Crafting an Economy: A Conversation with Omolara Adetola Sanni

Omolara Adetola Sanni has taken the uneasy path, building an economy around artisans, crafters, and small businesses that prioritize handmade excellence.

A graduate of the University of Ibadan with an MBA in Entrepreneurship and Small Business from OAU, Ile-Ife, Omolara has spent over 16 years in service delivery, customer relations, and business administration. From the Aviation sector to the African creative space, she has consistently championed local businesses, helping them optimize productivity, profitability, and growth while leveraging technology.

Her work with HandmadeNg – a multi-vendor marketplace dedicated to Nigerian artisans has provided market access, training, and business support to hundreds of creatives. Through initiatives like the African Handmade Forum and the Handmade Pop-Up Markets, she has created a thriving community, pushing for an economy that values craftsmanship and sustainability.

For her contributions to Nigeria’s economy and her relentless drive to empower artisans, Folasade Abimbola sits down with Omolara to discuss the challenges, the wins, and the future of the handmade industry in Nigeria.

You transitioned from the aviation sector into the African creative space. What motivated this shift, and how did you navigate such a significant career change?

The thing is, I had found myself in the creative space from right after my BSc. for about a year before I went into corporate employment in Aviation, and even whilst there, I had managed to keep up with my crafting skills when off duty. So the shift was an easy one. And due to being more informed and exposed after my Aviation stint, I could now see a bigger picture of the gaps in the Crafts sector and how I could add more value by growing a community, and later on, by launching an Aggregator platform.

My experience in Customer Service has played a huge role in shaping our service delivery as a local business, and we take pride in our high customer retention statistics.

My motivation at the time was that the organisation I worked with was having management issues, and this necessitated that we the employees evaluate our options. And my handy skills got me good. I love to remind people that a skilled person never runs out of options.

HandmadeNg has carved out a niche for artisans in an increasingly digital world. What inspired the platform, and what impact has it had so far?

Back in 2016, we had built a thriving community of Crafters and Artisans, but one common problem always stood out in our discussions – the need for sales platforms that did not devalue our handmade products. Existing online marketplaces would display handmade products alongside imported merchandise and the disparity in prices made handmade products look overpriced when compared to the inferior and mass-produced products.

Also, the majority of Makers created from home and only had their limited networks to sell to.

So one day, I ask if people would be interested in an exclusive online marketplace for handmade goods and the responses gave me the momentum to start building HandmadeNg. This is almost 9 years on, and we have served more than a hundred Crafters over this period, helping them to reach wider markets and to achieve their sales goals.

Ultimately for me, it is the belief that every hardworking Crafter/Maker should be able to earn a good livelihood from their craft.

The African Handmade Forum has grown into a community of over 6,000 creatives. What role does community play in the success of craft entrepreneurs?

AHF as a community thrived on business support and networking. Many are talented but do not understand the business side of their craft. We would invite experienced Entrepreneurs with proven competence in a particular business skill each month to hold free classes for members. We even collaborated with Facebook business trainers and other Coaches to hold physical classes from time to time.

Having a rich network made all of this happen and members gained a lot that they could immediately implement for their businesses. I remain grateful to everyone that answered when I called.

From AHF, many hobbyists gained knowledge and courage to start making money from their craft, and we had a lot of healthy networking and collaborations going on. All of these are typical benefits of a thriving business community.

The AHF concept has transitioned in more recent years from a Facebook group into other decentralised platforms.

Many Nigerians have complained that locally made products, especially from designers, have become too pricey. How do artisans balance fair pricing with affordability?

I doubt that any business sector has been spared from the effects of our harsh economic realities in recent times. For handmade products, we pride ourselves on local production and indigenous materials, but the fact still remains that we rely heavily on imported components, tools, and accessories.

The effects of inflation also mean that manpower is more expensive.. the list goes on and on. The only way to not increase your prices is to reduce your input and compromise on the components of the product; remember your overhead costs are soaring high!

In all of this, the need to be affordable is also on front burner because the buying crowd must be considered. Else, how many of my products could I wear by myself? What I encourage our Makers to do is to not compromise on the quality of their products, but they may choose to design more affordable alternative products alongside. This way, you can cater to different customers segments based on price.

Nigerians are increasingly embracing locally made products, but there’s still skepticism about quality. How have perceptions changed over the years, and what work still needs to be done?

Oh, we have certainly come a long way with that. For instance these days, we have customers that live abroad sourcing their leather footwear from us and shipping to their locations because they have come to realize that our range of handmade, pure leather footwear are more durable than the ones they purchase in the US and other countries. Same applies with our leather bags and accessories. Great quality is not cheap though, because of our Naira devaluation.

Now, if our local tanneries, textile manufacturing, and associated industries were to be running optimally, the heavy reliance on importation would reduce and prices would be more friendly.

HandmadeNg is home to a diverse range of products. What types of items can shoppers find on the platform?

In accordance with our vision of promoting African pride, about 80% of our products incorporate indigenous materials, African prints, Nigerian textiles like Aso-oke and Adire/Batik and local contents in general.

You will find a whole lot of small accessories fit for corporate and party Souvenirs; male and female apparel, Kids clothing; Handbags, Duffel bags, and Laptop bags; Leather footwear and fabric embellished flip-flops; headpieces, auto-gele, and turbans; and even décor items.

Has there ever been a product that unexpectedly became a best-seller? What was the most surprising trend you’ve seen?

Well, I am most excited about how the corporate world in particular has started to embrace our locally-made accessories like the Ankara/Adire laptop bags. We have Tech company personnel now proudly sporting our sturdy Ankara Backpacks and even bulk-buy them for their events. More corporate bodies now reach out to us for Afrocentric gifts seasonally.

Now I wouldn’t say that is so surprising, seeing that our products are actually superior to those mass-produced types shipped in from China. Our people only needed to be convinced of it, and once they give us a try, they get hooked.

You’ve hosted Handmade Pop-Up Markets that have attracted major sponsors like EbonyLife TV, WAP TV, and PZ Industries. What’s the vision behind these events, and what impact have they had on artisans?

Very simply, to make handmade products more popular and accessible to our target audiences. The Handmade Pop-up Markets are held in select areas and serve as a platform for invitees to meet the Makers and to interact with our indigenous products. We tell our stories and we showcase our creations.

For many of our Artisans, it is an avenue for them to overcome the problem of their limited networks and to meet with new prospects and customers. Our media partnerships also help by giving them the added visibility of being on mainstream media

Many artisans struggle with visibility and market access. What are the biggest barriers, and how can they be addressed?

I mean, it is a lot better these days with the level ground that is the online space. You can literally purchase visibility for your business with the help of targeted Ads as opposed to paying huge bills for media showcase and endorsements as obtained in the past.

The barriers that Artisans and Crafters face now are mostly access to the necessary funds as well as business acumen and leverage. So these are people that create beautiful pieces out of different materials assembled together, and like with other artistic folks, they are happier just working on their craft. Marketing and customer service is a hassle that they would pass over if possible. And this is a part of why HandmadeNg exists today – we help them to achieve their sales goals while they focus on their craft.

Your work has been recognized by major media platforms, and you’ve spoken on various industry panels. How does it feel to see your impact acknowledged at such levels?

It makes me partly fulfilled because this is beyond money. I had been in the online Craft space for about four years before I started to earn any income from my work.

Before my sojourn into the corporate world, I was a beadmaker, designing jewelry and beaded bags. By the time I returned 5 years later, beaded pieces were on every street corner, being priced like peanuts. That broke my heart as I saw handmade pieces being undervalued and their Makers unable to earn a commensurate income for their craft. I just wanted to see dignity and pride restored to the handmade sector.

We have come a long way from that, and this makes me happy.

What’s next for HandmadeNg, and where do you see the Nigerian craft industry in the next five years?

My vision for HandmadeNg from the onset, was for us to become the Etsy of Nigeria and Africa. We are not there yet, and in our 8 years of operation, we have seen soo many Áfrican products marketplaces’ spring up and even approach us to come join their platforms. We have also seen a lot of them fizzle out in a couple of years.

Our work may not be as loud, but we are building a lasting legacy. One that is built on community, and one that will ace the test of time to become the largest exclusive marketplace for handmade products out of Nigeria. So help me God.

Nigeria has soo much to offer the world in terms of fashion and crafts. It is no surprise that Chinese industrialists have come hard after our indigenous textile designs and are now producing them for sale in their numbers. But my people have a proverb – ‘even though a lie progresses for 20 years, the truth will inadvertently catch up and overtake it one day’.

Beyond work, what’s something people might not know about you?

I love writing. Doing business taught me how to do ‘confrontations’ when necessary, the introverted me would rather pour my heart out into text than talk. I have freelanced with two online newspaper/magazines before, even reporting for one at business events.

I mostly enjoy short form writing, but I’ve been working on a book for some time now. Putting it out here for accountability as I finish it up soon. Lol!

If an artisan wants to join HandmadeNg, what’s the process? Are there any requirements or guidelines?

We have a registration form on the website that they need to fill, after which we do an assessment and then approve their stores to go live. Each vendor has a dedicated storefront that also serves them as a managed business website. So you have a business website link to send your online buyers to, but you don’t have to handle the transactions by yourself.

Makers from outside Lagos also have the option of keeping their stock at our showroom and walk-in space to eliminate the hassles associated with logistics.

Finally, for aspiring craft entrepreneurs, what advice would you give them as they try to build sustainable businesses in this space?

Stay true to your craft and let your uniqueness make room for you; don’t stop upskilling. Go after knowledge and exposure, learn the business of your craft so you can earn your worth. Unless you are also gifted in Marketing, get help to keep your sales figures up. It is a smart investment!

Closing Note

Omolara Adetola Sanni is building  much more than a business, she’s building, a community, an ecosystem and an economy. Through HandmadeNg and her advocacy for local artisans, is paving ways for craftsmanship to be profitable, sustainable, and globally competitive.

Her journey is a reminder that the uneasy path often leads to the most transformative impact. We celebrate her vision, her resilience, and her unshaken, belief in the potential of Nigeria’s creative sector.

Follow her journey on HandmadeNg.com and join the movement to support African craftsmanship!