makers were common it was not an uncommon phenomenon in 2006 either – less than half (46 percent) of makers in 2006 were first career makers.
The emergence of online platforms – Etsy,
Folksy, Instagram and others – since the
original makers’ study in 2006 has also facilitated international sales of UK craft. Whereas in 2006, 18 percent of professional makers had ever sold internationally, in 2020 around half (49–53 percent) of makers had sold work overseas in the previous 12 months. In the makers survey, the US was the largest single market where makers had sold their work overseas.9
Social media combined with the social constraints of COVID pandemic enabled (and required) a more interactive and personal exposure to craft which also fueled the sector’s growth. During Covid, when people were stuck at home, consumers spent more time online. Instagram and other platforms provided a stage for makers to tell stories about their work through conversational videos. Watching such videos of makers explaining the process of their work forged a connection with the consumer. Equally, consumers increasingly seek out sustainably sourced goods and ones for which the supply chain was transparent and or short. And finally craft is often more affordable, enabling younger consumers to purchase unique items for their homes or for gifts.
Craft and Culture in the United Kingdom
The fact such a study was undertaken in the United Kingdom, a country that has had a long tradition of making and supporting craft, suggests not only the world of craft but the very
definition of craft may be changing.
To test this thesis, it is important to consider
and learn about some of the craft councils and other organizations in the United Kingdom as not only did one of them conduct the study but collectively they provide essential support to the industry and its makers. We will explore these organizations and how they support crafts.
Crafts Council of the United Kingdom
The Crafts Council was founded in 1972 as the national charity for craft. (See: https://www.craftscouncil.org.uk/)
It was established on the belief that “craft skills and knowledge enrich and uplift us as individuals and can change our world for the better.” Consequently, the Crafts Council engaged and continues to engage in countless activities in support of nurturing craft businesses and expanding the reach of craft . These activites can be grouped in three categories: engaging new audiences, growing the market and increasing education and access to craft making:
Engaging new audiences
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Craft is a language of material, provenance and making. It is learning the value of things.
– Teleri Lloyd-Jones
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