Handicraft, as it is traditionally understood, is going through a subtle phase of transition to which there are two sides: one side is the wish to maintain the cultural value which is well rooted in it’s past, and the other side is the need and the importance to develop and produce something which relates better to the modern and social demands that regulate today’s market. In order for that phase to be completed positively and create new opportunities it’s necessary to instigate an evolutionary process towards an overhaul and reorganization of all the production elements from the raw material, to the production process, to styling. Contemporary handicraft is evolving towards a new entrepreneurial phase that guarantees continuity and at the same time the protection of cultural heritage.			The objectives are not a repetition of the past but an identification of new lines of development that create a new experience of high quality creative products. The process of modernization takes into account the more significant changes that have concerned the industrial sector in the last few years: the passage from mass production to diversified production; the growing importance of the buyer; the capacity to interpret the rapidly changing dynamics of the market; the on-going study into the wishes and expectations of our customers to ensure we are meeting their demands. Due to problems with the traditional model the modern business must have a more open and articulate attitude looking at changes in which research and projects are correctly integrated to give impetus to the innovations.
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