During the Middle Ages, male and female craftsmen made many of the items we use today like clothing, furniture, jewelry, tools, wine, beer, cheese, and of course, weapons by hand. These expert craftsmen then sold their goods at local markets.
This C2C or craftsman-to-consumer model was how business was done. There were no overseas logistics in place, no mass production in factories, nor was there a global need for a specific product from one manufacturer. There were no bottom lines to worry about or stockholders breathing down their necks. Buying and selling was very much localized and provided a specific good for a specific need in a specific area. You knew your blacksmith by name and he stood behind his work.
Technology Spurs Change
Industry and machine manufacturing first started to dominate the handcrafted economy in England around the 18th century. Technology evolved to include use of new energy sources like the steam engine. And iron and steel became more prevalent. The Spinning Jenny and other inventions increased production. Also, transportation developed and the ability to communicate across cities and countries in Europe became easier. By the 20th century, the Industrial Revolution spread to countries like China and India and spurred economic, political and social change.
But as I look around today, I notice a new revolution starting – one that is very reminiscent of our former craftsmen. Websites like Etsy, Kickstarter or Indiegogo provide a platform and the opportunity to once again showcase one’s crafts.
What is a Craftsman?
When I asked Damon San Filippo of San Filippo Leather about getting started on Etsy, he said, “One day, I got fired up about not being able to find a good leather belt, so I went to a leather warehouse, bought the best saddle leather I could get and made my own. I still have the belt 15 years later.” He went on to say, “Esty has given me the platform to now sell my fine leather products to people all over the world. I make things people cannot find in a store.” What really struck me was what he said next. “I love what I make and that love goes into every product.” Early Americana lives on in this fine gentleman whose ancestors were once Italian metalworkers. He is dedicated to his trade and puts his heart and soul into everything. That is the definition of a great craftsman.
“I began Blacksmithing at the age of 13. When I started, I did not know what I was doing; I was simply a bored teenager pounding on some metal.” Today, at the ripe old age of 17, Liam Hoffman of Hoffman Blacksmithing specializes in bladed objects such as knives and axes. Liam states, “My parents were very helpful in letting me pursue this passion.” And a passion it is! Liam is one of the youngest professional blacksmiths in the country. He has hired two more employees since starting five years ago and is 100% self-taught. He also likes to forge a variety of products from fancy bracelets to $500 knives.
Lots of One-of-a-Kinds to Choose From
Although there is still a need for mass-produced items, more and more consumers are turning to online forums for custom, high-quality products – the digital version of the Medieval marketplace. According to a 2012 Mintel report, 40% of US households earning over $150,000 prefer to buy handmade home décor items over mass-produced ones. These sites make it possible for those consumers to choose goods from a global network of tinkers, makers and craftsmen, people like you and me with passion and desire to share their handmade products with the world.
Damon put it perfectly when he said, “Where we spend our money is becoming our last true choice.” We have more choices now than ever before and more are coming online every day. Mintel also reported that 76% of UK shoppers say it’s easier to find unique or unusual products online, and the clamor for individual, aesthetic and artistic products is creating new retail and employment opportunities for designers and distributors.
Well-known brands like Nike and Vans have been evolving their offerings in response, while new companies like Laudi Vidni are finding a groove. The landscape is changing. We are at the cusp of this new craftsman revolution and I am excited to see how it affects the greater retail world.
Long live the craftsmen!