This disparity between the increase in economic contribution and the loss of workforce is evidence of the vulnerability of the sector. Enrique Porta Puy, partner in charge of the Consumer and Retail Sector at KPMG, explains that the structure of the business fabric, made up mostly of micro-enterprises and self-employed, contributes to this situation. The average number of employees per company in the craft sector is historically around three.

The location of many craft businesses in rural areas exacerbates the lack of generational replacement, making it difficult to attract and retain talent, especially among young people. Xandra Falcó, president of the Círculo Fortuny, points out that professional dedication to craftsmanship has lost social prestige, leading to a lack of interest in the manual trade. However, Falcó argues that crafts can be a stable, long-term job for young people, and advocates the promotion of training and the creation of specialised schools to revitalise interest in these trades.

Spanish crafts cover a wide range of products, including leather goods, furniture, footwear, ceramics and food. The KPMG report identifies 41 areas of national interest, 210 protected designations of origin and 143 protected geographical indications, underlining the diversity and richness of the sector. However, the lack of vocations among young people threatens the continuity of these trades. Falcó calls for greater institutional support to promote high craftsmanship and boost vocational training programmes focused on these occupations.

The fear of the disappearance of some trades is palpable among craftsmen. Enrique Porta Puy recognises that the lack of manpower is the main threat to the sector, detecting a decreasing trend in the number of craftsmen in Spain. Both he and Falcó agree that training is key to the preservation and growth of crafts, especially high crafts, which have a greater capacity to generate value.

Digitalisation has become essential for the survival of the sector. The pandemic acted as a catalyst for the digital development of many craft workshops, driving their leap into digital channels. Porta Puy notes that the disconnect between the traditional artisan and the digital side is diminishing, with more and more artisans adopting these new tools.

Craftsmanship, often unobtrusive and painstaking, is taking shape in workshops that are often unknown to the consumer. Handmade crafts are characterised by their sustainability and respect for the environment, using local resources and materials. However, to survive and prosper, artisans must ensure economic viability, create a brand and keep up to date with market trends.

Círculo Fortuny, through the Master Artisan Awards, recognises and promotes those who excel in the field of craftsmanship. This year, they have awarded Cestería Marcilla from Albacete for the Best Artisan Career, The Exvotos from Seville as Best Vanguard Artist, and Aitor Martínez from Pontevedra as Young Promise. Fine craftsmanship stands out as a key ally for brands seeking to distinguish themselves in the face of an increasingly aware, expert and demanding global consumer. According to Falcó, this sector of excellence is nourished by fine craftsmanship and needs artisans to maintain its relevance and growth.