So much today focuses on bad and sad events in Africa. It is important that the bad is stressed because that is the only way we can hope to find the good. Africa is about hardship and sorrow, but it's also about tremendous beauty, creativity and talent. Maridadi aims to project what is beautiful about Africa and in doing so provide a market and income for deserving artists. Sourcing products from workshops, co-ops and other self-help groups is important. But so is supporting the artist who chooses to go it alone.  While not minimizing the important role that aid plays, Maridadi operates under the belief that providing markets is much better for African's self-esteem than aid.