Good practice:

ART CRAFT training (Needlecraft Academy)

Craftspeople in Hungary are usually sole proprietorships and according to the experience of the founders of the Needlecraft Academy, craftspeople are not aware of their opportunities and where to position themselves in the market. In addition, they do not adequately represent their values. Craftspeople are also unaware of the professional levels of the craft and their development directions. Moreover, they are uncertain of the market and tend not to price their products well, usually underestimating their value. Furthermore, they do not represent themselves properly in a business situation such as negotiations. The basic finding was that traditional, mass marketing tools could not help craftspeople; they require a programme that goes beyond such tools. ART CRAFT training is a complex support for craftspeople including the development of professional skills, access to finance and help in internationalisation (e.g. participation in exhibitions, doing business with craft buyers). It is a new type of development and knowledge transfer in the professional and entrepreneurial field. The practice exists since 2019 February. It comprises of 2 workshops a month, 8 hours each and every 3 months, a 4-day intensive course as well as a private mentoring (40 hours). The two founders have 25 years of experience in fashion couture, therefore, a proper basis to transfer the knowledge to craftspeople is provided. They are able to support them as they were in the same shoes.

- Needlecraft Academy used existing resources, no funding cost required
- office/atelier
- know-how, founders have master degree diplomas
- Adrienne KÖRTVÉLY in Law and Business Communication / Orsolya SPRINGER in Cultural Management and Adult Educations
-both also have Fashion Design degrees

- Needlecraft Academy is currently run by 2 people and participates in a joint project with the largest Hungarian folk craft community (Open Workshop); the aim is to extend traditions into the 21st century.
- Partnership with the Heritage House of Hungary.
- Museum workshop projects in co-operation with the Hungarian National Museum.
- Cooperation with a medical institution dealing with dementia rehabilitation where they are developing special health-preserving content.

- reach the interested people as most of them have no colleagues and do not have time to participate in programmes
- financial resources on the side of crafters to travel and participate in programmes
- generation change

Needlecraft Academy is currently run by people but the programme attracts sponsors and volunteers too. Sponsors mostly provide facilities for workshops and help with press communication. Thanks to the international experience of Needlecraft Academy, it is obvious what asymmetry the professional skills and business role of the Hungarian crafter community show compared to other regions of Europe. That is why the main goal is to balance this in Hungary. Meanwhile, sustainability is a shared responsibility of Europe and crafters have a particularly great opportunity and responsibility. The two founding ladies are points of contact for each other, not competitors. In their work, it is important to examine the health-preserving role of handicrafts. The lessons and methods of this can be interesting for other regions as well, furthermore, it is easy to transfer the good practice.