Back in high school everybody wanted to do and become something creative. The humanistic and cultural values overpowered the business thinking, and the creative sector was romanticized. Despite the society’s high focus on technology and ICT, many still want to become designers or craftsmen. However handicraft and applied arts as a profession is not an easy path. The future crafts and ACC professionals should acknowledge the challenges of the entrepreneurship. Naturally there is space for the self-expression, but along comes the need to master own business and networks, to understand the markets and the tenacity to produce enough for living. At the same time the markets are not kind. Many young craftspersons find themselves in difficult work markets and are often forced to change the profession.

There are two major pillars to make a successful craftsperson: the creation-production pillar and the business-network pillar. Both should be supported in order to have sound, solid and vital enterprises.

Despite the common belief, more is going on with the first pillar of creation-production than we may think. It has grown among the young almost underground.

Design derives from the handicraft and it is still strongly present in handicraft.Today’s young professionals are creative, innovative, tell stories and opinions, and share emotions through their products. Products are linked to the society and culture.

The products are often produced with the today’s technology. For example laser cut, 3D-printing, computerized carving, transfer print, computer aided design and photoshop are used alone or combined with more traditional techniques. The combination of the old and new techniques and know-how often creates mesmerizing outcomes.

The use of the modern technology goes beyond the machinery. The young craftspersons are natives in information and communication technology (ICT). Products are sold in online stores, promoted in social media and also co-created and co-designed with the help of the ICT. Handicraft has crossed the national borders and gone viral.

The young craftspersons are environmental ‘savvy’ and conscious. They follow trends and they are especially savvy what comes to the sustainability and well-being. Handicraft is good for the soul and the environment. It relaxes, develops the brain and as a slow-production is kind to the environment. The well-made products are durable and a craftsperson normally follows ethical work methods. Conscious is also respecting the tradition and traditional methods. They are part of our cultural heritage and history. There should not be fear that respecting the traditional skills and forms is not profitable. On the contrary, they might even be the trendiest and coolest thing to do, a way to be different.

Handicraft is streetwise and unique. It has been gaining reputation in new ways. The former MTV programme ‘Pimp My Ride’ is one example of these: a group of streetwise guys and skilled craftsmen transform old battered cars into the coolest customized automobiles.

The first pillar is not enough alone to make the young companies successful. The business-network pillar is the muscles to move the business; without business and networking skills and understanding it is difficult to be successful. In fact, many of the best practices presented in Innocrafts under the policy theme four focused on business and networking support actions, exposing products and young craftspersons – designers. Additionally links between handicraft and everyday life and skills were created, especially in the educational programmes.

It is essential to provide opportunities and mentoring to the young entrepreneurs and craftspersons. Gradually they will gain confidence and professionality. It liberates space for creation and understanding the importance of the quality. The young craftspersons should not be left alone. With their manual skills and precision they are able to create magic and dream worlds. But sometimes even the most skilled and creative craftsperson needs a little help from the fairy godmother.

All presentations of the work group as well as the information on the organizations that are involved in this project and the pictures of various European craftsmen and their products is available on projects web page www.innocrafts.eu.

Tanja Oraviita

Project manager - international projects | designer

Western Finland Deisgn Centre MUOVA,

Vaasa Univeristy of Applied Sciences