Aid in Action

Rwandan Peace Baskets Give Hope for a Better Future

Genocide Survivors Earn Lucrative Deal with Macy's

 | Wednesday, January 31, 2007

Immediately after the Rwandan genocide, women made up over 70% of the country’s population. In the past, they had lived primarily as subsistence farmers. Their role in the community was one of support to the men, who held all the positions of influence. Suddenly women needed to find a way of making money to help their families survive. Many women turned to making traditional colorful hand-woven peace baskets with a shape unique to Rwanda, made from papyrus reeds and sisal fibers.

The fortunes of many of these women weavers changed when the ECA Trade Hub (funded by USAID/EA) visited a trade show in Kigali and met Janet Nkubana, the owner of a company called Gahaya Links. Representatives from the Hub realized the company’s potential. They provided technical assistance in product design, marketing and pricing to help Janet prepare her baskets for international trade shows. The ECA Trade Hub then sponsored her trip to New York to take part in a major marketing event, the Sources Show. There, buyers from Macys spotted her product line and offered her a deal worth US$150,000 to supply baskets for their New York store and to sell online.

In July 2005, Macy’s executives made a trip to Rwanda, and decided to arrange a high-profile opening of Gahaya Links’ products at their Herald Square store in midtown Manhattan, including an exclusive window display. The ECA Hub sponsored Ms. Nkubana’s trip to New York to participate in this highly publicized event.  President Kagame of Rwanda and the President of Macy’s inaugurated the event, during which Macy’s announced its intention to buy Gahaya Links’ -- effectively Rwanda’s -- entire capacity of baskets, a deal substantially exceeding the initial one noted above.  In 2006, Macy’s entire online inventory sold within months. Currently the Trade Hub is working with Janet to create an e-commerce web catalogue to showcase her products and facilitate bulk orders.

Income from the project has made a huge difference to these rural women and their families, who used to struggle to get by on less than a dollar a day. The extra money is used to buy food, clothing, school uniforms and other items that were previously out of their reach. The women can take pride in their work, which is also helping to continue a part of Rwandan culture.  Besides improvements in their standard of living, the women gain from their association with other women.

This success story is an example of how specific and targeted interventions can have positive and far-reaching results, changing the lives of thousands and placing the spotlight on the unique capabilities Rwanda.  Additionally, the success of this one company has spurred the Rwandan Government into action.  Upon returning from New York, President Kagame ordered his Ministers to do everything in its power to assist the company and clear any unnecessary hurdles to exporting to the U.S under AGOA.