Behind Eritage Madagascar is a woman, a fighter named Sandrine Andrinantenaina. Its artisanal products have been crossing the oceans for two years now, a portrait and trace of a “made in Madagascar”.
Sandrine Andrianantenaina is one of those Malagasy people who still believe in local know-how. Since 2022, she has created a brand, an art of living and above all “made in Madagascar”. “ I combine entrepreneurial expertise and cultural roots “, she specifies. This large gap between the local and the global, rather this convergent posture, makes up its personality.
Rich in two cultures, French and Malagasy, its vision is to bring together the creativity and singularity of artisans with the “ high French and Swiss quality standards », adds Sandrina Andriananteinaina. This results in fine workmanship, breathtaking details close to the work of art.
It is by drawing on her roots that Sandrine Andrianantenaina opted for local materials. “ At the center of Eritage Madagascar’s creations is raffia, a natural material emblematic of Madagascar. This material, made from palm leaves, is appreciated for its unique qualities: ecological, durable, aesthetic, versatile and adapted to a local approach. “.
It’s hard to believe that with the surge of imports, Malagasy crafts were one of the first victims, the lady speaks with as much fervor and optimism about Malagasy handmade products. Because humans are above all “at the heart of the Eritage Madagascar project”, supports this self-made woman of experience having already known all the joys and horrors of entrepreneurship.
In short, a fighter. And his company intends to tackle the international market, undoubtedly with the “woke” wave and a certain search for originality on the Western market. She presents her company as her baby. 2022 was the year when she finally made the decision to go for it after having put all the assets on her side and above all this desire to promote her culture.
“ The brand works hand in hand with talented artisans, true guardians of ancestral know-how passed down from generation to generation. By offering them appropriate training, fair salaries and respectful working conditions, Eritage Madagascar allows them to acquire economic independence and recognition for their expertise. “.
His strategy is simple, far from repetitive and sometimes distorted craftsmanship. Eritage Madagascar has opted for the single model. “ Production is designed using ethical and reasoned logic. Each piece is made only to order, ensuring impeccable rarity and quality. ”, she says.
The points of sale are in Nosy be at Foudy Mena and Akany Concept Store in Antsahavola in the capital. For international customers and local customers, the website is available. The bet is “ redefine the standards of Malagasy craftsmanship by raising it to a level of excellence… and establish a bridge between tradition and modernity », principles that she always puts forward.
This strategy of unique pieces turns out to be a winner for Sandrine Andrianantenaina. A new clientele has emerged in the country in the space of fifteen years. Particularly demanding, but also in love with individual identity. Nothing better than offering tailor-made products to attract them to Eritage Madagascar.
The choice of craftsmen is far from accidental. Exclusive artisans, “ because they are like the guardians of ancestral know-how passed down from generation to generation », Supports the lady. Always this fervor in her eyes and expression every time she talks about the local inspirations of her company.
Believing in Malagasy craftsmanship is one thing, making it a professional and employment sector is another. Like any company, the beginnings of Eritage Madagascar were “normal”. You have to succeed in positioning yourself in the market, think “glocal”. Surpassing herself, Sandrine Andrianantenaina broadens her horizons and adopts new marketing techniques.
Knowing how to sell a unique piece is a feat. Perfectly complete a customer’s order. All of this can end in double or nothing. The first successes brought together loyalists to the Eritage Madagascar “brand”. The machine is launched. She still wants to emphasize, even if it means repeating herself, the role of women artisans.
“ It is about building a sustainable future for these women, by promoting their talent and their role in preserving Malagasy craftsmanship. Each piece created contributes to perpetuating unique know-how, while offering economic opportunities to often marginalized communities. These artisans become the main actors in a story where tradition and empowerment come together to shine well beyond borders… this allows them to acquire economic independence and recognition for their expertise. “.
From this day until tomorrow, “ we will unveil new pieces in preview, during its annual Fairy Merry Christmas exhibition and sale at Golf Galaxy Andraharo, from ten o’clock “. History of choosing Christmas gifts and having an overview of Malagasy crafts capable of crossing borders.
Maminirina Rado
