Written by: Jacqueline

Aproverb says 'if you build it, they will come.' But it's not as easy as it sounds. You need to think, build, and execute. This is what Lionel Harms, an Aruban, has achieved. ARUBA MADE was born during the most critical season that our generation in Aruba has experienced: during the Covid-19 pandemic. This season brought a halt to many aspects of our daily life, but at the same time, it became a time that generated and nourished the ability for resilience and creativity in many of us, and Lionel Harms is one of those people.

"This building was initially constructed in 2017 and is located in front of the port where cruise ships dock for tourists to disembark. There were some souvenir shops in it," Lionel begins to say.

In 2020, when the pandemic began, uncertainty and insecurity followed. Many businesses couldn't continue, and Lionel found himself with a relatively new building, facing the challenge of moving forward and recovering.

With the Aruba border closed, without tourists, and the people staying at home, Lionel began his research in hopes of creating a concept to launch his business once tourists return. The first question he asked was, "What do cruise ship tourists want to experience when they arrive at a destination?" He maintained his vision that the situation would improve, and he needed to be ready for when it happens.

In his mind, he was certain of one thing: he wanted to bring a unique concept that fits with Aruba for the tourists.

There was nothing that could attract the local people as well. Moreover, the area around cruise ships was full of souvenir shops and jewelry stores, but the tourists found the same things at every port they visited. Different countries, but still the same.

Many times, tourists would even find the same type of souvenirs on other islands, just with the name of the country changed on them. That was not what I wanted. I knew I had to come up with something different."

Lionel says he didn't invent this idea, but he thought a little further and adapted the 'recipe' for Aruba. He considered a combination of art, food, and most importantly, emphasizing on local businesses.


"Aruba Made; this name had been in my mind for almost a year before, along with the concept, which developed over time. I wanted to create something local with the atmosphere of Aruba. Around August 2021, I started with the interior design."

THE EXPERIENCE

A blend of a food hall, art, and local elements; Aruba Made has come to life with details from the outside to the inside. Armando Goedgedrag became the first artist to create a colorful painting of Aruba's birds, offering a beautiful welcome to the site from a distance.

LIONEL HARMS

LIONEL HARMS

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LIONEL HARMS

LIONEL HARMS

Inside, the first shops that opened when Aruba Made started consisted of 7 restaurants, including Island Grind, which roasts its own local coffee, Dal un Pan, and T2 Pan. Along with them, there were 8 spaces dedicated to art and a bar at the entrance, along with a stand selling coconut water. When cruise ships arrive, Lionel makes sure to have music like steelband, adding an extra touch to the Aruba Made experience.

"During the pandemic, many people started their own small businesses, promoting them on Instagram. The fantastic part of this concept is that many entrepreneurs have had the chance with ARUBA MADE to find a space that is practically ready, without having to make a large investment, to establish their business, work, and produce. The business owners are very excited about this opportunity.

The requirements are simple: the entrepreneurs in ARUBA MADE must live in Aruba and produce/sell products that they themselves have made in Aruba. It must be a concept created in Aruba, and excellent customer service is crucial.

"I want tourists to feel like they're in a place of Arubians. Often, tourists are bombarded with vendors when they disembark at ports of other islands. We want them to feel calm when they arrive at ARUBA MADE, without anyone pressuring them to buy anything. The atmosphere of the place will motivate them to make purchases on their own. We're happy when our locals are happy, and our tourists are too.

Lionel is a person who doesn't like to give interviews, but looking at the reaction of so many people to his over 20 years in business and his message of resilience after a pandemic, it's a story worth sharing, where more and more people are looking for experiences, and in this process at ARUBA MADE, Aruba is being promoted at the same time.