Brand J’KARTA excites patrons at Frankfurt ‘Ambiente 2023

• Ms Okbell Majdoub (left) speaking to a client at the fair

 About 19 Ghanaian businesses joined over 4,460 exhibitors from 92 nations at one of the biggest trade and exhibition fairs dubbed “Ambiente 2023” which ended recently in Frankfurt, Germany.

The fair which took off on February 3 to February 7, 2023, showcased the latest range of related consumer goods such as lighting, gifts and souvenirs, household items, arts and crafts, jew­ellery, watches, tableware, among others.

It sought, among other things, to reflect the dynamic nature of the consumer goods industry and enable partic­ipants appreciate factors shaping the future of the industry, such as the shift towards sustainability. The show was interspersed with presentations, competitions and award ceremonies.

J’KARTA, an emerging handicraft business in Ghana, which produces sustainable fashion apparel and acces­sories from jute, featured prominently at the fair and attracted positive reviews for its range of products.

Ms Okbell Majdoub is the Chief Executive Officer of the company which is transform­ing locally-sourced jute bags into fashionable products.

Speaking to The Spectator after the fair, she said the in­spiring response from patrons was a “solid backing” to the existing reputation and ad­miration brand J’KARTA had gained over the years.

Commending the Ghana Export Promotion Authority (GEPA) for the recognition, she said the fair presented “a great opportunity” for her company to meet interna­tional standards as it contin­ued to meet the demands of clients locally.

She said J’KARTA remained committed to the concept of “sustainable fashion”, where “clothing is designed and manufactured in an environ­mentally friendly manner.”

“Our bags and shoes caught the interest of inter­national consumers. They liked the attention to finish­ing details and the idea that every piece was handmade.

“As the company continues to grow, we would do more in helping build skills in the youth and emphasise the es­sence of sustainability in the fashion industry,” she added.

Ms. Majdoub noted that emerging business like J’KARTA would need financial support in order to purchase more sophisticated machin­ery to increase productivity and ensure “the development of enhanced finished prod­ucts.”

She, therefore, urged the government to support and rebuild defunct jute factories in the country to ease the burden on businesses which relied on the raw material for other finished products.

J’KARTA has so far left its footprints in Ivory Coast, Liberia, the United Kingdom (UK) and looks forward to producing exquisite fashion­able products and promoting the Made-in-Ghana brand in 2023 and beyond.

 By Ernest Nutsugah