© UNESCO

The SEAL is therefore not an awards competition given for the most outstanding piece, but a “stamp of approval” that guarantees that a handicraft product or product line meet the highest standards of quality and have been produced with careful regard to cultural authenticity and environmental conservation.

Originally piloted for Southeast Asia in 2000-2003 in cooperation with the ASEAN Handicraft Promotion and Development Association (AHPADA), the Seal of Excellence has succeeded in raising the standards of South-East craft products, as well as in improving its marketability. Over the last 3 editions, over 200 South-East Asian products have participated in the programme and 70 products have been awarded the Seal of Excellence.

For the 2004/2005 biennium, the SEAL has been expanded further into Central Asia with the Central Asian Crafts Support Association (CACSA) and the World Crafts Council Asia-Pacific Region (WCCAPR).

In 2006/2007 it is foreseen to extend the SEAL of Excellence to the five following sub-regions: West Africa, East Africa, North Africa/Arab States, Central America and the Caribbean, and Central Europe. To this effect, a pilot workshop will organized in each sub-region for those in charge of crafts activities in order to define modalities for the implementation of the competition towards the award of the SEAL of excellence.

Furthermore, the SEAL will continue to be awarded in Central Asia, South-East Asia and South Asia.