For the past few years, we've seen more and more brands joining in on Black Friday initiatives and discounts. The timing is fantastic—a month before Christmas—with great discounts, giving you plenty of time to get your gifts and avoid the last-minute rush on Christmas or Three Kings' Day, scrambling to buy presents without a plan and just grabbing whatever's handy.
The plan sounds perfect and would seemingly work for everyone. But why isn't it?

There are many factors that lead many brands to decide not to join this initiative or, let's call it something else, this global consumer movement.
We speak from our own perspective: craftsmanship. A handmade piece of ceramic, wood, textile, leather, or silver involves costs that include the learning and development of that craft.

Buying handcrafted items isn't just investing in a unique piece; it's also supporting the processes that make up our country's intangible heritage. For example, the ceramic tradition in Spain remains alive thanks to artists who choose to embrace it, reinventing it with a contemporary approach. It also remains alive thanks to those who support it.

Deciding how to price a handcrafted piece in today's dynamic market is very complex. Offering Black Friday discounts requires a large production chain (or the foresight to create one) and prices that aren't yet adjusted to allow for those discounts. The reality is that, in most cases, creating handmade pieces involves:
- Expenses for materials that are often costly.
- Production processes (usually) slow.

- Prices adjusted and adapted to a market in which we compete with many mass-produced brands that have joined in to provide false craftsmanship, with prices that are not in line with the real costs of an artisan.

For this reason, many brands decided not to participate in Black Friday. This is also because we understand craftsmanship as something unique, with the aim of preserving and promoting it, maintaining its value, linked to a living heritage and not to the rhetoric of fast consumption.