Approaching Artisans: A Guide for Buyers and Collaborators: Sometimes we try to re-understand our own familiar subjects, as I did. As I saw things from new perspectives, my perspective also changed. And now, when I feel ready, I want to share this experience.
The relationship between artisans and designers is not a normal business alliance, it is a very special and deep relationship. It is based on collaboration—a synergy that respects each other’s skills. But many times I have seen that both parties consider their own contribution as the most important and ignore that partnership. The debate of “who is the real creator” can be a topic of discussion, but in this article I will talk about the importance of partnerships, which are the key to the success of any craft-based business.
Sorting out the right information from the flood of information is now an art
In the old days, access to information was the power and secret of any organization. But today, when information is available everywhere—Google, Instagram, YouTube, blogs—the real challenge is to sort out what information is really useful to us. And when it comes to connecting with artisans, this sorting becomes even more important.
Where will you find your artisans?
In fact, artisans are all around us. In every city, in every street. They are on Instagram, in Facebook groups, on Google, in news articles. Today’s artisans use smartphones and often their children are ready to give the family legacy one last shot. We just need to have a clear vision and intentions, then we can reach them.
Product Preparation: The Key to a Fruitful Start
When you approach an artisan with a desire to get your products made, the first thing they assess is how serious a customer you are. Do you already have a collection plan? Do you have tech-packs with your designs clearly in place? If you approach them without any prototypes or drawings, they will not take you seriously.
Keep in mind, artisans invest their time only for people who can give them steady orders and respect in the future. The worst experience for them is when they make samples for you and you order just 10 pieces. Also, most artisans do not keep stock—they manufacture on order. Ready stock is usually with traders or marketers.
Get on the field: Experience is the greatest teacher
If you really want to understand this industry, you have to go on the field. For example, if you want hand-block printing products made, you have to go to places like Sanganer in Jaipur, where almost every second shed is a printing unit. On the first day, just walk around and understand who is the manufacturer, who is the trader and who is the aggregator. On the second day, visit 4-5 units and talk to them, where the artisans themselves work.
On my first visit, an auto driver named Ali took me to those units. If you want, you can also search for places on your own without a guide, using Google or Uber. These experiences will give you the ground level understanding that no book can give.
Artisans are also hidden in the digital world
Today, many artisans are also active on social media, especially those whose family has a younger generation connected to technology. For example, a search for #IndianWeavers will give you profiles that give a glimpse of real weavers. For example, @ruhi_handloom—this person weaves by day and runs the Instagram handle himself.
Remember, there are traders who call themselves manufacturers but actually sell other people’s products. The mark of a true trader is to openly admit that he is a trader, and keep his fees and role transparent.
Asking for the factory is your responsibility
Only through transparency can we ensure traceability in the supply chain, which is the core of sustainability. When you connect with an artisan, ask for photos of his unit, location, process information. Real artisans do not hesitate to share these, but rather invite.
If someone says that his factory is in Gorakhpur but hesitates to call you, then understand that he is a trader, not a manufacturer.
One artisan, one technique: There is consistency in clarity
Anyone who promises to get you every type of embroidery or fabric is definitely a trader. Artisan groups usually work in only one or a few specific handicrafts. If you are getting all the facilities from one place, then it may be an aggregator and not a craftsman.
Reference is more reliable than information
Government institutes and design schools have a long list of craftsmen, but contacting them may be futile if you don’t have any reference. I myself once got a list of all the registered craftsmen in India, but none of them were comfortable communicating. They didn’t know who I am and if I really want to help them.
This experience taught me that any list is useless unless you have a reliable reference.There should be no reference. Someone connects you with an artisan only if they think you can add value to them.
Build an industry connect: your mentor
If you are new to the industry, find someone who has already worked in the industry and believes in you. That person can connect you with the right artisans—but to reiterate, only if they think you can really do something positive for the artisan.
If you don’t have a sourcing team yet, start with an honest intermediary
Initially I hated the idea of working with intermediaries. But after five years I realized the value of an honest and experienced intermediary. They reach out to those remote artisans, communicate to the world, create catalogues and do marketing for them. Yes, some intermediaries are exploitative, but some are extremely noble and helpful.
An honest trader who openly says he is an intermediary, and clearly fulfils his role, is a gold mine for you. Because you can’t do everything yourself—quality control, deadlines, payment monitoring—so you’re lucky to find a trustworthy partner.
Conclusion: Relationships start, trust builds stability
Before you connect with a craftsman, you need to be clear about your product. Most craftsmen make to order and don’t have stock. A group specializes in only one specific craft, so look for different craftsmen for each job.
Go in with context and preparation, only then can a lasting and meaningful relationship begin. If you have a trusted contact in the industry, he will serve as a bridge for you. And if you find an honest intermediary, then your search has found the right direction.