How I find and select makers and artisan businesses for opportunities that promote and showcase their craftwork

My work as a writer and independent curator is centred around shining the light on global craft and design. Being able to find and select makers and artisan businesses for opportunities that promote and showcase their craftwork is the central part of my job. I am always seeking out new, up-and-coming names or the latest creations by established makers and artisan-led brands. I keep my eyes and ears open as I never know when and where I will stumble upon names to add to my ever-expanding directory of those to know. Names that I then write about on my blog or for magazines or share with the galleries, craft fairs and other cultural institutions I collaborate with.

There are several different channels I always use to help me find and select makers and artisan businesses for profile-raising opportunities. In this post, I am sharing some insights into how I find designers, makers and artisan product businesses so that you can use the information to inform your marketing, PR and brand positioning strategies.

Finding a maker or artisan brand

My personal, curated directory

I’ve been working in the contemporary craft and design industry for over 15 years and have built up a database of contacts that includes craft business owners. I often start my search for makers and artisan-led brands with those I already know, going through my directory and then seeing what those names are up to.

Takeway: Reach out, don’t be afraid to introduce yourself.

Online search

The ability to search for information online kickstarted my blogging, then writing career. I would run and still run endless keyword search engines searches, making a note of who I found. Google is my go to, but social sites such as Pinterest and Instagram are at the top of my search list too. I use variations of keywords and phrases related to who and what I am looking for for the project I would be working on, i.e. pottery studios in Bath.

Takeaway: SEO and keywords are an important part of your marketing strategy.

Events

Craft fairs, tradeshows and exhibitions are great places to learn about emerging and established makers. They are opportunities to see craftwork in-person. If the maker is in attendance I can introduce myself and reconnect with those I already know.

Takeaway: Even if you are not showcasing make the effort to visit events that are relevant to your craft. Talk to people, because seemingly random conversations can reveal you’re talking to a curator, decision-maker etc.

Recommnedations

One of the best ways to find and select makers and artisan businesses is through recommendations from my network. I could be having a conversation with a designer and they mention someone whose work I ‘absolutely have to‘ check out. Or a ‘do you know…‘ conversation starter can lead to ‘…tell me more‘. When events I listen out for names people are talking about and afterwards I go and look them up. The point is when your work makes an impression please take note.

Takeway: Network and maintain contact with your customers and connections.

Publications

As I mentioned, I never know where I’ll come across craftwork that catches my eye. Magazines and newspapers both print and digital can offer up gems. Print may be traditional media, but it is still one of those mediums that draws you in. I’ll be reading something like a gift list round-up, spot an object, make a note of who its by then google their details.

Takeaway: PR still pays.

Stockists

Although I help stockists find craftwork or artisans to collaborate with I also find names while browsing physical and online shops, i.e. a gallery shop, interiors store, lifestyle boutique or department store. This could be in a local highstreet, shopping centre or even on holiday.

Takeaway: Stockists can help raise your visibility.

Website

This may be my personal preference, but once I have a name I always refer to the maker or craft business’s website. I may follow this up with a look at their social media pages- Instagram or Facebook, but I still prefer to see and explore a website first. With a website I can cut through the distractions of digital content. A website gives me more of an insight into how professional the maker or brand really is away from the gloss of social posts. Understanding that websites can disappear, having a website makes me feel like the owner is invested in their craftwork, by putting down more stable online roots.

Takeaway: Having a well maintained website is still a necessity.

Selecting a maker or artisan brand

Once I have found a maker or artisan brand, the next step I take is to get to know a bit more about them to gauge their suitability for the project I am working on. This could be a magazine article, an exhibition or a recommendation request. My get-to-know criteria include:

Reputation

Reputation is how others view your work, i.e. customers, critics, curators, collectors your peers. Regardless if you are established or up-and-coming this would be in the context of your craftwork. You don’t have to be a well known maker or artisan-led brand but I do need to feel confident that you can deliver the goods.

Takeaway:

Product Quality

Quality is one of the factors that impacts reputation. The contemporary craft market is demanding and expects a certain standard. Though its not always possible, I try to see a maker’s work in person. Alternatively, I’ll look for reviews- customer and publication – that speak to the quality of the craftwork. Events that the maker has taken part in also provide uselful clues, especially if the event is one known to have a rigourous selection process.

Takeaway: Investing in improving and mastering craft-making skills is an on-going process.

Presentation

How you present your craftwork in-person and online is another thing I look out for. Presentation can affect the way an audience views your hand crafted objects. Things like packaging, display props and social posts and website images are all part of the business interaction experience. They can show how much care you have towards your craft.

Takeaway: Polish your presentation by investing in the areas that help you present your work at its best, i.e. good photography, an engaging, informative website.

Look for the ‘why’

The ‘why‘ is the story and purpose behind a craft business. I am fascinated in the reasons a maker took up their craft, by the skills, techniques and process. This is what I enjoy writing and sharing about so that others can appreciate what goes into creating exceptional crafts.

Takeaway: Make use of storytelling in your marketing activities.

suitability For The Project

Some opportunities will be suitable and other will not. Any maker or craftwork that I select has to be relevant for my client or project requirements. Your skills, could be exceptional and your work beautiful, but if its unsuitable I cannot include or put it forward. That is not a reflection on your work, but a fact of business. In the case where I can’t feature or recommend maker or brand I add them to my directory, ready for when the a more fitting opportunity arises.

Takeaway: If things don’t work out don’t take a no personally. On the other hand don’t be afraid to say no if you feel a request is unsuitable for your work.

Professionalism

If I contact a maker or artisan brand with an opportunity I do expect a level of professionalism in the communication process. Making your products, managing a business or preparing for a market or event can keep you busy. I get it, I sometimes drop the ball too. But, the reality is, for the recipient having to chase for information and answers doesn’t instil much confidence in the maker or brand fulfilling the requirements of the opportunity.

Takeaway: Be professional and organised. And keep in mind, responsiveness and timeliness pave the way for a smooth working relationship.

Responsiveness

This is a big one for me. My work is often deadline driven, so when I contact a maker or brand with an opportunity receiving a response is appreciated. Even if you not are interested, receiving a simple message saying ‘this is not for me’ makes such a difference. This is because I know to move on and to not keep chasing you.

Takeaway: Courtesy impacts your reputation and the likelihood of future opportunities being offered to you.

As you seek to raise awareness about your craftwork and business, I hope you find the insights and tips helpful as you plan and carry out your marketing strategies. And, for more pointers on how I find and select makers and artisan businesses for opportunities, read How to catch the curator’s eye, proven tips for designers & makers who want to stand out.

– Tapiwa Matsinde

[Image credits: The images shown are belongs to Pixabay, sourced from Pexels. If downloaded and used elsewhere, please credit accordingly.]