Considered by REAL


Marc Evans

REAL Impact believes it’s time Papua New Guinea chased a share of the global US$38 billion handicraft market, and the even larger potential of the global ‘creative industries’. The global artisan, fashion and homewares market generates trillions each year. Currently, PNG is not participating in this space in any meaningful way, and this presents a huge opportunity.

REAL Impact’s aim is to start tackling this market to provide export income earning opportunities for the millions of Papua New Guineans who can’t participate in the oil/gas and mining sector. The strategy is targeted to SMEs and the rural informal economies in PNG.


A Creative Arts and Culture Precinct designed to protect and promote the diverse artisan culture of PNG in a sophisticated way would catalyse this vision and make it a reality. It would provide an important commercial hub, focusing on the acceleration of SMEs such as Cathy Wariapa’s Cwakama Arts & Crafts and Thomas Toyamina’s Pacific Primitive Arts and showcasing what PNG has to offer, both domestically and internationally. Built in the early 1950s, ‘The Sheds’ on the old Coastal Wharf in the heart of Port Moresby would be an ideal location. Indications are that this space could be made available to kickstart this industry, as part of APEC’s legacy over the next 12 months, and discussions have begun. Securing a location that would be a makers and exhibition space, tourist destination and logistics hub is a high priority for the Creative Industry so that we can capitalise on the momentum already started. You only have to look around the world to see the economic success that precincts like this have initiated.


In the past 12 months, REAL Impact has been accelerating, with the support of the Australian government, creative industry SMEs across the Pacific. Using a holistic Minimum Viable Business (MVB) model, REAL Impact provides critical investment and management expertise to PNG SMEs to prepare them for early stage capital investment and assist the development of it’s informal economy. REAL Impact is building a multi-sided digital B2B/ B2C e-commerce platform that aggregates social impact brands designed to activate high impact value chains globally, and delivering social and sustainable economic development. Working with brands and individuals who bring purpose to what they do, REAL Impact achieves profit for purpose by leveraging creativity, commercial savvy, community engagement and connectivity to realise the potential of people, planet and profit. “We are transforming global value chains to bring benefits across the total end-to-end value chain from maker to consumer, and to our planet. Passion, purpose and motivation to succeed, coupled with exceptional artisan skills and a globally experienced management team enabled by a shared services platform, are key ingredients in our strategy for sustainability,” says REAL Impact founder and CEO Virginia Bruce. The REAL Impact Considered Accelerator process will see REAL Impact work collaboratively with selected SMEs, training them in all aspects of their business and social management. Success will be measured by new product lines, improved production and logistic processes, a clear understanding of production capacity and potential, training in business operations and exporting, financial literacy, and access to working capital and market.

REAL Impact’s approach for these small-batch producers is to position and market them in the

high-end designer space to showcase their master craftsmanship, and ensure they receive fair value for their cultural intellectual property (IP). REAL Impact’s holistic ecosystem model is designed to have cross-pollination effects for the whole PNG creative industry and industry innovation, which is expected to permeate at micro, meso and macro levels.


REAL Impact is looking for partners to develop this creative precinct, providing an important commercial and logistics hub and showcase that would incubate the PNG creative sector and accelerate SMEs in the heart of its capital city. Investment in a creative precinct would create a dynamic centre of innovation, contemporary design, promoting the diverse artisan culture of PNG as well as offering a shopping destination for cultural tourists. It would also engage young Papua New Guineans to learn about pathways available for them in this sector. From design, art, fashion, marketing, digital, logistics, REAL Impact’s MVB eco system opens up this world of possibilities.

 Globally, arts precincts have been successful in supporting locally generated arts enterprises

and creative businesses and more broadly across economic sectors including arts and culture, design and publishing, advertising, marketing and tourism related industries. The development of Beijing’s 798 Art Zone from decommissioned military factory buildings for example, catapulted the surrounding district’s popularity, attracting galleries, publishing firms, design companies, tailor shops, cafes and restaurants to set-up shop. The hub attracted 30 artists and organisations to occupy the studios and offices in the area, with 200 more on a waiting list.

REAL Impact is aiming to develop an independently PNG-managed creative precinct that will supply global markets with artisan homewares within 3 to5 years, and provide real opportunities for employment and access.

The space would be broadly designed as a commercial gallery space, showroom, photography

studio, warehouse storage space, SME shared workspace with tools and equipment, and tourist

destination, including a bar and café. The creation of an arts precinct would be an exciting move

forward for PNG. It would aim to provide a focal point and visual reminder to potential investors, as well as a practical and innovative centralised ‘home’ for creative SMEs to collaborate and transition their products from artisan craft to contemporary design, ready for international markets.

REAL Social Impact Design // Virginia Bruce on design & social enterprise.

Design, Hands That Shape Humanity, Ethical Brands, Social InitiativesVirginia Bruce

The R.E.A.L Design for Social Impact mentoring program has once again partnered with COFA, one of Australia’s leading design institutes, to turn ‘ordinary’ designers into budding social entrepreneurs.

Through a staged process, the program offers mentoring, guidance and connections to industry professionals, and for the selected designers, a platform for distribution and marketing through The R.E.A.L Store.

Bridging the gap between ideas and reality, ‘R.E.A.L Design for Social Impact’ builds a professional pathway for emerging designers to use their own set of skills towards a positive and tangible social impact beyond the classroom.

Virginia Bruce, founder of the R.E.A.L Group, shares how she helps students to realise their own potential as ‘impact designers’, what it takes to make it onto the shelves of The R.E.A.L Store and how simple it really is to make a difference.

Designers will be designers. How are the students encouraged to be ambitious while also being realistic ?

For some, the project will quite comfortably end at the end of the 15 weeks. I am comfortable to say that just doing the program is enough of a social impact by the fact that we have made them think about their role as designers.

And for others, they don’t even realise just how ambitious they are but it is this naivety that I love about the program and that we need to nurture, to allow it to be a free-thinking platform where the sky is the limit, infinite possibilities exist within.

From an innovation perspective, it is our role to ask, “How do we take it to the next level?”

Where the idea comes from doesn’t matter. It can come from somebody who has no idea about the realities of what they are trying to do. That’s OK. You can bring in the experts later so I’m big on not putting any ceilings on it or any judgement other than guidance.

How does The R.E.A.L Store support the program ? 

The R.E.A.L store acts as a channel to market that allows this creativity, these ideas and designers to be showcased. We have often talked about it as being like a community centre or a catalyst, a space through which things pass to give them a sense of presence and the visibility to make an impact.

Whenever possible, we have provided paid internships for the graduates to develop their project into a social enterprise. We have been able to do it in some capacity however it is our hope to secure sponsorship to make this opportunity accessible to more graduates.

How does a social enterprise define the words “profit” and “success”?

We talk about “people, planet, profit” so a social enterprise needs to be both economically and socially profitable.

To succeed, it needs to have a positive impact so how do you define a ‘positive impact’?

Just a beautiful vase in someone’s home, coming from somebody who loved what they did and handed it to someone who loved what they received, that to me is positive.

The R.E.A.L Store goes from one extreme to the other. I have a high respect for people’s positive energy and how they want to contribute as much as I have for somebody who would go into a slum and really put everything on the line to help these people move their way out of poverty.

With Santina’s (Life In Parts – pictured below) work, I thought it was so fragile and beautiful in her message around mental health. It worked to have just 30 pieces to sell in the store. That was enough. It didn’t have to be s.e.a.t (pictured above) and become an education program that I’m trying to take global. They don’t all have to be big, they can just be beautiful.

What is your message to people who would say, “I am not (smart/rich/famous) enough to make a difference?”

Every hand shapes humanity but the difference is doing it consciously.

Whether it’s teaching children with s.e.a.t or mentoring at COFA, it’s about putting each person at the centre of their universe and recognising that their value is just by the fact that they were born, that each one of us has something to offer.

As a social impact designer, what are you going to design that you love? What are you going to design that is part of who you are but also makes a contribution to other people’s worlds?

The journey is trying to get it right.

Designer Spotlight: Ceramics by Katherine Mahoney

Design, Eco HomewaresVirginia Bruce

There is a special place in our heart for Katherine Mahoney and her beautiful ceramic pieces. Not only do we stock many of Katherine’s pieces, we also have the privilege of working with her through the REAL Foundation Mentoring program for which she is a dedicated mentor.

Originally from Kent, England, Katherine began her training in the 70′s working as a production thrower for Keith Harding at Cranbook Station Pottery. She soon opened her own pottery studio (Fulling Mill Pottery) with her brother, where they designed and produced a range of domestic ware. Katherine then moved to Hong Kong where, inspired by the rich culture of Asian ceramics, she turned her hand and attention to creating sculptural single pieces, which were successfully sold and exhibited throughout Asia.

Today, Katherine is based in Sydney and continues to create stunning pieces that are sculptural yet functional, delicate yet robust.

Katherine’s pieces reflect her journey Eastward and Down Under. Sake cups glazed the colour of our Australian desert, a minimalist aesthetic weighed down by an earthy pull. Worked with a combination of porcelain and stoneware, these pieces are both exquisite and durable. All glazes are made in the studio and range from rich earthly reds and ochres, to cool blues and greens – only to be offset by strikingly simple white and black pieces.

Katherine’s work embodies the beauty of an art form that easily finds its place in a museum or gallery but that is most at home on a dining table, a mantelpiece, or a sidebench… in other words, at home.

Through the REAL Foundation Mentoring Program, we have been lucky enough the count Katherine as one of our mentors. She has previously guided COFA student Santina Ingui through her “Life In Parts” project – a limited edition of sculptural ceramic vessels – while this year, she mentors Ayusha on developing a range of ceramic homewares to be produced in Nepal

r.e.a.l Travel Diary \\ Ethical Fashion Africa Ltd. : Not Charity, Just Work.

Hands That Shape Humanity, Social InitiativesVirginia Bruce

Last month, our founder Virginia Bruce travelled to Nairobi, Kenya to meet with some of the inspirational people behind the Ethical Fashion Initiative (EFI) and Ethical Fashion Africa Ltd (EFAL). A part of the International Trade Centre, the EFI has been a key player in poverty alleviation by using the fashion industry as a vehicle for some of Africa’s most disenfranchised communities.

Through the Hands That Shape Humanity social enterprise, the REAL Group has already collaborated with EFAL on a range of summer tote bags designed by prominent Australian designers and produced by a small team of Massai artisans.

From walking through a slum in Nairobi to visiting the EFI workshops and the people she met along the way, Virginia shares some of the highlights – and surprises – from her journey.

05.05.14 – Ethical Fashion Africa Ltd : Not Charity, Just Work.

I had only been to Africa once – and that was to Cape Town to meet with the Desmond Tutu Peace Foundation and our partner and founder of Hands – Garth McIntosh. So flying to Kenya to meet with Simone Cipriani from EFI and to witness first hand the social enterprise that they have developed was something I was very much looking forward to but nothing would prepare me for how I was received.

On entering the office of EFAL in the Art Go Down in Nairobi, one of the supervisors started to sing a traditional welcome song, and then the whole hub joined in – I was blown away – it was incredibly humbling and beautiful.

The Ethical Fashion Initiative is part of the ITC (International Trade Centre). It is lead by Simone Cipriani, a very passionate and visionary man. His team Chloe, Lisa, Aysylu, Jeremy, Vincent, Jane and all of the communities involved are equally inspiring.

EFI is evidence of how social impact business should and can work. EFI bridges the world of luxury fashion with the poorest of the poor marginalized communities creating a quality business to business economic partnership that truly delivers remarkable social impact where it is most needed.

07.05.14 – Three Degrees of Separation : a Rwanda Refugee story.

Beginning on April 6, 1994, Hutus began slaughtering the Tutsis in the African country of Rwanda. As the brutal killings continued, the world stood idly by and just watched the slaughter. Lasting 100 days, the Rwanda genocide left approximately 800,000 Tutsis and Hutu sympathizers dead.

In 2014, Nairobi, Kenya – I met a group of Rwanda refugees – 20 years on who still had no recognised rights. This community was recognized by Ethical Fashion Africa Ltd. who :

  • Established them in their own Registered Self Help Group.
  • Provided United Nations Refugee Identity status.
  • Provided contract work from luxury brands such as Stella McCartney, Vivienne Westwood, Sass & Bide.
  • Trained the women in high quality artisan tailoring.
  • Provided capital for machinery to be acquired by the group.
  • Trained community supervisors in management skills, processes, work Culture.

This woman smiling, now empowered, humble and grateful, has educated her four daughters through the work she has learnt and be able to do for the Ethical Fashion Initiative.

Ethical Fashion Africa Ltd. website:

Follow EFAL on TwitterPinterest & Youtube.

r.e.a.l. Travel diary \\ Korogocho: The Invisible City.

Hands That Shape Humanity, Social InitiativesVirginia Bruce

Last month, our founder Virginia Bruce travelled to Nairobi, Kenya to meet with some of the inspirational people behind the Ethical Fashion Initiative and Ethical Fashion Africa. A part of the International Trade Centre, the EFI has been a key player in poverty alleviation by using the fashion industry as a vehicle for some of Africa’s most disenfranchised communities.

From walking through a slum in Nairobi to visiting the EFI workshops and the people she met along the way, Virginia shares some of the highlights – and surprises – from her journey.