Every craft has a face

Faces of Heritage

Faces of Heritage was originally conceived as a project combining both research and commercial initiatives — from expeditions in search of artisans to the creation of a network of craft stores.

Its main goal is to redefine the perception of handmade objects by applying modern marketing approaches: to position craftsmanship as a form of art capable of evoking emotion and shaping new consumer preferences. We aim to influence tourists’ purchasing choices by offering a meaningful alternative to generic souvenirs, while also inspiring local communities to rediscover and appreciate their own craft traditions.

The Meaning Behind the Name

The name Faces of Heritage reflects the project’s central idea — to reveal the human stories behind handmade objects. Our goal is not only to introduce the public to craft culture but also to let them literally see the faces of the artisans and their families who create these works.

In today’s world of mass production and standardized goods, the competition for consumers’ attention often takes place on an emotional level. Advertising seeks to “give soul” to factory-made products by constructing artificial stories.

In our case, this soul already exists — in the handmade objects themselves, in the genuine histories of the artisans and their crafts. Our task is to uncover and present this authenticity in a structured and inspiring way, so that the artisan and their art become inseparable in the eyes of the modern audience.

From Vision to Structure

As mentioned earlier, Faces of Heritage was conceived as a comprehensive project combining both research and commercial components. However, it soon became clear that the research and humanitarian aspects required a separate institutional framework — a non-profit organization.

Reasons for This Decision

1. Funding and Investor Priorities.
Investors are typically reluctant to finance research, expeditions, artisan interviews, and story creation. At the early stages, they expect to see a ready-made catalog of products — the foundation for future retail collections, which is where investments are primarily directed.

2. Long-Term Value and Reputation.
Research conducted by an independent non-profit organization in partnership with cultural institutions and humanitarian foundations creates a strong conceptual and marketing foundation. This approach enhances the artistic value of the items presented by Faces of Heritage and makes investor participation not only safer but also more prestigious.

The Birth of Heritage Crafts Research

Thus, Heritage Crafts Research emerged as a natural continuation of the Faces of Heritage vision — its research and cultural dimension, dedicated to:

• documenting crafts,
• supporting artisans, and
• laying the groundwork for sustainable demand for authentic handmade creations.