Building craft experiences

How can craft experiences add value to makers and brands?

Video: Abdollah Nafisi in the studio

The COVID-19 pandemic has seen millions of people turn to making things with their hands as a source of comfort in turbulent times. Live experiences and connecting with others have become even more significant. As the public looks afresh at craft and what it can offer them, the role of makers and the experiences they can offer are more in demand than ever.

On this page, we hear from a variety of craft professionals who’ve unlocked the power of craft experiences to enhance their brand or business. Case studies include:

Abdollah Nafisi, Nafisi Studio founder
Karen Thompson, ceramicist
Sophie Rochester, Yodomo founder
Samantha Williams, Brookfield Properties curator
Lewis Maughan. Turning Earth operations manager
Deborette Clarke, leatherwork designer

Watch each video case study on YouTube and don't forget to download our free guidebook and checklist for more inspiration.

Download the guidebook

The Power of Experiences

What is a craft experience?

A craft experience is an opportunity for a participant or consumer to engage in a craft activity or session. This can include:

experiencing a location, tourist venue, or event that includes craft
choosing a have-a-go taster session for fun
participating in a craft course or workshop
accessing a making session online
consuming craft in a setting that boosts a maker’s or other business’s brand

“I thought to myself, why can’t I share the experiences that I am having in my workshop with other people and to what extent can that bring me revenue.”
Abdollah Nafisi, Nafisi Studio

What are the benefits of offering a craft experience?

Evidence suggests that when people understand the skills involved in making, they more readily engage with craft and are more likely to buy your work. By sharing your creative expertise and ideas with others you can indirectly add value to your product or service, generating more income and public engagement.

Samantha Williams standing by a textile sculpture by 2021 Brookfield prize winner Anna Ray. Photo: Sarah Mace-Dennis

“Think outside the box…I think it's important for makers to just consider all the places they can show their work to audiences”
Samantha Williams, Brookfield Properties

Bringing Craft Experiences to your Business

If you earn income from creating and selling pieces of work and/or would like to create an additional income stream by offering craft experiences, download our guidebook, case studies and checklist to get started.

These resources will help you to:

diversify your brand or business offer
generate income through participation in craft
animate or programme spaces using unique craft objects
Share your skills and have some fun!

For more information or to request an alternative format of the information provided, please contact makerdev@craftscouncil.org.uk

Download resources

“The commercial value comes from delivering a service that is valuable to people; the more you can deliver for people, what they can learn, what they can get out of it, for a reasonable price, then you’ve got a business.”
Lewis Maughan, Turning Earth

Lewis Maughan, operations manager for Turning Earth. Photo: Sarah Mace-Dennis