
- Competitor pricing: for equivalent handicrafts from other countries
- Foreign exchange rates.
- Discounts for bulk orders or long-term overseas retail partners
Adjust pricing for each export target market. Price in the local currency, like the euro, pound, yen, etc.
Foreign Payment Collection
- Open foreign currency bank accounts to receive payments from international buyers in dollars, pounds, etc.
- Setup online payment gateways like Stripe, Payoneer, etc. to facilitate global sales on your e-commerce export platform.
- Use trade finance options like payment advances, letters of credit offered by Nigerian banks, and NEXIM.
- Consider cryptocurrency payment options and mobile money platforms popular in some African export markets.
Export Logistics and Documentation
Choose the right international shipping and customs clearance methods:
- Sea freight is cost-effective for large, heavy shipments to distant destinations. Requires extensive documentation.
- Air freight: fast export for time-sensitive shipments to global buyers. More expensive.
- Courier services: DHL, FedEx, UPS Reliable for small parcel deliveries.
Confirm logistics requirements with your overseas buyer: shipping timelines, preferred carrier, delivery address, etc.
Prepare shipping documents accurately: commercial invoice, packing list, bill of lading, air waybill, etc.
Obtain customs export clearance from the Nigerian Customs Service before exporting.
Coordinate with freight forwarders and your buyer’s import broker for smooth customs clearance overseas.
Consider overseas warehousing to make managing global orders and deliveries easier.
Digital Marketing for Global Reach
Leverage online platforms to directly reach and sell to export buyers worldwide:
- Create an e-commerce website with striking visuals of Nigerian handicraft offerings, detailed product descriptions, pricing in foreign currency, etc.
- Email marketing to international buyer databases is cost-effective. Provide personalised offers.
- Social media marketing across global platforms like Facebook, Instagram, Pinterest, and YouTube.
- SEO optimisation for international discovery on Google, Bing, etc.
- Lead generation at international handicraft and fair-trade events. Capture buyer details for follow-up.
- Run Google and Facebook ads targeted at your export countries.
- Content marketing: blog posts and videos showcasing Nigerian handicraft traditions and artisan stories.
Participate in international handicraft fairs.
Take part in leading arts, crafts, and trade shows abroad. Great for direct sales, increasing visibility, new export partnerships, and market intelligence:
- Spring and Autumn Fairs (London), Craft Business Show (York)
- Germany: Tendence Frankfurt, Munich Handicraft Messe
- France: Salon International du Patrimoine Culturel (Paris)
- USA: American Craft Show (Baltimore), International Folk Art Market (Santa Fe)
- South Africa: Decorex (Johannesburg), Homemakers Expo (Cape Town)
Market for Global Handicraft Platforms
Sell your export handicraft collections through leading international platforms:
- Etsy is the world’s top handmade e-commerce site. Can create a dedicated “Made in Nigeria” shop.
- eBay is great for reaching buyers globally. Follow Nigerian-origin product policies.
- Ten Thousand Villages is a top ethical, fair trade retailer selling local artisan ware from developing countries.
- Made-In-Africa is an online African crafts retailer with worldwide delivery.
- Africa Crafta sells and promotes crafts from all over Africa.
Wholesale orders from major international retailers
Cultivate B2B export partnerships with leading retailers of African and fair trade handicrafts overseas:
- Africa on the Square (London), Zebra (Yorkshire)
- USA: Global Crafts (Arizona), Crafts of Africa (California)
- France: Artisanat Sel (Paris), Azawakh (Lyon)
- Japan: Tribal Arts (Tokyo)
- Access retailers through trade shows abroad or cold email outreach.
- Fulfil wholesale orders, minimum order quantities, and strict delivery timelines.
Export Incentives and Financing
Access Nigerian government funding and incentives:
- Export Expansion Grant (EEG): For exporters to increase and diversify exports
- Export Development Fund (EDF): concessional loans for export businesses through the Nigerian Export-Import Bank
- Export Adjustment Scheme Fund (EASF): A Central Bank of Nigeria scheme to improve export competitiveness
Engage an export management company.
Work with a Nigeria-based export management company (EMC) to outsource:
- Export licencing and documentation
- Logistics and shipping
- Warehousing and distribution
- International marketing and buyer liaison
- Customs clearing overseas
This simplifies the export process, so you can focus on your handicraft business.
Conclusion
Nigeria’s diverse and skilled artisans create unique handicrafts primed for global export success. Follow this guide to tap into the growing international demand and build a Made-in-Nigeria arts and crafts export business that showcases Nigeria’s rich cultural heritage worldwide.
With thorough planning and strategic global marketing, your traditional wood carvings, textiles, bronze sculptures, and other Nigerian handicrafts can become cherished in homes across North America, Europe, Asia, and beyond!
I love art
That’s great to hear! What types of art do you particularly love?
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