Jrai brocade marketed nationwide

(VOVWORLD) - Brocade weaving is a unique cultural practice of the Jrai people in the Central Highland province of Gia Lai. While restoring the traditional craft, many businesses and individuals have used brocade fabric to make modern clothes and marketon social networks to approach customers in Vietnam and abroad.
Jrai brocade marketed nationwide - ảnh 1Rmah H’Tuyet uses Facebook and Zalo to contact with customers. (photo: Nguyen Thao)


Rmah H’Tuyet is singing while introducing her brocade products on a Facebook streaming session. H’Tuyet owns a brocade workshop in PhuThien district where she uses as a studio to make video clips of her work and products for her Facebook page.

Sometimes she invites neighbouringJrai girls to be models. H'Tuyet's Facebook page has attracted a lot of viewers. She receives 70 to 100 orders from customers in Vietnam and abroad each month. 

“I take photos and make video clips of my products to post on Facebook and Zalo. Many people find me on these channels and buy my products. I also keep contact with many craftswomen in other provinces such as Dak Lak, Lam Dong, and Kon Tum to improve my skills. Social networks have brought me more customers in Vietnam and abroad,” H'Tuyet said.

H’Tuyet said that more than 10 years ago Jrai brocade clothes were overwhelmed by modern costumes. She came up with the idea of using brocade fabric to make modern clothes, firstly  for herself to wear to work. The fancy clothes drew the attention of many people.

Jrai brocade marketed nationwide - ảnh 2Rmah H’Tuyet introduces her brocade products on Facebook. (photo: Nguyen Thao)

In 2013 H'Tuyet received her first order for 50 sets of brocade clothes for students at the Ethnic Minority Boarding Secondary School in Phu Thien district. Then many local people ordered brocade skirts and dresses to wear at weddings and parties.

Siu H'July, a customer of H'Tuyet, said: “In the past it took a lot of time for us to weave brocade. Now Tuyet uses weaving machines and tailors clothes to fit our bodies nicely and comfortably. We wear brocade clothes at work and festivals. Our grandparents gave us the craft and we should preserve it for our children.”

H’Tuyet’s products cost from 15 to 50 USD. Every year she earns tens of thousands of USD. Her workshops recruited 4 tailors and generat jobs for many weavers in Ia Sol and Chư A Thai communes. Last November Thu Thien district chose H’Tuyet’s brocade products for display at the the One Commune, One Product program in Hanoi.

Dinh Van Chinh, Chairman of Phu Thien commune People’s Committee, said: “The brocade shop of H’Tuyết has developed and plays a role in promoting local products. Her products displayed in Hanoi will make more Vietnamese and foreign tourists aware ofthe Central Highlands’ culture. Brocade craft is a trade to generate jobs and develop the local economy.

Using social networks and continuously renewing advertisements, Rmah H'Tuyet and people in Thu Thien district have preserved and promoted their traditional craft in line with social trends.

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