Intelligent hands, intelligent minds

The Future is Handcrafted

At House of Manus, we believe the work of highly skilled hands is of inestimable worth. House of Manus brings together a network of first-class craft businesses, consultancy expertise and an elite academy for aspiring craftspeople that can provide genuine future prospects in the field of high-end artisan manufacturing.

It wasn’t just their brains that enabled our ancestors to develop into modern humans, it was also their hands. Once upper limbs were freed from the task of providing locomotion, they discovered a plethora of new faculties. Today’s humans, too, are about more than just their brains; they are a unique combination of mind and body, of head and hand. And the skilled and purposeful use of those hands, which spawned the world of materials and tools, is a basic human impulse that has time and again produced extraordinary achievements and led to new heights of sophistication.

The hand, or “manus” in Latin, represents our ability to shape our world – and the beauty that can result when we put our hands to expert use. Working with our hands is thus a deeply philosophical undertaking, one that expresses the desire to do a job well for its own sake.

“Craftsmanship names an enduring basic human impulse, the desire to do a job well for its own sake.”

Richard Sennett

New perspectives on traditional skills

House of Manus is an ambitious project for exceptionally ambitious people. Our aim is not just to preserve endangered artisan practices, but also to ensure they have a viable future – by facilitating the productive application of rich craft traditions, be it in silversmithing, textile art, glassblowing or working with porcelain. It’s high time for a new appreciation of the manual skills that can enrich our lives with things of genuine beauty – and that are fundamental to our new definition of luxury.

At House of Manus, we want to put manual intelligence at the heart of a movement that seeks to bolster the autonomy and agency of professional artisans, a movement of trendsetting consumers who consciously choose things of intrinsic value and enduring quality – driven by a desire for more sustainable consumption, more profound experiences and sensory enrichment of their lives. Favouring handcrafted originals over mass-produced goods will come to be seen as an integral part of a successful and pleasurable life, and as something worth paying an appropriate price for. What they reward us with is their “emotional durability,” the unique relationship we form with them.

“A realm of intimate, personal power is developing – power of the individual to conduct his own education, find his own inspiration, shape his own environment, and share his adventure with whoever is interested.”

Whole Earth Catalogue, 1968

Investing in the future of craft

What sets House of Manus apart is that we combine training and consulting with a network of artisan businesses. These are makers we invest in directly and whose businesses strategies we realign to enhance their future prospects. That investment programme is complemented by the work of our in-house school, House of Manus Academy, which provides both practical and theoretical teaching in the fields of philosophy, design and business.

Our long-term aim is for House of Manus Academy, with the support of our network of international experts, to serve as a think-tank and a driver of societal discourse about the future and potential of craft businesses. The academy aims to provide orientation, not only to youngsters and students but to established professional artisans too – and to help managers and directors of artisan manufacturers give their activities a firmer cultural footing. First and foremost, House of Manus sees itself as a supporter of all those pursuing a more discerning and sustainable form of consumption, one that can enrich our lives via high-quality, exceptionally beautiful objects – and via authentic experiences.

The Manus Manifesto



1
The Future is handcrafted.

2
Craftsmanship is a vital cultural asset.

3
Artisan Businesses are good business.

4
We invest for the long term, generating both financial returns and cultural benefits.

5
The heart of artisan businesses are the artisans.



6
We train intelligent hands.

7
We help to establish craft as a rewarding career path.

8
We consider craft in its rich historical and cultural context.

9
We are aware of the past, work in the present, and orient ourselves towards the future.

10
They talk. We do.

The Craft Sector in 2025

Digitalization and dematerialization

The issue of whether handcrafted products can remain relevant in an increasingly digital world is, in our view, a unique opportunity. We can help artisan businesses to position themselves with confidence in the era of digitalization and AI and to fully exploit the added value inherent in artisan production.

Accelerated lifecycles vs. intrinsic value

We’ve become accustomed to ever shorter innovation cycles, particularly in the consumer electronics and software development. As a result, however, customers (and producers alike) have developed a new yearning for the kind of intrinsic value and solidity represented by handcrafted originals.

Renaissance of the real

The increasing virtuality of today’s world has, conversely, led to a kind of renaissance of the real, a new desire for tactility, authenticity and uniqueness. This is where House of Manus is, in tandem with its partners, focusing its strategic approach.

Sustainable consumption

Consumer behaviour as a whole is changing; a new relationship is developing between the throwaway society and those seeking a more conscious, more ethical consumption centred on sustainability and quality. For the quality-conscious trendsetters celebrating this point of difference, artisan businesses have much to offer.

Cyclical consolidation

Thanks to strategic takeovers, the biggest luxury corporations keep getting bigger. This is having a positive impact on perceptions of more exclusive, medium-sized brands, but smaller artisan businesses are increasingly feeling the heat—they lack the capital required to grow and compete with these large luxury goods manufacturers. There is thus a risk that countless artisan businesses could die if they fail to attain a certain critical size.

Growth in luxury market

Since 2000, the market for handmade luxury goods has been expanding by five per cent year on year. After an initial collapse in sales, the coronavirus pandemic ultimately accelerated this trend; by 2023, the sector’s market value had reached a high of 369 billion euros, with 2024’s figure only slightly lower at 363 billion euros. Consumer confidence is faltering in China, the strongest growth market in recent years. The situation in Europe and the US is relatively stable, while there is continued growth in specific markets (Southern Europe, Western Asia, Japan, India).

New appreciation of quality

Many traditional artisan practices are in demand once again, with an appreciation of craft skills and uniqueness being the main driver of sales. For brands that focus on first-class quality, innovation and the needs of discerning customers, the chances of success thus remain good. In this segment, we are seeing a renewed regard for qualities that are artisan businesses’ core strengths.

Experience and investment

Affluent target groups are, in many cases, setting greater store by experiences than by products alone. Demand is thus on the rise in hospitality, travel and fine dining (with a growth of five percent from 2023 to 2024), but we are also seeing a trend towards investment purchases. This is a key reason why House of Manus is specifically supporting artisan manufacturers, producers of things with lasting value and high emotional durability.

Brands and entertainment

Given consumers’ increasing focus on experiences, the way in which products are presented is becoming increasingly important. Artisan manufacturers have to act as brands, and as brands they have to entertain, to artfully orchestrate the experiences only handcrafted products can provide. This they need to do not just in shops but elsewhere too, be it at hotels, restaurants or events.

Luxury vs. quality

According to the latest figures from Bain, several luxury brands are losing a significant number of customers because they can no longer uphold their promise of quality amid ever-increasing profit margins, leading to a decline in consumer trust. In contrast, the search for quality will continue to drive demand for artisanal products.