Māori are the first nation peoples of Aotearoa, New Zealand and Toi Iho represents the excellence of Māori art culture. It encapsulates its traditions and values, creativity and innovation, and the preservation and sharing of knowledge through the generations. It stands for authenticity and quality.
When you support Toi Iho artists, you are supporting indigenous artists from Aotearoa, New Zealand who draw strongly on their cultural heritage to create works of great intensity and integrity. You are assured that the item you are purchasing is authentically Māori.
Cultural heritage and the ongoing development of creative and interpretative expression and innovations are of paramount importance to Māori, the indigenous people of Aotearoa.
In te ao Māori (the Māori world), we look to the past when moving toward our future. Historically, Māori did not separate their creations into art or practical items. Taonga Māori (treasures), now admired as art, were originally created for practical purposes and were also associated with mana (prestige), tapu (valued and restricted) and whakapapa (genealogy). Highly decorated buildings, canoes, musical instruments, personal adornment, clothing, and implements were often beautiful works of art.
Māori images, symbols, designs and motifs give an insight into te ao Māori and wairua (the essence of life). Māori continue to create traditional arts as well as developing innovative techniques, using new materials while embodying the values and styles handed down by their ancestors through the generations. Through their work they tell our stories, our struggles, our triumphs, and of our affinity with the whenua (land).
Toi Māori takes the forms of whakairo (carving), raranga (weaving), uku (clay), sculpture, painting and design, multimedia works, literature in te reo Māori (the Māori language) and English, traditional and contemporary jewellery, musical instruments, weaponry, and performance such as kapa haka (traditional performance), waiata (song), dance, music, theatre, and film.
The Toi Iho mark was created to assist Māori to retain control over their cultural heritage and maintain the integrity of their art culture in an increasingly commercialised world.
Toi Iho retailers benefit from the marketing and promotion of the Toi Iho brand. Since 2002 the tohu (mark) has been widely recognised as the mark for authentic, quality Māori art and carries significant mana. The recognition of being a Toi Iho retailer communicates to customers that your business is committed to ethical practices.
As a Toi Iho retailer, you will have access to Toi Iho marketing resources, and we will direct local and international buyers to your outlet. Toi Iho will provide information on how to present and whakamana (preserve the mana of) Toi Iho taonga. We will assist with information to upskill your staff on toi Māori, and why quality and authenticity is important, which they can share with your customers.
To apply to be a registered Toi Iho retailer, complete the contact form, or email us at admin@toiiho.org.nz and we will be in touch.
Join Toi Iho, empowering creative Māori expression and fostering cultural resurgence.
TOI IHO and the TOI IHO logo are taonga and trade marks of Toi Iho Charitable Trust. Toi Iho Charitable Trust is the kaitiaki of the taonga and owner of the trade marks. All use of these taonga and trade marks must be consistent with rules, policies, and tikanga set by Toi Iho Charitable Trust.
