From puppets to pottery: The business of craftsmen in the machine age

Social media: a new stage for traditional crafts

In the machine age, more and more traditional artists are finding new life through the power of social media. One such artist is Italian puppeteer Antonio Pinnaro , who primarily sells his works offline but is well aware of the power of social media.Through Instagram and Redbook，he has made his puppet art more visible to more people.

“Social media gives me visibility and recognition,” Antonio said. “The soul of my creation lies in the time invested, not just the finished product. In the future, I may sell directly through social media, but the premise is to ensure that my work remains unique.”

Antonio also mentioned that despite the exposure brought by social media, maintaining the quality of traditional craftsmanship remains a core challenge.

This balance is a common issue faced by contemporary craftsmen – how to expand influence in the digital age without being kidnapped by online marketing.

When asked what kind of business thinking should craftsmen have to cope with the competition of machine manufacturing, Antonio’s answer is quite philosophical:

Ceramic experience: selling emotions and time

The Kiln Studios in Newcastle is a shop that focuses on ceramic experience. Unlike cheap tableware mass-produced in factories, their handmade products are more expensive: coasters and tiles are priced at £6 to £15, cups are priced at £16 to £22, plates are priced at £16 to £32, and bowls are priced at £19 to £28.

In an anonymous interview, when asked about the advantages of handmade pottery, a manager representative from The Kiln Studio revealed: “Machine-made tableware pursues efficiency and profit, while we provide a unique experience. Each piece carries the creator’s emotions and stories, which cannot be replicated by industrial production. Our customers buy not only objects, but also a warm time.”

“We don’t only sell goods, but emotional value.” The manager added.

Social media also plays an important role in the operation of The Kiln Studios. “Instagram is our main marketing channel, and we also operate a Tiktok account,” the manager said. “Many customers discover us through social platforms. It not only helps us expand our influence, but also makes more people aware of the unique charm of handicrafts.”

“Some people even bring screenshots of social media to find the same design,” the employee said with a smile, “but we will encourage them to create their own version.”

Future：Persistence and innovation coexist

Whether it is Antonio’s puppet art or The Kiln Studios’ pottery experience, they have proved one point: in the machine age, the value of handicrafts lies not only in the product itself, but also in the emotions, stories and experiences behind it.

But it is undeniable that the rise of social media has provided a new living space for traditional crafts, and the innovation of business models has allowed craftsmen to find a way to compete with industrialization.

The handicraft industry needs more attention and support!

Only by adhering to the essence while embracing change can traditional crafts be reborn in the machine age.

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