Leading authentic Indigenous product production

Make it Real is creating a new market standard: an Aboriginal-led business model for certified, culturally authentic tourism products that returns value directly to artists and communities.

The project supports 6 WA Aboriginal art centres – including Martumili Artists, Nagula Jarndu Designs, Spinifex Hill Studio, Tjarlirli & Kaltukatjara Art, Warakurna Artists and Waringarri Aboriginal Arts – to develop authentic products (i.e., souvenirs) that reflect the values and stories of their communities, while offering broader support to the state’s art centre sector.

Make it Real will ensure that all profits return to artists and art centres, and empower Aboriginal artists to enter the largely untapped tourism souvenir market. 

What does inauthentic mean and why is it a problem?

• Essentially, it means ‘fake’ and misleading products or merchandise that might look like Aboriginal art or cultural objects – or be presented as being made or designed by Aboriginal artists – but whose production does not involve Aboriginal and Torres Strait Islander artists and makers.
• Or, when Aboriginal artists are not paid properly for their work, time and cultural knowledge.
• It ‘misappropriates’ Aboriginal stories, imagery, knowledge, and heritage without permission from Indigenous communities.

“The UN Declaration on the Rights of Indigenous Peoples says that Indigenous Peoples have the right to maintain, control, protect and develop their cultural heritage, traditional knowledge and traditional cultural expression.” (Arts Law)

Isn’t it illegal?

Unfortunately, no.

Although it is illegal to advertise inauthentic art as genuine Aboriginal work, there are currently no Australian laws that prevent businesses from importing or selling ‘Aboriginal-style’ souvenirs that are not authentic. However, the Australian Competition and Consumer Commission (ACCC) can take action if a retailer falsely advertises such products as genuine.

As a result, it’s not often clear how these items are made, leading people to mistakenly believe they are purchasing genuine Aboriginal souvenirs and/or merchandise made and designed by Aboriginal communities.

So, how do we ‘Make it Real’?

By creating authentic, diverse products

We are working with 6 remote and regional WA Aboriginal art centres to develop brand new collections of authentic tourism products all showcasing original artworks. Each art centre brings its own unique artistic style and cultural perspective, offering a diverse and authentic representation of Aboriginal art from across the state.

By paying artists what they are worth

It’s important that artists receive the economic benefits of their shared generational stories and culture. When an artist thrives, their community also benefits. AACHWA’s Make it Real project does not benefit from any profits and distributes 100% of profits back to the artist and art centre.

By creating a new income stream

Aboriginal artists and art centres can expand on their existing income and business model (largely artwork sales) by engaging with the tourism market and supporting their long-term sustainability and that of their communities

How can you help?

By buying ethically made, authentic souvenirs

• Look for the artist’s name on the packaging. The artist should always be fairly and prominently credited for their work.
• Ask about the provenance (origin) of the artwork or design. Always ask where the artwork/design featured is from and how it came to be used on the souvenir or merchandise.
• Ask how the artist was paid and/or what portion of the profits they receive from sales.
• Check the Australian Competition and Consumer Commission (ACCC) guide: Your consumer rights: Indigenous art and craft.
• Check the seller is a current ‘Signatory Member’ of the Indigenous Art Code at indigenousartcode.org. The Code is a voluntary industry code of conduct that sets best practice standards for fair, transparent and ethical trade with Aboriginal and Torres Strait Islander artists and their art. Both Indigenous and non-Indigenous owned businesses that have commercial arrangements with artists can apply to become Code signatory members. They’re required to demonstrate their compliance with the Code and renew their commitment and membership annually.

Where can I buy Make it Real products?

We’re excited to bring these to select stores in WA later this year.