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A 'fair' hand firms rural handicraftsmen

CRAFTSMANSHIP: Inborn talents, hard work and commitment towards achievement coupled with the use of opportunities to promote local arts and craftshave enabled Ruwanmali Jayasinghe to climb the career ladder.

Jayasinghe, Managing Director of Suriya Home Decor Pvt Ltd, Colombo 3 who was conferred the silver award at the Women Entrepreneur of the Year 2006 under the large investment category by the Women's Chamber of Industries and Commerce, says this was a great achievement in her life.


RECOGNITION: Jayasinghe receives her award.

"This was a significant opportunity which gives proper identification for business women in Sri Lanka. This award has also supported to keep the courage and the confidence in managing business," she said.

Having come up with the idea to commence her own business to popularise Sri Lankan owned cultural and natural value added products among local and foreign customers, she set up her business at Thimbirigasyaya in 2000.

Starting her career as a small time entrepreneur, she has realised the importance of the promotion of local craftsmen's inherent talents. She started to work with local craftsmen and artistes and helped them by providing a market for their products.


Ruwanmali’s family

At the beginning, she purchased eco-friendly and traditional creations from 35 suppliers islandwide. "My major objective is to create a consumer culture buying locally made products with the objective of helping our own people by appreciating their own skills." She wanted to display innovative products made by Sri Lankans ensuring quality and durability.

Jayasinghe said she has very much understood our craftsmen's talents and most of them are masters of the field.

"I wanted to pick up their skills by providing market opportunities considering aspects of quality and designs to capture the market," she said.


A showroom adorned with products.

"Amounting to nearly 40,000, the items include antique reproductions, home furniture wood, iron, sofa, rattan, leather, aluminum articles, aromatherapy centres, ayurvedic products, candles, cement pots and sculpture, crockery, handloom fabric, earthenware, furniture, glass vases, hand made stationery, lamp bases and shades, leather articles, mirror frames, outdoor umbrellas, picture frames, rugs and carpets, silver jewellery, table linen and terracotta pots are available in the showroom.

She purchases these products mostly from small time entrepreneurs islandwide.

Among them, women contribute 50 per cent of the production which are made in their homes.

"The women earn while taking care of their family," Jayasinghe said. She also purchases candles manufactured by tsunami-affected families. Jayasinghe says even though she started her business at a very small level in 2000, with the high demand for her designs, she relocated her business to Colombo 3 in 2004.

This was a nice place with a colonial type house, beautiful garden and cafe. The cafe is open all seven days from 10.00 a.m. to 11.30 p.m. and provides lunch, dinner, desserts, beverages and other outdoor catering.

Having gained working experience by understanding consumer behaviour in the international market, Jayasinghe started to export all items in 2004.


MANAGING DIRECTOR:
Ruwanmali Jayasinghe
Pictures by
Mahinda Vithanachchi

These eco-friendly and traditional arts and crafts have a good demand in countries like Kuwait, Australia, USA, UK and India. All these natural raw materials are found easily in local areas.

"Even though, local craftsmen are talented they are not financially well off. Therefore the authorities should get involved to revive this industry, which would create more self-employment in the country. Having gained remarkable success for Suriya products the supplying network has increased from 36 to 168. Most products come from Kandy, Matale, Polonnaruwa and the Southern Province. She said she makes designs and provides samples for producers.

She has given priority to reproduction of dying arts such as carvings of Ambekke paintings. This art comes from generation to generation and she is very keen in supporting in promoting their production. She designs marketable products with handicraftsmen.

This is a very good opportunity for the survival of these arts and crafts which the younger generation has never seen even today. Using her inherent talents and creativity, she always allocates time and budget to recognise latest trends and consumer behaviour in the modern market. She travels around the world to update her knowledge on niche arts and crafts.

A past pupil of Methodist College and Viharamahadevi Vidyalaya, Nugegoda, she worked with SriLankan Airlines from 1987 to 1992. After she got married to Roshan Jayasinghe, she left the job in 1992 to dedicate her time for their children.

"Even though I resigned from the job I have been involved in working with many charity organisations and visited many villages. I understood their hidden talents of art and craft while helping this people. When I came up with this idea, my husband supported me. He is the co-Managing Director of the company and has realised my capabilities very well.

She has done her higher studies on interior designs locally and internationally and has displayed her artistic skills in school as well.

Customer and supplier confidence are major factors and this situation should be maintained always to recognise their requirements by dedicating more energy, time and money to offer best and standard interior designs. Human management is very important to build up contacts and make the business grow.

Eight people work with her and she treats them as family members. Having 18 years of working experience, she has planned to set up Suriya in Europe. The new exclusive Suriya boutique will set up down South to cater to the up-market.

A new showroom will also be opened in Cinnamon Grand Hotel.

"I have to play big role of working as a mother and businesswoman but I am able to manage with good time management. "I am working hard hard towards my success," Jayasinghe said.

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