In the spotlight | Gone Arty

‘TICA is a crucial platform for us for sales as well as getting in touch with new customers.’

The story behind Gone Arty

Gone Arty, the trade name of the Vhufuli Art Foundation, was founded by José Verweij-Hoogendijk in 2000. This foundation supports small-scale producers from remote areas in Africa by giving them access to the European market. What started as a small initiative has grown into a full-fledged wholesaler of African art and utensils.

This TICA exhibitor fits in pérfectly with the TICA theme Colourful Cultures where handmade interior products – from various cultural crafts from around the world – take centre stage. TICA’s editors spoke with José.

More about Colourful Cultures

Get inspired by Gone Arty

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What differentiates your company from other players in the interior design industry?

We bring hard-to-get items from African producers to the Western world and match them with the latest trends. By creating equal partnerships between producers, importers, shops and consumers, we reinvest part of the profits in projects that improve working and living conditions. With Gone Arty, you bring a piece of authentic Africa to your interiors, while contributing to fair trade and sustainable development.

What type of products do you sell?

Our range includes carefully handmade products, each with a unique story. Our collection contains many different items, from beautiful decorative baskets and stylish shoppers to colourful beach hats and ornaments for the garden. Within our furniture range, you will find authentic wicker chairs, benches, high chairs and stools. We also have atmospheric candles, gorgeous recycled glass, cow horn cutlery and impressive stone sculptures from Zimbabwe. Each piece is crafted with care and attention, making our products not only beautiful, but also meaningful.

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How did the collaboration with TICA develop?

Our cooperation with TICA began in 2014 with the opening of our first stand in Aalsmeer. This enabled us to present our unique African products to a wider audience. Thanks to the success in Aalsmeer, we opened a second stand in Venlo in 2015. The cooperation with TICA provides us with valuable insights into the European market, allowing us to continuously improve our products and tailor them to the latest trends and needs. In this way, we remain a reliable partner for both African artisans and European consumers.

Do you respond to interior design trends or your customer’s changing needs? And if so, how do you do that?

Absolutely! We aim to fuse authentic Africa with Western trends. We do this through intensive contact and close cooperation with our producers. We regularly visit them to collaborate on new ideas and designs. At the same time, in our stands, we look at where the consumer’s needs lie and try to combine supply and demand.

What can we expect from you in the upcoming period?

We are excited to introduce our latest collection, which includes unique and handmade items. For instance, we have beautiful candles from Swaziland , which not only bring ambience into the home, but also reflect the craftsmanship of the local people. In addition, we are adding impressive bronze sculptures from Burkina Faso to our range, each carrying a piece of African culture and history. Moreover, we receive a new container from Zimbabwe, filled with a selection of beautiful products.

Welke artikelen sluiten goed aan bij het TICA-thema Colourful Cultures?

Onze handgemaakte producten die rijk zijn aan culturele elementen, warme kleuren en natuurlijke materialen passen perfect bij dit thema. Door het gebruik van natuurlijke materialen breng je naast een rustige uitstraling ook meer warmte in je interieur. De warme kleuren van onze producten zijn goed te combineren met deze natuurlijke materialen en sluiten naadloos aan bij het ambachtelijke gevoel. Dit geldt ook voor onze kindvriendelijke artikelen, zoals kinderstoeltjes en -krukjes.

5 back to school tips

The product range of Gone Arty

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What items can TICA members buy from you in the coming months?

Our range for July and August is perfectly tailored to the summer mood and offers many unique, handmade items that can pimp any space.

Which milestone are you most proud of?

We are immensely proud of having established a strong and lasting position for African products in a market often dominated by Asian goods. This achievement reflects our dedication and passion for promoting African artisans. It is a milestone that highlights both the quality of our range and our commitment to fair trade and social responsibility.

What is “Typical TICA” for you?

For us, TICA is a crucial platform for sales as well as for connecting with new customers. By selling at multiple locations throughout the Netherlands, we can continuously improve our products made by African artisans and tailor them to the latest trends and needs of European consumers. The sales results give us valuable feedback on how the market is responding to our products, which for us is Typical TICA.