6 differences between artisanal creations and handmade?

While the Insee* has recorded fewer and fewer craft businesses since 2014, French people declare themselves increasingly inclined to consume local*, artisanal or handmade products. Good news for consumption that values know-how in France. But that is without counting the deceptive practices, developed by an industry that takes the codes of craftsmanship to better keep you in its nets.

What are these practices and why is it a problem? To better understand and make informed consumption choices, focus on the differences between an artisanal product and a handmade product.

What is an artisanal product?

An artisanal product, in the collective imagination, is traditional values, noble materials, quality ingredients, a person who works by hand… Yes, but not only!

It's time to take out the dictionary to see more clearly. According to the National Center for Textual and Lexical Resources (CNRTL), the artisanal field, is “relative, proper to the artisan and craftsmanship".

We are well on our way!

What is an artisan?

Let's rather look at the definition of an artisan to see more clearly: “person exercising, for their own account, a mechanical art or a manual trade which requires a certain professional qualification”.

Female artisan creator working the material

To put it more simply:

an artisan can use a machine that requires a technique

an artisanal product can also be manual

an artisan uses their know-how for their own account

professional qualification is an important condition, whether the activity is manual or not

According to this definition of the artisan, the mastery of a manual practice or a machine to a professional degree opposes craftsmanship to industrial manufacturing.

Craftsmanship is often associated with traditional trades. However, this field is rather vast. An artisan can be a cook, a jeweler, a mason or a couturier. What connects them? Each trade of craftsmanship requires the learning of a technique and a particular know-how.

Defining the notion of know-how

If we take a closer look at the definition of know-how (I promise, I'll put away my dictionary after), here is what stands out:

“Easy practice of an art, a discipline, a profession, a sustained activity, manual and/or intellectual skill acquired through experience, through learning, in a determined field.”

If we cross our two definitions, we can say that an artisan automatically possesses know-how, while someone who possesses know-how is not necessarily an artisan.

For example, we can invest in learning sculpture without becoming a sculptor or learning masonry without a professional goal, simply for pure passion.

As the condition to be an artisan is to master know-how and make it their activity, if it does not come from know-how, then we cannot say that it is artisanal.

At Meanwhile Boutique, creators have decided to make craftsmanship their trade. This is the case for example of the Lebanese jewelry brand Nounzein or even, the brand of committed illustrations Ici Jozi.

earrings dipped in gold artisanal manufacturing

Beyrouth Earrings dipped in gold by Nounzein - €95

Committed illustration on recycled paper "The Giant Woman" by Ici Jozi - from €12

You can also find them in our collection dedicated to products from French and international know-how.

And handmade, what is it?

The definitions of craftsmanship and handmade are closely linked. In fact, handmade manufacturing can be artisanal. But not always! It is a very broad notion: you can have know-how or not, you can be an artisan or not.

For example: I threaded beads to make a bracelet, that does not make me an artisan even though I did everything by hand.

We can guess that handmade production is not like playing with play-dough either: you can learn for hours before acquiring mastery of certain practices, even when it is a hobby.

On the business side, you can also see several expressions derived from handmade:

Entirely handmade : Here we control the entire manufacturing from A to Z. For example, if I weave hemp that I myself cultivated and harvested by hand, we can say that this fabric is entirely handmade.

Hand-transformed : this means that an object is or has been transformed by hand into something new. This is the case of upcycling for example and the revaluation of objects in general.

Hand-assembled : is the act of taking different components and associating them to create something new. We can think here of a person who creates jewelry and who will assemble the beads, choose the thread and imagine the final piece.

For example, these 2 items are handmade:

Vichy turquoise scrunchie - Christina by Popi - €5

Roll-out book "Amazing Summer" by Scrollino Roll-out book "Scrollino Amazing Summer" by Scrollino - €14.80

The scrunchies are sewn by hand by Popi and the playful roll-out book Scrollino is as for it hand-assembled.

Beware of deceptive practices

Craftwashing: definition and explanations

Now that you know the 50 shades of craftsmanship, you will be able to sniff out the tricks aimed at making you buy more and more (and if possible industrial products).

If we compare an old lady who makes jams in her cauldron with a huge noisy factory that cooks fruit in giant vats: there is still a big difference.

A gap between the consumer and the purchase, for the industrialists.

With craftwashing, everything is settled: we appropriate the codes of craftsmanship and handmade to camouflage the industrial aspect of products and promote authenticity for purely marketing purposes.

Just like greenwashing, which targets ecology, the goal is to deceive consumers with slogans, packaging or concepts that have nothing artisanal but the appearance.

However, craftwashing tends to become democratized in a rather deceptive way in our daily lives:

Who has never bought bread in a large store? An abbey beer thinking that they are always the monks who make it by hand? Who has never given in to a frappé or a pastry at McCafé or even a jam with a grandmother look?

This marketing technique aims to seduce and make people believe that there is know-how where there is none, authenticity where an industrial logic applies...

But it does not stop there.

Craft means Craftsmanship in English

The problem of craftwashing

Of course, craftwashing is not without consequences. It hides from consumers the reality of the industrial production system and the functioning of large stores.

You have probably noticed in recent years that supermarkets are changing their appearance for decor that highlights wood and natural materials. Like for example baskets to put fruits and vegetables, sellers in aprons or even wine shelves that take the appearance of a wine shop.

Convenience, authenticity and proximity, hide in reality consequences that we do not necessarily imagine when we go shopping:

loss of small businesses and independent companies that see themselves swallowed by the big brands

pressure on small producers to start producing in industrial quantities and satisfy the needs of supermarkets and other big brands

industrial practices hidden under the cover of craftsmanship while the compositions and ingredients are the same and the price often more expensive

loss of real know-how and craftsmanship

loss of the dynamism of cities because consumption is swallowed by the big brands who, more and more, open small stores

Believing that it is the gigantic shopping centers on the outskirts of the city, who bring back the most jobs is a misconception: according to the confederation of merchants, it is 72% of the jobs of commerce that depend on independent businesses.

Of course, large stores have their advantages, otherwise they would never have seen the day. It is still appreciable to find a great diversity of products in the same place and at rather accessible prices.

How to fight against craftwashing

The fight against craftwashing is not a lost cause. Putting back meaning and values in your purchases is entirely possible.

Redefine

To achieve this, deconstructing what we hear distortedly, by defining common terms, is already a first step.

This does not concern only craftwashing: if we distort the words from their meaning, it becomes easy to make mistakes.

You now know why I took out my dictionary at the beginning of this article!

Also take stock by asking yourself in what way you want to consume.

Do you want to favor local? You prefer Organic products for food? You want objects from artisans only or you also appreciate committed brands?

Refocusing on yourself and your values will help you start a process and find alternatives little by little.

Find alternatives

When it comes to food, if you have the means to travel, you can favor buying in direct sale, at the producer. Either on their farm, or at the market. You will then be assured of the origin of your purchases, even the way they are produced.

Otherwise, there are networks of product sales organic like La Ruche qui dit Oui, in physical or even La Fourche, online, who select for you and inform you about their commitments.

In the world of product design and small ethical brands, more and more designer and artisan boutiques are opening to share costs and management.

Some even open their workshops to the public to make direct sales and meet consumers. Many also communicate online with authenticity and a desire to share.

You just need to ask around or wander around your region to discover these talented people. What could be better than a walk that leads you to lovely discoveries?

Finally, no matter where you buy your products, don’t hesitate to check what the brand or designer claims, and see if they are transparent.

In craftsmanship, there are labels that are listed on the Chamber of Trades website.

Beyond labels, it is also through exchange and meeting that you can appreciate the expertise of the person you are speaking with

Meanwhile Boutique’s approach

Definition, exchange, transparency…

Meeting committed artisans is what we do at Meanwhile Boutique.

Our goal? To offer the best eco-responsible brands.

To achieve this, our approach, our 17 values and our commitments are defined in our eco-responsible charter, the cornerstone of all our actions.

But because values are just words, we invite you to get to know the designers better through portraits, video interviews and photos that show how they work.

Of course, labels and certifications also have their place at Meanwhile Boutique. But it is above all the human element, creativity and expertise that we wish to share.

Change is never easy, but positive solutions already exist. We make them visible so thatall you have to do is choose without sacrificing your ethics and values.