Read the case study carefully and answer all the questions given below DAR AL HERFYA - EFFECTIVE CONTRIBUTION TO OMAN ECONOMY The Chief Executive Officer of Dar Al Herfya (World of Handicrafts) spends her days contacting potential clients and setting up meetings in which she explains the salient features of the hand-made products she sells and their role in sustaining the rural economy in Oman. In between, she finds time to stay in touch with the skilled artisans who are working on various products in different parts of the country to ensure they meet the highest standards of quality Her hectic schedule has not diminished her enthusiasm a bit. "This has been my routine for the last three years. You have to work hard if you have a mission," says Suwaing of her pet project In 2012, Zuwaina relinquished her top corporate job and all the benefits that went with it, to launch her own company with the goal of promoting traditional Omani handicraft I worked with Omran as director of branding and Omantel as senior manager of " branding and communication. During my times, I observed that corporate gifts never reflected Oman's cultural identity. It prompted me to do independent market research to learn about the alternatives available. It culminated in the launch of Dar Al Hectva," she says The initial years were quite difficult. She traveled extensively to meet artisans from different parts of the country, sitting with them and explaining the ways in which they could improve the quality of their products to increase their commercial appeal. She also urged corporate houses in Oman to source gifts from the artisans within the country instead of depending on foreign goods I worked hard to establish contact with artisans (handicraft worker) from different regions and they co-operated with me wholeheartedly. I conducted quality improvement workshops and discussed various ways to add value to the .products," says Zuwaina I knew from the beginning that supporting the traditional craftsmen is a way to strengthen the country's economy, besides protecting our rich heritage. So I requested corporate houses to believe in our work and my efforts paid dividends as we received a good response from them. We also received appreciation from people from all walks of life," she says For the first year and a half, Zuwaina conceptualized ideas and put them into practice from home. Then, after gaining a firm footing in the market, she opened Dar Al Hertva's first outlet in Madinat Sultan Qaboos in March 2014. The store, designed by Mohammed Al Malwi, soon became the talk of the town and gave her .company its identity I received a lot of appreciation for the outlet. People loved its exteriors as well as interiors. It showcased clay-ware, frankincense, miniature ships, and traditional clothes, apart from leather products, Alphadey palm products, Omani Khanjars and .silver ornaments," she says In the less than three years since its inception, Dar Al Herfra has already succeeded in marketing Omani handicrafts as valuable commodities. And by ensuring jobs for the artisans, Dar Al Herfra provides financial security to more than 500 families across the Sultanate and aims to cover close to 1,200 families by the end of 2016 We have supported 305 families in 2013. The number increased considerably in .2014 and we hope to achieve our target in 2016," she adds A major chunk of the artisans are women from villages who work on products during the day. "It is nice to watch those experienced women weave palm fronds, mould potteries, process animal skin, and weave textiles. Most of them gather in the Majlis during the day and they work like a family. I also encourage young girls who have just finished school to engage themselves in the work. Now, I am happy to see that they are competing with the elders," she says. The artisans begin the work on products after Zuwaiana provides them details on the design and dimension. "Sometimes, I accept the ideas of the artisans as they have been doing this for a long time," says Zuwaina Of all the beautifully crafted products on display at Zuwaina's. Madinat Sultan Qaboos outlet, Alghadex palm products are her favorite. The baskets and bowls made out of Alphadey palms and camel skin are much sought-after gift items these .days Women from Al Wusta and Dhofar governorates have a rare skill to manufacture" these products. They put palm fronds in camel milk for 10 days before weaving the baskets. These women are experts in processing camel skin too, which is sewn into the final product. It can be used as a decorative item. The Alila Hotel in Jabal Akhdar has decorated its walls, rooms, and corridors with more than 400 pieces," .explains Zuwaina .At Dar Al Herfya, one can find products ranging from OMR6 to OMR600 Handmade products cost a lot. I do not bargain with the artisans as I value their" efforts," she says, adding, "Apart from corporate entities, we also market our products among tourists and residents, and aim to make Omani handicrafts ".popular all over the world KNOW DAR AL HERFYA Dar Al Herfra or World of Handicrafts is a specialized investment company focusing on the development, production, marketing and promotion of Omani handicrafts that will be sold in the local and international markets. These include pottery, frankincense, miniature ships, traditional clothes, and pure leather products, in addition to Alphadex Palm products, Omani Khanjars, and silver .ornaments The company works directly with the artisans to ensure that the products are consistent with international standards and meet the demand of clients. Aiming to be a global platform to showcase Omani products around the world, the company .protects Oman's heritage and supports the national economy Dar Al Herfya caters to the needs of businesses and individuals who seek unique Omani gifts. The company works directly with Omani craftsmen in a bid to ensure high-quality goods and preserve Oman's deep-rooted heritage. Most of the items are produced and designed by young talented Omanis. All the designs are derived from deep-rooted Omani culture and heritage. (END OF CASE) Questions for discussion What are the factors that lead Zuwaina to leave her top corporate job and become an entrepreneur? Explain (1) Discuss reasons for the challenges and the success of Zuwaing and its (2) emergence in the local and international markets How does Dar Al Herfra 's business helps strengthen Oman's Economy?. (3) Justify your answer In your own understanding, what is the importance of creating and producing traditional products? Explain the relationship of traditional products to Oman's Cultural Heritage? Justify your answer. (4)