Enhancing Cultural Heritage: Emily Waqalevu's Journey in the Indigenous Women Entrepreneurship Program

August 29, 2024

Emily Waqalevu, hailing from Taveuni Island in Fiji, is blending tradition with entrepreneurship through her venture, Kalumalua Kreation. Founded in 2009, the business takes its name from a Fijian term meaning “to give a slow, long whistle in awe of something,” reflecting the deep cultural roots that inspire her work.

Waqalevu's journey began with a simple yet impactful idea: to repurpose leftover pieces of tapa cloth, made from mulberry tree bark, and pandanus leaves used by her mother. This initial concept has since evolved into a flourishing business that marries art with cultural preservation.

One of her standout achievements is the recreation of Fiji’s iconic Tagimoucia flower—a red and white orchid steeped in Fijian folklore. Emily was the first to replicate this flower using tapa bark and acrylic paint, ingeniously blending traditional materials with modern techniques. Her unique interpretation of the Tagimoucia quickly gained popularity, paving the way for further expansion. Today, her offerings include earrings, necklaces, hairpieces, and other handmade items, all crafted with the same attention to cultural detail.

Emily is not just an entrepreneur but also a committed member of her community in Soqulu Village. She actively participates in the Society for Indigenous Women of the Cakaudrove Province (SVTC), a non-governmental organization dedicated to empowering Indigenous women throughout Fiji. Through workshops on tapa-making techniques, she helps preserve traditional knowledge for future generations.

Her recent participation in the third cycle of the WIPO Training, Mentoring, and Matchmaking Program on Intellectual Property for Women Entrepreneurs from Indigenous Peoples and Local Communities has given her tools to formulate an intellectual property strategy for her tradition-based business. The program, offered by the Traditional Knowledge Division, marked a significant step in her entrepreneurial journey and led to her decision to apply for a trademark for Kalumalua Kreation, ensuring her brand's integrity as it enters broader markets.

Throughout her involvement in the Program, Emily has successfully combined cultural preservation with entrepreneurial practices. Her story serves as a powerful example of Indigenous women leading efforts to protect their heritage while embracing new opportunities.

Her recent participation in the third cycle of the WIPO Training, Mentoring, and Matchmaking Program on Intellectual Property for Women Entrepreneurs from Indigenous Peoples and Local Communities has given her tools to formulate an intellectual property strategy for her tradition-based business. The program, offered by the Traditional Knowledge Division, marked a significant step in her entrepreneurial journey and led to her decision to apply for a trademark for Kalumalua Kreation, ensuring her brand's integrity as it enters broader markets.

Want to learn more?

• Visit the Facebook page of the Society for Indigenous Women of the Cakaudrove Province, Fiji.
• Visit our webpage dedicated to the Program.