We live in a world that is full of contradictions. On one hand, new technologies have become more prevalent than ever before, with younger generations constantly connected and seeking meaning in their lives. Artificial intelligence is also disrupting various industries. However, despite these advancements, consumers still admire and praise the craftsmanship of artisans and the traditional methods they employ.
In the past, artisans would create exceptional and customized pieces for royalty and the affluent. They would proudly stamp their names and signatures onto their work, showcasing their expertise in areas such as enamel painting, cabinet making, jewelry making, gold engraving, and leatherworking. At that time, it was unimaginable for an artisan to dabble in multiple crafts.
Unfortunately, after World War II, globalization took over, propelled by agreements like the Bretton Woods and the General Agreement on Tariffs and Trade (Gatt). This led to the rise of workshops that eventually gained recognition as “luxury brands,” overshadowing the traditional artisans.
However, in today’s creative and daring industry that targets a younger and more discerning market, traditional craftsmanship is making a comeback. But what is the reason behind the resurgence of craftsmanship? This article aims to analyze the current trend of “handmade” products created with the principles of traditional craftsmanship.
One of the key factors driving the popularity of craftsmanship is the desire to reconnect with people. When a piece is created by a leatherworker, bootmaker, watchmaker, jeweler, ceramicist, or cabinetmaker, it becomes a work of art that tells a unique story. Each piece embodies authenticity, uniqueness, and quality, carrying the legacy of the creator and previous generations. In a society focused on rapid consumption, taking the time to appreciate durable and meaningful creations becomes an escape. It also provides an opportunity to reconnect with others in our hyperconnected world.
These values of authenticity, uniqueness, and quality correspond to the aspirations of consumers who are searching for meaning in their lives. They want to make a positive impact by consuming less but better, and they expect the brands they support to align with their values. A study by Wordsream revealed that 61% of Generation Y individuals express concerns about the planet’s state and feel personally responsible for making a difference. This consumer mindset has caused a reevaluation of craftsmanship, which has become increasingly popular. However, brands must be careful not to deceive consumers by merely using craftsmanship as a marketing technique. Authenticity and genuine approaches hold significant importance to consumers.
Furthermore, consumers now value the opportunity to engage with the creators behind the pieces they purchase. This desire has fueled a return to local sourcing, where consumers aim to support local artisans and be a part of their unique stories. By knowing the person behind their purchase, consumers develop a sense of connection and well-being, knowing that they are contributing to the preservation of craft traditions.
Transparency and traceability are also becoming crucial factors for consumers. They care about the environmental impact of their purchases, as well as the composition and origin of the products. While luxury giants have adopted blockchain technology to ensure traceability and transparency, mainstream consumers still seek a simpler and more agile approach to ascertain these factors.
Artisans and creators should take pride in their heritage and the value they bring to the present and future through their unique products. It is by preserving ancestral traditions and ensuring excellence that they guarantee the perpetuation of traditional craftsmanship.
By Céline Gainsburg-Rey, for Artisans of Excellence.
Useful Links:
1. Making a Case for Craftsmanship
2. The Rise of Craftsmanship in a Sustainable World
