The website needs to feel like an investment-grade environment, rather than a generic shop. This is not an aspirational category. Those shopping in this category have taste, style, budget and vision. Businesses that fit into the this archetype sell premium and luxury pieces. Sales are infrequent per client, in comparison to a prints or mid-range homewares business.
This post covers what I have found to be are the core elements of how a successful high-end crafts business operates and how you could use them to shape your ecosystem, visual content and website structure for success. If you are positioned as a high-end craftsperson are you using the appropriate archetypal structure?
A high-end craft businesses sells one-of-a-kind or a limited catalogue of pieces. Each purchase signals an investment in the business' brand, materials, the story and in the designer-maker's profile.
Figure out how to optimise your digital ecosystem around how your business needs to operate and you can make smart, immediate decisions and changes that support your business' needs and vision.
In this instance storytelling, quality of materials and finish, customer service and provenance mean everything to the customer. Effectively marketing the vision and dream to the client hinges on conveying the meaning behind the product through visual storytelling. Trust-building signals are critical, as are stunning photography and video content. A sense of discreet, effortless and personable style of service is imperative. Think personal appointments, a dedicated rep and an admin free process.
High-end craft businesses understand that you can tell anyone how great a product is (the physical reality) but what really sells meaning and story. Commissioning a custom rug from Luke Irwin is something many people dream of and whilst there are significantly less expensive options available from Ikea the brand is a go-to for lots of people. So, why do some folks choose the most expensive options?
As one of my heroes Rory Sutherland wrote in his book Alchemy:
"We don't value things; we value their meaning. What they are is determined by the laws of physics, but what they mean is determined by the laws of psychology"
For products and services that fit in this archetype, it seems that the end decision is felt, it is not logical. Psychologically, the customer has based their decision on what the end result or product means to them. There is a sense of certainty, pride and joy felt in commissioning something crafted by hand using fantastic materials, just for you. To many folks It may seem illogical to spend £30k on a rug when you can whip round Portobello Road and find something different for £3k. However, High-End Craft business and Luxury Makers have positioned themselves in category that honestly demonstrates value, integrity, craft and meaning.
The objective: Inspire the client. This develops the desire to own a part of the world your business has created. Position your product or service as luxury, not an everyday purchase. E.g. Plain English Kitchens at one end of the spectrum and Pierrot Studio at the other.
Examples: bespoke furniture, custom rugs or carpets, hand painted murals, custom kitchens, fine jewellery, ceramic art, fine art pieces.
Brands: Cox London, Smythson, Hermès, Savoir Beds, Original BTC, Wemyss Kitchens and Furniture, Pierrot Studio.
Essence: High price, low frequency. Purchases are investments in the maker, the craft and story.
Strengths: Big margins per order, prestige positioning, strong PR/press potential.
Risks: There may be little repeat business; growth can feel like a treadmill of always finding new clients.
Strategy:
Homepage Layout Strategy:
The website is the window that affirms the company offers premium or luxury pieces, these match the client's dream and vision for their home and lifestyle. The entire digital ecosystem must be curated to express ease at every touchpoint, confirm highly skilled craftsmanship, integrity when it comes to materials and a slick process when it comes to contact and purchasing the piece.
Design feel: Spacious, editorial, high-contrast imagery. White space = luxury.
If you are looking to design or to redesign your website, do book in for a complimentary discovery call.
