Himmeli is an old Finnish handicraft product, which for decades has been regarded an old thing. Eija Koski has renewed himmeli and found its new opportunities.
Himmeli is an old Finnish handicraft product, which for decades has been regarded a thing from the past. Eija Koski has renewed himmeli and found new opportunities and markets for it. In this process, she has used her Six Ps Method.
PASSION: Eija discovered her passion with himmeli since she was ten years old and learned how to make himmelis.
PURPOSE: Her ambition is to be a himmeli ambassador in the world. She wants to introduce not only the Finnish tradions of himmeli but also conveys the message of beauty and harmony that speak mathematical language in the himmelis.
PERSON: As the only himmelist in the world, Eija sells with her persona via an own Instagram account with her name eijakoskihimmelist.
PRODUCT: Eija focuses only on himmelis under the forms of end products, workshops, kits and books, but not on other straw crafts.
PUBLIC: As the material is straw, Eija contacted Straw Museums in Sweden and Switzerland as they are considered selling channels for her artworks. She contacted the Finnish Institute in Japan by means of which she has annual exhibitions in this country. Eija also targets at architects who find the spatial structures of himmeli interesting, and she has given lectures to architecture students at the university.
PRICE: Eija's artworks are made with high standard of work and material and therefore, she prefers exhibitions to markets to sell himmelis. The price is yet higher."
Resources needed
Public resources are within this picture in the role of invitations to the abroad, to show the Finnish cultural heritage (Finnish Institute in Japan). Financial resources came also from private Foundation (Swiss Straw Museum), inviting Eija to show and share her knowledge of Straw artwork.
Evidence of success
Measureable outputs of this practice are:
• Renew himmeli and make it up-to-date.
• Five himmeli books written by Eija Koski all sold out.
• All himmelis in exibitions have been sold out.
• Continue receiving invitations to organize workshops and exhibitions on himmeli.
• Bring himmelis to global awareness and transfer to learning in different sectors.
Potential for learning or transfer
This practice is best transferable for the handicraft which has a traditional background - some kind of cultural heritage to grow to new stages. Every culture have their own traditional treasures which need some refreshment, a new incarnation. The operating principle and marketing/visual aspect and six Ps are applicable to any craftsmen. These could even be a product for mentoring other craftspeople.
Craftsmen can apply the Six Ps Method as following:
• PASSION: Find your passion. This keeps you motivated and prevents you from being routinised.
• PURPOSE: Have a clear vision and follow your path to reach your purpose.
• PERSON: Personalise yourself. Sell with your persona. Be different, be extraordinary!
• PRODUCT: Concentrate on one product. You cannot sell everything to everyone.
• PUBLIC: Define your public and target group, and contact them directly in multiple ways.
• PRICE: Add value to your work. Create story and brand. Do not sell your products too cheap.
Tags: Innovation, SME
