Usually the urge to purchase is due to simple and sometimes superficial reasons. Other times, though, there can be some peculiarities inducing us to choose a product rather than another one. Surely when the story of an object makes it to motivate and involve us, then buying that object means to support an idea, to get into a community.
Esthéthique is a sustainable design brand of fair trade which works together with Madagascar’s craftsmen, carrying out products that are capable to convey the values and problems of their country.
Until the 80’s no waste had been produced in Madagascar, apart from some broken and abandoned machineries, coming from abroad. The advent of supermarkets and of package products has since then generated, especially in the towns, a huge increase in waste, which at that time just as today, end up heaping and accumulating in certain areas of the towns, soon becoming enormous open sky dumps.
But nowadays, thanks to training courses and sensitization campaigns, there are some craftsmen using waste as row materials to produce brand new objects. In time, in fact, many of them have specialized in recycling and working copper and brass, as they could easily recuperate these materials from the dumps among the components of household goods and motors. The majority of these craftsmen live in A., a little town which lies 50 km south of the capital city Antananarivo, a resort renowned for its particular sand that allows to produce the mould where to pour the fused metals.
Rakotonoely is one of the craftsmen who, through Esthéthique, could get a suitable workshop where to work as well as various training courses to improve his products. The whole jewelry working process is handmade, as well as the sand moulds where the fused metals are poured, which need to be redone, casting after casting.
If you feel curious to know all Rokotonoely’s masterpieces, you can discover them here.