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artisan appeal
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Are you ready to move away from fast homeware and towards more artisan-made pieces, choosing quality over quantity? Jennifer Morgan asks what we need to do to embrace a ‘buy once, love forever ’ approach
o you feel it? There’s something in the air… something that’s spreading hope and humanity, along with an
Dappreciation of the world around us. You could say it’s a new positivity. We’re talking about how – as consumers – we’re beginning to edge away from cheap, massproduced items to more mindful purchases. We are falling back in love with the crafted, the artisanal, the handmade – and using such pieces to create homes with heart.
‘An overload of cheap, mass-produced items and the wide availability of superfast shipping has led consumers to think more mindfully about their consumption, ’ says Kate Usher, senior consultant at TrendBible (trendbible.com). ‘You can also trace this back to the likes of Marie Kondo, who encouraged us to rid our homes of clutter and only keep things that spark joy in our lives. One of the biggest trends we’re tracking at the moment is a move away from homogenous interiors, particularly for Millennials and Gen Z. Almost every home now has its own Insta account; people want to be different, and they want their homes to be a more personal reflection of their interests, style and taste. Buying a whole “room” from a large retailer no longer appeals; they want a home filled with interesting objects, a curated gallery of curiosities that tells a story about them. ’
‘There’s definitely a move towards timeless interiors, where people choose to fill their homes with pieces that have meaning, ’ agrees Kay Prestney, stylist and sustainable interior designer (kinshipcreativedc.co.uk). ‘I am passionate about sustainable interior design and using natural materials in our homes, both for our own health and that of our planet. Choosing handmade, crafted pieces that have been produced using locally sourced natural materials is a part of this process and also helps support other small businesses, while creating unique and characterful, timeless interiors. ’
In such an ‘artisan’ look you’ll find pieces expertly and lovingly made using traditional techniques. ‘We love the pieces that go into such a scheme because we can see the time, care and craft that has gone into producing them. They are works of art and masterpieces in their own right, ’ says Anna Schmidt, owner and founder of ALSO Home and Elä Life, who tries wherever possible to use smaller factories and producers to maintain traditional techniques and skills. ‘We’re becoming much more aware of our throwaway culture, which is damaging our planet. By buying products
that’ve been crafted beautifully using natural materials, we’re less likely to get rid of them. ’
‘Movements such as Fashion Revolution have shown the ugly truth in supply chains, while events like the Rana Plaza factory collapse have made us more conscious of the impact of fast consumption, ’ adds Kate. ‘The rise of Instagram, YouTube and TikTok, where short-form media content and videos show the artisanal processes of crafts like pottery throwing or woodturning, have increased our awareness and appreciation for crafts. ’
Designer-maker Steve Brüün (bruun. uk.com) agrees that buying artisan is a more unique and personal purchase. ‘People often know or follow the maker so are more strongly connected to the products. Before Covid, when we sold at fairs and markets, it was great to see people enjoying how tactile many of our products are, or watching them choosing the grain they like best. Our pieces are made with love – and made to last. ’
‘We really need to encourage this narrative that purchases are for life and we should all buy less, ’ says Kay. ‘Pieces should be saved for, anticipated and treasured and not be impulse buys that are discarded when a trend passes. ’ Kay loves finding different purposes for old items and giving them a new lease of life. ‘I love to collect artisan pieces from my travels, too, which fills my home with happy memories while supporting fellow creatives. ’ Artisan pieces are more likely to move us emotionally, as Kay adds: ‘They have a human and environmental narrative that’s totally missing from anything that has been mass-produced. Artisanal products lie at the heart of sustainability, and we should try to support the makers who create timeless pieces using environmentally friendly, renewable materials and processes. ’
‘I think the very nature of hand-crafted, slower-paced production should mean that natural materials and methods are used rather than those that will damage our planet, ’ adds Anna. ‘If we can move away from the throwaway culture that we’ve been living in for so long, it’s much more sustainable for the planet and therefore our future. It’s about balance – if we can buy some products from the UK, this helps local artisans and is more sustainable without the environmental impact of shipping. However, we can also bring about wonderful improvements to the quality of life for artisans abroad if we buy their products. Usually this also means they can stay in their rural villages, close to their families, and continue age-old traditions. ’
But of course, this is an ongoing shift that will take time and effort, as Kate explains; ‘Although purchases of crafts have increased in the last decade (a Crafts Council report says that our passion for craft has increased craft sales from £883m in 2006 to over £3bn in 2019), so has the market for homewares from high-street retailers, where you can get the look of artisan pieces for a fraction of the cost. So, while there is a trend at the moment for artisanal style, I think we still have a long way to go towards actually investing in and supporting global artisans. ’
It is a fact that artisan costs more, too, which is the biggest barrier to growth for the artisan market, says Kate. ‘Handmade and better quality means more man hours, which obviously pushes the price up, ’
she adds.
‘Smaller pieces, though, give people the chance to invest in crafts and own something unique – interest in unusual ceramic sculptures, vessels and wall hangings is definitely growing. ’
‘Quality products take time and money to produce, ’ agrees Anna. ‘Producers and artisans should be paid a fair price to make products using their finely honed skills and crafts. We should always question why something can be made cheaply – it’s our responsibility as consumers. When you think about all the components to make products and ship them to the UK, if something is very cheap, you have to question its quality and the price that the producer was paid for it. ’
This is something retail and brand expert Mary Portas has picked up the baton for in her new book, Rebuild: How to thrive in the new kindness economy (Penguin, £14.99). Mary explores how the way we live, buy and sell are changing. She writes: ‘If we embrace the new landscape, look for a new model that considers real human needs and the society that feeds us, then we could be looking at a whole new horizon. The quantity of shops may go down but the quality will go up. If this sounds like a rallying cry, then that’s because it is. This is our moment to create change. ’
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SLOW makers
Take a considered approach to buying for the home
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NICK JAMES DESIGN Nick makes timeless, thoughtful furniture with a statement twist that’ll last a lifetime.
Delphinium five multi-pendant light, £288, Lam Lighting
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LAM LIGHTING Lam ’ s lighting range is made from sustainable porcelain in the east of England using traditional crasmanship.
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WE ARE NOMADS Jane has introduced the UK to the work of talented African artisans; their baskets are woven by the Baniwa people.
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INTERLUDE
Labelling her pieces as ‘handcraed objects for the everyday ’ , Alex ’ s wooden goods encourage you to slow down. Handmade English walnut bread board, £50, Interlude Handmade
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SALT WEAVE STUDIO Rebecca weaves her stunning collection of throws in her studio in Bradford, the textile heartland of Yorkshire.
Aire throw, from £195, Salt Weave Studio
