The opportunity
Crafted is a bespoke mentoring programme for emerging craft businesses developed for American Express in partnership with the Walpole Group. American Express asked us to address the rapid decline of traditional craft skills - a serious concern for luxury brands both in the UK and across the globe who are reliant on the skills of artisan workers. In Crafted’s first year we have provided a model which supports craft makers in providing them with access to, and support with engaging, a luxury market. We are also providing luxury businesses with access to a new generation of skilled craftspeople.
Through Crafted, 12 craft entrepreneurs receive expert support from luxury brand leaders, including Bill Amberg, Robert Ettinger and Grant Macdonald, to develop their business skills. Companies supporting the project include Decorex, Andaz Hotel, Liberty, Gieves & Hawkes and Traditional Arts. Our advocacy, PR and dedicated Crafted website are raising awareness of the importance of craft skills and presenting craft in an exciting, fresh and contemporary way.
The impact
With our partners and expert mentors from the luxury sector, we are helping to expand craft makers’ ambitions and horizons through promoting new, more entrepreneurial mindsets, allowing traditional craft skills to flourish while being preserved. The programme is improving links between the luxury goods industry and skilled crafts people and modernising perceptions of craft. Crucially the craft businesses’ learning and experience of the project will be shared through social networks and user-generated content.