New direct sales initiative supports handicrafts makers
Iran’s Ministry of Cultural Heritage, Tourism and Handicrafts has launched a new initiative aimed at strengthening the country’s handicrafts sector by connecting artisans directly with consumers through a network of Day and Night Markets.
Behrouz Nedaei, head of the ministry’s Handicrafts Department, said the initiative is based on close cooperation with municipalities and urban management authorities to create new marketing channels that reduce the gap between producers and consumers while enhancing the economic resilience of the handicrafts sector, Mehr News Agency reported.
“The new approach transforms the traditional model of handicrafts marketing,” Nedaei said. “Rather than waiting for customers to visit shops, artisans are bringing their products into high-traffic urban spaces, allowing residents to encounter authentic Iranian handicrafts as part of their daily lives.”
The Day and Night Markets are designed as cultural and social venues where handicrafts are showcased alongside cultural programs, live music and traditional refreshments, creating a more engaging shopping experience.
Nedaei said the pilot phase has produced promising results. According to reports from provincial offices, a significant volume of handicrafts was sold during the Iranian month of Khordad (May 22–June 21) at 33 markets across 16 provinces, underscoring the initiative’s potential to stimulate the sector.
He said a total of 690 tables and stalls covering more than 7,700 square meters were set up during the first phase, enabling 727 artisans and craftspeople — particularly those operating home-based businesses and small workshops — to sell their products directly to consumers without intermediaries.
The first phase was implemented in the provinces of Isfahan, Ilam, South Khorasan, Khuzestan, Sistan and Baluchestan, Fars, Qazvin, Qom, Kerman, Golestan, Kermanshah, Gilan, Mazandaran, Yazd, and Chaharmahal and Bakhtiari. Nedaei said the successful pilot would pave the way for expanding the initiative to other provinces.
Looking ahead, the ministry plans to integrate the physical markets with specialized online sales platforms, creating a unified marketplace that will broaden producers’ access to consumers, stabilize incomes and strengthen the handicrafts economy.
Nedaei said data collected through the markets will provide valuable insights into consumer preferences and purchasing patterns, enabling artisans to adapt their products to market demand and improve their competitiveness.
Alongside efforts to strengthen the domestic market, the ministry is also seeking to expand its international presence through participation in specialized trade fairs and exhibitions to boost handicrafts exports and create new commercial opportunities for Iranian artisans and producers, Nedaei said.