Indie craft markets alive and well

The indie craft scene’s long been a feature of Christchurch, and five years on from the earthquakes the buzz is quietly but steadily returning. NZBusiness reviews the markets through the eyes of one business owner – Sonia McManus.

When a bunch of passionate, independent artisans band together to create handmade bespoke items ranging from candles to soaps, jewellery to textile art, and everything in between, you get a totally dynamic indie craft industry.

The indie craft scene has been around a long time in Christchurch. In 1978, the old University Buildings in central Christchurch were handed over to the Arts Centre of Christchurch Trust Board which converted them into a treasure trove of boutique shops, studios and cinema/theatre venues. The Arts Centre Weekend market was a massive tourist attraction, showcasing the wealth of talented artisans the region had to offer.

Sadly, the earthquakes arrived and the artisans’ world was turned upside down.

One of those artisans, Sonia McManus, says the loss of the Arts Centre, literally overnight, was devastating. “While restoration is happening, getting a centralised spot for artisans to come together is still a long way off.”

The loss of the tourist dollar following the earthquakes was catastrophic for many. For artisans, it meant a total rethink of the industry, recalls Sonia. “We may think it’s great that artists and crafters can work out of, often badly damaged, garages and homes. The reality is that without people to buy our products, we struggle!”

Sonia describes the psychological impact of the quakes on people as profound. But surprisingly, for a large percentage it has been liberating, she says. “So many people have wanted to express themselves through their art, become self-sufficient, and simply do what they have always dreamed of doing. The earthquakes taught many of us that it is now, or possibly never – and this philosophy’s seen an explosion in the indie craft scene since.

“The people are finally coming back to Christchurch,” she says. “The buzz, albeit quietly, is returning.”

Sonia used the quakes as motivation to launch her own eco-friendly business Tiki Kiwi Designs – centred on creating meaningful Maori-inspired jewellery art made from recycled and sustainable materials, many sourced from the broken buildings in the Red Zone.

“I previously had a small business as a life-coach, but following the quakes I couldn’t bring myself to charge people for something that they desperately needed. So the business folded and I went to work for someone else.

“Tiki Kiwi came about as a creative outlet – a hobby I guess. But in 2012 I attended my first market, the Encraftment market, and suddenly it became a business.
“For my business that market’s been both foundational and formative.”

Sonia has since launched two other indie craft businesses: Paper Petals, which makes eco-friendly recycled paper flowers, and These Blessed Hands which specialises in spiritual and faith-based jewellery and accessories.

She’s looking to expand her brand into the US, where most of her online customers are, and has applied for a series of craft and trade fairs in Seattle (Christchurch’s sister city) and its surrounds.

Balancing act
Although she loves the direct customer contact and seeing people react favourably to her products, Sonia describes markets as “funny beasts”.

“I find it tricky balancing the challenges of attending a market with supplying stores, as well as selling online. The biggest challenge is price. Online you’ve access to a global market. It’s a lot easier to identify and target your ideal customer – someone who’ll value the artistry in handmade goods and pay the asking price.

“Supplying stores is difficult because of the overheads which must be factored into the pricing. Sonia believes the lower number of tourists has impacted the success of stores that offer handmade goods in Christchurch. “But there’re still some great ones around, such as Hapa in the Re:Start mall. Creating a shop out of a shipping container and attracting high paying customers is always going to be a challenge, but it’s one the Hapa owners met head on with great success.”

The co-operative enterprise is another retail model for artisans that emerged from the dust of the Canterbury quakes. It’s called Pay It Forward and was set up by the Neighbourhood Trust on a platform of everyone pitching in to do their bit. “It’s a great model, and one that is growing on a groundswell of enthusiasm for high quality handmade goods,” says Sonia.

Meanwhile the Encraftment markets are doing well. So well in fact that for the recent Winter market only 100 stalls were available for more than 300 applicants.
This Christmas and summer is looking be an exciting period for the Indie craft scene in Christchurch, with a plethora of markets springing up – including plans for a regular New City Market in Cathedral Square. Sonia’s eyeing up that market, along with her local New Brighton market.

“I love what’s happening in New Brighton; the vibe there is sensational. It would be silly to not be part of that community. I will always support local businesses and markets here in Christchurch, because it’s one way of giving back to a community that’s supported me in building my business.”

Unique in the world
She’s understandably beating her own drum, but Sonia strongly believes the standard of product at Christchurch indie markets is outstanding, and feedback from visitors to the city confirms this. “So is the sense of community when you go to any of the amazing markets,” she says. “In almost every market you’ll see supreme craftspeople making amazing products from recycled materials – often from discarded materials in earthquake damaged homes. This makes the indie craft scene in Christchurch totally unique.

“And the attitude of the people, after everything they’ve been through, is typically glass half-full. Cantabrian artisans are resourceful, enthusiastic and forward-looking. They represent the very best of New Zealand’s iconic ‘No8 Fencing Wire’ philosophy.

“But the most interesting thing about this industry in Christchurch is the community it has created, says Sonia. “There is genuinely a sense that we’re building something together – rather than being a collection of competing micro businesses.”

The reputation of the indie markets in Christchurch is growing so strongly, she says, that it’s now attracting artisans from right across New Zealand.