"Though these women are wash-outs in many people's eyes because they know nothing about modern technology and computers, they have their own precious gifts," says Sarah Kong, PR manager of Shokay International. "They are all excellent knitters and can execute various patterns."

In the last century, most Chinese housewives were skilled in sewing, knitting, embroidery and other skills.

They were, and some still are, as good as professional tailors. The skills were passed from mother to daughter over the years, but many were lost in big cities where mass production took over.

A young American designer works with the housewives to ensure the products meet market needs and standards.

The women in Chongming design and create them and exchange ideas with the designer to ensure popularity.

Products include hats, scarves, sweaters, socks, toys and many other items.

"The housewives love the work. It doesn't occupy much time as they can knit while watching TV or taking care of the baby," says Kong. "They say that seeing their products sell well gives them a sense of joy and success."

So far, more than 50 housewives in Chongming and 260 Tibetan herdsmen are involved in the yak wool business.

It has 130 sales points in the United States and opened its first retail shop in Shanghai last year on Taikang Road.

"In addition to explaining the quality of the products to consumers, we also tell them about the herdsmen and housewives," says Kong. "We let them know that their purchase really helps others."

The idea of connecting young designers and handy housewives also inspires Chen Lecong, director general of IFAIR, who helped organize I-MART in 2007.

It's a touring free market where young designers sell their creations.

Few factories will accept small orders from designers, so producers are needed.

Housewives with skill and time are ideal, and they need the money. It's very similar to fair trade.

Worldwide fair trade sales amounted to about US$3.62 billion in 2007, a small amount, and accounted for 1/20 percent of all sales in certain product categories in Europe and North America.

It's still very new on the Chinese mainland.

There are yet no locally invested fair trade companies or organizations on the mainland, according to Chen.

All the fair trade companies and retail stores are initiated by either foreigners or Hong Kong and Taiwan business people.

"Donation is still the only way in most Chinese people's eyes to show support for the poor," says Chen. "It is time for a change."

Charity can help people in tough times, but it seldom makes for fundamental improvement, he adds.

Chen and friends launched IFAIR China Fair Trade Center in 2008, and began looking for opportunities for disadvantaged people to work and sell their work. The idea is "buy it, in order to help them."

"Good design, quality and practicality are usually what we consider when buying a product," says Chen. "Some people may also consider the designer or manufacturer, but few cares about the individual who made the products, let alone what he or she will gain through our purchases.

"But what if you are informed that buying A will benefit the poor maker with 25 percent income of the price, while purchasing B only fills the middlemen's pocket?

"We are not advocating buying something you don't need just for charity," says Chen, "but if you like a certain product, you can choose a better and fairer way of purchasing."

Fair trade fair

Date: May 9, all day

Venue: 199 Fangdian Rd, Pudong

Qiang folk crafts sale

Date: May 10

Venue: FoxTown Xujiahui, 899 Lingling Rd

Yak products store

Venue: Bldg 9, 274 Taikang Rd (in Tian Zi Fang area)

(Shanghai Daily May 6, 2009)