{"id":85260,"date":"2026-02-18T19:54:16","date_gmt":"2026-02-18T19:54:16","guid":{"rendered":"https:\/\/www.africa-press.net\/eswatini\/all-news\/govt-advises-creatives-to-shift-from-art-to-commerce"},"modified":"2026-02-18T20:33:50","modified_gmt":"2026-02-18T20:33:50","slug":"govt-advises-creatives-to-shift-from-art-to-commerce","status":"publish","type":"post","link":"https:\/\/www.africa-press.net\/eswatini\/all-news\/govt-advises-creatives-to-shift-from-art-to-commerce","title":{"rendered":"GOVT ADVISES CREATIVES TO SHIFT FROM ART TO COMMERCE"},"content":{"rendered":"

Africa-Press – Eswatini. <\/strong> <\/span>Eswatini\u2019s creative practitioners have been urged to undergo a decisive mindset shift and begin positioning themselves as entrepreneurs and brand owners, as Government intensifies efforts to formalise and scale the country\u2019s creative industries.<\/b><\/p>\n

The call was made by the Principal Secretary in the Ministry of Commerce, Industry and Trade, Melusi Masuku, who was representing the Honourable Minister Manqoba Khumalo (MP) during the Intellectual Property (IP) and the Business of Fashion Workshop held at the Hilton Garden Inn Mbabane on Wednesday, 18 February 2026.<\/p>\n

The high-level workshop, implemented through the Eswatini Intellectual Property Office (EIPO), served as a strategic platform to educate designers and artisans on the critical pillars of copyright, branding and patents. These legal frameworks are essential for protecting original sketches, establishing a distinct market identity and securing technical innovations in garment construction or furniture design.<\/p>\n

\u201cTo our designers and creatives, allow me to speak directly to you. The opportunity before you is significant, but it requires a mindset shift,\u201d Masuku said.<\/p>\n

He urged creatives to view themselves not only as artists, but also as entrepreneurs and brand builders capable of competing in sophisticated markets. In his remarks, Masuku outlined practical steps that practitioners must take to professionalise their operations.<\/p>\n

\u201cProtect your work. Register your brands early. Structure your businesses. Price your products strategically. Think beyond garments; think licensing, collaborations and export markets,\u201d he advised.<\/p>\n

Masuku noted that the global fashion industry increasingly rewards players who combine creativity with discipline and business acumen. While Government is working to establish enabling platforms, he stressed that creatives themselves must step forward and seize emerging opportunities.<\/p>\n

He described the Business of Fashion IP programme as an intervention designed to close structural gaps that have kept much of Eswatini\u2019s creative output informal. The initiative is rolling out practical support mechanisms, including digital promotion platforms and IP clinics, where designers can learn to navigate the complexities of patenting unique inventions and trademarking their logos.<\/p>\n

The Principal Secretary also welcomed the programme\u2019s deliberate inclusion of the handicraft sector, noting that inclusive growth remains a central pillar of Government\u2019s national development agenda.<\/p>\n

\u201cOur ambition as the Ministry of Commerce, Industry and Trade is clear,\u201d he said, outlining a vision of internationally recognised Eswatini fashion brands and youth-led enterprises generating meaningful employment.<\/p>\n

He added that, if the country successfully aligns its IP systems, the creative and visual economy could become a significant contributor to national output. Masuku concluded by calling on the entire ecosystem to support the transition from merely celebrating creativity to commercialising it.<\/p>\n

Find more news and analyses on Eswatini<\/span> on the Africa Press<\/span> website<\/p>\n","protected":false},"excerpt":{"rendered":"

Africa-Press – Eswatini. Eswatini\u2019s creative practitioners have been urged to undergo a decisive mindset shift and begin positioning themselves as entrepreneurs and brand owners, as Government intensifies efforts to formalise and scale the country\u2019s creative industries. The call was made by the Principal Secretary in the Ministry of Commerce, Industry and Trade, Melusi Masuku, who […]<\/p>\n","protected":false},"author":84,"featured_media":85259,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,5],"tags":[249],"class_list":["post-85260","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-all-news","category-economy","tag-eswatini"],"yoast_head":"\nGOVT ADVISES CREATIVES TO SHIFT FROM ART TO COMMERCE - Eswatini<\/title>\n<meta name=\"description\" content=\"-article-header-tag"> Africa-Press - Eswatini. 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