Our Mission

Loving Africa’s Mission

Loving Africa promotes the work of emerging, underrepresented South African artists by showcasing their creations on the internet. We are especially dedicated to supporting women – 95% of the 400+ artists we represent are female.

Background

In the townships and rural areas of South Africa, art and handcrafts provide an important source of income. This is especially true for women, who have limited options and resources for productive employment. In addition, the AIDS epidemic in South Africa has made economic independence critical to the survival of many women. Yet there are many talented artists producing exquisite handwork that never reaches mainstream markets. They can often be found peddling their beadwork or jewelry outside of food markets and train stations. There are no agents to introduce their work to shops and galleries, or to insure that they are offered fair prices for their art. While some gain support by joining artist cooperatives, these are usually located far from tourist areas, and therefore don’t gain the exposure needed to boost sales.

Our Strategy

We search neighborhoods, townships and out-of-the-way communities for these artists and cooperatives. Once we have determined that an artist or cooperative engages in fair trade and labor practices, and provides training to apprentices and new members, we create a partnership. Unlike many vendors who use their position to negotiate lower prices and pay on consignment, Loving Africa buys all artwork up-front according to the artist’s pricing and develops long-term relationships so that our partners can depend on consistent income over time.

It’s All Good!

By shopping with Loving Africa, you will receive exquisite contemporary South African artwork and simultaneously make a difference in the lives of a new generation of courageous artists.

LOVING AFRICA
WHERE EVERY CONSUMER IS A PHILANTHROPIST
& EVERY PUCHASE IS A GIFT

Loving Africa offers a unique selection of contemporary South African art, crafts and gifts. Our entire stock of lovingly-crafted artisan jewelry, beadwork, collectibles and figurines is handmade by skilled artists earning a sustainable income.

Loving Africa is the online store of Art Aids Art, a nonprofit organization promoting education and sustainable economic development through the arts.

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