Women artisans of the Irthi Contemporary Crafts Council (Irthi), an affiliate of NAMA Women Advancement Establishment (NAMA), created unique bracelets made with camel leather using traditional weaving techniques at the Middle East launch of Guerlain's new fragrance 'Cuir Intense’ at Perfume House and Poetry House in Al Shindagha Museum in Dubai.

The launch event, which had around 80 attendees, saw several VIP guests, international bloggers and influencers and Guerlain international staff and board members.

Keeping in line with the Council’s mandate to develop and enhance crafts in the region, two artisans from Irthi’s Bidwa Social Development Programme in Dibba Al Hisn, in the emirate of Sharjah, incorporated techniques from the traditional craft of Safeefah using leather.

While Safeefah originally relies on dried palm-frond weaving, this time, the women brought in a fresh twist to the traditional Emirati craft, using sustainably-sourced camel leather to create unique bracelets, embracing an innovative approach to the traditional craft. Aligning with the perfumer’s powerful wood and leather notes, the Safeefah leather bracelets also contributed to the theme.

The artisans then helped guests make their own bracelets, using dark brown and gold leather strips applying the “sayer yay” technique, meaning “back and forth” in the local Emirati dialect. It is one of the basic weaving patterns used in traditional Emirati crafts, an elementary way to introduce people to the art of weaving. A wooden wall display, placed at the venue, also showcased several readymade bracelets.

Reem Bin Karam, Director of NAMA Women Advancement Establishment said: “It is a great opportunity for Irthi’s artisans to showcase Emirati heritage at Guerlain’s launch for its newest orient inspired perfume, Cuir Intense.”

BinKaram added: “Irthi supports the preservation and modernisation of traditional crafts, through skills development and training, forging international partnerships and creating showcase opportunities for our artisans. International brands are becoming increasingly interested in traditional elements, be it crafts, arts, or scents, that reflect the values and customs of societies, and we take pride in Irthi’s contribution to strengthening our cultural ties with the world.”


Source: National Network Communications- NNC