WEBVTT

00:00:01.560 --> 00:00:05.520
A group of craftswomen from the
ancient city of Petra, Jordan,

00:00:05.520 --> 00:00:10.320
are using modern business practices
to boost the reach of their work.

00:00:12.740 --> 00:00:18.100
With almost 1 million people
projected to visit Petra in this year alone,

00:00:18.100 --> 00:00:23.020
the craftswomen are working to
capitalize on this popular destination.

00:00:25.100 --> 00:00:30.320
WIPO has been supporting the group
to position their products apart from the rest.

00:00:31.680 --> 00:00:36.240
They’ve learned the power of branding
and how to secure their IP rights.

00:00:41.300 --> 00:00:47.260
The women hope their efforts will allow them to
more easily support themselves through their craft,

00:00:47.420 --> 00:00:52.260
and also bring in additional revenue
for their families and communities.