It might be a distinctive piece of jewellery worn on her lapel, or a word mentioned at a dinner party that gives proof of her belief in the cause. The cause is Traditzia, a charity foundation and crafts gallery in Sofia and the woman is Tove Skarstein, Norwegian ambassador to Bulgaria and Traditzia’s new patron.

New patron, and more so, the first to ever hold such a role: the idea was only put into effect on November 12 2007.

Skarstein herself arrived in Bulgaria in November 2006 from Oslo, where she had been serving in the ministry of foreign affairs. Previous postings abroad include Brussels, Geneva and Hanoi.

She says that it is a “politically interesting” time to be in Bulgaria, that Bulgarian society is very dynamic and that it is “interesting to see how it’s changing for the good, to see a new optimism”.

Helping to make this optimism extend to even more circles is part of what her role as patron of Traditzia entails. “I hope to be instrumental in promoting the foundation and gallery,” she says, “for it to be more known as a place to buy crafts, to promote the concept as a model, for me to be of benefit to Traditzia myself, for it to see the use of having a patron both in my role as an ambassador and because of me as a person.”

She says that despite her experience abroad and work on a variety of development projects, she has never come across the Traditzia concept – supporting socially disadvantaged people and entrepreneurial artisans by generating opportunities for them to help themselves – or come across such initiatives in other postings. “At one time, an idea has to be new,” she tells The Sofia Echo.

Created in 2002 as the brainchild of then-British ambassador to Bulgaria Richard Stagg and his wife Arabella Stagg, through art therapy and product development consultation, Bulgarska Traditzia Foundation guides institutionalised people, minority groups, youths with special needs and economically challenged artisans to create marketable products and then provides them with direct market access via Traditzia Gallery. The final result is enhanced society integration, a self-reliant life, a sustainable income and the preservation of Bulgarian cultural traditions through crafts (from traditzia.bg).

“I’m doing this because I believe in this, not because I have a lack of work,” Skarstein says. “It’s a pleasure (to be the public face of Traditzia), even if my main mission is to promote Norwegian culture here.” She finds ways to combine the two, like bringing Norwegian guests to the gallery to find quality original souvenirs.

“Norwegian people do not know much about Bulgaria, and (Traditzia) is a beautiful showcase of Bulgarian culture.”

Besides its eye appeal, Traditzia also plays a significant socially and culturally beneficial role. On the conceptual side, it helps society get in touch with marginalised groups – like physically and mentally disabled people or those experiencing long-term unemployment – and for these people to contribute to society and for them to have a dignified life, self-sustainability and a decent living.

This is offered through the selling of crafts in Traditzia Gallery, where good design distinguishes the products from among typical mass-produced knick-knacks sold elsewhere.

“Here you buy the product because it is a beautiful thing, which is much more satisfying for the people who have made it,” Skarstein says.

In Bulgaria, physically and mentally disabled people are often cast aside or closed up in care homes, not given the opportunity to lead an individual life of dignity. Thus, too, Traditzia uses its influence for social change.

Skarstein tells of one woman who does intricate, skilled embroidery that is sold at the gallery. She never went to school, because she is confined to a wheelchair – the school in her town did not have wheelchair access, so her formal education was non-existent. It is people like this to whom Traditzia gives a chance at being “full members of society”.

And with Traditzia’s location in the centre of Sofia – and maybe soon, another shop on the coast – quality crafts made with skill are available to a larger audience than would be possible in a remote village, thus widening the circle of influence and change.

Traditzia Gallery is at 36 Vassil Levski Blvd.