Hermès partners with Nest to empower struggling artisans
- Since 2018, Hermès has partnered with Nest to help artisans across the U.S. improve their business skills.
- The partnership facilitates an annual workshop focused on marketing strategies and storytelling.
- Artisans have reported significant business growth and a sense of validation through Hermès' support.
In 2018, Hermès, the French luxury brand, formed a partnership with Nest, a nonprofit organization headquartered in St. Louis, to assist artisans in the United States. This collaboration aims to provide a platform where craftspeople in various fields such as fashion accessories, ceramics, home décor, and jewelry can enhance their business skills and connect with fellow makers. It has led to the organization of an annual two-day workshop where artisans receive marketing services and learn the importance of storytelling in their craft. This approach not only supports the artisans but also helps them recognize their value within the market, a key component of Hermès' mission. During the 2023 Convening, artisans like Rebecca Rex and Soliel Carlos shared their experiences and insights gained from the workshop. Rex noted that her sales tripled after applying marketing strategies she learned, while Carlos emphasized the significance of cultural heritage in her pottery designs. Both artisans, like many others, have started to incorporate storytelling into their products, just as Hermès has done with its equestrian heritage. By showcasing their personal stories through their crafts, these artisans market their work in a more compelling manner. The mutual benefit of this partnership is evident. Artisans feel validated and recognized when they partner with a prestigious brand like Hermès, which treats craftsmanship with the utmost respect. On the other hand, Hermès maintains its commitment to promoting high-quality, handcrafted goods. The direction in which Hermès supports these makers aligns with their long-standing belief that craftsmanship should be encouraged rather than dictated by market trends. The impact of this partnership on the artisan community extends beyond immediate business gain. It fosters a sense of community among makers, encouraging them to inspire and support one another. Artisans working together under the umbrella of Hermès and Nest can collaborate, share experiences, and learn various techniques, ultimately leading them to thrive in their creative endeavors. By prioritizing craftsmanship and the stories behind the products, they enhance their offerings and appeal to consumers looking for authenticity and connection in their purchases.