Italian Artisans: The Hidden Cost of 'Artist' Mentality

Italian Artisans and the Marketing Gap: Why 'Artists' Neglect Self-Promotion Italy's renowned craftsmanship is facing a challenge. Many skilled artisans, particularly subcontractors known as terzisti, struggle with self-promotion, hindering their businesses and the overall manufacturing sector. Ornella Auzino, a successful handbag maker, sheds light on this issue. "They see themselves as artists, not entrepreneurs," Auzino explains, highlighting the disconnect between creative passion and business acumen. This reluctance to embrace marketing strategies limits their reach and competitiveness in a global market. The result? A significant portion of Italy's artisan talent remains hidden, impacting economic growth and the preservation of traditional skills. Auzino's insights offer valuable lessons for artisans and the industry as a whole, emphasizing the need to bridge the gap between artistic expression and effective self-promotion to ensure the future of Italian craftsmanship.