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WINDHOEK, Oct. 4 (Xinhua) -- The steady hum of a sewing machine accompanied Emilia Moses' first appearance at the Windhoek Industrial and Agricultural Show, where the Namibian tailor showcased traditional outfits and demonstrated her craft to potential customers.

Traveling from Ondangwa in northern Namibia, the 35-year-old hoped the journey would help her business, Emily Fashion Design, reach a wider market.

"I had two goals: to promote the business and make sales," she told Xinhua in an interview on Saturday.

By the final day of the event, the response had exceeded her expectations.

"The industrial show was dynamic and offered many opportunities. The show gave me a chance to promote my products, and I was pleasantly surprised by how many sales I made," Moses said.

Her experience reflected the commercial exchanges at the 72nd edition of the annual show, held from Sept. 29 to Oct. 3, which brought together businesses, customers and exhibitors from Namibia and beyond.

This year's event proceeded without its customary livestock exhibition following a foot-and-mouth disease outbreak in southern Namibia.

However, trade exhibitions and other activities continued, giving businesses opportunities to demonstrate products, assess demand and build contacts.

Harald Schmidt, executive vice-president of the Windhoek Show Society, said the show offered businesses a platform to reach new customers, test market interest and establish commercial connections.

Exhibitors came from Namibia and countries including Kenya, Tanzania, Zimbabwe, India and South Africa, according to Schmidt, with displays ranging from clothing and processed foods to equipment and services.

Ahead of the opening, Schmidt told local broadcaster Future Media that both indoor and outdoor exhibitor registrations had increased, with exhibition space fully booked after several post-pandemic editions in which capacity had not been reached.

For participating entrepreneurs, the value of gathering under one roof extended beyond individual sales.

Johannes Walter, manager of Hilville Investment, a Namibian embroidery and printing company, said the event helped businesses connect with customers and with one another, including companies from other African countries.

"This event gave businesses from different sectors a chance to share best practices and sell to each other," he said.

Such contacts can help exhibitors understand neighbouring markets and identify potential buyers and distribution partners.

For Peyavari Tjaverua, co-founder of Namibian food-processing business Kokeni PPI Chilli, international exposure was already influencing how the company approached customers at home.

Founded in 2022, the business processes chilli into products including sauces, powder and paste. Tjaverua said a visit to China had also provided opportunities to showcase its products and learn about another market.

"After our experience in China, our mindset and marketing strategy changed. This trade fair is another chance to get feedback from customers and show the variety in our business," he said.

He also used the Windhoek event to exchange experience with entrepreneurs interested in reaching international markets, including China.

The exchanges extended to people considering starting businesses.

Walter said his company used its presence to explain its work and encourage young visitors to explore entrepreneurship.

"It also lets us introduce young people to entrepreneurship by explaining how the business works and encouraging them to create opportunities," he said.

For Moses, who started her business in 2017, demonstrating her craft was as important as displaying the finished garments. Making clothing at the stall allowed visitors to see the work that went into her designs.

"Art and creative sectors are often overlooked, but they add a lot of value to society. This was a good platform," she said. ■

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