The Ridgefield Press: "Ayindisa sells socially responsible artisan handcrafts"

Hey everyone!

This is a news article The Ridgefield Press of Connecticut recently wrote about Ayindisa, LLC for our first and new boutique located in Ridgefield, CT at 18 Prospect Rd. Enjoy!

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Written by Jack Sanders
Friday, March 20, 2009

Chris and Chelsea Gay at Ayindisa:

“Retailing is a way to lift people out of poverty. It gives them a livelihood and helps them support their families.”—Press photo

Ayindisa is more than an interesting boutique featuring exotic gifts. The recently opened shop on Prospect Street offers a bit of hope and opportunity for scores of artisans in West Africa and other parts of the world.

Take Bernice Ot-Ankra of Accra, Ghana, for example. A few years ago, she was sewing her fabric bags in a back room. Today, thanks in large part to sales of her handcrafts arranged by Ayindisa owner Chris Gay, Ms. Ot-Ankra has her own store in Accra, Ghana’s capital.

Mr. Gay had volunteered in places like Ethiopia and Ghana with agencies trying to improve health centers and infrastructure. “It really had an impact on me,” he said.

He decided that one way to boost the local economies, and improve the lives of the people, was to encourage artisans like Bernice Ot-Ankra by selling their work. “I wanted to create something that would give opportunities for poor, disadvantaged people,” he said. “Retailing is a way to lift people out of poverty. It gives them a livelihood and helps them support their families.”

Mr. Gay met talented artists and artisans, and began bringing their work to the States, introducing it to non-profit organizations and selling it via a Web site. Last year, he decided that opening a store in his home town might bring more exposure — and sales.

Born in Salt Lake City, Mr. Gay came to Ridgefield as a sixth grader. He attended East Ridge Middle School and a couple years of Ridgefield High School before moving to the West. In 2003, he returned to town — his parents still live here — and has been making frequent trips to Africa as a team leader.

“I have led expeditions in rural Ethiopia — and I currently sit on the advisory council for Ascend Alliance humanitarian organization responsible for various projects in Africa and South America.” He will visit Africa in June to continue volunteer work and work with his artisan groups in Ghana.

In 2006, he established www.ayindisa.com, a sophisticated Web site that sells “socially responsible artisan handcrafts.”

Ayindisa, Mr. Gay explains, is a tribal name he was given while working in Ghana. “It means ‘God’s hand is in the work that you do,’” he said.

Last year, he decided Ayindisa should have a more down-to-earth presence to supplement the Web site.

To design the new store, he elicited the help of architect Peter Paulos of Newtown, his brother-in-law, who had accompanied him on trips to Ethiopia and Ghana to work on projects like bridges. “He took my vision and made it even better,” Mr. Gay said of the store design. “We wanted to do something that was really new and different — and inviting.”

The store leads customer in curving, flowing paths instead of down straight aisles. It makes extensive use of wood accents, from floor to ceiling, and is noticeably warm and relaxing.

Walls, tables, and cases display baskets, bowls, fabric handbags, jewelry, carvings, chess sets, small pieces of furniture, and colorful, hand-dyed fabrics ready to be made into anything from pillow cases to shawls. Mr. Gay knows most of the artisans. Photos and brief biographies of some are displayed next to their work. He hopes some may visit and do workshops in crafts like beading and basket-weaving.

There is a selection of all-natural soaps, body washes, and lotions from Ghana, featuring shea butter from the nut of a native tree.

Most wares are made from natural materials.

Paintings include the work of Kofi Nduro, a Ghanaian artist who’s becoming well known internationally, as well as three-dimensional wildlife works by Fo Jig, an emerging Ghanaian artist.

Ayindisa also carries a small sampling of local artists; African-style art by Monnie Goodman of Ridgefield is on exhibit now, and Mr. Gay plans to show other artists’ work.

There are also many African drums. While beautiful in themselves, they are made to be played and Mr. Gay plans to sponsor drumming workshops later this year.

Prices range from $15 for jewelry to more than $700 for large art works.

Not everything originates from Africa. Much of the jewelry comes from South America. Some small purses are made at a Jesuit mission in Bolivia. A few items come from Nepal and India. Mr. Gay hopes to expand the range of products from South America and Asian peoples.

Almost everything is hand-made, and most is fair-traded, which means the makers get a fair payment for their work. “No one is exploiting the artisans,” Mr. Gay said.

Ayindisa has been open since just before Christmas. “I am pleased so far,” Mr. Gay said. “I get good comments from people in town and I’m finding a lot of repeat customers.”

Many are interested in helping developing countries, and a number come from the arts, teaching profession, and houses of worship. “Churches have been very supportive of what I’ve been doing,” Mr. Gay said.

Staff includes Mr. Gay’s wife, Chelsea, who is manager and does product development with the artisans and helps edit blog articles (ayindisallc.blogspot.com) and other marketing materials. They met at SUNY Purchase where they both earned degrees in sculpture, and are expecting their first child in July.

Rob McMahon of Bethel, assistant manager, is an old friend (his mother, a Methodist minister, makes frequent trips to Ghana). Kyle Gay, Chris’s 19-year-old brother and a freshman at Elon University, is marketing director and manages the online services. He lived in Ghana four years with his parents when they were doing church service work.

Ayindisa at 18 Prospect Street, near Dimitri’s Diner, is open Monday through Friday from 10 to 6, and Saturday till 5. The store’s phone is 894-1115.

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Kyle W. Gay
Marketing and Sales, Ayindisa, llc
Socially Responsible Artisan Handcrafts
18 Prospect Street
Ridgefield, CT 06877
e: KyleG@ayindisa.com
w: http://www.ayindisa.com/
b: ayindisallc.blogspot.com