Canadian-funded EDM facility is supporting Peruvian artisans access high end markets
A new chapter is unfolding for the artisans of Chulucanas, Peru. The Canadian-funded Expert Deployment Mechanism for Trade and Development (EDM), implemented by Cowater International, is supporting greater export opportunities for the artisans of the region. This assistance is a pilot project designed to build capacity within the Peru Commission for the Promotion of Exports and Toursim (PromPeru) to support increased exports in the handicrafts sector and is delivered by Bellezza Global Consulting (BGC).
Once internationally celebrated for their sophisticated craftsmanship, Chulucanas artisans have faced a steep decline in export sales in recent years. To uncover the root causes and propose solutions, BGC delved into the North American market for handmade ceramics and crafted a detailed report.
What they found was both surprising and enlightening. Past efforts to boost exports had inadvertently set the stage for today’s struggles. By bypassing the traditional route of smaller wholesale importers, artisans were steered toward large-scale retail chains, mainly in lower-end markets. For years, this strategy delivered impressive results, with massive orders fueling significant income growth. But the success came at a cost. The association of Chulucanas ceramics with low-end retailers eroded their premium appeal, and smaller artisan businesses were effectively shut out of the market.
Perhaps most striking was the missed opportunity to connect with niche markets—small design boutiques, museum shops, and other outlets that celebrate and honor handmade artistry. Large retailers like Target Pier One and TJMaxx, while profitable, placed Chulucanas products only in their branded stores.
Now, a new approach is taking shape. With support from Cowater International and in collaboration with PromPeru, BGC is helping to shift the focus to smaller wholesale importers who can introduce Chulucanas ceramics to markets that value their cultural heritage and craftsmanship, and have significant sales impact as well. This strategy not only promises a brighter future for Chulucanas artisans but also holds the potential to transform Peru’s handmade value chains on a national scale.
BGC technical assistance also addressed the critical issue of production methods. Chulucanas ceramics reflect a rich cultural heritage, but their traditional production methods pose challenges. The use of wood-burning kilns contributes to a significant carbon footprint, and the lack of food-safe finishes limits their market appeal.
Change is on the horizon, however. The BGC team met with Victor Sullon Yarleque, a local artist embracing innovation. By using gas kilns and food-safe glazes, Yarleque is crafting ceramics that meet contemporary demands for safety and functionality. Meanwhile, CITE Ceramica is at the forefront of this transformation, equipping artisans with sustainable tools like gas kilns, non-toxic glazes, and refined local clays to ensure the future of Chulucanas ceramics.
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