In a bid to address critical challenges faced by artisans, global buyers, and the craft sector as a whole, the World Crafts Council AISBL (WCC AISBL) is working to establish a globally recognised certification system for authentic handmade and handcrafted products.
- The aim is to unite diverse craft traditions under a single benchmark of authenticity — the Seal of Crafts Authenticity.
- The Seal aspires to be a transformative movement akin to Hallmark for gold or Woolmark for wool.
- It seeks to create a global marketplace where artisans thrive, and consumers invest confidently.
- A vision for the future: The Seal of Crafts Authenticity aims to be more than a label—it is a movement to protect the legacy of craftsmanship and elevate the livelihoods of millions of artisans globally. By establishing a trusted network for genuine crafts, it seeks to ensure that the world's cultural heritage is celebrated, preserved, and valued in the marketplace.
WHY A GLOBAL CERTIFICATION: The current landscape reveals critical gaps in the craft ecosystem. For instance:
- Counterfeit losses: Counterfeits account for over $500 million annually in the craft sector, affecting both artisan incomes and consumer trust.
Missed opportunities for retailers: Global brands and retailers often abandon sourcing authentic crafts due to the lack of a transparent and secure supply chain. - Decline in artisanal engagement: Artisans lose out on international opportunities as buyers hesitate without a reliable certification system.
The Seal of Crafts Authenticity will not only bridge these gaps but also create a global marketplace where artisans thrive, and consumers invest confidently.
THE CONTEXT: The WCC AISBL comes in a specific backdrop.
Global challenges in the craft sector
- Lack of trust and transparency: The global market for handicrafts, valued at over $400 billion, suffers from a significant trust deficit.
- Retailers, consumers, and brands often struggle to verify the authenticity of products labelled as “handmade.” This is especially critical for premium crafts like Mexican Talavera pottery, Japanese Kimonos, or Italian Murano glass, where counterfeits abound.
- Pashmina’s case study: Over 70% of pashmina shawls sold worldwide are machine-made, often blended with cheaper materials. This not only misleads consumers but also undermines the trust in the product’s heritage and artisanship.
- African crafts: Traditional crafts such as Zulu beadwork or Maasai jewellery are frequently replicated in mass production, diluting their cultural significance and economic value.
Diminishing retail and consumer interest: Leading global retailers and brands, including luxury giants like Hermès and Gucci, have shown interest in sourcing authentic crafts but face hurdles. The absence of a unified, reliable certification system often leaves them vulnerable to counterfeit products or unscrupulous middlemen. This has led to a decline in their engagement with craft sectors, directly impacting artisans' livelihoods
Fragmented standards across countries: While Geographical Indications (GIs) provide regional authenticity, their scope is limited geographically and legally. For example:
- Darjeeling tea (India) and champagne (France) have GIs, but there’s no global mechanism to authenticate a broader array of crafts.
- Peruvian textiles: Despite having strong cultural roots, they lack a certification system that resonates globally, making them vulnerable to imitation.
