The Chief Executive Officer of Dar Al Herfya (World of Handicrafts) spends her days contacting potential clients and setting up meetings in which she explains the salient features of the hand-made products she sells and their role in sustaining the rural economy in Oman. Her hectic schedule has not diminished her enthusiasm a bit. “This has been my routine for the last three years. You have to work hard if you have a mission,” says Zuwaina of her pet project. In 2012, Zuwaina relinquished her top corporate job, and all the perks that went with it, to launch her own company with the goal of promoting traditional Omani handicraft. “I worked with Omran as director of branding, and Omantel as senior manager of branding and communication. During my stints, I observed that corporate gifts never reflected Oman’s cultural identity. It prompted me to do an independent market research to learn about the alternatives available. It culminated in the launch of Dar Al Herfya,” she says. The initial years were quite difficult. She travelled extensively to meet artisans from different parts of the country, sitting with them and explaining the ways in which they could improve the quality of their products to increase their commercial appeal. She also urged corporate houses in Oman to source gifts from the artisans within the country instead of depending on foreign goods. “I worked hard to establish contact with artisans from different regions and they co-operated with me wholeheartedly. I conducted quality improvement workshops and discussed various ways to add value to the products,” says Zuwaina. “I knew from the beginning that supporting the traditional craftsmen is a way to strengthen the country’s economy, besides protecting our rich heritage. So I requested corporate houses to believe in our work and my efforts paid dividends as we received a good response from them. Dar Al Herfya has already succeeded in marketing Omani handicrafts as valuable commodities. And by ensuring jobs for the artisans, Dar Al Herfya provides financial security to more than 500 families across the Sultanate and aims to cover close to 1,200 families by the end of 2016. “We have supported 305 families in 2013. The number increased considerably in 2014 and we hope to achieve our target in 2016,” she adds. Q) What kind of difficulties were faced by Zuwaina in establishing her business?