Craft is a trade that requires skills.
We believe the importance of skills does not lie only in the final product but rather in the process. The process of hand craftsmanship, which necessarily requires time and attention from the craftsman, creates an emotional connection between him and the final product he created. This connection creates emotional products.
The products embody the craftsman’s unique fingerprint and thus making him an inseparable part of the final product. As opposed to a machine, which creates anonymous products, our handmade products have a past, a background and a memory.
A skill, if utilized, can have rewarding qualities; rewarding to the product that is created as a one of a kind element; and rewarding to the craftsperson, whose skill makes him an expert, and therefore meaningful.
This empowerment, deriving from owning a skill, is what we strive to preserve and enhance.